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My Twice Review — A Healthy Toothpaste That Checks All The Boxes

Christen Russo
ByChristen RussoDec 22, 2020 | 32 comments

My Twice Review — A Healthy Toothpaste That Checks All The Boxes

My Twice Toothpaste Review

Healthy Toothpaste I Can Feel Good Using

Twice is an oral care company founded on charitable giving. Not only does their toothpaste combine science and wellness to provide a product that’s vegan, cruelty-free, non-GMO, and free of harmful & trendy-but-not-necessarily-helpful ingredients, they’re also committed to bringing oral care services to those in need. Specifically, they’re teamed up with the GLO Good Foundation for the long-term to provide education, care, and toothpaste to underserved parts of the world through missions.

In my slow but steady effort to transition all my personal care items to products with safe ingredients, from companies with values that align with mine, I’m happy to have found Twice. I feel good using this toothpaste knowing that they employ intentional sourcing and supply chain practices, that their ingredients are minimal and safe (even for children), and that they have charitable service at the heart of their brand.

by Christen Russo, MSA Reviewer, Chronic Smiler
December 22, 2020| 32 comments


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


  • 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.


  • 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.


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


  • 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

Twice currently offers two flavors:

  • Invigorating (Wintergreen and Peppermint)
  • Calming (Vanilla, Lavender, and Mint)

They plan to launch more flavors down the road.

Twice Ingredients:

Potassium Nitrate, Sodium Fluoride, Hydrated Silica, Sorbitol, Glycerin, Pentasodium Triphosphate, Cocamidopropyl Betaine, Sodium Ascorbyl Phosphate (Vitamin C), Retinyl Palmitate (Vitamin A), Tocopherol (Vitamin E), Aloe Barbadensis Leaf Juice (Aloe Vera), Flavor, Lauryl Glucoside, Sodium Saccharin, Xylitol, Sucralose, Cellulose Gum, Titanium Dioxide, Sodium Benzoate, Citric Acid, Water.

My Twice Toothpaste Review

The Flavor

4.5/5 stars

Invigorating Flavor

Twice toothpaste - "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

Twice toothpaste - "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

5/5 stars


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

4.5/5 stars

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

Twice unboxing

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.


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 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!


"Twice is a better-for-you toothpaste brand that launched after a life-changing volunteer dental mission showed the founders the power of a smile in such a way that they quit their jobs to start a company with a mission to help the world smile! Toothpaste that tastes deliciously refreshing while pa... read more.
Christen Russo
Christen Russo
Christen is a smile collector, outdoors enthusiast, and appreciator of soggy French fries. Her favorite subscriptions involve eco-friendly products and clothes, nature supplies, stationery, and coffee. She can be easily won over with a good sheet of stickers.

Christen Russo
Christen Russo
Christen is a smile collector, outdoors enthusiast, and appreciator of soggy French fries. Her favorite subscriptions involve eco-friendly products and clothes, nature supplies, stationery, and coffee. She can be easily won over with a good sheet of stickers.
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I am turned off by their unreasonable (imo) return/exchange policy. A $7 exchange/restocking fee on a $6.99 tube of toothpaste? You can return it but the toothpaste must be in “original condition?” Both of these things imply they are going to resell returned toothpaste. Not sure how I feel about that. It’s too bad because I have a soft spot for their cause, having spent many months in the out islands of the Bahamas.


Christen! Congrats!!
I enjoyed reading this review. Fun fact, one method people use to stop eating (for weight loss purposes) is to simply brush ones teeth with a real minty toothpaste. Most people won’t want to eat after this and/or rebrush their teeth again. Brushing ones teeth also sends a signal to the brain that one is finished eating. This rings especially true at night when some people get the munchies later 😁

Thanks for a great read, Christen. I like your writing style ☺️

Christen Russo

Thank you so much! That’s a really good tip. This one might have too mild of a flavor to be a major preventer of snacking, but I like the signal to the brain fact! As always, I really appreciate your reading my review and commenting with such kindness. <3


This seems like a new company that’s all about Marketing. All the key words are there, they’re “scientific”, the do good factor is present and the fresh and new branding.

