Hello Products has launched a new toothpaste — Activated Charcoal Fluoride Free Whitening Toothpaste. The black tube is an unexpected color, not often found in the personal care aisles.

The product is black as well. The black paste is formulated with activated charcoal made from sustainable bamboo, which has “incredible whitening properties to remove surface stains,” the brand says. It also contains soothes with coconut oil, and freshens breath with fresh mint. It whitens naturally, and is free of dyes, SLS/sulfates, artificial sweeteners and flavors, microbeads, triclosan and gluten.

Craig Dubitsky, founder of Hello Products comments, “We are constantly striving for new ways to elevate the everyday and make our products as awesome and naturally friendly as they can be. We created hello for people who are looking for products and brands that have meaning, that are effective for them and their families, and that have a distinct personality; we like to say we’re making Personal Care personal again. People want effective products they can afford, a thoughtful experience that makes them happy, and a brand they can join. We’re happy to give them the works, without compromise.”