- Better & Better is a New York-based startup focused on wellness products infused with vitamins.
- It just raised $4 million from investors including Will Smith’s firm Dreamers VC.
- Check out the 16-slide pitch deck the startup used to raise the fresh funds below.
A startup making toothpaste may seem an unlikely target for venture capitalists.
But New York-based wellness startup Better & Better, which makes “vitamin-infused” vegan toothpaste, has just raised $4 million from investors including a VC firm cofounded by Will Smith and Japanese soccer player Keisuke Honda.
Vladimir Vukicevic, cofounder and CEO of Better & Better, said the startup’s launch in 2020 was done with the ambition of allowing consumers to “microdose” vitamins through daily habits people have such as brushing their teeth.
Microdosing involves the taking of small doses of substances, which has seen increased attention in recent years as scientists have tested claims of the health benefits of taking various substances in small quantities.
Better & Better, for instance, claims that its “Energy” toothpaste, which includes vitamin B12, a vitamin required for the healthy functioning of the nervous system, and vitamin D3, associated with bone health, are absorbed “directly through the mouth, gums and tongue.”
According to the firm, this offers a 40-60% absorption rate of nutrients compared with 10-20% through the gastrointestinal tract. “We’re making it easier for consumers to better their health—no swallowing pills, no dirty ingredients, no extra costs,” Vukicevic said.
Better & Better’s latest wave of funding was led by Fifth Quarter Ventures, with others supporting the investment round, including Will Smith’s fund Dreamers VC, Azure Capital, Alpaca Ventures, and others.
Dreamers VC said in a statement that it saw potential in Better & Better’s product lineup to make “healthier living easy” and “revolutionize personal health through existing habits”.
Vukicevic said the startup would be expanding its line of products to include mouth freshening sprays, shampoo and hand cream as it focuses on “introducing new ways to optimally deliver vitamins”.
Check out the 16-slide pitch deck Better & Better used to raise the fresh funds below:
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