Highly effective, highly naturally, and totally delicious. Our fresh + friendly formula has the ADA Seal of Approval and prevents cavities, strengthens enamel, polishes teeth, and freshens breath. hello toothpaste is free of triclosan, preservatives, artificial sweeteners, and dyes -- plus we're vegan, never tested on animals (Leaping Bunny certified), and made in the good ol' US of A. Brush + greet freely(TM)