FEEL BETTER, FOREVER
Our co-founder, Vladimir Vukicevic, shares the personal journey that led him to launch Better & Better with a big ambition.
OUR FOUNDING TEAM
Vladimir VukicevicCo-founder & CEO
"Long before clean and organic products were accessible, I recognized the need for products that are better for our health. With Better & Better, I set out to create products that make it easy to improve your habits and health."
Mary CostaCo-founder & Marketing Advisor
"Ditching traditional oral care decades ago transformed my oral health-I love that Better & Better is taking it to the next level by optimizing foundational habits with a focus on whole-body health and earth-friendly choices."
Jerry HuCo-founder & COO
"With years of experience in consumer goods and food & beverage supply chain, l'm passionate about creating high-quality products for our health, while being responsible to the planet.
Step-by-step, we're making the best choices today, and better tomorrow."
OUR PURPOSE, OUR PROMISE:BETTER FOR YOU, BETTER FOR THE PLANET
OUT WITH THE BAD
From toxins and harsh soaps to polluting plastics, oral care was long overdue for an upgrade. You don’t need harsh ingredients for a healthy smile, so we said no to sodium lauryl sulfate (SLS), fluoride, parabens, GMOs, artificial flavors, colors, and preservatives—forever.
IN WITH THE BETTER
Better means simple, safe, science-backed oral health essentials that support whole-body health. Our dentist-approved formulas are 100% vegan with clean ingredients you recognize.
& BETTER FOR THE PLANET
To minimize our impact on the planet, we prioritize earth-friendly materials and natural ingredients, ensuring our products and packaging are better for the planet. We meet the strictest EWG (Environmental Working Group) standards and package in recyclable, eco-friendly materials to eliminate waste.
Even better—every subscription purchased results in a tree planted by One Tree Planted: a non-profit committed to global reforestation.
OUR RESIDENT EXPERTS
Our resident doctors, nutritionists, and scientists guide our approaches to cutting-edge research and product innovation.
Dr. Buddhadev Paul ChaudhuriyPhD, Biomedical Electrical Engineer
The CEO and Co-founder of Keylika, a startup developing metallodrugs to treat unmet medical needs. He has a PhD with a specialization in biomedical microsystems, focused on transdermal drug delivery devices.
Lisa WindfieldCertified High Performance Coach
With a background in holistic health and meditation, she also coaches with Tony Robbins and leads meditations and training for companies such as the Boston Consulting Group.
Dr. Mark NeveuPhD, Environmental Toxicology& Experimental Oncology
Dr. Neveu develops and commercializes innovative, clean label delivery systems that support a healthy microbiome. His work has resulted in well over 50 drugs, biologics, and natural health product formulations that have been commercialized for 20 years.
Dr. Jaclyn TomsicMD, DMD, FACS, Oral and maxillofacial surgeon
A board-certified Oral and maxillofacial surgeon (OMF) based out of Cleveland, OH, Dr. Tomsic is qualified oral health expert trained to treat conditions, defects, injuries, and esthetic aspects of the mouth, teeth, jaw, and face.
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How GLP-1 Medications Can Affect Your Oral Health
GLP-1 medications like Ozempic, Wegovy, and Mounjaro have changed the conversation around weight loss. At the same time, they’ve introduced a few unexpected side effects, including some that could be happening inside your mouth. While nausea and digestive issues tend to get most of the attention, researchers are beginning to examine how GLP-1 medications may affect saliva production, oral bacteria, and tooth enamel. If you're taking one of these medications, understanding the potential oral health effects can help you stay ahead of problems before they require a dentist's intervention. The Connection Between GLP-1 Medications and Oral Health GLP-1 medications work partly by slowing gastric emptying, helping people feel fuller for longer. They also influence appetite and blood sugar regulation. These changes can affect more than digestion. A 2025 paper published in Biology explored the relationship between GLP-1 receptor agonists and oral health, including concerns about dry mouth and changes to the oral microbiome. Researchers are still working to understand how directly these medications influence the mouth. However, several potential side effects have clear implications for oral health. 