April 1, 2022

Serbian-American startup Better & Better raises $4 million

Better & Better, a company that produces toothpaste with vitamins using the concept of microdosing, has raised $4 million in investment. Among the investors were the Dreamers VC fund started by Will Smith, as well as a new fund called Fifth Quarter Ventures, which is backed by Tihomir Bajić – one of the most famous Serbian entrepreneurs from Silicon Valley.

Better & Better is engaged in the production of organic dental products, and the funds raised will help the company launch the product, expand retail and ensure further growth and new products. The idea behind the company and its organic products was born from the desire for people to improve their health – without pills, unnecessary ingredients and additional costs. Energy toothpaste contains vitamin B12 (necessary for the normal functioning of the nervous system) and D3 (necessary for bone health), and by using the product people can have more frequent intake of smaller doses of these vitamins, a concept known as  “microdosing”.

In addition to Energy and Purity toothpastes, Better & Better has also launched plastic-free natural floss and a bamboo toothbrush to provide customers with a complete oral care set. Both products are refillable, reduce waste and help maintain oral hygiene. Vladimir Vukićević, one of the co-founders of the company, said that they are also planning to start the production of mouth freshening sprays, shampoos and hand creams, and in 2023 it is planned to expand the products to the European Union market (for now they are only available in the United States of America).

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