Better & Better, co-founded by Vladimir Vukicevic, is disrupting the oral care market with vitamin-infused toothpaste. This episode unpacks their journey from product innovation to strategic market entry, offering critical lessons for ecommerce operators on validating novel products, navigating regulatory gray areas, and leveraging Amazon as both a sales and marketing channel.
Key takeaways
Validate your product's viability and market demand through rigorous testing and initial market launches, as Better & Better did with hundreds of formulas and selling out their first 20,000 units.
Recognize Amazon as a 'table stakes' platform for essential products, serving not only as a sales channel but also a crucial top-of-funnel marketing and education tool where customers begin their product research.
Prepare for increased scrutiny and hybrid compliance if your product blends categories (e.g., supplement and personal care), as regulatory bodies may require adherence to standards from both sectors.
Strategically expand distribution channels, moving from DTC to Amazon and then to retail, based on where your target customers naturally shop for your product type.
Leverage personal conviction and an unmet personal need to fuel product development and brand positioning, as Vukicevic did in creating a supplement alternative he desired himself.
Better & Better is taking an unconventional approach to oral care.
The startup makes a toothpaste infused with vitamins -- a way to kill two daily-needs birds with one stone. But educating shoppers about how the product works is easier said than done. On the Modern Retail Podcast this week co-founder and CEO Vladimir Vukicevic spoke about how he's been positioning the company.
"I [wanted] to build something that's really personal and near and dear to my heart," he said. "Better & Better stems from my personal desire to not have to take any more vitamin pills or supplement pills ever again."
The big question for Vukicevic was, at first, whether or not Better & Better could make a product as he imagined. The second was if people would buy it. It took a few years, but both questions were answered. After hundreds of test formulas, Better & Better's first vitamin-infused toothpaste went to market. The company manufactured 20,000 units in early 2021 and sold out within six months.
With that under its belt, the company has expanded into new products like toothbrushes and floss, and raised a $4 million round of funding last March. Better & Better is now using that to expand its product offerings and toothpaste varieties as well as to go into new sales channels.
For example, Better & Better entered Amazon after focusing initially on its DTC website. According to Vukicevic, the company realized that it needed to be sold at the places customers most often bought their essentials. "Amazon is the starting point for a lot of people -- for most people -- when it comes to these types of products," he said. Since launching on Amazon earlier this year, it has become one of Better & Better's fastest-growing channels.
The focus now, according to Vukicevic, is to continue expanding Better & Better's product line as well as get into retail stores. The last few years, he said, have been a test to see if people want such a unique oral care product. Said Vuki
Frequently asked about this episode
What does this episode say about brand strategy?
Validate your product's viability and market demand through rigorous testing and initial market launches, as Better & Better did with hundreds of formulas and selling out their first 20,000 units.
What does this episode say about e-commerce & distribution?
Recognize Amazon as a 'table stakes' platform for essential products, serving not only as a sales channel but also a crucial top-of-funnel marketing and education tool where customers begin their product research.
What does this episode say about market entry & expansion?
Prepare for increased scrutiny and hybrid compliance if your product blends categories (e.g., supplement and personal care), as regulatory bodies may require adherence to standards from both sectors.
What does this episode say about product innovation?
Strategically expand distribution channels, moving from DTC to Amazon and then to retail, based on where your target customers naturally shop for your product type.
What does this episode say about brand strategy?
Leverage personal conviction and an unmet personal need to fuel product development and brand positioning, as Vukicevic did in creating a supplement alternative he desired himself.
