I love and am astonished at the effectiveness of this toothpaste (Miessence Mint Toothpaste)! I have sensitive teeth and was using the commercial supermarket brands for sensitive teeth - I thought they were helping with the symptoms. How wrong I was! Within one week of switching to Miessence toothpaste my teeth were desensitised ten-fold, it turns out the expensive toxic toothpaste I had been using were useless. And I love how much whiter my teeth have become, too. Please don't be shy about the taste - it only takes a couple weeks for your tastebuds to change - converting my husband is the perfect testament to that!