Since 1970 Natural with Fluoride Fights Cavities Whitening Fresh Breath Helps Fight Tartar Use Helps protect against cavities What makes a product good? At Tom’s, it includes how we make it. Cruelty Free- No animal testing or animal ingredients. I.P.S- We share every ingredient, its purpose, and its source. 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% of profits to human and environmental goodness. We’ve been developing natural oral care solutions for over 30 years, and Whole Care toothpaste offers many solutions in one. If fights cavities, whitens with naturally sourced silicas, freshens breath, and helps prevent plaque and tartar buildup with regular brushing. Tom’s of Maine R & D Team Kennebunk, ME