Actually, I purchased this toothpaste today at an Indian shop. I right away noticed the black contrasting around the gum line and I rinsed and picked all of that out... BUT... This is NOT what makes the teeth look whiter. My teeth have always been decently white, but just like anybody's teeth I have some plaque. If I look closely, I can see it spotted over my teeth. After brushing with this, I no longer have that even though I have had it for years! My teeth aren't even this clean after the dentist.