If theres one thing i look after its my teeth ! I am always very wary on what toothpaste i use due to the fact i have sensitive teeth and they are a little bit stained due to smoking occasionaly and drinking a lot of tea. This toothpaste is by Aim and it was the first time i had seen this and when i started using it at the start i didnt really see any difference. After about half the tube you will start to notice a big big big difference and be amazed at how much whiter your teeth are. My teeth are naturally white but just have a few stains and this has done wonders for me, the only thing that i am finding a bit annoying is the blue colour. It gets all over your sink and stains your toothpaste but if you want white teeth this is totally worth it !!!