Better & Better is a technology company.
Better & Better has raised $5.0M across 2 funding rounds.
Better & Better has raised $5.0M in total across 2 funding rounds.
Better & Better is a New York-based consumer health startup founded in 2020 that develops innovative, vegan oral care products embedding vitamins and minerals into daily habits like brushing to promote whole-body wellness without pills.[1][2][3] Its flagship offering is a proprietary 2-in-1 toothpaste delivering nutrients through normal brushing, alongside sustainable items like plastic-free floss, bamboo toothbrushes, and breath sprays, targeting health-conscious consumers seeking clean, plant-powered alternatives to traditional oral care.[1][2][4] The company serves individuals prioritizing longevity, oral microbiome health, and environmental responsibility, solving the problem of inconsistent nutrient intake by making it passive and habit-integrated, with strong growth evidenced by a $4M funding round in 2022 from investors including Fifth Quarter Ventures, Dreamers Fund (Will Smith and Keisuke Honda), Azure Capital, and Alpaca Ventures.[3][5][6]
Better & Better emerged from co-founder and CEO Vladimir Vukicevic's long-standing passion for health-optimizing products, predating the clean beauty trend; a Serbian-American serial entrepreneur, he previously co-founded crowdfunding platform RocketHub and Meural (acquired by NETGEAR in 2018), where he served as CEO.[1][2][5] The idea crystallized around reimagining oral care as a gateway to systemic health—since the mouth influences overall wellness—launching in 2019/2020 with a mission for "personal products better for bodies and the planet."[2][3][5] Joined by co-founders Mary Costa (Marketing Advisor, focused on transformative oral habits) and Jerry Hu (COO, expert in sustainable consumer goods supply chains), the team gained early traction through dentist-approved, science-backed formulas and sustainable packaging like sugarcane tubes, quickly raising seed funding and partnering with One Tree Planted for reforestation per purchase.[2][4][5]
Better & Better rides the clean beauty and functional wellness wave, where consumers demand science-driven, sustainable alternatives amid rising awareness of oral-systemic health links (e.g., gum disease to broader illnesses).[2][4] Timing aligns with post-pandemic longevity trends and vitamin delivery innovations, fueled by market forces like ESG investing and anti-pill nutrient tech, positioning it against big pharma/oral giants with disruptive, passive solutions.[1][5][6] It influences the ecosystem by accelerating "wellness innovation" in CPG, inspiring vitamin-infused habits, supporting reforestation, and paving Balkan/U.S. expansion for global brands like itself.[4][5]
Next, Better & Better will leverage its $4M to scale U.S. growth, broaden oral care lines, and launch pill-free micronutrient platforms (e.g., new absorption methods), eyeing international rollout including the Balkans.[5][6] Trends like personalized nutrition, sustainable CPG, and microbiome tech will propel it, potentially evolving from oral niche to full habit-wellness leader amid consumer shifts to proactive health. This builds on its founding vision: embedding longevity in daily routines for a "world without pills," making Better & Better a persistent force in habit-driven health.[1][2]
Better & Better has raised $5.0M in total across 2 funding rounds.
Better & Better's investors include Arrive, Dreamers VC, Starting Line, Brian Barnes, Jaakko Salminen, Lionel Richie, Tony Xu, Tue Lumbye, John Paul, Oak HC/FT, OMERS Ventures, Pareto Holdings.
Better & Better has raised $5.0M across 2 funding rounds. Most recently, it raised $4.0M Venture Round in March 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Mar 1, 2022 | $4.0M Venture Round | Arrive, Dreamers VC, Starting Line, Brian Barnes, Jaakko Salminen, Lionel Richie, Tony Xu, Tue Lumbye | |
| Nov 1, 2019 | $1.0M Seed | John Paul, Oak HC/FT, OMERS Ventures, Pareto Holdings, Rose Innovation Ltd, Tiger Global Management, Didier Valet, Rand Hindi |