Natural Pioneer Since 1959 New Look - Same Great Formula All Natural Fluoride-Free SLS-Free Paste Whitening Tartar Control Fresh BreathKeep Your Smile Bright, without Harsh Abrasives or Irritating ChemicalsPowerSmile toothpaste features an exclusive blend of natural polishers and stain-fighting botanicals, including Bamboo Powder, Baking Soda and Silica, to gently whiten and brighten your smile. Natural Grapefruit Seed and Perilla Seed Extracts help fight damaging sugar acids while Natural Peppermint Oil powerfully freshness your breath. For a brilliantly white smile and fresh breath, use Jason PowerSmile toothpaste and mouthwash twice a day.Regular brushing in combination with routine dental cleaning helps prevent plaque and tartar buildup.Born in 1959, Jason was one of the first to offer natural products without harsh chemicals. For over 50 years, we have delivered wholesome, no-nonsense, natural products that happen to really work. Our formulas don"t contain petrolatum, sodium lauryl or laureth sulfates (SLS), parabens or phthalates. And we never test on animals. We invite you to try our entire line of safe, effective, body-loving products.