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I was so excited to try this tooth paste when I received it in one of my very first boxes! Unfortunately, like many name brand tooth pastes and teeth whiteners, this product contains Sodium Lauryl Sulfate, (or SLS) which is a common foaming agent in many shampoos and soaps. This is the ingredient that is responsible for giving you that squeaky clean feeling but can also be very harsh on your gums and skin. After years of using products with SLS, I finally realized I had been causing myself unnecessary skin irritation; which can be especially unpleasant in your mouth. Organic and natural based products do a good job eliminating SLS, so if you have sensitive skin, or value safe and natural ingredients in your personal care products, I strongly discourage you from using this product.2