Made with food- grade activated charcoal, organic and natural coconut oil, and baking soda, this whitening toothpaste has a mint flavor and a vegan formula. It also contains tea tree oil, diatomaceous earth, and peppermint oil which are rich in minerals and clean the teeth with their gentle abrasive action. It has a lightweight formula which does not create any mess even though it contains charcoal. It has zero sensitivity so you can use it without worrying about tooth sensitivity and does not contain any harmful chemicals which damage the teeth. Baking soda scrubs the teeth gently and coconut oil kills all bacteria to give you a clean and bright smile. You can also get a slight hint of coconut when you taste the toothpaste. The toothpaste has an ocean breeze fragrance which is neither too mild nor too pungent. It does stain your brush because of the charcoal formula but whitens the teeth significantly. Try using a brush with natural bristles which do not get dyed easily. The price of this product is high but the results make it worth the high price.