You may not have heard, but Lenny Kravitz co-founded a toothpaste brand called Twice, in 2018, with brothers Julian and Cody Levine. They are GLO’s Dr. Jonathan Levine’s sons, so perhaps elevating oral care is in their genes? 

Twice is staging a relaunch—and now it’s in new colorful yellow tubes. The brand even has “oral wellness” printed on the tubes.

Kravitz recently posted on Instagram announcing that Twice is now available at Target stores. 

The brand announced on its Instagram, “This is the dawn of Oral Wellness.”

Kravitz says creating the brand was special and close to his heart, and explains why in his Instagram post embedded below. He’s shown above in a campaign shot in Eleuthera for YSL Beauty’s Y Eau de Toilette.

How Kravitz Got Into Toothpaste

Kravitz got involved in the ‘oral wellness’ trend when he met the Levines while on a volunteer dental mission in his hometown in Eleuthera, Bahamas.

Kravitz states on his Instagram post: “Before we had a product, we had a mission. In 2015, we started hosting dental missions in the Bahamas to provide free dentistry to my hometown of Eleuthera.”

He continues, “Now, 7 years later, we are sharing the gift of a smile with the world, and a portion of proceeds from each purchase will go toward providing dental missions for years to come.” 

Twice’s Formula & Colorful Tubes

The partners wanted to make a healthy smile more accessible to everyone by creating a vitamin-rich toothpaste with a clean formula.

Twice toothpaste is formulated to balance your oral microbiome. The formulas are SLS-Free, vegan, gluten-free, and cruelty-free. They are also flouride-free, and include hydroxyapatite. 

The toothpaste is also infused with aloe, along with vitamins A, C. and E. The colorful tubes are recyclable. 

 

 

 

 

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A post shared by Lenny Kravitz (@lennykravitz)