The Sons of a Dentist Go Into the Family Business (Sort of)

Twice is a subscription toothpaste backed by Lenny Kravitz

Headshot of Chris Ariens

When you grow up the children of a dentist, with oral care a common topic at the dinner table, there’s a good chance you’ll go into the family business. But for Cody and Julian Levine, that didn’t mean dental school. Instead, the brothers founded Twice, a toothpaste brand that is taking on the giants of dental care.

Twice, which comes in two formulas—one for use in the morning and another for nighttime—does most of its marketing through Facebook and Instagram ads. But Twice really made its mark when the brothers’ business partner, singer Lenny Kravitz, went on Ellen to talk about the brand.

On today’s episode of I’m With the Brand, Cody Levine talks with Ian Wishingrad about his customers, his marketing and what’s next for Twice.


@ChrisAriens chris.ariens@adweek.com Chris Ariens is the managing editor and director of video at Adweek.
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