Naturally friendly. Noticeably whiter teeth. Removes plaque. Freshens breath. Tastes awesome. No peroxide. No artificial sweeteners. No dyes. No SLS/sulfates. No brainer. What's up with charcoal? Black paste might look weird but it works brilliantly. Activated charcoal (made from sustainable bamboo) is nature's way to epically whiten teeth and freshen your breath like nobody's business. For maximum friendliness, use every time you brush. Please spit responsibly, and clean the sink after each use. (hashtag)brushhappy. Black paste works brilliantly. No preservatives. No parabens. No fluoride. Let's be friends. Your mouth says thank you. Cruelty free. FSC: Mix - Packaging from responsible sources. Never tested on animals. Leaping bunny certified. 100% Recyclable paperboard + printed with soy inks.