I have used many toothpastes in my life. However, this one gets full marks from me. It is strong, has a good cleaning action, a pleasant flavor, contains natural ingredients instead of all kinds of chemicals in the mouth and reminds you of the good old tooth powder days in terms of flavor and texture. Cures bad breath. I would strongly recommend it. The next one after this, as per me is maxfresh of Colgate followed by closeup. Others are a little thin. There is no character or substance in the other toothpastes, besides tasting yuck.............anyway that’s my view.........