With natural aloe vera gel. Plus: xylitol, echinacea, Iceland moss extract, olive leaf extract. With peppermint oil for fresher breath. Free from fluoride, SLS, artificial colors, flavors, sweeteners, animal ingredients and animal testing. Brushing with Sensitive Toothpaste helps reduce tooth sensitivity, plaque and tartar build-up. If you regularly use this extraordinary toothpaste, stop reading and keep on brushing. First kiss? Welcome! Our mission: to bring you the most pure & natural products possible. Products that are wildly effective, priced fairly and made with a healthy respect for our ever more fragile planet. We work to achieve these lofty goals with a (wide white) smile. Thanks for trying our toothpaste. To all our devoted kissers (who kept reading anyway) thanks so much for your continued support, your encouragement & those great product ideas. Keep smiling. - Bob & Steve, founders & chief brushers. Made in USA.