Will Smith’s Dreamers VC Invest In $4M Funding Round For Wellness Startup Better & Better
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.
“We invested in Better & Better due to the brand’s focus on social good and ethos of making better habits for everyone, that are better for the planet as well,” Will Smith and Keisuke Honda’s Dreamer’s Fund stated, according to the press release.
“The brand’s innovative and unique product lineup has the potential to revolutionize personal health through existing habits, making healthier living easy. We look forward to continuing to work closely as Better & Better evolves and introduces new products, while forging a new path for wellness.”
The funding 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.
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.
“We are pleased to announce this fundraise, which is propelling us toward our goal of making everyone and the planet healthier,” said Vladimir Vukicevic, Co-founder and CEO of Better & Better.
“Our products are the first-of-their-kind, designed to allow consumers to microdose vitamins through existing habits, such as brushing your teeth with a 2-in-1 toothpaste infused with vitamins.
