I really like this toothpaste. The taste is smooth, the size is good (the product lasts a long time), it has no fluoride (very important), it does not have gluten and it gives teeth a clean and protected feel. It also helps to whiten your teeth. The Now brand is one of my favorites because all the products I've already bought and tested have shown quality. The site eVitamins is very reliable, I have bought several times and I appreciate the seriousness and efficiency. Highly recommend and give it five stars!