Since 1970. Natural. Maximum strength (Maximum FDA allowed antisensitivity active ingredient). Clinically proven to reduce painful sensitivity. Toothpaste for sensitive teeth and cavity prevention with fluoride. What makes a product good? At Tom's, it includes how we make it. No animal testing or animal ingredients. We share every ingredient, its purpose, and its source. 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) of 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. Made in USA.