1. Dry Mouth Can Increase Your Risk of Cavities Saliva washes away food particles, helps neutralize acids, and supplies minerals that protect tooth enamel. When saliva production decreases, those natural defenses become less effective. Dry mouth, also called xerostomia, has been reported by some people taking GLP-1 medications. Dehydration, reduced fluid intake, and gastrointestinal side effects may also contribute. Persistent dry mouth can increase the risk of: Tooth decay: Without enough saliva to neutralize acids, enamel becomes more vulnerable. Bad breath: Reduced saliva allows odor-producing bacteria and debris to accumulate. Plaque buildup: Saliva normally helps clear food particles and bacteria from tooth surfaces. Gum inflammation: A dry oral environment can contribute to irritation and plaque-related gum problems. How to Protect Your Mouth Drink water regularly throughout the day, particularly if your medication makes it harder to eat or drink normally. Xylitol is especially useful because cavity-associated bacteria cannot metabolize it the same way they metabolize ordinary sugar. You'll also find xylitol in Better & Better toothpastes, although chewing xylitol gum generally provides more sustained saliva stimulation than brushing alone. 2. Your Oral Microbiome May Change Your mouth contains hundreds of species of bacteria, many of which play useful roles in maintaining oral health. Problems can develop when the balance shifts toward bacteria associated with plaque, tooth decay, and gum disease. Researchers are investigating whether GLP-1 medications influence this microbial balance directly or through changes in saliva, diet, and digestion. The evidence is still emerging, so it's too early to say that taking a GLP-1 medication necessarily disrupts your oral microbiome. How to Support a Healthier Oral Environment Consistent brushing, daily flossing, and regular dental cleanings remain the most reliable ways to manage plaque and protect your gums. Certain toothpaste ingredients can provide additional benefits. Zinc, for example, can help control compounds associated with bad breath and support plaque management. Our Better & Better Detoxify Toothpaste contains zinc, making it a useful addition to a daily routine focused on keeping breath fresh and the mouth clean. 3. Acid Reflux Can Put Your Enamel at Risk One of the defining effects of GLP-1 medications is delayed gastric emptying. Because food moves through the stomach more slowly, some people experience nausea, bloating, vomiting, or acid reflux. For your teeth, repeated exposure to stomach acid is the biggest concern. Stomach acid is highly acidic and can gradually dissolve minerals from enamel. Over time, frequent exposure may contribute to sensitivity, discoloration, and dental erosion. Unlike surface stains, enamel erosion cannot simply be polished away. Once significant enamel structure is lost, it doesn't grow back. How to Protect Your Enamel If you experience reflux or vomiting, rinse your mouth with plain water afterward to help clear the acid. Avoid brushing immediately after an acid exposure. Waiting approximately 30 to 60 minutes gives saliva time to help restore a healthier oral environment before brushing. If reflux becomes frequent, speak with your healthcare provider about managing the underlying symptoms. 4. Enamel Remineralization Becomes Especially Important When teeth are repeatedly exposed to acid, maintaining the balance between demineralization and remineralization becomes increasingly important. Demineralization occurs when acids dissolve minerals from the tooth surface. Remineralization is the natural process through which minerals are redeposited into early areas of enamel damage. Saliva plays a central role, but toothpaste ingredients can also support this process. Hydroxyapatite is a calcium phosphate mineral that makes up most of tooth enamel. In toothpaste, hydroxyapatite particles can help replenish minerals at the surface and support the repair of early microscopic defects. Vitamin D3 contributes to normal calcium and phosphate metabolism, which is important for maintaining healthy teeth and bones. Better & Better Fortify Toothpaste combines hydroxyapatite, calcium, and vitamin D3 in a daily oral-care formula designed to support enamel health. Protecting Your Teeth While Taking GLP-1s Taking a GLP-1 medication doesn't automatically mean you'll develop dental problems. Many people experience no noticeable changes to their oral health. Still, dry mouth, reflux, and changes in eating habits are worth paying attention to, especially if they persist. Stay hydrated, keep up with dental visits, and choose oral-care products that support saliva-friendly habits and enamel protection. If you're experiencing ongoing dry mouth or acid reflux, mention it to both your dentist and prescribing clinician. Your medication may be changing how your body processes food. Your teeth deserve a little consideration in the process, too.
Your Mouth Has a Microbiome Too. It Might Matter More Than You Think.
