While strolling through Marshall's one day I came across this in their beauty department. I decided to give it a try since everyone had been using charcoal toothpaste and it seemed to work. My first time trying was a bit weird at first since the toothpaste is literally black, therefore turning your mouth black. It doesn't get soapy or sudsy like regular toothpaste and it doesn't have a very strong spearmint taste which is good. But beware upon spitting it out it does leave a bit of a mess in the sink but nothing that can't be easily cleaned up. I love how my mouth and teeth felt afterwards, my teeth felt really clean and fresh. I didn't notice that my teeth were getting whiter after a few uses but nonetheless it is still a great product!