When I first used this product, I was amazed at the profound difference in shade using this toothpaste resulted in. It was really surprising the difference, probably two or three shades whiter. So as far as whitening goes, two thumbs up. The taste of the toothpaste was okay, not horrible. The texture of the toothpaste, which is a bright fluorescent blue gel, is maybe a little thicker than store bought toothpastes. Taste and texture, also okay. On the down side, my teeth were very very sensitive after. I feel like sometimes, depending on sweetness or temperature I am still feeling the effects of it. I have sensitive teeth normally, so maybe someone who doesn't would fair better with this product. I would definitely use it more often if it didn't make my teeth so sensitive. I've decided it is best reserved for special occasions. :) The rest of the Luster line seems to be getting more and more popular. Hopefully, they can improve the sensitivity issue.