What it is: A safe, natural and effective toothpaste made with naturally-derived hydroxyapatite and flavored with essential oils.Who it's for: All ages.What it does: Cleaning without harsh foaming agents, this toothpaste features hydroxyapatite?a mineral that makes up 90% of our tooth enamel?that has been proven to strengthen, whiten and protect your teeth without fluoride. It has been used in Japan for over 40 years and is a gold standard there in oral care. How to use: It's best to use toothpaste as step three in the RiseWell oral-care routine. Brush at least twice a day. After brushing, to ensure prolonged contact of the hydroxyapate with the enamel, do not rinse your mouth with water. When used twice daily, one 4 oz. tube lasts about three months Natural Beauty & Wellness products are free of sulfates, phthalates, parabens, petrochemicals, mineral oil, silicone and talc; also free of fluoride, harsh foaming agents, SLS and synthetic fragrance Vegan; cruelty-free Made in the USA