Red Seal Whitening Toothpaste is rich in activated charcoal granules, coconut oil, and baking soda to help remove surface stains on the teeth and protect against tartar formation with regular use. Natural whitening without added fluoride, free of parabens and sodium lauryl sulfate, and contains no artificial additives of colors, flavors or preservatives. Red Seal formulas are inspired by nature and have been inspired to manufacture natural toothpaste from local and imported ingredients in New Zealand for 30 years. Contains ingredients derived from nature. Safe, natural whitening triple blend of activated charcoal granules with baking soda and coconut oil. Being free of sodium lauryl sulfate, it is ideal for sensitive teeth and those prone to sulfate allergies.