This is so much more than just a toothpaste. After using this for a week iv noticed that my teeth are whiter and I have less of a plaque buildup than with other toothpastes. It comes in a beautiful red package and is easy to get all the toothpaste out without needing to cut the tube. The toothpaste itself is grainy and the micro granules polish your teeth to perfection. Best results are when you use day and night with mouthwash and flossing regularly. The minty taste s not overpowering but just perfect enough for your amazing smile !!!