Improved Formula! Natural Since 1970 Antiplaque Whitening Fresh Breath Cruelty Free- No Animal Testing or Animal Ingredients Sustainable Practices No Artificial Colors, Flavors, Fragrance, or Preservatives Made in USA Everyone wants clean, white teeth. At Tom's of Maine, we do it naturally! We use silicas derived from sand to clean your teeth and help retain their natural color. Xylitol and natural flavor oils combine for a bright, minty taste! The result is a confident smile, all without artificial flavors or bleaching agent, and no animal testing! Fluoride-free formula: Some people do not want fluoride in their toothpaste. We produce this toothpaste without fluoride because we respect our customers' diverse needs and interests. Uses: Helps prevent plaque buildup with regular brushing.