I love that this product is vegan, organic, cruelty-free and works! That's all I need for toothpaste. When I brush my teeth there are no toxic or harsh chemicals in them. Instead, it's just effective natural ingredients and even ingredients that are healthy for my mouth and body. A certified organic product gives me peace of mind that it doesn't contain any chemicals like herbicides or pesticides. Being vegan and being cruelty free is a lifestyle I aspire to. I like the texture too. Smooth, not grainy, flows well from tube onto brush and brushing. The only thing that takes getting used to is that it doesn't taste spicy and doesn't foam too much, but that's completely normal with natural products. I feel like it still serves its purpose, we just need to stop associating cleanliness with lots of foam and strong smells or tastes. Please gradually switch to completely sustainable packaging instead of pure plastic. Maybe even just a jar with a recyclable metal lid. Overall great product and everything I will buy. I use a three-step protocol with mouthwash and toothpaste. Please never stop making these products!
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