I've been using this toothpaste for about a week or more now. I wanted to give it a good review after thorough use. The smell is pleasant but had me worried the taste would be overwhelming, that was not the case. Despite its strong smell the flavor during use was not strong or overwhelming at all, I love this about it. When I first start brushing my teeth with it, each use, it's got kind of a grittiness to it, I didn't mind this as it wasn't really rough or that noticeable. The grittiness fades after several swipes with the toothbrush bristles. My mouth and teeth feel very nice right after use. However, not long after brushing my teeth the freshness and clean feeling leaves and I feel like I need to brush my teeth again. If the freshness would last longer and my teeth would feel cleaner longer I would give this toothpaste a higher rating.