Spend any time in wellness circles and you’ll hear how important it is to maintain a healthy gut microbiome. The probiotic industry crossed $70 billion globally last year. There are apps for tracking your microbiome and startups charging hundreds of dollars to sequence it. And yet, for all the attention paid to what's happening in the gut, almost nobody is talking about the ecosystem that sits at the very top of the digestive tract. The oral microbiome has been hiding in plain sight, and researchers, integrative clinicians, and a growing cohort of people on the leading edge of health science are increasingly convinced it may be just as important as the one we've spent the last decade obsessing over. The Ecosystem In Your Mouth Your mouth harbors over 700 distinct species of bacteria, making it the second most diverse microbial environment in the body after the gut. These microorganisms live in communities across the teeth, gums, tongue, cheeks, and palate—forming biofilms and maintaining a dynamic equilibrium that researchers are only beginning to map in detail. The key word is equilibrium. A healthy oral microbiome isn't a sterile environment; it's a balanced one. Beneficial bacterial strains keep harmful ones in check. Symbiotic relationships between species regulate pH, support tissue health, and perform functions that have downstream effects on the rest of the body. When that balance tips, the consequences aren't limited to cavities and bad breath. Why the Oral Microbiome Is Having a Moment Two things are converging to push the oral microbiome into serious scientific focus. The first is technological. Advances in metagenomic sequencing have made it faster and cheaper than ever to identify which bacterial species are present and what they're doing metabolically. Researchers who spent years studying the gut microbiome are now turning those same tools on the mouth, and what they're finding is prompting a reassessment of oral health as a category. The second is an extension of the gut health conversation itself. If a community of microorganisms in the intestines can influence mood, metabolism, immune response, and disease risk, the obvious question becomes: What is the microbial community at the entrance to that same system doing? The mouth isn’t separate from the body. It is, in the most literal sense, where the body begins. For too long, oral health has been treated as a cosmetic concern rather than a systemic one. Functional medicine practitioners and integrative dentists have been making this argument for years. The difference now is that mainstream research is catching up, and the findings are difficult to ignore. What the Oral Microbiome Is Connected To The mouth is a more consequential piece of the systemic health puzzle than the cultural conversation around oral care has ever suggested. The case for taking it seriously extends well beyond the threat of cavities. Your Heart Porphyromonas gingivalis (a bacteria associated with chronic gum disease) has been identified in arterial plaque, and the leading hypothesis is that chronic oral inflammation creates a pathway for bacteria and inflammatory markers to enter the bloodstream, contributing to the arterial damage that precedes heart attack and stroke. The American Heart Association has acknowledged the association, even as researchers continue to work out the precise causal mechanisms. Your Brain P. gingivalis has been detected in the brain tissue of Alzheimer's patients, and the toxic enzymes it produces are associated with neuroinflammation and the disruption of tau proteins. A 2019 study published in Science Advances identified gingipains in 96% of the brain samples examined from Alzheimer's patients. Causation has not been established, but the finding has attracted serious research funding and represents one of the more unexpected places the oral microbiome story has led. Your Blood Sugar Periodontal disease can worsen blood sugar control, and elevated blood sugar creates an oral environment that accelerates gum disease. The two conditions actively fuel each other, placing the oral microbiome at the center of a feedback loop that affects tens of millions of Americans managing or at risk for type 2 diabetes. Your Lungs Oral bacteria aspirated into the lungs have been linked to pneumonia and worse clinical outcomes in patients with existing respiratory conditions. This connection has particular relevance for older adults and anyone with compromised respiratory function, for whom the bacterial composition of the mouth is a variable with real clinical stakes. How to Care for Your Oral Microbiome Most people's oral hygiene routines are optimized for the wrong goal. A few practical adjustments make a significant difference. Rethink Your Toothpaste Toothpaste is the product with the most consistent contact with your oral environment, which makes ingredient choices matter more than most people realize. Harsh surfactants, artificial preservatives, and aggressive abrasives stress the oral ecosystem in ways that shift bacterial composition over time. Better & Better's Detoxify toothpaste takes the opposite approach: vitamin B12, vitamin E, and zinc work together to support a balanced microbiome, with zinc specifically known for inhibiting harmful bacterial growth without broad-spectrum antibacterial effects. Coconut foam polishes gently, and organic peppermint, spearmint, and menthol deliver a genuinely clean feeling without artificial flavors, colors, or preservatives. Use Antibacterial Mouthwash Sparingly A 2020 study published in Blood Pressure found that frequent use of over-the-counter mouthwash was associated with increased risk of hypertension, even after controlling for major risk factors. If you reach for mouthwash daily out of habit rather than clinical need, it's worth reconsidering the frequency. Eat for Your Bacteria Polyphenol-rich foods (green tea, berries, olive oil, dark chocolate) have demonstrated selective inhibition of harmful oral bacteria in multiple studies while supporting beneficial strains. What you eat shapes your oral microbiome in addition to your gut microbiome. Breathe Through Your Nose Mouth breathing dries the oral environment and shifts bacterial composition toward more harmful strains. For chronic mouth breathers, addressing the underlying cause—whether allergies, nasal obstruction, or habit—can have measurable effects on oral microbial health. The Mouth Is Where It All Begins The gut microbiome took a decade to travel from academic research to grocery store shelves. The oral microbiome is earlier on that curve, but the research is accelerating fast enough that forward-thinking clinicians are already adjusting how they talk to patients about oral health. The mouth has always been described as the gateway to the body. It turns out that description was more accurate than most people realized.
