Every squeeze of My Magic Mud on your toothbrush has ingredients from the heart, elements from the earth, and flavors from mother nature. We combine ancient wisdom with modern innovation to produce a new generation of oral care products. My Magic Mud is a category creator that remains the trusted brand in natural oral care. My Magic Mud starts with the element that provides the basis for all life on earth: carbon. Then we combine earth-sourced minerals with premium essential oils for flavor and therapy; add coconut oil with the oral-defense properties of xylitol, and you get to experience the ideal toothpaste made from a mother's love, backed by science. Formulated with activated charcoal, bentonite clay, xylitol, organic coconut oil, and organic essential oils for flavoring, every batch is made with love in the USA and is certified vegan and cruelty free. Our products meet Natural Cosmetics Standard (NCS) in Europe as well as safe-use standards set by Health Canada and the American Dental Association (ADA). My Magic Mud's Activated Charcoal Toothpaste for Whitening is clinically tested and proven safe and effective for teeth whitening and polishing. Our product safety and efficacy are backed by ADA-approved testing methods, which we make publicly available at mymagicmud.com. Our founder and CEO Jessica Arman uses only premium, natural ingredients in My Magic Mud's formulations. Jessica knew that nature could provide powerful oral care benefits. After years of research and development, Jessica ensures every tube is enriched with simple and clean ingredients. Also known as activated charcoal toothpaste, charcoal toothpaste whitening, charcoal teeth whitening, black charcoal toothpaste, activated charcoal teeth whitening toothpaste, active charcoal toothpaste.