Supersmile started the whitening craze 40 years ago and still whitens teeth 6 shades in 5 days (on average)! The secret to this formula is our exclusive 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.