Rocker Lenny Kravitz has co-founded a toothpaste to benefit charity.
The American Woman hitmaker teamed up with brothers Cody and Julian Levine to create Twice, a tooth-cleaning product made specifically for twice-a-day use.
"Products that care for your smile should make you smile," Cody says. "So we set out to create the best toothpaste that makes an impact - one that we love using, every morning and every night."
"The only thing better than a beautiful smile is giving one to someone else," Julian adds.
Kravitz and the Levines' idea to create the product came about in 2016, when they were on a volunteer mission with GLO Good Foundation and Lenny's Let Love Rule Foundation in Eleuthra together. During the trip, the organisers hosted a free dental clinic for the citizens of the island dealing with oral health issues.
The 54 year old rocker and the brothers will donate 10 per cent of the proceeds to the GLO Good Foundation, which provides dental care to under-served communities.
"It's easy to take for granted something as simple as brushing your teeth, but there are people around the world that look at toothpaste as a luxury," a press release from Kravitz reads. "Eleuthera is home for me, so the people and this cause are very close to my heart, and there's nothing I want more than to see them happy, healthy and smiling. That's why I'm committed to making Twice a reality and growing this important mission."