Brothers Julian and Cody Levine and Lenny Kravitz have joined forces to bring a new kind of oral care brand, Twice, to the beauty & wellnessmarket. The brand is helping consumers take care of their smiles with products designed to positively impact brushing habits and our twice-a-day routines, starting with toothpaste.
Twice will debut a premium toothpaste set, with a unique flavor experience for morning and night. The morning formula, Early Bird, is designed to awaken, while the nighttime formula, Twilight, promotes relaxation. A shocking 35% of Americans do not brush twice a day, and so it is Twice’s mission to help improve this statistic with toothpaste purposefully designed from the inside out.
Founded from a genuine desire to spread healthy smiles across the globe, the Company will give 10 percent of its profits to the GLO Good Foundation, which serves communities in dire need of proper dental care.
“The only thing better than a beautiful smile is giving one to someone else,” says co-founder Julian Levine. “With Twice, we aim to offer innovative and highly effective oral care products that also make an impact – from as small as looking great on your bathroom counter to as meaningful as changing someone’s life by alleviating physical and emotional pain through dental care.”
The Levine brothers became inspired to create Twice in 2016, during a volunteer mission with GLO Good Foundation and Lenny’s Let Love Rule Foundation in Eleuthera, Bahamas, where the organizations had teamed up to host a free dental clinic. There, the brothers came face-to-face with hundreds of people suffering from all types of oral health diseases, many in serious pain, and saw first hand how grateful they were to receive proper oral care. They had become awakened to the transformational power of a smile and immediately bonded with Lenny over the experience; all three agreed they wanted to do more.
Soon after, the brothers contacted Lenny with the idea to give the oral care industry a makeover with a brand called Twice that would combine healthy and effective ingredients, great taste, and sharp, counter-friendly packaging with a cause: to improve the oral health care crisis. With Twice, they could help significantly increase the number of healthy mouths and confident smiles, and get people everywhere brushing twice a day. Lenny wanted to get involved in a big way, so together they began building the brand as co-founders.
“It’s easy to take for granted something as simple as brushing your teeth, but there are people around the world that look at toothpaste as a luxury,” says co-founder Lenny Kravitz. “Eleuthera is home for me, so the people and this cause are very close to my heart, and there’s nothing I want more than to see them happy, healthy and smiling. That’s why I’m committed to making Twice a reality and growing this important mission.”
The Company’s philosophy is that overall health starts in the mouth. Twice toothpaste contains a good-for-you ingredient profile power-packed with antioxidants and vitamins A, C, E, plant-based extract aloe vera, and unique functional flavors. Designed to do it all, the formula has dentist-trusted and proven ingredients to help whiten teeth, remineralize enamel, prevent painful cavities, and protect against sensitivity. Twice is also free of unnecessary ingredients known to cause irritation traditionally found in toothpaste. While the brothers are not dentists – Julian spent years as an investor and Cody as a creative marketer – they grew up watching their father, a well-respected dentist and inventor, becoming inspired and well-versed in the industry as a result. They researched and tested every product on the market, and tapped a network of renowned dentists, chemists, flavor specialists, and manufacturers to create their first two unique products:
“Products that care for your smile should make you smile. So we set out to create the best toothpaste that makes an impact – one that we love using, every morning and every night,” says co-founder Cody Levine. “With a focus on experience,efficacy, design, and social responsibility, we believe it’s time to think Twice about your toothpaste.”
Twice contains high-quality, globally-sourced ingredients, and is formulated and manufactured in the USA. The toothpaste is responsibly made to be non-GMO, vegan, gluten-free and never tested on animals. Starting in September 2018, the duo is available for $18.99 at www.smiletwice.com.
