Twice

What Twice does

Twice (legally SmileTwice, Inc, also operating as Twice Twice LLC) is a US-based direct-to-consumer oral wellness brand founded in 2018 by brothers Cody and Julian Levine in collaboration with Dr. Jonathan B. Levine, a preventive and cosmetic dentistry expert. The company sells a holistic oral care portfolio spanning four toothpaste SKUs (fluoride and fluoride-free with nano-hydroxyapatite and charcoal variants), whitening strips, floss picks, multiple toothbrush formats (including a kids line), and mouthwash, priced from $4.99 to $24.99. Its formulation platform emphasizes clean, vegan, cruelty-free ingredients free from SLS, parabens, gluten, and artificial additives, with proprietary whitening technologies backed by over 20 patents held by the chief formulator.

The business operates a hybrid distribution model combining a Shopify-powered DTC e-commerce store at smiletwice.com with mass-market retail partnerships at Walmart and Target, plus a subscription option for recurring 60-day shipments. The company has served over 500,000 customers and holds a 4.88/5 average rating across 1,818 verified reviews. Marketing relies on earned media (Forbes, Vogue, NYT, Fast Company, Business of Fashion, The Ellen DeGeneres Show), content marketing through an educational blog, and active presence across seven social platforms. A social mission component channels a portion of purchases toward free dentistry for people in need.

Twice is privately held with no disclosed venture capital or institutional investors, operates with 1-10 employees, is headquartered in Purchase, NY with operational/warehouse functions in Buena Park, CA, and currently fulfills only continental US orders. The brand is differentiated through dentist-backed formulation credibility, clean-ingredient positioning targeting wellness-minded consumers, and a portfolio that spans the full daily oral care routine rather than a single product category.

Name

Twice

Legal name

SmileTwice, Inc

Website

https://smiletwice.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Twice (SmileTwice, Inc) is a US direct-to-consumer oral wellness brand selling clean-ingredient toothpaste, whitening strips, floss, toothbrushes, and mouthwash through its website, Walmart, and Target. Founded in 2018 by the Levine brothers with Dr. Jonathan B. Levine, it serves wellness-minded consumers seeking dentist-backed, vegan oral care.

Ownership category

akta.pro rank

Product category

Oral Care Products

NAICS

Health and Personal Care Retailers (456), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Toothpaste & Toothpowder (CRABAFAA)

akta.pro secondary industries

Mouthwash & Rinses (CRABAFAD), Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF), Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Kids Oral Care (CRABAJAL)

Keywords

• Oral care products
• Clean ingredient toothpaste
• Teeth whitening strips
• Vegan dental hygiene
• Oral wellness subscription

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer sales of oral care products including toothpaste, mouthwash, toothbrushes, floss, and whitening strips. One-time purchase model with products ranging from $4.99 to $24.99. Revenue generated through e-commerce and retail distribution.
2. Subscription Model: Recurring subscription shipments for oral care products delivered on regular schedule (e.g., every 60 days). Automatic billing with ability to modify frequency, quantity, and product mix. Cancellation requires 3 business days notice before next billing cycle.
3. Package Protection: Optional package protection insurance offered at checkout for order protection and easier returns/exchanges through customer portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Twice sells a holistic oral care product line including fluoride and fluoride-free toothpastes (with nano-hydroxyapatite and charcoal options), whitening strips, floss picks, manual toothbrushes (adult and kids), and gum-protective mouthwash. Products are formulated with clean, vegan, cruelty-free ingredients and sold direct-to-consumer via smiletwice.com and at Walmart and Target.

Product overview

Twice is a holistic oral health system that combines cutting-edge science and clean ingredients for better mouth-body balance. The product portfolio centers on oral wellness with four toothpaste varieties (Fluoride with Wintergreen & Peppermint, Fluoride-Free Charcoal with Nano-Hydroxyapatite, Happy Mint Whitening with 5% Nano-Hydroxyapatite, and Fluoride with Cooling Spearmint), complemented by a comprehensive oral care line including 3-strand floss picks, three toothbrush models (Soft Stadium, 3D Triple Head in adult and kids sizes), Gum Shield Mouthwash, and Whitening Strips. The company also offers bundled collections and optional package protection. All products emphasize clean, vegan, cruelty-free formulations free from SLS, parabens, gluten, and artificial ingredients, with a focus on ingredients like hydroxyapatite, vitamins, aloe vera, and coconut-derived cleansers.

