Cody is in business with his older brother, Julian, who's in L.A. right now, and Lenny Kravitz, who’s their third business partner. They all came together four years ago alongside their family. Cody's dad is a dentist in New York, or more like an oral health expert scientist turned entrepreneur and philanthropist. His father with his mom, launched a company called GLO Science. It’s a professional at home teeth whitening device, it’s a pretty innovative brand. They kind of led the trend of those LED devices. They launch about six years ago, his dad built it in his office and used it on his patients and had all these amazing clinical studies and then went to market with it.

Through their marketing, they are taking a holistic approach to oral health — as the mouth truly is the gateway to the body and they believe that improving one's oral health starts with the basics of brushing twice a day.