I first received this toothpaste as a sample from my dentist. It does exactly what it says! My teeth have been whiter than before (according my mother), and it's at a great price! I also like the fact that Arctic Fresh isn't too minty. (I don't like minty toothpaste, but I don't like sweet ones either!) However, I have noticed that my lips tend to peel more. I'm not sure if that's also just genetics or not, but I have associated the peeling with this toothpaste. Just make sure to use a good chapstick afterwards, as well as during the day! I tend to forget, so I guess that's my fault, haha.