The formula is clinically proven to remove up to 100% of surface stains. With its Smartfoam system, it thoroughly cleans everywhere, whitens your teeth all-around and is enamel safe for daily use.Helps whiten & clean teeth, Reaches in between teeth, Enamel friendly, Freshens breathExperience cleaner, whiter teeth with enamel-friendly Colgate® Max White™ Luminous toothpaste. The formula is clinically proven to remove up to 100% of surface stains*. The teeth whitening toothpaste has a SmartFoam system to whiten and thoroughly clean, even in between teeth is enamel safe for daily use. It also freshens breath, so you can enjoy all-around confidence when you smile.*when used twice daily