Lenny Kravitz‘s Two times is not just another celeb magnificence manufacturer.
“It really is not about me,” Kravitz, 57, tells Men and women of the oral wellness firm he co-founded together with brothers Cody and Julian Levine, whose father is Kravitz’s dentist.
Amid his continued charitable initiatives as a result of his Enable Really like Rule Basis in the Bahamas, wherever he life, Kravitz noticed that dental hygiene is often neglected in underserved communities thanks to the absence of methods.
“We commenced performing a mission. We did just one for six yrs ahead of we even came up with the products. Then, the up coming considered was, effectively, we have to have to make products and solutions that we can stand behind,” Kravitz suggests.
From there, Twice was born. The business initially launched in 2018 with just toothpaste, but has considering the fact that rebranded and released a suite of new items on April 5, which include toothpaste, floss, a whitening pen and a rinse that aims to “bolster the mouth, entire body, soul relationship.”
“We required to transform from a toothpaste brand name to an oral wellness firm,” Kravitz shares.
The glance is also distinctive as the selection is presented in lively yellow packaging intended to make the brand name “stand out amongst the sea of sameness.”
As for the name, Kravitz explains, “Two times is about performing your oral care course of action twice a working day, but also it can be about contemplating two times about your oral healthcare.”
“A whole lot of people feel, ‘Okay, I’m just brushing my tooth.’ Nevertheless, there are over 250 systemic disorders that can materialize to you from your mouth not being adequately cared for. If your mouth is inflamed, then you can be confident there are other items in your system that are inflamed.”
2 times is also all about the facts. The ingredients — produced by a collective of dentists and researchers — element plant-based mostly formulations that are engineered to balance pH and the microbiome of the mouth.
The rinse contains zinc, coconut oil and spirulina while the tooth paste is enriched with nutritional vitamins A, E and aloe vera. The whitening pen is outfitted with eucalyptus, thyme and menthol and the floss is coated with dental-grade baking soda.
Plant-dependent elements are especially crucial to Kravitz.
“Having all of these fantastic products and also obtaining all of these purely natural solutions — but most importantly not obtaining the wrong products, which can be in a great deal of toothpastes, is really vital. I am quite significant about taking care of my system,” Kravitz tells People today.
Although he still left the formulations up to the specialists, Kravitz suggests he was still incredibly included in the development method.
“I examination flavors, I give my enter,” he shares. “Does it come to feel foamy enough? Not foamy enough? How does it sense in the mouth? I then bought deeply into the packaging.”
Kravitz proceeds, “And the layout due to the fact that’s anything that I’m quite significantly into. I have my design and style company.”
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Nevertheless, Kravitz asserts once more that 2 times is not about him.
“I was just speaking to somebody else who said, ‘How arrive I never see your deal with in advertisements? Would not you offer a good deal a lot more tooth paste if your confront was on it or if you were being in the commercials?’ Properly, the full detail, it is really just not about me,” Kravitz says.
“We are displaying all sorts of mouths, all kinds of smiles, you know? A healthy smile is not just the textbook smile. This is about all people. Every kind of formation of enamel and every form of particular person.”