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RiseWell Mineral Toothpaste is powered by Hydroxyapatite creating a formula that is clean, safe and incredibly effective at strengthening, remineralizing and protecting the teeth. * Fluoride-free, paraben-free, vegan and cruelty free * Powered by Hydroxyapatite to strengthen, remineralize and protect tooth enamel * Antiplaque and naturally whitening * 100% safe with proven, effective ingredients. Safe enough to eat! * No harmful chemicals like sodium lauryl sulfate (SLS), propylene Glycol, artificial flavors, or dyes * Transparent ingredients with no “natural flavoring” hiding * When used twice daily, one 4 oz. Tube lasts about 3 months HOW TO USE FOR SPARKLY RESULTS Apply as much toothpaste as you like and brush in gentle, circular motions for 2 minutes when you get up in the morning, after lunch and after dinner for clean, white teeth. For optimal results we recommend our simple, 3 step or care routine: Floss, Rinse and Brush (with no spitting). Products are safe enough to eat. But don’t, because that would be weird!