Wellness Innovation Company Better and better announced it has raised $4 million in a latest funding round led by Florida-based Fifth Quarter Ventures, and also backed by Will Smith and Keisuke Honda’s Dreamer’s Fund, Azure Capital and Alpaca Ventures, among other investors.
Founded in 2019, the company’s leadership includes Serbian entrepreneur Vladimir Vukicevic, who is also its co-founder. Better & Better products include natural products and vegan toothpaste with organic ingredients and sustainable packaging, as well as a plethora of other vitamin-infused and sustainable oral care products, such as plastic-free natural dental floss and bamboo toothbrushes.
The global oral hygiene market is already worth more than $50 billion. expected surpass $70 billion by 2031. To be better positioned in the market, Better & Better plans its latest investment to accelerate company expansion and retail growth.
“The latest capital infusion will accelerate the expansion of Better & Better’s line of science-backed, vitamin-infused oral health products. Longer term, we plan to go beyond our existing better-for-you oral care products and introduce new ways for consumers to digest and absorb micronutrients without taking a pill.” , said the company’s CEO and co-founder, Vladimir Vukicevic. Recursive.
Previous experience of the Serbian entrepreneur understand co-founder of RocketHub, a crowdfunding platform that helps entrepreneurs and scientists raise capital and more recently, Meural – a platform that combines software and hardware to make art universally accessible – acquired by NETGEAR in 2018, including he was also CEO.
Supporting Serbian entrepreneurship
Although the company is now focused on how to expand into the U.S. market, Vukicevic says broader international expansion is also on the agenda.
“We are currently focused on growth in the US market and this recent round of funding will further facilitate this, but we hope to expand internationally in the future, including in the Balkans. We believe that Better & Better is building a system for better health for all, with the aim of becoming a global brand,” Vukicevic told The Recursive.
For Fifth Quarter Ventures, supporting Better & Better also means supporting Serbian entrepreneurship around the world.
“Better & Better, co-founded by Vladimir Vukicevic, a Serbian-American, is the leader in science-based, vitamin-infused products. We look forward to growing with Better & Better and building the future of personal health around the world,” said Tihomir Bajic, partner at Fifth Quarter Ventures, a venture capital fund also focused on companies representing the entrepreneurship in the Western Balkans.
For Dreamer’s Fund, investing in business also means focusing on social good and adopting better, more sustainable habits for everyone.
“We look forward to continuing to work closely together as Better & Better evolves and introduces new products, while opening a new path to wellness,” concluded Dreamer’s Fund.