The packaging of this is just simple and white and the toothpaste itself is a thick white paste. This has really helped with my sensitive teeth and my pain has really diminished. I also feel that it's gentle and efficient and really leaves my teeth and gums feeling clean and healthy. It also helps to gently whiten my teeth and lighten my coffee/tea stains.
It's a tad pricey, but I feel that it really is effective and does work so I will continue to repurchase this until I no longer have sensitive teeth, and then I may consider purchasing a cheaper alternative.