I've tried several natural toothpastes and I really just didn't like the flavor or lack of foam. I've been using the Honest brand for over a year and I think it's wonderful. I think it got rid of even more tarter than my big brand chemical-laden ones. Before, I had to use a sensitive toothpaste, and within days of using a non-sensitive one, I'd feel the sensitivity. However, with this one I have not noticed any sensitivity. Plus, I like the taste and it has a good amount of foam.