The dentists at our founders’ dental clinics had been asked for recommendations for safe at-home care teeth whitening products, as their clients complained that they were suffering from increased tooth sensitivity whenever they chose to apply conventional strips or other whitening products. Frustrated with the lack of innovation in the teeth whitening industry, our founders knew there had to be a better approach. After years of research and development, Luster Premium White was born in 2007! Luster - A Bright Idea We are proud to claim that Luster Premium White was the first brand to develop a true at - home whitening system available in retail stores formulated with gentle ingredients, while incorporating the power of peroxide, which remains the gold standard in teeth whitening today with our innovative whitening maintenance toothpastes. Luster offers innovative teeth whitening systems to provide our customers long-lasting freshness and delightful smile. Gentle on Teeth Safe for Dental Restorations Fights Cavities Strengthens Enamel Cleans and Freshens Breath Gentle and Sulfate-Free Zero Tooth Sensitivity Gentle on Teeth Safe for Dental Restorations Fights Cavities Strengthens Enamel Cleans and Freshens Breath Gentle and Sulfate-Free Zero Tooth Sensitivity Ingredients - Gentle on Teeth Luster NOW! contains fluoride as the active ingredient making it the perfect choice for you to prevent cavities and help maintain oral health; now let's take a look at the ingredients used: Active Ingredient: Sodium Fluoride 0.24% Inactive Ingredients: Sorbitol, Silica, Water, Propylene Glycol, Sodium Lauroyl Sarcosinate, Flavor, Disodium Phosphate, PVM/MA Copolymer, Cellulose Gum, Sodium Benzoate, Potassium Acesulfame, Xanthan Gum, Tetrasodium Pyrophosphate, Titanium Dioxide, FD&C Blue No. 1 Whiten Teeth from First Brushing Wouldn’t it be great if a toothpaste could get your teeth whiter with just one use? Sounds good right! Luster NOW! does exactly that, you would be pleasantly surprised to find out that it does deliver on its “with just one use” without harming your teeth or gums. Long-Lasting Freshness Teeth whitening and long-lasting freshness are a few of the major attributes of Luster NOW! It effectively cleans and refreshes your mouth while offsetting the color yellow on the teeth’s surface and reduce stains with daily use. Fight Cavities Brushing twice a day with a fluoride toothpaste is the basis of oral health and hygiene. Luster NOW! contains fluoride, proven to possess cavity fighting properties and protect our tooth enamel from decay. Remove plaque and whiten your smile with Luster NOW! Precautions Keep out of reach of children under 6 years of age If more than used for brushing is accidentally swallowed, get medical help or contact a Poison Control Center right away Check the ingredient listing to make sure you are not allergic to any of the ingredients - If you are not sure, please consult your physician Read product instructional insert before using Instantly whitens teeth after one brushing Enamel-safe, Developed by dentists with Bluverite technology Daily fluoride toothpaste, Won't leave teeth sensitive afterwards