I baught this Toothpaste from boots, simply because it was the only one that was fluoride free. To my amazement, the front of my gums that have been a dark colour for as long as i can remember, probably due to smoking, are starting to turn back to a healthy pink and the parts of my gums that have receded have slowly started to grow back. And this is also true for my partner, both of us are in amazement. Definitely recommend this for smokers.