The JASON idea was simple: Create wholesome, naturally effective alternatives to meet all our basic personal care needs. Nothing frilly, nothing fancy. Just simple products that really work. For over 50 years, we have stayed true to that promise, creating wholesome, no-nonsense, natural products. Our formulas don’t contain petrolatum, sodium lauryl or laureth sulfates, parabens or phthalates. JASON gel toothpastes come in both fluoride-free and flouride-containing formulas. Both keep your smile healthy, bright and beautiful, while controling tartar and delivering long-lasting fresh breath. All of our formulas are gluten free and all are kosher certified.