Lenny Kravitz Co-Founds Twice, the Philanthropic Toothpaste Brand of the Future

lenny kravitz toothpaste

Lenny Kravitz is now in the business of making your smile more beautiful — and he wants to help you do good while he’s at it. The iconic musician has joined forces with brothers Cody and Julian Levine to launch Twice, the oral care brand that not only helps consumers take care of their smiles, but achieve a philanthropic goal in the process.

Their debut product: a premium toothpaste set tailored for use both in the morning and at night was designed with the fact that 35 percent of Americans don’t brush their teeth twice a day (ick) in mind. The answer, according to the trio, is to positively impact a twice-a-day routine with Early Bird and Twilight pastes.

The former part of the set is formulated with wintergreen and peppermint to give you a wakeup call, while the latter is a relaxing blend of peppermint, vanilla and soothing lavender to ease you into nighttime relaxation. The duo also contains good-for-you ingredients such as vitamins A, C, E and plant-based aloe vera, leaving out certain common ingredients that can irritate your teeth and gums. Essentially, you get a new routine that helps you whiten your teeth, remineralize enamel, prevent cavities and, last but not least, protect against sensitivity.

lenny kravitz
Mathieu Bitton

Co-Founder Cody Levine tells Us, “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.” Julian Levine adds, “The only thing better than a beautiful smile is giving one to someone else,” explaining that their aim is to make an impact beyond their customer’s beautiful smiles.

lenny kravitz
Mathieu Bitton

10 percent of the profits from the company will be given to GLO Good Foundation, which serves communities in dire need of proper dental care. In fact, the idea of Twice came to be in 2016 while the Levines were on a volunteer mission with GLO Good Foundation and Lenny’s Let Love Rule Foundation in Eleuthera, where the organizations partnered to host a free dental clinic that aided individuals suffering from various oral diseases and conditions. Once they had witnessed the power of proper oral care, the three gents agreed they wanted to do more to increase the number of healthy mouths and confident smiles.

lenny kravitz
Mathieu Bitton

Kravitz released a comment on his latest venture in a statement via press release: “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. 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.”

Twice contains high quality, globally-sourced ingredients and is formulated and manufactured in the U.S. It is gluten-free, vegan, non-GMO and never tested on animals. Starting now, you can snap up the duo for $18.99 at smiletwice.com.

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