I've tried chemical-free toothpastes, but none worked that well for me until I tried this one. It leaves my teeth and mouth feeling clean and refreshed. I will say that the color (tan) is a little off-putting initially, probably because we are used to white or neon green/blue in our toothpaste. Once I got over the color change, I love it. I won't be going back to traditional toothpaste.