Reminds me of when baking soda was touted as a decent toothpaste. I have tried that, and it does work - though your mouth is left wanting to drink a lot of water to avoid feeling thirsty.
This toothpaste does not leave me feeling thirsty. It is fairly refreshing.
Salz is from Thailand. Only a small amount of the text on the front is in Thai script. (The ingredients on the back side are about 95% in Thai.)
Check out their website page. It has an image that would not be used in American advertising. (Extra points to those who can tell why.)