With Xylitol - No Fluoride No SLS or any of its Derivatives No Harsh Chemicals No Preservatives No Gluten No Artificial Colors or Flavors No Saccharine No Paraben At GreenPeach, we strive to formulate products which are truly kid safe. "Strawberry Magic" toothpaste, along with proper daily brushing, delivers a blend of fully natural and gentle substances to help our kids with the health of their teeth and gums. The use of ingredients such as Xylitol, Calcium Carbonate, Propolis, Tee Tree Oil, Baking Soda, and CoQ10 helps to reduce plaque and tartar build up, may reduce the risk of tooth decay and cavity, helps strengthen and protect tooth enamel, whitens and clean teeth, and freshens breath. Lastly this product does not contain any unnecessary harmful ingredients. Kid's health and safety matter to us.