03.22.22
Better & Better, a company innovating the wellness industry with vitamin-infused products incorporated into everyday habits, will fund $4 million towards first-to-market vitamin-infused products.
The funding will be led by newly-founded global fund Fifth Quarter Ventures (FQV) and supported by Will Smith and Keisuke Honda’s Dreamer’s Fund, Azure Capital and Alpaca Ventures among other investors.
“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.”
FQV is the first VC fund focused on investing in companies representing fast-growing Western Balkans entrepreneurship domestically and in the global diaspora, with Better & Better as their first lead investment. Some of FQV’s investors include: Sacha Dragich, founder and executive chairman of Superbet, Branimir Brkljač, entrepreneur, founder of Studio Moderna, and Nina Montee Karp, COO of Happiest Baby.
The most recent 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, officials said. 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 non-toxic manner.
Launched in 2020, Better & Better has experienced impactful growth throughout 2021. FQV and Dreamer’s Fund recognized the brand’s potential for innovative product expansion and substantial growth within the $450 billion global oral healthcare industry and beyond.
With its launch two years ago amid the Covid-19 pandemic, the company introduced new natural toothpaste formulas, Energy and Purity, that are vegan, clean, and made with ingredients consumers recognize. Aiming to make an already-good foundational habit better and eliminate toxic toothpaste, Better & Better’s signature tube, Energy, is infused with vitamins D3 and B12.
The brand also launched plastic-free natural floss and bamboo toothbrush to provide a complete oral care set to customers. Both products are refillable, cut down on waste, and optimize oral hygiene routines.