This reminds me of private label cosmetics. They’re all using the same lab but use marketing to get people to buy their product over others.


Steph- what is the name of the Japanese toothpaste? Thanks!


Hi BB, I use Apagard Premio.


I read an article that mentioned Twice, Hello, and some other brands in it recently that was talking about the “Chic Dental” trend. It was overall positive, as there is apparently a big market for toothpastes with unusual flavors or more perceived as healthier/better/more sustainable/etc.


I do think some of these trendy tp’s are better but I try not to follow this trends in healthcare products. For me, I use a Japanese toothpaste that re-mineralizes your enamel.


Please be careful, most essential oils should not be ingested. Especially while pregnant! They’re typically not safe for children in any form.


I was wondering that, too! I looked it up and the first couple of sites said it’s actually safe, in small/diluted quantities, but I’m assuming that would depend a lot on what type of oil it is. And, of course, not everything on the internet is true!

Christen Russo

Thanks for your concern, MrsLittle! I promise I am being extra cautious, but I do appreciate your note!


What ingredient in toothpaste would be GMO? Also, what does “removing plaque below the surface” mean? Plaque is on the surface, that’s it’s definition.

Jennifer Rothnie

Teeth are actually slightly porous, or supposed to be, unless you’ve accidentally over-calcified them (too much flouride can make them less porous,which isn’t actually healthy, though flouride in normal use can be helpful and strengthen teeth.) This is why our teeth so easily “stain” as the teeth are actually absorbing coffee, tea, and other liquids to a very small degree.

Plaque is essentially a mat of bacteria and a gluey polymer – that’s not just sitting on the surface of the teeth, but the bacteria can get into the natural pores as well as any tiny holes in the teeth or around old fillings. And if you eat sugar or certain foods, the bacteria eating those is going to produce acid which is also ‘small enough’ to get below the surface. So it is good to have a toothpaste that’s going to be able to pick up some of that bacteria and acid and remove it.

Christen Russo

Wow, Jennifer, I just learned so much from you! Thanks for sharing this knowledge!


I misread your final sentence as, “it’s good to have a toothpaste that’s going to be able to pick up some of that battery acid…” yikes!

Ragan Buckley

I’m assuming it means “below the gumline” like where the dental hygienist uses those awful scraping tools.

(As a PhD biochemist I am fine with GMOs though. Anyway xylitol, glycerin, etc. from genetically-modified plants or bacteria would be chemically identical to xylitol, glycerin, etc. from natural sources OR chemically synthesized xylitol, glycerin, etc.).

Christen Russo

I’ve read that glycerin, citric acid, xanthan gum, xylitol, or lecithin can all come from GMO crops. I was surprised to learn that!


Nothing wrong with fluoride. I went through fluoride-free phase and in 6 months, developed 2 cavities for first time in 10 years. Never again.

The “recyclable” tube thing is a bit misleading though. Most things can be recycled but most recycling plants will not do so. Things like toothpaste tubes almost always end up in the landfill.

Ragan Buckley

Check out Terracycle, where you can recycle things like toothpaste tubes and toothbrushes. It’s not always free and not as simple as curbside but at least you know they’re not going to the landfill.

I always use fluoride toothpaste.


Ragan with all the good info today!
Yay for Terracycle and GMOs are not the devil! Yay science!

Christen Russo

Ooh. I do think a little extra effort goes a long way for sustainability. Thanks for sharing about Terracycle, Ragan!

Christen Russo

That’s a good call out, Ks. Believe it or not, my parents’ town recently stopped accepting glass among their recycling collection. At least glass can be reused, but they quickly reached capacity for storing it and don’t know what to do with it! Eek!


