Calprox formula (which gently whitens and cleans without sensitivity) and the meticulous, 72-hour production process (versus just 3 hours for traditional toothpaste) ensure a quality that no other toothpaste can deliver. - Whitens teeth 6 shades in 5 days (on average) without sensitivity (and we've got the studies to back it up!) - Fights plaque 10X better than leading plaque-removing toothpastes (cause plaque is whack) - 75% less abrasive than the limit set by the Ada (on a scale of 0-250, we're a 65) - Remineralizes + restores enamel with nano-hydroxyapatite (your dentist will love it) - Makes smiles look shiny + new (even dentures, veneers, or bonded teeth!) - Strengthens enamel and protects against cavities with nano-hydroxyapatite, calcium, and phosphates - 100% fluoride free.