This is One of my favorite products from Hello. I love the freshness of the mint after each brush. I really did notice a difference after a couple of uses. I've used some whiting toothpastes and gels before that were Harsh and time consuming. This is a more natural way of Whiting. This is my first time using a toothpaste with Activated Charcoal. I am impressed and hooked. It gives you that smooth after dentist clean feeling. I think the price is very affordable as well. Overall a great Toothpaste.