Twice Toothpaste

High-Level Overview

Twice is a direct-to-consumer oral care company offering a holistic wellness system of dentist-formulated products, including toothpaste, brushes, floss, immunity rinses, whitening strips, and mouthwash, all made with clean, plant-powered ingredients like nano-hydroxyapatite, baking soda, and activated charcoal.[1][2][4] It serves health-conscious consumers seeking effective, vegan, cruelty-free alternatives to traditional oral care that address mouth-body balance, control bacteria, fight free radicals, and promote enamel remineralization without harsh chemicals like SLS, parabens, or triclosan.[1][2][3] The company solves the problem of synthetic-laden products by providing science-backed, sustainable options—fluoride and fluoride-free toothpastes in flavors like Invigorating (Wintergreen-Peppermint) and Calming (Vanilla-Lavender-Mint)—while generating revenue through individual items ($3.99 floss picks) and bundles up to $44, with every purchase funding free dentistry via the GLO Good Foundation.[1][3][4]

Based in New York with 9 employees, Twice emphasizes accessibility and impact, blending wellness with oral hygiene to elevate daily routines into purposeful experiences.[1][2]

Origin Story

Twice was founded by brothers Julian and Cody Levine—sons of acclaimed dentist Dr. Jonathan B. Levine—and musician Lenny Kravitz, sparked during a GLO Good Foundation mission trip to Kravitz's hometown of Eleuthera, Bahamas.[3] The idea emerged from a shared passion to address global dental care access gaps, combining the Levines' dental expertise with Kravitz's advocacy to create products that deliver clean science and wellness.[3][5] Early traction built on this charitable core: every product sale supports education, care, and toothpaste distribution to underserved communities, humanizing the brand as a force for smiles worldwide.[3][4][5] From small-batch USA production, Twice quickly expanded its line, gaining visibility in publications and shopper trust.[2][3]

Core Differentiators

• Holistic, Clean Science Formulation: Dentist-developed with proven actives (e.g., nano-hydroxyapatite for remineralization) and botanicals for bacteria control and gum soothing, avoiding synthetics while offering fluoride options—vegan, gluten-free, non-GMO, and recyclable.[1][2][3][4]
• Day-and-Night Product System: Dual toothpastes (Invigorating for whitening/protection, Calming for overnight stain removal) plus complementary items like immunity rinses and enamel-safe whitening strips, creating a complete, bundle-friendly routine.[1][2][3]
• Charitable Impact Model: 100% of purchases fund GLO Good missions for global dentistry, tying consumer wellness to social good unlike standard oral care brands.[3][4][5]
• Elevated User Experience: Pleasant flavors, sustainable packaging, and a wellness philosophy that positions oral care as mouth-body-soul balance, backed by expert trust and media features.[2][4]

Role in the Broader Tech Landscape

Twice rides the clean beauty and wellness boom in consumer health tech, where oral care intersects with holistic trends like microbiome balance and systemic health—treating the mouth as a "gateway" to immunity and well-being amid rising demand for transparent, plant-based alternatives.[1][2][4] Timing aligns with post-pandemic consumer shifts toward preventive, sustainable DTC brands, fueled by e-commerce growth and social media influence from figures like Kravitz.[3] Market forces favor it: surging interest in non-toxic personal care (vegan/cruelty-free), DTC bundles for retention, and charitable tie-ins that boost loyalty in a $40B+ global oral care sector.[1][3] Twice influences the ecosystem by pioneering "wellness oral care," inspiring competitors to adopt science-clean hybrids and expanding access via philanthropy, potentially scaling through subscriptions and global missions.[2][4][5]

Quick Take & Future Outlook

Twice is poised for DTC expansion with new flavors, product launches (e.g., advanced rinses), and subscription models to capture recurring revenue in the wellness oral care niche.[2][3] Trends like AI-personalized health routines and microbiome-focused innovations could amplify its science edge, while global charity missions enhance brand loyalty amid sustainability mandates.[1][4] Its influence may evolve from niche disruptor to category leader, blending celebrity backing, expert formulations, and impact to redefine oral wellness—ultimately proving that clean smiles power broader confidence and connection, just as its holistic system promises from day one.[2][3][4]