Made With Organic & Fair Trade Ingredients: Dr. Bronner'S All-One Toothpaste Is Made With 70% Organic Ingredients—Our Low-Foaming Formula Helps Whiten Teeth, Reduce Plaque & Freshen Breath. | No Synthetic Foaming Agents: No Sodium Lauryl Sulfate, Sodium Lauroyl Sarcosinate, Ammonium Lauryl Sulfate, Sodium Methyl Cocoyl Taurate—None! No Artificial Colors, Flavors, Preservatives, Or Sweeteners. Fluoride- & Cruelty-Free! | A Simple Formula: Hydrated Silica & Calcium Carbonate Act As Natural, Gentle Abrasives; Baking Soda & Potassium Cocoate (Made With Organic Coconut Oil) Are Superb Natural Cleansers; Organic Essential Oils Provide Refreshing Flavor. It'S That Simple! | Why Fluoride-Free Toothpaste: Research Shows Americans Are Receiving More Than Enough Fluoride Through Water Fluoridation. Dr. Bronner'S Provides An Effective Fluoride-Free Toothpaste For Consumers Who Are Wishing To Reduce Fluoride Intake | Our Toothpaste Is Cruelty-Free & Never Tested On Animals: Dr. Bronner’S Products & Ingredients Are Never Tested On Animals So They Qualify For The Leaping Bunny Logo. Finally, A Toothpaste That Matches Your Values!