I love this toothpaste. I would usually brush my teeth about three to four times a day, however, with this toothpaste, I only feel I need to brush twice a day! The first time you use it, the fresh, minty taste and feel is a bit starteling, but once you get used to it, you start to enjoy it! I feel extra clean expecially when I use this toothpaste after a good flossing. I feel like it gets in to all the crevices and really disinfects after flossing. One downside though: if you have very sensitive teeth, this is not the product for you. I had a cavity that needed to be filled and it was quite irritating every time a glob to toothpaste touched it. It literally felt like I was chewing on a piece of tin foil. You can also tell there is baking soda for whitening in this product. I don't know if my teeth are actually whiter but it sure feels like it! Use this paste, and you will be happy all day long.