I've been using this for the past 5 years. It costs around $1-$150 depending on where you buy it. They have it in the original toothpaste flavor and the whitening. I use it because all whitening products make my teeth sensitive and I don't believe they even work that great. My philosophy is if you brush your teeth like your grandparents taught you, after every meal, then you'll have no need to whitening anything. I also have no cavities. I can find this at most drug stores or dollar stores. If you're looking for a miracle product that will whiten and brighten your teeth this isn;t it. This is old skoo toothpaste without any fancy flairs, bells and whistles.