Say hello to naturally friendly whitening fluoride toothpaste that tastes awesome and works brilliantly. This paste is thoughtfully formulated with a calcium mineral blend that gently and naturally whitens teeth. Its farm grown, super-peppy peppermint and tea tree oil tames bad breath, and coconut oil moisturizes for extra friendliness. It also prevents cavities, strengthens enamel, and provides mind-blowing freshness. But buckle-up, theres more goodness: this toothpaste is peroxide free, dye free, SLS free, paraben free, triclosan free, preservative free and gluten free. Hello toothpastes also contain no artificial sweeteners and no artificial flavors. As if that weren't enough magic for one tube, hello is vegan, cruelty free, never tested on animals (Leaping Bunny Certified and PETA recognized), and made in the USA. We're serious about being friendly, and about what goes into our paste.