Differentiator

Problem solved

Functional benefit

Products and services

• Fluoride Toothpaste with Wintergreen & Peppermint Fluoride toothpaste for cavity prevention and sensitivity reduction, formulated with potassium nitrate, vitamins A and E, coconut-derived cleansers, and aloe vera. Sold direct-to-consumer and at Walmart and Target.
• NanoHydroxyapatite Fluoride-Free Toothpaste with Charcoal Icy Mint Fluoride-free toothpaste using nano-hydroxyapatite, activated charcoal, and baking soda to remineralize enamel and whiten teeth, with vitamins A, C and E in an icy mint flavor.
• Happy Mint Whitening Toothpaste with 5% Nano-Hydroxyapatite Fluoride-free and peroxide-free whitening toothpaste with 5% nano-hydroxyapatite plus papaya and pineapple enzymes that lift surface stains while strengthening enamel.
• Fluoride Toothpaste with Cooling Spearmint Fluoride toothpaste in a cooling spearmint flavor designed for fresh breath and cavity protection, sold in a 3.4 oz size.
• Whitening Strips – Clean Formula, Gentle Whitening Enamel-safe whitening strips infused with coconut oil, featuring slip-free technology and a refreshing mint finish; sold in a pack of 20 treatments (40 strips).
• Floss Picks with 3-Strands – Wax-Coated Floss & Toothpick Eco-friendly triple-strand wax-coated floss picks combined with a precision toothpick in strong mint flavor, with 50% plant-based cornstarch handles; 75-count pack.
• Soft Stadium Toothbrushes, Deep Clean, Gum Friendly Manual toothbrush with 3-tier soft stadium-designed bristles and a curved ergonomic head for gum-friendly deep cleaning, sold as a 2-pack.
• Soft Oral Wellness 3D Triple Head Toothbrushes Manual toothbrush with a 3D triple head design and soft bristles for gum-friendly cleaning, sold as a 2-pack.
• Kids Soft Oral Wellness 3D Triple Head Toothbrushes Kids-sized manual toothbrush with a 3D triple head design and soft bristles for gentle gum-friendly cleaning, sold as a 2-pack.
• Gum Shield Mouthwash Mouthwash formulated for gum protection, sold in a 20 fluid ounce bottle.
• Package Protection Optional checkout add-on that provides order protection and easier returns or exchanges through the customer portal, starting at $1.00 per order.
• Twice Oral Wellness Subscription Subscription program that automatically ships Twice oral care products on a recurring schedule (e.g., every 60 days), with flexible frequency, quantity, and product mix and cancellable with 3 business days notice.

Quantifiable outcome

• 500,000+ customers served
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• quip: quip is a direct DTC oral care competitor offering electric toothbrushes, toothpaste, floss, and refill subscriptions. It targets the same wellness-minded, design-conscious consumer as Twice and pioneered the oral-care subscription model Twice now mimics.
• Hello Products: Hello is a direct competitor in natural, vegan, SLS-free toothpaste, mouthwash, floss, and whitening strips sold through DTC, Target, and mass retail. It competes head-to-head with Twice on clean-ingredient positioning and Target shelf space.
• Bite: Bite is a DTC oral care brand selling toothpaste bits, mouthwash, and floss in plastic-free packaging on a subscription model. It overlaps with Twice on clean-ingredient, sustainability, and direct-to-consumer subscription mechanics.
• Burst Oral Care: Burst is a venture-backed DTC oral care brand offering charcoal whitening toothpaste, floss, and electric toothbrushes through subscription and retail. It competes with Twice across similar product categories, channels, and influencer-led growth tactics.

Emerging players

• David's Premium Natural Toothpaste: David's is a premium natural toothpaste brand with a focus on clean ingredients and sustainable packaging, sold DTC and through retailers. It overlaps with Twice on the clean/natural oral wellness positioning but is narrower in category scope.
• Dr. Brite: Dr. Brite is a clean, dentist-founded oral care brand selling toothpaste, whitening, and mouthwash DTC. It shares Twice's dentist-founded, clean-ingredient narrative but operates at a smaller scale and narrower product line.

Broad incumbents

• Tom's of Maine: Tom's of Maine is a long-established natural toothpaste and oral care brand owned by Colgate-Palmolive. It competes with Twice in the clean-ingredient segment but offers a much broader portfolio and benefits from Colgate's distribution and marketing scale.
• Colgate-Palmolive (oral care): Colgate is the global leader in toothpaste and oral care, owning Colgate, Tom's of Maine, and meridol. It sets pricing, shelf placement, and marketing intensity in every category Twice operates in, making it the dominant competitive threat.
• Crest (Procter & Gamble): Crest is P&G's flagship toothpaste and whitening brand and a global category leader. It competes with Twice across whitening strips, toothpaste, and mass retail — including direct comparisons surfaced in Twice's own customer reviews.
• Sensodyne (Haleon): Sensodyne is the global leader in sensitivity toothpaste, owned by Haleon (formerly GSK Consumer). It overlaps with Twice's sensitivity-focused product positioning and dominates the dental-professional endorsement channel Twice leverages.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/twicetoothpaste
• YouTubeyoutube.com/@twiceoralwellness
• Facebookfacebook.com/smiletwice
• LinkedInlinkedin.com/company/twice-oral-wellness
• Instagraminstagram.com/twice/?hl=en
• TikToktiktok.com/@twiceoralwellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Twice