Why This Black Toothpaste Might Be the Brightest Idea Yet

By Anish Nanda

(And why it’s changing how people think about daily whitening)

Let’s talk about black toothpaste.

If you’ve ever picked up a charcoal toothpaste and thought “Wait… is this even safe?”—you’re not alone. The oral care aisle is flooded with trendy options that look great on TikTok but can be overly abrasive or lack the clinical insight to truly support your long-term oral health.

At TWICE, we asked a better question:

What if charcoal could actually benefit your teeth—
 when paired with the right science and daily-use safety in mind?

💡 Introducing: TWICE Icy Mint Charcoal Toothpaste with Hydroxyapatite

This isn’t your average black paste.
 It’s a clean, modern formula designed to gently remove surface stains, support enamel, and leave your mouth feeling refreshed—without the harsh ingredients found in traditional whitening pastes.

✅ The Big Idea: Gentle Can Still Be Effective

Most charcoal pastes rely on gritty abrasives to physically scrub away stains. That’s why many dentists advise caution—they can wear down enamel over time.

TWICE took a different approach. This toothpaste is:

  • Made with ultra-fine charcoal designed for safe daily use

  • Powered by hydroxyapatite, a mineral that supports enamel strength

  • Infused with antioxidants and vitamins for mouth wellness

  • Free of artificial dyes, SLS, and triclosan

It's designed to work with your body—not against it.

🧪 What Is Hydroxyapatite?

Hydroxyapatite is the same mineral that makes up the majority of your enamel. It’s often used in oral care to help support natural remineralization and provide a polished, smooth feel to the tooth’s surface.

Some people alternate it with fluoride products, while others prefer it as their go-to. Either way, it’s a science-backed option for those looking to maintain strong, healthy smiles with a clean label.

✨ A Whitening Toothpaste You Can Actually Feel Good About

You shouldn’t have to choose between a brighter smile and your long-term health.
 TWICE’s Charcoal + Hydroxyapatite Toothpaste is formulated to:

  • Help lift surface stains from coffee, wine, and everyday foods

  • Leave teeth feeling smoother and looking visibly refreshed

  • Deliver long-lasting freshness with our signature icy mint flavor

👨⚕️ Built by People Who Actually Care About Oral Health

TWICE isn’t a viral trend—it’s a purpose-driven oral wellness brand.
 Founded by brothers Cody and Julian Levine, and developed in collaboration with leading dental expert Dr. Jonathan B. Levine, TWICE was created to make brushing feel better, work smarter, and serve a greater mission.

From global health initiatives to ingredient innovation, everything we do is designed to help people love brushing—and elevate oral care into self-care.

🛒 Ready to Try the Smarter Charcoal Toothpaste?

If you’ve avoided charcoal toothpaste in the past, this one may change your perspective.
 It’s gentle, effective, and designed for real-life routines. A brighter smile starts here.

👉 Shop TWICE Charcoal + Hydroxyapatite Toothpaste
 Clean ingredients. Smart science. Fresh feel. No compromises.