I bought it as soon as it was released because I've already been a huge fan of their toothpaste. (I have extremely sensitive teeth and bleeding gum and their toothpaste has been a miracle product to me) Now I use the floss before brushing teeth and I def feel their active ingredients doing its job. It's such an innovative concept that they put these helpful ingredients on floss. I mean it makes sense it goes into all the hard to reach areas. I highly highly highly recommend. I wish I can give 10 stars.