My wife got this toothpaste in a conscious box and I thought it to be weird until I ran out of tooth paste. Not wanting to go to the store for more I tried the earthpaste. The first thing I noticed is it don't really foam up like normal toothpaste which can lead to you using more then you actually need, so you just have to watch the quantity you put on your tooth brush. The next thing I noticed is that after brushing my teeth it didn't really feel lime I brushed my teeth at all, but yet my mouth seemed to feel way cleaner then it did before brushing my teeth. It even felt cleaner then when I brush my teeth with normal toothpaste. I highly recommend this toothpaste.