Yes it is much more expensive than something you would find at your local pharmacy. However, I feel that the money is worth it. The tube itself is small, and I wish the cap was larger so that I could stand it up easily. Even with those drawbacks, this toothpaste works much better at removing stains and keeping teeth white, than most toothpastes you can find. I got tired of using a sonic toothbrush which started making my teeth feel sensitive and wanted to go back to something that would work well with a standard brush and this caught my eye.