I love this tooth paste - I loved that theirs nothing toxic in it and I love how it works and how it makes my mouth feel. It uses Hydroxyapatite, which helps repair and protect teeth filling in the gaps and cracks and it does this for a decent price. I know their's one other tooth paste that has twice the amount of Hydroxyapatite ink it, but the price was also almost twice as much, so I've stuck with Guru Nanda for the price!