Skipping the picture since they just changed the packaging and it looks completely different now. This is a fluoride free, paraben free, etc toothpaste. Probably as natural as toothpaste gets. I don’t usually like fluoride free toothpaste, but it was on crazy sale, so I figured why not. As it turns out, I don’t like fluoride free toothpaste, even when it’s super cheap. It cleaned my teeth well, but made them extra sensitive. If you’re not prone to sensitive teeth, then this may be a good choice for you. This toothpaste does come in 3 other flavors for those not into peppermint (although one of the choices is mint and I can’t see how different that can be in a toothpaste flavor).