As you can see, it's powder. The bright container has a sufficient quantity to last several years, I'd suppose. The flavor is unique enough that I can't use it for my everyday paste. (Also, I like to use a fluoride paste somewhere around half of the time, and Vicco has none.)
What is the flavor like? It's very hard to describe. If I were a wine snob, I'd have the right terms to use, but I kind of like to avoid that territory. It has herbal notes - or entire stanzas. There are hints of licorice. Not a trace of sweetness is to be found. (I doubt if any kids would enjoy it.)
Ingredients include bengal madder (which sounds like a snake to me), common jujube (as opposed to the uncommon jujube), bishop's weed and sarsaparilla (which I grew up wrongly saying, "sarsasparilla" - it's the basis for a root-beer-like drink).
Strangely, it leaves my white sink slightly brown, after brushing - and yet no brown on my teeth or tongue.
If you visit Vicco's website, you'll see the paste they offer is not powder but a more traditional tube. I'm thankful to have received the more unusual powder!