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Better & Better Lands $4 Million in Fresh Funding

March 23, 2022
March 23, 2022
Better & Better

Better & Better, a New York-based start-up focused on wellness products infused with vitamins, landed $4 million in funding from investors, including a VC firm co-founded by Will Smith and Japanese soccer player Keisuke Honda. 

WHO: Better & Better was founded in 2020 by Vladimir Vukicevic, Jerry Hu, and Mary Costa with a vision of building the future of personal health, one habit at a time. The brand's current product offerings include science-backed, 2-in-1, natural, vegan toothpaste formulas for the delivery of vitamins in the mouth, plastic-free natural floss, and a bamboo toothbrush. Inspired by an obsession for wellness and a desire to improve upon already existing routines, Better & Better is dreaming up entirely new systems for micronutrient delivery through existing habits.

WHY: The new capital injection will accelerate the expansion of Better & Better's science-backed and vitamin-infused oral health care product lineup, while simultaneously growing their retail footprint and executing an aggressive sales and marketing strategy. Looking further ahead, the brand plans to expand beyond their existing better-for-your-health oral care products and launch new ways for consumers to digest and absorb micronutrients without taking a pill. Better & Better is building a platform for persistent and personalized nutrient delivery in a sustainable and nontoxic manner.

IN THEIR OWN WORDS: "We are pleased to announce this fundraise, which is propelling us toward our goal of making everyone and the planet healthier," said Vladimir Vukicevic, co-founder and CEO of Better & Better. "Our products are the first-of-their-kind, designed to allow consumers to microdose vitamins through existing habits, such as brushing your teeth with a 2-in-1 toothpaste infused with vitamins. We're making it easier for consumers to better their health—no swallowing pills, no dirty ingredients, no extra costs. At Better & Better, the ongoing expansion of our products focuses on introducing new ways to optimally deliver vitamins through universal habits, such as in mouth freshening sprays, shampoo, hand cream, or other skincare, while always keeping the planet top of mind."

"This cornerstone deal underscores Fifth Quarter Ventures' focus on supporting innovation and Serbian entrepreneurship around the world," said Tihomir Bajic, FQV Partner and CEO of LTSE Software. "Better & Better, co-founded by Vladimir Vukicevic, a Serbian-American, is the leader in science-backed and vitamin-infused products. We look forward to growing with Better & Better and building the future of personal health worldwide."

Will Smith and Keisuke Honda's Dreamer's Fund stated, "We invested in Better & Better due to the brand's focus on social good and ethos of making better habits for everyone, that are better for the planet as well. The brand's innovative and unique product lineup has the potential to revolutionize personal health through existing habits, making healthier living easy. We look forward to continuing to work closely as Better & Better evolves and introduces new products, while forging a new path for wellness."


  • Better & Better secured $4 million in funding led by newly founded global fund Fifth Quarter Ventures (FQV), and supported by Dreamer's Fund, Azure Capital, Alpaca Ventures, and other investors.
  • According to Crunchbase, Better & Better raised an undisclosed seed investment from Azure Capital Partners and Jonathan Weiner.

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