RiseWell kids toothpaste is like no other toothpaste out there. It tastes like sneaking spoonfuls of cake batter straight out of the mixing bowl, but it’s also good for you. Our goal is to give your kids a toothpaste that is naturally effective, without the toxins. So instead of simply eliminating toxic chemicals, we found ingredient replacements that we trust completely, and are also incredibly effective. (Yes, adults can use it, too!) Hydroxyapatite to help strengthen and remineralize enamel Antiplaque and naturally whitening Fluoride-free, paraben-free, vegan, gluten-free and cruelty-free No SLS, propylene glycol, artificial flavors or dyes Safe enough to eat a 3.4 oz tube lasts about 3 months