Fluoride can be potentially harmful to your teeth - I prefer all-natural ingredients. This also contains Propylene Glycol which is, essentially, antifreeze. They also include Sodium Saccharin which is an artificial sweetener although normally used in toothpastes. I prefer Tom's or Jason's toothpaste for Fluoride-free and anti-freeze free. I don't even care for Colgate's packaging or pricing either.