5 Common Toothbrushing Mistakes Kids Make (And How Parents Can Fix Them)
Teaching kids to brush their teeth sounds simple enough. Give them a toothbrush, demonstrate a few circular motions, and remind them to spit. What could possibly go wrong? Quite a bit, it turns out. Between rushing through the routine, brushing too hard, and forgetting their back molars exist, kids have plenty of opportunities to develop bad brushing habits. Most of these mistakes are easy to correct. Here are five common toothbrushing mistakes kids make, along with practical ways to help them build better habits. 1. Not Brushing Long Enough Two minutes can feel like an eternity when you're six years old, especially when there are cartoons to watch. Unfortunately, a quick once-over rarely provides enough time to clean every tooth properly. The American Dental Association recommends brushing for two full minutes, twice a day. How to fix it: Make the timing automatic. The Better & Better Kids Bamboo Sonic Toothbrush has a built-in two-minute timer with 30-second interval pulses that remind kids when to switch sections of their mouth. It's an easy way to establish a consistent routine without parents having to stand over the sink with a stopwatch. 2. Brushing Too Aggressively Kids sometimes assume that brushing harder means getting their teeth cleaner. However, aggressive scrubbing can irritate gums and contribute to enamel wear over time. This is especially concerning for children whose brushing technique is still developing. How to fix it: Teach kids to use gentle pressure and small, controlled movements. Soft bristles are important, too. Our Kids Bamboo Sonic Toothbrush uses 100% plant-based, soft bristles and up to 25,000 sonic microvibrations per minute to help clean teeth without aggressive scrubbing. Its Gentle mode offers another option for kids with sensitive teeth or gums. 3. Ignoring Their Back Teeth Front teeth get most of the attention because they're easy to see in the mirror. Molars, meanwhile, are left to fend for themselves. Those back teeth have deep grooves that can trap food and plaque, making them vulnerable to cavities. Permanent molars start appearing around age six, so learning to clean them properly is especially important. How to fix it: Have kids follow the same brushing sequence every time, covering the outer, inner, and chewing surfaces of every tooth. Parents should help younger children reach their back molars and check their technique until they can brush thoroughly on their own. 4. Using Too Much Toothpaste Toothpaste commercials have convinced generations of people that a toothbrush needs a giant, perfectly sculpted ribbon of paste to work properly. In reality, kids need much less. The ADA recommends a rice-grain-sized smear of toothpaste for children under three and a pea-sized amount for ages three through six. How to fix it: Parents should dispense the toothpaste themselves until children reliably use the right amount. Teach kids to spit out excess toothpaste and supervise brushing, particularly when they're young enough to mistake a fruity flavor for a snack. 5. Forgetting to Brush Along the Gumline Kids often concentrate on the visible surfaces of their teeth while completely overlooking the area where teeth meet gums. Plaque can accumulate along this edge, contributing to inflammation, redness, and bleeding. How to fix it: Show kids how to angle their toothbrush slightly toward the gumline and move gently along each tooth. A mirror can help them see where the bristles are going. Remind them that healthy brushing includes their gums, even if they can't see any food stuck there. Better Brushing Habits Start Early Most childhood brushing mistakes come down to technique, timing, and consistency. Fortunately, these are skills children can improve with practice and a little parental patience. Having the right tools can make the process easier. Our Kids Bamboo Sonic Toothbrush combines soft plant-based bristles, customizable cleaning modes, and a built-in timer to help children develop a more thorough brushing routine. And while kids might still need reminding to brush before bed, at least the toothbrush can handle the two-minute countdown.
The Modern Diet Is Tough on Teeth. Here’s How You Can Help Them Recover.
