I bought this toothpaste. While I clean my teeth with this toothpaste it is a very effective. But the fragrance of this toothpaste I do not like. If we talk about the chemicals which is used in this toothpaste that overall PPM is 1000 PPM which is hazardous for human being. This mean if you swallow this toothpaste then it can be cause of death. Children should not a use this toothpaste.PPM is testing way calculation which shows how much harful substances it got inside. If PPM is low than 1000 then you can buy toothpaste otherwise avoid to buy. Colgate brand all toothpase got 1000ppm which is hazaedous for health. I suggest you to buy ptanjali dant kanti toothpase which got 930 ppm approximate . If you health conscious follow my advice. Next time when you go to buy toothpase read label and find out ppm how much it got.then you decide to buy