Whole Care Natural with Fluoride Fights Cavities Whitening Fresh Breath Helps Fight Tartar Cruelty-Free Helps Protect Against Cavities What makes a product good? At Tom's, it includes how we make it. Sustainable practices are a priority in every aspect of our business. No artificial colors, flavors, fragrance, or preservatives. We strive to maximize recycled content and recyclability of our packaging. 5% (12 days) of employee time to volunteering. 10% profits to human and environmental goodness. Along with clinically-proven cavity protection from fluoride, this toothpaste whitens with naturally coursed silicas. This product also helps to freshen breath and prevent plaque and tartar buildup with regular brushing.