Colgate Smile for Good Whitening Toothpaste is Colgate's first responsibly made natural and organic whitening toothpaste, packaged in a recyclable tube and carton and formulated with minimal, natural ingredients. Colgate's aim is to offer complete transparency, giving you everything you need and nothing that you don't. This protective eco toothpaste is suitable for vegans and is formulated with 99.7% of ingredients from natural origin that provide optimal everyday protection. Colgate's packaging is designed to empower you in your buying decisions, clearly outlining each ingredient and its role within the formula. Colgate's mission is to make all of their products fully recyclable by 2025 and by buying this toothpaste you are helping helping do good for the world of tomorrow. Good for you. Good for the planet.