Better & Better Grabs $4M for Vitamin-Infused Wellness Line, Retail Expansion, Growth

Personal products line Better & Better has closed a $4 million fundraising round that will accelerate the expansion of its vitamin-infused oral healthcare product lineup, help to grow its retail footprint and ramp up its sales and marketing strategy, according to a Tuesday (March 22) press release.

Better & Better plans to expand beyond oral care products and launch products that allow consumers to digest and absorb micronutrients without a pill, the release stated.

“We’re making it easier for consumers to better their health — no swallowing pills, no dirty ingredients, no extra costs,” said Better & Better Co-Founder and CEO Vladimir Vukicevic in the release. “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 skin care, while always keeping the planet top of mind.”

New global fund Fifth Quarter Ventures (FQV) led Better & Better’s funding effort, with support from rapper/actor Will Smith and Japanese soccer star Keisuke Honda’s Dreamer’s Fund, Azure Capital, Alpaca Ventures and other investors, the release stated.

In 2020, Better & Better introduced two natural toothpaste formulas, ENERGY and PURITY, both of which are vegan and “clean,” according to the release. ENERGY is infused with vitamins D3 and B12. The company also launched plastic-free natural floss and bamboo toothbrushes, both of which are refillable.

Better & Better’s marketing strategy lives largely on social media, in this case Facebook and Instagram, and relies heavily on word-of-mouth testimonials, customer reviews, influencer traffic and paid search on Google.

Read more: Secrets of a D2C Toothpaste Startup

But Vukicevic also said earlier this month that his products are well-represented on Amazon since “more people search for ‘toothpaste’ on Amazon than they do on Google in the United States,” leading to high levels of customer acquisition.