It is made with all natural ingredients that helps with breaking down tartar and plaque and neutralizes bad breath over time. The ingredients are: Calcium Carbonate, Sodium bicarbonate, Organic coconut oil, Glycerin and Bentonite Clay. Sodium bicarbonate (baking soda) and calcium bicarbonate have a gritty texture that helps with breaking down tartar and plaque by using it consistently. The taste of the toothpaste is very similar to human grade Arm & hammer toothpaste which means the saltiness in the toothpaste will be more receptive for dogs. You can use clean gauze, finger brush or soft bristle baby toothbrush with this toothpaste. The toothpaste can be used daily or every other day to maintain their oral hygiene. It is recommended that we brush the dog's teeth no less than 3 times a week to prevent further plaque or tartar buildup.