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. Whitens teeth 6 shades in 5 days (on average) without sensitivity* (and we've got the studies to back it up!) Fights plaque 10X better than leading plaque-removing toothpastes* (cause plaque is whack) 75% less abrasive than the limit set by the ADA* (on a scale of 0-250, we're a 65) Remineralizes + restores enamel while fighting cavities (your dentist will love it) Makes smiles look shiny + new (even dentures, veneers, or bonded teeth!) Fluoride, calcium + phosphates help build additional strength while protecting against cavities