I've tried a lot of whitening toothpastes, and I bought this one because the packaging was cute. The toothpaste I had been using was sweet, so the first time I used it, it felt salty, but after just one use, my teeth felt brighter! The second time, I used just a small amount, and it didn't taste too salty or strange, and my teeth felt really smooth, so I think it was a good value for the money!