I like this toothpaste -- it really works well for me as a back-up toothpaste when I want to swap out the flavors. It's important to me that this doesn't have sweeteners or SLS/SLES - and it is vegan. A friend at work borrowed it once -- and she raved about how much she liked it and had never had such a pleasant toothpaste. Instant convert!

I tried this despite the steep price because it was one of the few toothpastes with no sodium laurel sulfate. I really wanted to like it, but the taste was too strong for me. I did eventually get used to it but never bought it again because it kind of burned in my opinion. I am not sure whether it was the spearmint or what. And honestly I still haven't found something that will shine my teeth like Burt's Bees toothpaste...

In my search for a natural toothpaste I tried many a brand before I came to JASON. I love the Sea Fresh flavor as well as their cinnamon. I find it works better than conventional toothpaste without that gross "natural" flavor some of them have. I especially like that it contains no SLS unlike Tom's of Maine. It's definitely worth your pennies and your smile!