Lov'Aloe organic toothpaste — a gentler alternative to a strong mint, built on aloe vera with a fresh lemon flavour. If menthol is too fierce for you, or for a child, this is the softer option in the range.
An honest note. This toothpaste is commonly sold on the claim that it reduces bleeding and decreases the formation of dental plaque. Bleeding gums are a sign of gum disease, and under EU cosmetic law a toothpaste is not permitted to claim to treat it — that would be a medicinal claim, so the wording does not appear here.
It is also worth saying plainly why: gums that bleed when you brush are not normal. It is the earliest sign of gingivitis, it is extremely common, it is reversible at that stage, and it is best dealt with by a dentist or hygienist and by cleaning between the teeth every day. Persistent bleeding gums should take you to a dentist, not to a different toothpaste.
Fluoride
Like all certified organic toothpastes, this one is fluoride-free — fluoride salts do not meet organic certification criteria. Fluoride is the best-evidenced measure in preventive dentistry, so this is a genuine trade-off. Plenty of adults with low decay risk choose it deliberately and are fine. If you have had cavities as an adult, or you are choosing for a child, talk to your dentist first.
Suitable for people who find mint toothpaste too strong, including many children and anyone who dislikes the way mint clashes with breakfast.