So just what is activated charcoal? Well, it’s not actually charcoal at all; it’s a highly oxygenated and highly porous form of carbon that has an amazing capacity to absorb toxins, pigments and odours that can damage and stain teeth and cause bad breath. It’s so effective at removing plaque and whitening teeth that lately it’s been popping up in a lot of mass-market toothpastes – often amongst less desirable ingredients like sodium lauryl sulphate, fluoride and artificial flavours, unfortunately. Essenzza Fuss Free Naturals toothpaste gives you the benefits of activated charcoal without those nasties and then ups the ante with two more outstanding natural tooth cleansers: baking soda and diatomaceous earth, a gentle abrasive that helps to get rid of plaque and tartar. It’s fresh-flavoured with wintergreen oil and sweetened with natural xylitol, which also helps teeth retain more of the minerals that make them strong. Ingredients: Water, Diatomaceous Earth, Xylitol, Coconut Oil, Charcoal, Sodium Bicarbonate, Citric Acid, Wintergreen Oil, Tea Tree Leaf Oil, Xanthan Gum.