Natural. Since 1970. SLS-free. Antiplaque. Whitening. Fresh breath. 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. Clean & Gentle toothpaste leaves your mouth feeling clean and fresh - without using sodium lauryl sulfate (SLS)! SLS foams and disperses ingredients, but some consumers want toothpaste without SLS. Our breakthrough formula uses the gentle ingredient glycyrrhizin (derived from licorice root) for natural low foaming. Plus, natural flavor oils for a great taste. 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. Made in USA.