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Better & Better is a New York City-based health and wellness consumer brand that develops personal care products utilizing proprietary sublingual nutrient delivery technology. The company operates a direct-to-consumer e-commerce and wholesale retail business model focused on vegan, vitamin-infused toothpastes that allow users to absorb micronutrients like B12 and D3 directly into the bloodstream while brushing, alongside plastic-free floss and bamboo toothbrushes. Operating with a small team of fewer than 50 employees, the enterprise has raised $4 million in total seed funding to support its product line expansion and retail footprint growth. The consumer packaged goods brand is backed by several recognizable venture capital investors, securing financial support from firms including Fifth Wall, Cota Capital, and Rosecliff Ventures. Better & Better was founded in 2020 by Vladimir Vukicevic, John M.B. O'Connor, and Jerry Hu.
Better & Better has raised $5.0M across 2 funding rounds.
Better & Better has raised $5.0M in total across 2 funding rounds.
Better & Better has raised $5.0M across 2 funding rounds. Most recently, it raised $4.0M Series U in March 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 1, 2022 | $4M Series U | — | Arrive, Dreamers VC, Starting Line, Brian Barnes, Jaakko Salminen, Lionel Richie, Tony XU, TUE Lumbye | Announced |
| Nov 1, 2019 | $1M Seed | — | John Paul, OAK HC/FT, OMERS Ventures, Pareto Holdings, Rose Innovation LTD, Tiger Global Management, Didier Valet, Rand Hindi | Announced |
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 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]
