"This toothpaste contains Echinacea and other herbs to clean and brighten teeth naturally. Supports healthy gums. Non-abrasive to tooth enamel. Natural toothpaste. Echinacea Toothpaste contains herbs that keep the mouth clean and maintain its natural health. Does not contain lauryl sulfate, a substance that scours the mucous membrane and may cause aphthas and ulcers. 100% natural"