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I was hoping for a less irritating toothpaste, whitening formulas make my teeth too sensitive, and it's so hard to find toothpaste that doesn't have extra whitening ingredients in it. Reading the label, I found Marvis toothpaste to be nearly identical to the leading American brands. It still contains SLS and saccharine, both ingredients that can be very irritating to teeth and gums. The only difference between this and drugstore brands is the cute packaging.
I bought this product to keep in my travel bag. I liked the taste. It was a fresh toothpaste.
Some toothpastes taste like industrial cleaners & bleach, especially so-called whitening ones, this product does not. It has a clean mint flavor & whitens and cleans like the best of 'em. The only thing I regret about this purchase is that I did not get a larger size!