I got this toothpaste just for a change as I had been religiously repurchasing White Glo for a few years, and I've found a worthy rival for my usual toothpaste in optic white! Now this toothpaste is quite pricey in comparison to my regular white glo, but I beleive that it is justified in that it is much gentler and much more pleasant tasting.
My teeth were already relatively white to begin with and I haven't noticed them appearing any whiter than usual with this toothpaste, although it's certainly maintained the whiteness of my teeth and I honestly didn't expect them to get any whiter than they already were.
This is the best tasting toothpaste i've ever used, typically minty but very mild. It's a lot less foamy and has a thinner consistency than most other toothpastes, and feels very gentle but effective and leaves me with a really clean feeling. I've noticed that i'm brushing my teeth less often since using this toothpaste as I tend to get excessive with brushing my teeth, but my teeth feel clean for longer with this.
The pretty colored ruby red tube is softer and more flexible than other ones so you can easily squeeze every last bit out, and has a large flat top so it can stand up vertically.
This toothpaste has impressed me for sure and I think that i'll stick with it even though it is damn near twice the price of my usual one, it stands out to me as being quite delightful as far as toothpaste goes.
i use this as my preferred toothpaste. I used to use the pump toothpastes as they were cleaner and stand up on your vanity, but having tried this one I won't be going back. My partner had dis coloured teeth and the difference this paste makes is impressive (definitely 3 shades whiter).