My Magic Mud Activated Charcoal Whitening Toothpaste is the first whitening toothpaste to combine coconut shell charcoal and bentonite clay. Made with 95% certified organic ingredients, this natural formula cleans deeply to remove toxins while also whitening and polishing teeth. This amazing fluoride free whitening toothpaste is also gentle on enamel and actually reduces sensitivity! The carefully selected ingredients will make your smile brighter and mouth happier as you get to whiten your teeth with activated charcoal without any of the mess. My Magic Mud products are vegan, cruelty free, gluten free and non-GMO for your peace of mind. For a complete natural whitening system use your whitening powder at night and the Magic Mud¨ Whitening Toothpaste in the morning. But they both work equally well on their own.