To Mr. Alexander the Great, I also thought that the coloring indicates what it contains. After inquiries with dentists and quite a bit of research, the conclusion is that the reason for the coloring is purely for some standardization-packaging machine or some filling machine. Therefore, the reason is identification. And it is proven very simply. Since it lists the chemicals it contains as required by law for each product, why should there be coloring??? And of course, the most important thing that all dentists say: THERE is no toothpaste without chemicals..... Just ask your doctor. If you want toothpaste without chemicals, make it yourself. Baking soda, charcoal, etc., etc., etc

To the gentleman named... "Stefanos himself"
After so many positive comments, you drop a "bomb" at the end and do not provide the necessary information. So I consider your entire lengthy comment invalid. Besides the fact that you did not see, did not understand, have no idea about the black line that indicates chemicals, and you mentioned nothing. I also doubt this anonymous review that you considered top-notch. And anyone who sits and reads you and at the end finds your information useful, at least you consider them fools.

Although I don't use it, my family is satisfied with this product; I have bought 10 pieces so far

You feel that it is thicker, more "full" compared to other toothpastes, but it is very pleasant in taste.

I cannot say I like the taste. It's very difficult to remove from both teeth and brush. I wash my mouth several times and I still have white between my teeths.

Our new favorite toothpaste.
Not too strong, not too weak, just right.
Light scent/flavor, not too harsh on the gums/tongue but leaves teeth clean and gives a slightly fresh breath

For a company that promotes natural ingredients as its flagship, creating a completely chemical toothpaste (see black marking on the edge of the tube) seems somewhat ridiculous... and decadent

Two stars clearly merciful. It used to be by far the best toothpaste I could find on the market. Unfortunately, it has deteriorated. Now, they have changed the recipe in all the company's products. Products that were once fantastic have now become nonsense, empty, watery, and ineffective. Of course, I would buy it as a customer many times again and again if it had the old recipe. However, the new recipe makes the toothpaste completely ineffective, as if you didn't even brush your teeth!!! Seriously, I'm telling you, even if they paid me, I wouldn't use it again!!!!

I tried a toothpaste that cleans very well. It is good for our health. However, the price is high.

Incredible taste (like ouzo).
The plus is that it is sweet and doesn't taste bitter at all, nor does it leave a burning sensation on the tongue, unlike all other toothpastes. It is gentle and doesn't cause sores or other problems.
I also noticed that it has whitening properties.
Unfortunately, it has a huge disadvantage: it doesn't have any fluoride, which I consider unacceptable. It really doesn't make sense to brush your teeth without fluoride as they remain unprotected against cunning tooth decay.
If it had fluoride, it would be the perfect toothpaste.

I buy it again and again (so far 7 tubes). Personally, I am satisfied that it does not contain fluoride and also contains some very useful herbal oils. The feeling it leaves me with is wonderful! It's like my mouth has been detoxed and every time I can't wait to brush my teeth. In all the time I have been using it, I have not noticed any plaque formation, and the fact that my teeth have stopped bleeding shows that it works and cleans thoroughly.

The best fluoride-free toothpaste I have tried so far. Very pleasant during brushing, it doesn't leave a sandy feeling. Requires a small amount. Leaves a refreshing taste, possibly due to the presence of fennel (Foeniculum Vulgare). In the morning, you feel your teeth clean, which probably confirms that it prevents plaque formation.

Ingredients (translated): Calcium carbonate, water, sorbitol, glycerin, xylitol, sodium lauroyl sarcosinate, hydroxyethyl cellulose, titanium dioxide, alcohol, propolis extract, Aloe Barbadensis leaf juice, Calendula officinalis extract, calcium glycerophosphate, Foeniculum Vulgare (fennel) oil, Eucalyptus Globulus leaf oil, Melaleuca Altemifolia (tea tree) leaf oil, Eucalyptol, Anethole, allantoin, ammonium Glycyrrhizate. From organic farming. Made in Italy.

Personally, the toothpaste seems wonderful to me. I have already bought four tubes and I believe I will stick with it. It cleans, doesn't burn, I personally like the taste, and above all, it is healthy, without toxins.

Quite good but the taste is neutral, neither pleasant nor unpleasant, but the fact that it is fluoride-free is a plus for me

I was expecting something different because of the brand, but it makes my teeth feel dirty without freshness. Maybe it's the feeling because it doesn't foam and doesn't "burn" and it's also bio. Maybe it's more suitable for people who practice homeopathy and not for me. It doesn't have a pleasant taste in my opinion.

Very nice toothpaste. It has a nice flavor and rinses very easily, no comparison to regular fluoride toothpastes.... a product with natural ingredients that definitely worth the extra money

Compared to other xily whites, it foams and has a sweet taste to the point of making you nauseous. It wasn't what I was hoping for.

Oh no! I do not recommend it at all! Every time I use it, I feel nauseous. It has a bad taste and texture! I much prefer the blue one from Apivita, the Total!

An excellent toothpaste that does not contain harmful ingredients. I highly recommend it, especially to those who want to support the Greek economy, to those who are environmentally conscious (although there is an even more eco-friendly toothpaste called white glo pure), and of course to those who care about their health as it contains many organic materials

It has a very mild taste and only requires a small amount. It doesn't foam too much, which helps with toothbrush adhesion (i.e. cleans better), and personally, I prefer products without foaming agents. The only toothpaste I could tolerate during pregnancy.

I buy more plant-based toothpastes with as little fluoride as possible or none at all, and Apivita did what other companies don't do. Naturally, it has fluoride-free ingredients and its taste reminds me of ouzo. For these reasons, I would have it at the top of my list, and if it came out with the same taste as the Chios mastic flavor that the white one has, it would be even better :)

I have had it for about a month. Its taste is like the ouzo candies we used to eat when we were little, pleasant. It is relatively refreshing and you feel very nice and light on your teeth after brushing. It leaves a nice aftertaste. I am very satisfied, of course I will buy it again.

This toothpaste is very nice and has good ingredients. I don't know why, but every time I use it, it smells like tsipouro and leaves me with such a sensation.... It loses one star because when I go to spit out the toothpaste, it doesn't come off so easily and there is a little more residue left on the toothbrush, which I then have to clean very well, but fortunately not to the point of annoying me. The price is a bit steep, but that was expected.