I can't remember when I got this, but it came in one of my monthly subscription boxes a while back... I thought it was lip balm (duh), so I just stashed it aside... I was looking through my subscription items yesterday that I haven't tried, and somehow ended up seeing that this was for my teeth. I hadn't brushed yet, so gave it a try... Wow! I couldn't believe that my teeth actually felt clean!! I have to brush my tongue, so I still used my toothbrush after, but in a situation where you don't have access to a toothbrush or water, this stuff is amazing!! My hubby loves it too! I just wish it wasn't so expensive! I figured the $18 tube would be much bigger....NOPE! I guess if you're using it only in situations where you can't get to your toothbrush it's still a good deal. I think really they should (the company, it's $18 everywhere I've looked, not just Birchbox. I guess it's the manufacturer's price.