Twice is a dentist-founded DTC oral care brand co-created with Lenny Kravitz, offering subscription toothpaste with 10% of profits funding global dental missions.
Get unlimited access to analyze competitor ads, save creatives, and discover winning strategies.
See all ads on AdLibrary →Twice (smiletwice.com) is a DTC oral care brand founded in 2018 by dentist siblings Cody and Julian Levine and musician Lenny Kravitz, born from a dental mission trip to the Bahamas. The brand offers plant-powered, dentist-formulated toothpaste, mouthwash, and whitening products via DTC subscription, donating 10% of profits to the GLO Good Foundation. Also searched as Twice.
Twice uniquely combines clinical credibility (dentist-formulated) with celebrity aspiration (Lenny Kravitz) and social mission (GLO Good Foundation). This triple-stack differentiator is hard to replicate. Their ads lead with clean ingredient credentials and subscription convenience, then layer in the celebrity and mission angle for emotional resonance. See Twice's current ads on AdLibrary.
Twice runs Meta subscription acquisition campaigns targeting health-conscious consumers aged 25-45. Creative mixes dentist-testimonial formats, Lenny Kravitz brand content, and product flat-lay photography. Subscription offers (save 20% on auto-ship) are the primary conversion CTA. Bundle ads featuring the full oral wellness system drive higher AOV from warm audiences.
Core themes: "dentist-formulated," "clean, plant-powered ingredients," "good for you and good for the world" (mission giving), and subscription convenience. Lenny Kravitz brand affiliation appears in campaign-level creative but not in all performance ads — they balance celebrity pull with clinical credibility to serve different audience segments.
Twice shows how mission-driven narrative and unexpected celebrity partnerships can break through a commoditized category. Their GLO Good Foundation giving converts social-mission-oriented consumers who wouldn't otherwise pay premium for toothpaste. The dentist co-founder angle overcomes the #1 barrier in natural oral care ("does it actually clean my teeth?") with professional credibility rather than clinical claims.
Searching for Twice DTC? Whether you type Twice DTC ads, Twice ads, Twice DTC Meta ads, Twice DTC TikTok ads, Twice DTC Google ads, or see all Twice DTC ads — this page surfaces every active and historical Twice DTC creative we have indexed. Browse the full archive at Twice DTC ad library. Related queries: Twice DTC ads, Twice DTC ad library, Twice ads, Twice ad library, see all Twice DTC ads, see all Twice ads, browse Twice DTC ads, browse Twice ads, find Twice DTC ads, find Twice ads, where to see Twice DTC ads, where to see Twice ads, Twice DTC Meta ads, Twice Meta ads.
