But why exclude water? Surely that’s not bad for my teeth?

Of course water isn’t bad for the teeth, but it is bad news for this highly specialised toothgel. At the core of our formula is patented bioactive calcium fluoro phosphosilicate. Since we’re going to be talking about the wonders of this molecule a lot, let’s shorten it to CFPS! When brushed onto the teeth, CFPS forms a shield around each one for the relief and protection we told you about. In the presence of water – or saliva when in the mouth – this shield steadily dissolves for a period of up to 12 hours, releasing important ions that we’ll tell you more about a little later.

If we included water in our formula, the CFPS would begin to dissolve in the tube, thus protecting the toothgel itself. That’s hardly going to be useful when you come to brush your teeth, is it?! That’s why STOP Sensitive has a glycerin-based formula that took that little bit of extra time, care and effort to perfect. As we said, it’s not your average sensitive toothpaste and once you’ve used it, you’ll understand why.

Remember we said that our formula contains only the few ingredients necessary to carry out its work? Not only does this make it super efficient, but it means that it is formulated without any unwarranted ‘nasties’! That means no SLS (aggressive foamers), no parabens, no sodium saccharin, no palm oil, no titanium dioxide… and the list goes on. Did we mention it’s gluten-free and vegan too?