Our main ingredient, Hydroxyapatite, is the mineral from which your tooth enamel is formed. By using our toothpaste, you are restoring your tooth's natural mineral balance. Hydroxyapatite is a revolutionary and non-toxic alternative to fluoride, meaning you can now choose a toothpaste which is both natural and effective. VEGAN ? CRUELTY FREE ? FLUORIDE FREE ? SLS FREE ? FREE FROM ARTIFICIAL FLAVOURS ? PARABEN FREE ? PLASTIC FREE PACKAGING DIRECTIONS Apply a pea-sized amount of toothpaste to your toothbrush and brush for 2 minutes - once in the morning, and once before bed. Our 75ml tubes are designed to last one person 6-8 weeks when brushing twice a day with a pea-sized amount. INGREDIENTS Glycerin, Aqua, Hydrated Silica, Hydroxyapatite, Calcium Carbonate, Xylitol, Cellulose Gum, Stevioside, Mentha Arvensis Leaf Oil, Menthol, Aroma. (Aroma = Natural Mint)