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.

Read full interview with the founder.

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