Calprox formula (which gently whitens and cleans without sensitivity) and the meticulous, 72-hour production process (versus just 3 hours for traditional toothpaste) that ensures the quality in every tube that no other toothpaste can give you. 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) 5% less abrasive than the limit set by the Ada (on a scale of 0-250, we're a 65) Remineralizes + restores enamel while fighting cavities (your dentist will love it) Makes smiles look shiny + new (even dentures, veneers, or bonded teeth!) Fluoride, calcium + phosphates help build additional strength while protecting against cavities.