The pluses are that this toothpaste doesn't have fluoride, tastes very good without being overpowering, and does clean the teeth. However, it doesn't seem to have any whitening ability at all. The worst thing about it (which will keep me from buying it again) is that when you try to rinse it off your toothbrush, it comes out in little "clumps" which stick to the sink and are actually hard to all get out of the toothbrush also. The toothpaste doesn't spread out and become completely foamy when you are using it; it separates into little "clumps" of toothpaste that will not disperse. Very messy, hard to get all out of the toothbrush, too much trouble to keep using this as there are many better toothpastes out there. Tom's Cinnamint toothpaste is exceptional and doesn't have any kind of problems like this at all.