i agree with Haru and Michelle-- this toothpaste leaves my mouth feeling fresh, unlike some other natural toothpastes i have tried. i have only been using Jason's for a couple of weeks, so i am not sure about long term effects (whitening, preventing cavities, etc), but i like the way it makes my mouth feel, and from my research, this toothpaste seems to have the effective ingredients for good dental hygiene (ie. CoQ10, which is also used in Tom's of Maine). i use Powersmile, which focuses on teeth whitening, but Jason's carries other kinds of toothpaste as well, which i am interested to try.
Chiyo C.'s keywords: toothpaste