When most people think about brushing their teeth, they rarely think about nutrition. For Vladimir Vukicevic, it became the foundation for a new way of thinking about health and habit.

As the Co-founder and CEO of Better & Better, Vladimir is reimagining what daily wellness can look like, starting with something as simple and universal as toothpaste.

Born in Belgrade, Serbia, Vladimir’s story is one of resilience and reinvention.

After surviving a childhood cancer diagnosis and enduring long-term side effects from chemotherapy, he faced a new challenge: managing his health through daily supplements that were difficult, costly, and easy to forget.

That frustration sparked an idea that would eventually lead to Better & Better—a wellness company built on the belief that health should be effortless, integrated, and sustainable.

Better & Better’s breakthrough product is a 2-in-1 vitamin-infused toothpaste that delivers essential nutrients through one of the body’s most absorbent pathways—the mouth.

With every brush, users not only clean their teeth but also nourish their bodies with vitamins like D3, B12, and Zinc, without the need to swallow another pill.

Under Vladimir’s leadership, the company has become a pioneer in what he calls “habit-based health,” creating products that transform daily routines into opportunities for better living.

Beyond innovation in wellness, Better & Better is deeply committed to environmental responsibility, using recyclable, sugarcane-based packaging, bamboo toothbrushes, and naturally derived ingredients that are better for both people and the planet.

In this interview, Vladimir shares his personal journey from patient to founder, how Better & Better is redefining the wellness industry, and why embedding health into everyday habits could be the key to a healthier, more sustainable future.

Q&A with Vladimir Vukicevic, Co-founder & CEO of Better & Better

Q: What was the Lightbulb Moment - Origin Story of Better & Better

I was born in Belgrade, Serbia, and moved to the United States after being diagnosed with a serious childhood cancer. Following a successful battle with cancer, and like millions of other survivors, I developed long-term side effects from chemotherapy.

I am now required to take numerous micronutrient supplement pills daily—including vitamins D3, B12, and Zinc.

These pills are difficult to swallow and painful to digest.

They are expensive and easy to forget. The lightbulb moment came from this personal challenge, the need to improve my health without having to take a fistful of pills every day.

Q: What is the Mission and Vision of Better & Better?

Better & Better is creating a world without pills by embedding wellbeing and longevity into existing habits.

Our first product is a proprietary 2-in-1 toothpaste for clean teeth with a dose of vitamins and minerals—just brush normally, no swallowing required.

We are building a portfolio of products that will make healthy living persistent, personal, and passive.

Q: How Does Your Brand Impact Lives and/or the Environment in a Positive Way?

Better & Better transforms everyday oral care into a new channel for nutrition and whole-body health. Our vitamin-infused toothpastes use the mouth, one of the body’s most absorbent pathways, to deliver nutrients where they work best.

By turning the world’s most consistent habit into a source of real health benefits, Better & Better makes life a little easier, makes being healthy simpler, and reduces overall daily costs.

Better & Better integrates sustainability into every aspect of its design.

From bamboo toothbrushes and flossers made from renewable materials to plastic-free, recyclable toothpaste packaging that minimizes waste (made from sugarcane).

All products use clean, naturally derived ingredients and are produced with a focus on reducing environmental impact.

By combining oral and full-body health with planet-conscious innovation, Better & Better delivers wellness that’s better for people and the planet.

Q: What is the Business Model?

Better & Better is a direct-to-consumer company.

We sell directly to our customers via our website (betterandbetter.com) and Amazon. Additionally, many of our customers become long-term subscribers who receive our products on a consistent basis.

We have a growing portfolio of oral care products that are always designed to have functional benefits and to include planet-friendly design.

Q: How Have You Funded the Company Thus Far?

We have been fortunate enough to receive investment funding from an incredible group of individual investors (angels) and a handful of strategically-minded venture capital groups who are helping accelerate our growth, expand our market reach, and strengthen our operational and strategic capabilities.

They also believe in our mission, values, and long-term vision to create meaningful impact through innovation and sustainability.

Q: What Tools Do You Use to Run Your Company?

Since we are a direct-to-consumer company, we leverage a robust suite of products that allow us to constantly monitor, control, and improve our ecommerce activities.

For example, one key solution is Scale Insights that allows us to keep a close eye on our Amazon store.

Additionally, we’ve found that old school communication tools like phone calls and face-to-face conversations are still incredibly vital in order to maintain a strong connection to our customers, partners, and team members.