It has helped whiten teeth.This is my favorite toothpaste! Love the taste (as much as you can with toothpaste) and it works GREAT for whitening my teeth which no other pastes have worked for as they claim but this one does. My only reason for giving 4 stars is that the price seems to keep creeping up ;(Love itI really like this toothpaste-excellent whitening-gums stay healthy tooSlightly weird taste but otherwise works greatThis toothpaste worked the first time I used it. There was very noticeable improvement in the whiteness of my teeth. Also leaves my breath fresh. Does not turn black or gray while brushing. The cost for two tubes of this paste was the equivalent of one tube at the store. Great value!The description of the Colgate Optic White with Charcoal toothpaste on Amazon did not list the ingredients. I assumed that the active ingredient would be the same as Colgate Total Whitening toothpaste with charcoal. They are different. Optic White is INFERIOR to Total The active ingredient in Colgate Optic White is 0.24% sodium fluoride, whereas the active ingredient in Colgate Total is 0.454% stannous fluoride—nearly TWICE aa much of the active ingredient in Optic White, and a different ingredient at that. Colgate Total also contains zinc, and helps keep breath fresh. Moreover, Optic White claims to whiten teeth, yet titanium dioxide, a brightening agent, is the LAST ingredient (meaning it makes up the LEAST amount of all ingredients in the toothpaste formula) in the list of inactive ingredients, which makes me doubt the efficacy of Optic White as a tooth whitener.Read on.Colgate Optic White states only that the purpose of the active ingredient is “anticavity,” whereas Colgate Total ALSO protects against gingivitis and plaque.Thus, Colgate Optic White is INFERIOR to Colgate Total.In addition, the Colgate Optic White two-pack I purchased contains only 4.2 ounces per tube, whereas the Colgate Total I had previously purchased contained 4.8 ounces per tube—14% more, a significant difference.Bottom line: Amazon should require vendors to provide a full list of ingredients in the product description, as well as a photo of the ingredients. Had I known the ingredients, I would not have purchased the Colgate Optic White.Great new product. Tastes good. Whitens.My husband use it, and says that is very good !