Spotted this toothpaste in my local supermarket, and, attracted by the art nouveau cardboard packaging, decided to purchase on a whim. Inside the box is a fat metal tube, red cap, and hygienically sealed with foil. Unexpectedly, the toothpaste was bright pink in colour! It has a strong antiseptic taste which takes some getting used to, but from the first time I used it, I was so impressed with how thoroughly CLEAN it left my teeth and mouth feeling.
I have been using this toothpaste twice per day for over three years and hardly notice the antiseptic taste anymore. So if at first you're not sure about the taste, stick with it. I actually cannot bear to use any other kind of toothpaste now, as they all now taste bland and insipid, and do not leave my mouth feeling clean. I am delighted to have found this excellent toothpaste which is free of the toxic chemical fluoride.
To those of you who may have issues with gum disease: I had tried a very large number of branded and reputable fluoride toothpastes and not one of them was able to get rid of long-term inflamed and sore gums around my upper molars. Two weeks of using Euthymol and it killed the gum disease in that area dead. Completely stopped it in its tracks. It actually felt quite strange for a while as my gums in that area literally reduced in size due to the swelling going down.
Forget fluoride - I can't recommend this toothpaste enough.