Visible white cleanses well has a very strong flavor it is fine for those who need to brighten their enamel but very strong for those with sensitive gums, I found my gums becoming more sensitive after continuous usage, I use other Colgate tooth paste and I love the brand other regular Colgate tooth paste is much better and does give the protection it promises but not Visible White I would strongly suggest for those using visible white to think twice as its too strong on the gums.