Wellness innovation company Better & Better announced that it raised $4M in a latest funding round led by Florida-based Fifth Quarter Ventures, and also supported by Will Smith and Keisuke Honda’s Dreamer’s Fund, Azure Capital, and Alpaca Ventures, among other investors.

Founded in 2019, the company’s management includes Serbian entrepreneur Vladimir Vukicevic, who is also its co-founder. Better & Better products include natural and vegan toothpaste with organic ingredients and sustainable packaging, as well as a plethora of other vitamin-infused and sustainable oral health care products, such as plastic-free natural floss and bamboo toothbrushes.