Many people wonder how Habit Toothpaste works. Do I need to swallow the toothpaste in order for it to be effective? No! Luckily your mouth possesses a unique sublingual (under the tongue) and buccal (the insides of your cheeks), which both possess the capability to absorb the Habit Toothpaste ingredients in just one minute of brushing (though we do suggest two for optimum oral care). Our bodies possess such unique abilities that seemed like a bit of a no brainer to us here at Habit, our overall goal is to keep your smile, your routine and your oral health as optimized as possible.