If you have an allergy to sodium lauryl sulphate and/or have suffered from canker sores for a long time this is the toothpaste you should try. I know the price looks a little out there, but it really is a small price to pay for not being in pain every time you brush your teeth. It's the only toothpaste I've found that is gentle enough not to cause me canker sores and yet actually makes my teeth feel clean. It also tastes pretty good compared to some toothpastes for canker sore sufferers.