Kravitz, the Grammy-winning rock star behind hits like “Fly Away,” “American Woman,” and, sure, “It Ain’t Over ’til It’s Over,” can be the chief inventive officer at Twice, a plant-based toothpaste model that was created in 2018. On Tuesday, Twice will launch a set of newly branded merchandise, together with mouthwash, a whitening pen, floss, and previous toothbrush, all of which can value anyplace from $7 to $28. The ethos is easy: “Really, we’re representing love,” Kravitz tells Fast Company.
Twice’s merchandise are vegan, cruelty-free, and are available with out sulfates, SLS, gluten, and synthetic elements. When it launched as a direct-to-consumer model, Twice appeared like each different high-end model of toothpaste: a white tube with the model identify spelled out in a brilliant, playful font. Next week, it would rebrand with vibrant yellow packaging—a historically verboten coloration in dental care. “Yellow is yellow teeth,” cofounder and chief model officer Cody Levine says. (Cody’s brother, Julian, is the opposite founder.)
For Kravitz, Twice just isn’t a lot a revenue play as it’s a means to a philanthropic finish. When Twice launched, it promised to donate 10% of income to the Glo Good Foundation, a nonprofit run by Jonathan Levine, Kravitz’s dentist (and Cody and Julian’s father). The basis offers free dental care and training to individuals in under-resourced areas. While Twice isn’t worthwhile but, the corporate is within the meantime donating merchandise to the group. Below, Kravitz talks extra about how the corporate got here to be and explains the pondering behind the brand new branding.
The dialog has been edited for size and readability.
Lenny Kravitz on the origin of Twice, as informed to Fast Company:
Cody and Julian’s father grew to become my dentist in New York and we grew to become pleasant. And I’m within the medical area typically. I’ve a number of associates who’re medical doctors and I discover it fascinating. I invited [the Levines] all the way down to the Bahamas for a go to. Because [Jonathan is] a dentist, I began telling him that we didn’t have the care that we would have liked there and that I had so many associates who had been having actually crucial points with their mouths. I [told] him a narrative a few man who I’ve recognized ceaselessly rising up down there and he works with me. And he had a extremely dangerous tooth (or a few them) decaying in his mouth. I noticed him placing black pepper into the opening in his tooth after which tapping it with a rolled-up matchbook cowl that he was plugging it with. And I mentioned, “What are you doing?” He mentioned, “Oh man, I have this really horrible, horrible, toothache.”
Dr. Levine [couldn’t believe it]. I mentioned, “I’m telling you, people here are going through some serious issues, and . . . instead of me talking about it, let me just show you.” So we jumped into my Jeep and we drove into the settlement. And I’m stopping individuals I do know on the road and saying, “Hey, how you doing, man? How’s your mouth doing? Are you having any problems?” And they in fact checked out me very unusually. Why he asking these questions with two different individuals within the automobile? And I mentioned this gentleman is an incredible dentist and simply needs to know what you’re going by and in the event you’re having any issues.
Everybody we talked to began saying, “Oh man, I’ve got this, I’ve got that,” and the hood of my Jeep grew to become an examination room. People had been leaning again on the hood with their mouths open. Doc had introduced the factor he places on his glasses . . . the binocular sort of factor that [he uses] to look into [his patients’] mouths. And what he was seeing was fairly mind-blowing to him, simply the decay, the rot, the ache, the actually crucial issues. And then speaking to individuals—grown individuals—saying they didn’t have a toothbrush. One man talked about ingesting so many bottles of soda a day. And we do have sure issues down there with the meals that individuals eat, as a result of they’ve grown accustomed to this quote, unquote “American convenience diet.” People there used to fish and have gardens. . . . Our grandparents and our great-grandparents all ate out of gardens and fished and ate recent, entire meals, and now individuals eat all these processed meals and sweets and sugar.
Anyway, so we received again to my place and we mentioned all of the issues that we had seen. And he was actually affected by it. And I used to be actually affected by it. And proper on the spot, I mentioned, “What can we do? If I help make it possible, can we do something?” And the reply was sure.
Immediately we received into placing this mission collectively, shopping for the gear, getting all of the issues down there that we would have liked to arrange a clinic. And doc got here down with, I don’t bear in mind the primary yr, it was 30 or so prime medical doctors. And we served the individuals and it was essentially the most wonderful expertise to see individuals getting their oral well being, getting their smile again. People who hadn’t smiled in years or had been embarrassed to talk as a result of they didn’t wish to present what was occurring of their mouths . . . in the event that they had been lacking tooth.
It was lovely as a result of it was simply an natural factor that occurred. Cody and Julian got here down and witnessed all of this. They had been on different missions with their dad and mom, together with in Africa. They had been each in numerous fields and I believe it was a second of seeing firsthand what your dad and mom do and the way efficient it’s, they usually had been so pleased with it. And I believe it actually opened their eyes to desirous to turn into extra concerned. Through all of this the thought got here to start out a line of merchandise that will be superior and that will be one thing we might use to assist elevate cash to proceed doing these missions.
We know what’s on the shelf; we all know the merchandise that exist and the way can we separate ourselves and be completely different. The entire thought about yellow, which isn’t seen on the shelf [with oral care packaging]—we see it as representing sunshine and love and light-weight. And we use solely the perfect elements. We’re not placing dangerous components and issues in our merchandise. And, actually, we’re representing love. It sounds very kind of esoteric like that, however that is about humanity. This is about love. This is about having everyone be included. We’re not simply representing the textbook mouth. A wholesome mouth is available in every kind of shapes and patterns and formations. So we’re representing everyone.
The entire factor is about love as a result of the smile is the start of communication in so many cases. You know, if I stroll as much as you or I see you on the road, you don’t know me, but when I take a look at you and I smile at you, that’s the starting of the dialog. And that’s the start of every thing. Having your oral well being and having your smile intact and also you feeling good opens the door to additional expressing love and unity and all of these lovely issues that we discuss.