This toothpaste smells great. It has a nice minty smell, not too over powering. I like that it's not too strong and doesn't burn my mouth when I brush. The texture is good too, it's not to stringy or chalky. It rinses well and leaves with fresh breath. I use mouthwash too so the freshness lasts all day. I like that this toothpaste whitens and protects too. It's a good size and lasts my family of four quite a while. I really like that it's two pack also, so I won't need to buy more for a long time. I feel that with regular dental check ups, flossing, and brushing this toothpaste gets the job done and protects my families teeth. I do wish there was a fluoride free version.