Before using this toothpaste I was unhappy with the color of my teeth. After using it, I saw a change for the better-whiter teeth. I am a repeat user, however it does tend to take several uses for the effects to come through. I would buy this product again and I would recommend it to others, but I would also tell them not to expect professional results. It does fairly well to lighten and brighten your teeth, but it won't make them "just bleached" white.