This is the best toothpaste I’ve ever used. I’ve been using it for well over a year now & my teeth have never looked so good, everyone always compliments my smile & always ask how are my teeth so white. Obviously you need to b using it for a period of time to see the effects of it & people might say it’s pricey but a tube lasts you a long time & I use the toothpaste at least twice a day so definitely worth it. I’ve converted a few people to using it already & would highly recommend it for natural teeth whitening. I would drink a lot of coffee, fizzy drinks & wine & my teeth are still white. Will never use any other toothpaste again. Thank you Polished London for creating a fantastic product.