When I bought this product I had two main concerns: taste and potency. He wins on both fronts. This toothpaste leaves my mouth cleaner than any of the big brands (Colgate, Aquafresh, etc) and tastes pretty good too. There are notes of autumn herbs and spices on the palate, so it's a bit strange at first - not bad, just different. But I quickly got used to it and even prefer mint-flavored toothpastes. Even my super picky husband who doesn't usually like natural products uses it and even loves it which is saying a lot!
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