Intro

A proclivity to smiling and wishing for teeth that feel & look clean are absolutely not mutually exclusive. However, as someone who has been known to smile even when she cries (I know, it's weird, I'm not sure what the deal is), I want my grin to contain pleasant teeth—both for me and those who have to look at me. Above I mentioned that I'm ridin' that train of evolving my personal care products to include healthier, safer, more intentional choices. Similar to my experiences with trying a number of natural deodorants, I'm learning quickly that just because a toothpaste calls itself "natural" doesn't mean it's a good fit for me.

For example, Tom's is readily available in most drugstores and grocery stores near me; often, it's the only natural option among a sea of mainstream brands. I like Tom's for its naturally-sourced and derived ingredients, but I don't love that it's now owned by Colgate-Palmolive (as of 2006), and I also just don't think Tom's products have much oomph in terms of efficacy.

The only other natural toothpaste I've tried is One Silver, which is a $20 tube of toothpaste that I picked up in the gift shop of a local day spa when I needed to use up the rest of a gift card. In no universe would I buy a $20 tube of toothpaste on my own dime, and I would have been disappointed had that been the case with One Silver, because within a month's time both my husband and I developed serious stains on our teeth. We both go to the dentist every 6 months, and we both made special off-cadence appointments to resolve the issue. Our dentist suggested it was the absence of fluoride in that toothpaste that facilitated the staining. We now refer to that time of life as being the phase when our teeth were made of wood. It definitely made us believers in fluoride.

Images via Twice.

Back to Twice. Their product checks all the boxes on the "don't list" that many companies are beginning to avoid, which is a great starting point. (Twice toothpaste does contain fluoride, by the way.) I couldn't begin to claim to be knowledgeable about every ingredient in every product I use, but when a company is transparent about their ingredients and sourcing practices, I educate myself as best I can, which helps me feel good about trusting them.

GLO Good Foundation

It's so common for companies to say they donate a portion of their proceeds or profits to "charity," without indicating where the funds are going. And while I generally choose to believe companies who make this claim, I feel even more confident putting my money toward a charitable brand when they share details. Twice donates 10% of their profits to the GLO Good Foundation, and they send tubes of their toothpaste along on every mission.

Twice was founded by brothers Julian and Cody Levine (who are sons of acclaimed dentist Dr. Jonathan B. Levine) and the well-known Lenny Kravitz. This is relevant because Twice was born of a GLO Good Foundation mission trip to Kravitz's hometown of Eleuthera, Bahamas, where the three met and thereafter decided to form their company together. As for the ongoing partnership that Twice and the GLO Good Foundation have, it's a relationship that makes sense given that Dr. Levine and Stacey Levine (the Twice brothers' parents) are the founders of the foundation. To me, this familial connection makes the continued offering of annual dental clinics to Eleuthera seem more sustainable.

Twice Toothpaste Quick Facts

Cost

• One tube costs $6.99 + shipping when you place a one-time purchase.
• Subscription orders include 2 tubes at $11.88 ($5.49 each — save 15%) every month, 2 months, or 3 months.

Shipping

• Ships to the contiguous U.S. for a flat rate of $2.99. Shipping is free for orders over $60.
• Shipping costs vary for addresses in Alaska, Hawaii, to the Armed Forces in the Americas, Europe, and Asia.

Product

3.4 oz. cream toothpaste in a recyclable squeeze tube with a flip-style lid.

Perks

• Vegan
• Gluten-Free
• Non-GMO
• Not Tested on Animals
• No SLS
• No Triclosan
• No Parabens
• No Charcoal
• Made in the USA in small batches
• 100% Recyclable Tube

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My Twice Toothpaste Review

The Flavor

Invigorating Flavor

The Promise: "A bold flavor with a blend of wintergreen and peppermint, [... for] mint-powered fresh breath."

The Reality: Not as exhilarating as mainstream toothpaste, but still minty-fresh.

If Tom's toothpaste is mild to the point that there's very little aftertaste and Crest or Colgate are bold to the point that you may want to hold off on eating breakfast for a half hour or so, Twice's Invigorating flavor lies somewhere in the middle. I quite like it! I think it's a nice happy medium. The minty flavor has a prevalent wintergreen taste to it, which felt familiar from my frequent Trident-chewing days of yore. It wasn't a jolt of mint, but my mouth tasted fresh after brushing.

While you can use either Twice flavor anytime you want, the general idea behind the two options are that Invigorating (formerly called "Early Bird") is meant for morning use, and Calming (previously called "Twilight") is meant for nighttime brushing.

Calming Flavor

The Promise: "A smoother, mild mint experience with a combination of peppermint, vanilla, and lavender. This is a nice touch before bed, or for a lighter flavor."

The Reality: A gently minty experience with a hint of uniqueness.

Twice's Calming flavor is peppermint-forward; the vanilla and lavender notes are very faint. Is it a nice way to foster relaxation when you're headed to bed? Sure, why not! I don't typically think of a calming experience as something I really need inside my mouth as I wind down for the evening, but I'm not offended by it. Again, the hint of uniqueness in this toothpaste's flavor is truly just a hint—I had my husband be the one to set up our toothbrushes for about a week so that I could do a blind taste test of the two Twice flavors, and I did correctly ID when he made the switch to Calming from Invigorating, but I wasn't 100% sure. Similar to Invigorating, this flavor left my mouth with a refreshed taste, without feeling overwhelmed.

