Our Mineral Toothpaste is powered by Hydroxyapatite creating a formula that is clean, safe and incredibly effective at strengthening, remineralizing and protecting the teeth. WHY YOU'LL SMILE No added fluoride, paraben-free, vegan, gluten free and cruelty free Powered by Hydroxyapatite to strengthen, remineralize and protect tooth enamel Antiplaque and naturally whitening 100% safe with proven, effective ingredients. Safe enough to eat! No harmful chemicals like sodium lauryl sulfate (SLS), propylene Glycol, artificial flavors, or dyes Transparent ingredients with no “natural flavoring” hiding When used twice daily, one 3.4 oz. Tube lasts about 3 months HOW TO USE FOR SPARKLY RESULTS Apply as much toothpaste as you like and brush in gentle, circular motions for 2 minutes when you get up in the morning, after lunch and after dinner for clean, white teeth. For optimal results we recommend our simple, 3 step oral care routine: Floss, Rinse and Brush (with no spitting). Our products are safe enough to eat. But don’t, because that would be weird!