Certified organic. Longer lasting effectiveness. Certified Organic aloe vera, Iceland moss extract, silica, peppermint oil, tea tree oil, menthol. Brushing with Whitening Toothpaste helps prevent plaque and tartar build-up. Free from fluoride and sodium lauryl sulfate. Low abrasive, whitening formula. Natural whitening action. Dermatologically tested, allergy tested, microbiologically tested. This product contains no animal ingredients, no artificial colors and was not tested on animals. If you regularly use this extraordinary toothpaste, stop reading and keep on brushing. First Kiss? Welcome! Our mission: to bring you the most pure & natural products possible. Products that are wildly effective, priced fairly and made with a healthy respect for our ever more fragile planet. We work to achieve these lofty goals with a (wide white) smile. Thanks for trying our toothpaste. To all our devoted kissers (who kept reading anyway) thanks so much for your continued support, your encouragement & those great product ideas. Keep smiling. Product of Italy.