Brand from New Zealand: red seal. Fluoride Free:Our Complete Care Toothpaste, naturally certified to NATRUE standards, freshens breath and helps remove plaque for the whole family.Helps prevent plaque build up.No synthetic colours.No artificial flavours.Paraben-free.SLS-free.Vegan friendly.Cruelty-free.With Fluoride:Our Complete Care Toothpaste with fluoride, naturally certified to NATRUE standards, freshens breath and protects against tooth decay and cavities for the whole family.Help protect against tooth decay and cavities.No synthetic colours.No artificial flavours.Paraben-free.SLS-free.Vegan friendly.Cruelty-free.How to use:Brush at least twice a day or after every meal for 2 minutes or as recommended by your dental professional.