I love this toothpaste, this is my second tube. The packaging is fantastic, the most beautiful I've ever seen. I love the extremely creamy consistency, although the dripping of Oral-B Genius is almost impossible to stop. Excellent mint flavor, medium strength. I appreciate the ingredients, especially white charcoal, calcium peroxide and jojoba oil. (Whether jojoba oil gives your teeth "shine" or "shine" is something you're very skeptical about, but it's a good advertisement for the "placebo effect". You sold me with it, even though I probably think it's nonsense. but that's ok.) But I like their misleading use of the innocent-sounding term "Irish Moss" instead of the more common name for carrageenan, which is a potentially unsafe ingredient (probably not in small amounts). As for the whitening ability, it's hard to say. Toothpastes cannot whiten appreciably as they remove all but the most superficial, minor surface stains. Claims that "4 times whiter in 4 weeks" are generally advertising nonsense. But if anything can lighten up a bit, I think it would be something like this along with a charcoal-filled Oral-B jet. At the moment this is a really unique product and I recommend it despite its small flaws. I only paid $7.99 for the two times I've bought it and I wouldn't pay more.
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