Since 1970. Natural. SLS-free. With natural chamomile & aloe. With aloe & chamomile and the fresh flavor of spearmint. Brushing regularly with Botanically Bright toothpaste helps to whiten your teeth and freshen breath using ingredients 100% derived from nature. It uses naturally-sourced silicas to help whiten (by removing surface stains) and restore teeth to their natural color, and features an exclusive blend of botanicals, soothing chamomile flower and certified organic aloe vera. Spearmint oils freshen breath. There is no SLS, artificial preservatives, synthetic additives like phthalates or artificial flavors. It's also fluoride and paraben free. What makes a product good? At Tom's it includes how we make it. Cruelty free. No animal testing or animal ingredients. IPS. We share every ingredient, its purpose and its source at www.tomsofmaine.com. Sustainable practices are a priority in every aspect of our business. No artificial colors, flavors, fragrance or preservatives. We strive to maximize recycled content and recyclability of our packaging. 5% (12 days) or employee time to volunteering. 10% of profits to human and environmental goodness. You asked - we listened! This tube is easier to use than our previous tube. Learn more about how this tube reinforces our commitment to environmental stewardship at: www.tomsofmaine.com. 100% recycled paperboard. Printed with soy ink. Made in USA.