The Feel

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The Promise: "The combination of our ingredients help kill free radicals and promote fresher breath through essential oil blends and plaque removal."

The Reality: My mouth felt fresh and my teeth felt clean—but I could also totally eat breakfast afterward without fear of an awful flavor combo.

Twice doesn't make any clear claims about how their toothpaste will feel while in use, but I'm here to report that it feels good! The consistency is pretty classic—nothing out of the ordinary for a paste toothpaste (as opposed to gel). But it doesn't foam up like a mainstream toothpaste will. It's comparable to the difference between using a mainstream shampoo, then switching to Dr. Bronner's or another castile soap-based brand—it still cleans, but there aren't any extra ingredients added with the sole purpose of over-proving the point.

I mentioned above that Twice is infused with vitamins and aloe meant for soothing sensitive teeth. I don't have sensitive teeth day-to-day, but I do have a history of pregnancy gingivitis—in my last pregnancy, my gums were extremely swollen for much of the time, and were prone to bleeding. I'm pregnant again now, and while my gums have fared better so far, I wanted to switch over to a sensitive toothpaste preemptively. So far Twice has been feeling nice and gentle for me!

Bottom line is: Twice tasted refreshing without being overpoweringly minty, and it left my teeth feeling clean.

The Long-Term Experience

The Promise: "Our wellness-focused vitamins, antioxidants, and botanical extract ingredients help control bacteria, fight free radicals, and soothe gums."

The Reality: So far, so good!

Twice makes specific promises for each flavor:

• Invigorating is said to be "packed with ingredients to strengthen, protect, and help whiten your smile."
• Calming "is also packed with ingredients for removing the surface stains on your teeth and the vitamins and antioxidants ensure mouth health throughout the night, or whenever you use it!"

I'm about 2 weeks into using Twice toothpaste now, and my teeth are happy. Do they feel clean? Yes. Has the experience been gentle and soothing? Yep! Do they look whiter? Eh, hard to say, but Twice also tosses "whitening" into the mix without much explanation*, so I wasn't counting on a radical change.

*Here's what they say about whitening in their FAQ: "Our mix of ingredients polishes teeth by gently removing surface stains and removing plaque below the surface." Their ingredients list contains hydrated silica, which works as sort of a scrubbing agent, so that's probably where any whitening would come from.

Good to Know

A Little Info About Fluoride

Most mainstream toothpastes, and even some toothpaste brands that call themselves "natural," contain fluoride. Fluoride has been proven to prevent tooth decay and cavities, but it is also true that it can be harmful if ingested. Scientific American explains a bit about how fluoride works on our teeth, but the TL;DR is that when applied topically to our teeth (such as in toothpaste), fluoride strengthens the enamel naturally found in our teeth. A dentist interviewed in Live Science acknowledges that some individuals already contain a naturally high fluoride content in their teeth, thus making them more resistant than others to tooth decay. Another group who may consider using a non-fluoridated toothpaste would be those with false teeth, for whom the fluoride simply isn't necessary. And, in children under the age of 2, who are often too young to understand not to swallow their toothpaste, the ingestion of fluoride could lead to fluorosis, "which interferes with the development of tooth enamel and can cause white spots or streaks on the teeth," according to Harmony Dental. It is a good best practice to only put a pea-size (or smaller) amount of toothpaste on your toddler's toothbrush anyway, because no toothpaste is meant for consumption.

Is fluoridated toothpaste right for you? Only you can make that decision, with the help of your dentist. Twice toothpaste does contain fluoride. Twice is said to be safe for children, though if your child is under the age of 2, you'll want to consult with their dentist before using.

Shipping, Returns, & More

Placing Your Order

If you want to give Twice a try before committing to a subscription, you can buy a single tube for $6.99 + $2.99 shipping (within the contiguous U.S.). They also sell the two flavors together for the same cost breakdown, as well as 2 of each flavor in a bundle that breaks down to $6.50 per tube.

If you're confident you'll like Twice toothpaste or are looking for ways to save, you may want to consider subscribing to their auto-replenishment program. It's just like a subscription in that you'll receive automatic orders of your toothpaste regularly—you get to choose if you'd like to receive it monthly, bi-monthly, or quarterly. Every subscription order comes with 2 tubes (one Invigorating and one Calming) and costs $11.88 (that's $5.49 each) + $2.99 shipping if you live within the contiguous U.S.

Shipping & Tracking

After placing your Twice order, you should receive an order confirmation email right away. Orders typically ship within 48 hours of being placed. Delivery time to the continental U.S. takes approximately 3-7 business days.

Returns

If you change your mind about your Twice order, you can return it for a full refund within 14 days of delivery as long as the toothpaste is in the same condition in which it was received. You'll want to reach out to help@smiletwice.com to initiate your return, and they'll refund you the full retail value, excluding shipping costs. Exchanges for products of equal value are also available, but customers will be charged a $7 restocking, shipping, and handling fee for the exchange.

Try Twice for Yourself

On the market for a new toothpaste that's free from all the "bad stuff?" Subscribe to Twice here.

Have you already tried this toothpaste? Tell us what you thought below!