Coffee. Sparkling water. Energy drinks before the gym. Modern diets expose teeth to a steady stream of acid throughout the day, which helps explain why more people are suddenly dealing with tooth sensitivity. Most of us aren’t thinking about enamel while we sip cold brew at 10 a.m. But dentists are increasingly seeing the effects of repeated acid exposure: weakened enamel, rougher tooth texture, and teeth that stain more easily over time. Whitening still dominates toothpaste marketing, but more people are starting to focus on something less cosmetic and more foundational: healing their enamel. 5 Everyday Habits That Put Stress on Your Teeth These are some of the biggest contributors to enamel erosion: 1. Coffee Coffee stains teeth, but the acidity is part of the problem too, especially when people sip it over several hours instead of drinking it quickly with food. Cold brew is often marketed as “less acidic,” which is true compared to regular coffee. But less acidic still means acidic. 2. Sparkling Water Sparkling water is still far better for teeth than soda, but carbonation creates acid. Many flavored versions also contain citric acid, which increases enamel exposure even more. The bigger issue is frequency. People tend to drink sparkling water continuously throughout the day. 3. Energy Drinks & Pre-Workouts Most energy drinks are extremely acidic, and many pre-workouts aren’t much better. Caffeine can also contribute to dry mouth, which reduces saliva production. That matters because saliva helps naturally protect and remineralize teeth. 4. Citrus & Wellness Drinks Lemon water, kombucha, apple cider vinegar drinks, citrus-heavy smoothies—modern wellness culture has introduced a surprising number of acidic habits into daily life. None of these are inherently bad. The issue is repeated exposure. 5. Constant Snacking Teeth need time to recover between acid attacks. Grazing throughout the day makes that difficult. Every snack or drink changes the environment inside your mouth, even briefly. Over time, the repetition adds up. Strong Enamel Matters More Than Ultra-White Teeth For years, oral-care marketing treated whitening like the ultimate goal. More dramatic whitening strips. Stronger whitening toothpastes. Faster results. The downside is that many whitening products rely on harsh abrasives or aggressive bleaching agents that can make sensitive teeth feel even worse. That’s why remineralization has become a much bigger conversation in oral care. Instead of focusing exclusively on removing stains, remineralization focuses on helping replenish minerals that teeth naturally lose through acid exposure and demineralization. People still want brighter teeth, obviously. But increasingly, they also want enamel that feels stronger, smoother, and less sensitive. How Hydroxyapatite Helps Support Enamel Hydroxyapatite sounds futuristic, but it’s actually a material already found in your teeth. It’s a naturally occurring mineral made of calcium and phosphorus, and it makes up most of your enamel and dentin. That’s part of why hydroxyapatite has become increasingly popular in toothpaste formulas focused on remineralization and sensitivity support. What Hydroxyapatite Does When teeth are exposed to acid, they lose minerals through a process called demineralization. Hydroxyapatite helps replenish those minerals by bonding to the tooth surface and supporting the natural remineralization process. Researchers have studied hydroxyapatite for decades, including early research connected to NASA in the 1970s. It has also been widely used in Japanese oral-care products for years. Why People With Sensitive Teeth Are Switching to It Hydroxyapatite is especially appealing to people dealing with sensitivity because it supports enamel and dentin without relying on harsh abrasion. That distinction matters when your teeth are already stressed from acidic foods, drinks, or overly aggressive whitening products. Why It Fits Modern Oral Care Better A lot of people are shifting toward gentler wellness products overall: less aggressive skincare, softer cleansers, fewer harsh ingredients. Oral care is moving in a similar direction. Hydroxyapatite fits into that broader shift because it focuses on reinforcing teeth rather than aggressively stripping them down. Your Toothpaste Should Help Offset Everyday Wear Most people are not going to stop drinking coffee or sparkling water because of enamel health. Which means oral care increasingly becomes about maintenance and recovery rather than perfection. That’s the thinking behind our Fortify Toothpaste. The formula combines hydroxyapatite with Vitamin D3 and calcium to help support enamel while remaining gentle enough for sensitive teeth. It’s designed for the reality of modern life: acidic drinks, busy schedules, occasional bad habits, and all. The bigger shift happening in oral care is less about chasing impossibly white teeth and more about protecting the enamel you already have. People are starting to treat enamel the same way they treat their skin barrier or gut health: something worth supporting before problems show up.
The Rise of "Longevity Dentistry": Why Biohackers Are Turning Their Attention to Their Mouths
Biohackers track sleep, glucose, and VO2 max. Now they're turning to their mouths. Here's why oral health is becoming a longevity priority.
Has the Teeth Whitening Craze Gone Too Far?
LED mouthpieces, charcoal hacks, and a booming market. Has the quest for whiter teeth gone too far? A look at a gentler, enamel-first approach.
The Problem With Candy-Flavored Kid's Toothpaste
Bubble gum, blue raspberry, cotton candy. Why candy-flavored kids' toothpaste can teach the wrong habit, and a gentler approach for little brushers.
Here’s What Happens During a Sonic Brushing Session
Your mouth becomes a fluid-dynamic cleaning zone. The science of a sonic brushing session, and why the bristles do less of the work than you'd think.
