Vladimir Vukicevic founded Meural and Rockethub, both companies that have been successfully acquired. Now with his third startup, he joined 2,000+ toothpaste brands in the marketplace. 

To an outsider, it may seem like an overly competitive area to jump into and perhaps a bit random given his software and hardware background, but there is a deeply personal story behind Better & Better and to him, all his previous work has led up to this brand.