Here's how Twice is changing the conversation around toothpaste (with Lenny Kravitz as a cofounder):
For the Levine brothers, oral health runs in the family — their father is prosthodontist Dr. Jonathan Levine, a dental specialist in NYC, author, professor, and inventor who began to innovate whitening products in his dental office over 20 years ago. Together with their mother Stacey, an entrepreneur, and branding and retail expert, the husband and wife team commercialized and sold their oral care products under GLO Science in major retailers like Sephora.
The most transformative experience was on the first mission trip to Rwanda in 2010, where they met a woman named Agathe who was raped, and her husband and family killed, during the 1994 genocide. Her teeth were removed by machete, robbing her of the ability to smile, sing or enjoy life. “We gave Agathe her smile back — not only giving her the ability to sing again, but restoring her self-confidence,” Cody shares.
Eighteen months of formulation and approximately 40 rounds of revisions later, Twice was ready to launch with its direct-to-consumer website in 2018, on World Smile Day . But a big point of differentiation with other toothpaste brands is that Twice’s formula is gluten-free, vegan, non-GMO, and was never tested on animals.
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