With plaque-fighting cranberry extract. 99.2% natural toothpaste. Natural Products Association certified. Natural, effective toothpaste clinically proven to improve oral health. With real cranberry extract known to block bacteria from adhering to teeth and gums, helping prevent plaque formation before it starts, plus added whitening power to brighten teeth. No artificial colors, flavors, preservatives or sweeteners. With regular brushing: Whitens teeth in 2 weeks by gently removing surface stains. Prevents cavities. Reduces plaque. Contains calcium and phosphorus to promote strong, healthy teeth. Freshens breath. SLS-free. No animal testing. Natural personal care products for the greater good. Never any sulfates, parabens, phthalates, or petrochemicals. Made in USA.