Good news: fluoride is natural. This is a naturally occurring isotope of an element. Just like aluminum is natural. You can stop vilifying it as an evil human creation, because it isn’t.

Please note that ingredient names are not capitalized, so this does not contain Hydrated Silica. It contains hydrated silica.

Before you go “how wonderful, silica is natural and therefore a good thing,” note that if you inhale silica, your lungs will be in big trouble. My point is that the route of exposure matters. Don’t eat your toothpaste and fluoride will not be a problem.

I will certainly be interested in seeing SCIENTIFIC studies of whether natural toothpastes, whatever that means, decrease and prevent dental issues… or not.


I love your comments Julia (almost as much as I love Ragans reviews). Thank you so much for being so vocal about the problems with the pseudoscience in this sites reviews lately, starting with the “natural deodorant” evangelism so promoted here and now this. I thought I was the only one who noticed it and left for a long time because of it. And yippee for someone who understands what route of exposure is and why it’s so important! It is so often missed when a new toxicology issue hits the news and the subject in question is immediately villified that route of exposure determines the metabolism pathway and that all pathways do not lead to the same toxic metabolites or vulnerable target organ.

Christen Russo

Thanks for the note on capitalization, I updated the review to remove the title case.


I tried it when they had the previous style packaging & wasn’t a fan. I did like the “taste” but neither felt that refreshing to me. I also didn’t see any whitening effects after using up the full tubes. I’ve been loving the Hello brand charcoal toothpaste lately!


I haven’t tried the charcoal, but I do like the Hello Flouride Whitening toothpaste. 🙂


I really like it as well! 👍

Christen Russo

Thanks for sharing your experience, Milena! It’s always helpful to have multiple perspectives. I thought it was interesting that while they have “whitening” printed on their tubes, they don’t really emphasize it much in the ingredients or FAQ. Either way I’m glad you found a toothpaste you love!


I’ve recently switched to Boka toothpastes, as the toothpaste prescription my dentist gave was actually making my teeth more sensitive and he told me I could stop using it. I don’t like Peppermint flavors in toothpaste, and Boka has Coconut Ginger or a softer mint with cardamom and green tea. (Any paste with lavender oil would be a no-go for me, since I’m allergic, so Twice wouldn’t work for me.

It doesn’t have flouride, but has nano-hydroxyapatite, which helps remineralize teeth. I think it works, as my post-pregnancy sensitivity has gone, my sticky spots have gone, tooth pain has gone, etc. I haven’t noticed any staining, if anything they look better, but I do brush with a separate whitening toothpaste (Hello flouride whitening) once a week. I plan to bring a tube in to show my dentist, as my teeth and gums have improved over the last month and seem better than they’ve been in years.

It’s more expensive than I would like (I think $12 for 4oz,) but it’s way cheaper than the $35 a tube dental prescription that was worthless and hurt my teeth.

Christen Russo

This is the first I’m hearing of Boka toothpaste! I’ll have to check it out. I really like the sound of the flavors you mentioned and think they would be a pleasant alternative to traditional toothpaste flavors. Thanks for sharing your thoughts & experience, Jennifer!


I stalked it for about a year, I’d heard a lot of rave reviews, before I decided to try it when they had some good black Friday sales and I was able to get the sonic kit for $50 off plus a ton of extra freebies. I’m not sure I love the sonic brush yet (feels too big, like for a guy, I’m not sure how to angle it right without ending up drooling, lol) – but their regular toothbrushes are nice, and the toothpaste is great. I like the floss, too, it’s this weird expanding stuff that hurts less than the waxed kind. I think I picked the “every three months” sub for new sonic brush heads and toothpaste, which should be about right.

If I don’t adapt to the sonic brush within a couple months, I might pass it off to my husband when the replacement heads come, and just stick with their toothpaste.

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Our reviewers research, test, and recommend the best subscriptions and products independently; click to learn more about our editorial guidelines. We may receive commissions on purchases made through links on our site.