Vladimir Vukicevic is the the CEO and Founder of Better & Better, a wellness-driven oral care brand that makes toothpaste the gateway to a broader health platform. Vlad’s entrepreneurial path is as compelling as his company’s growth. As a childhood bone cancer survivor who grew up in Cherynobyl (he now lives in NYC), he spent years managing chronic vitamin deficiencies, a challenge that ultimately fueled his idea to build a passive, pill-free way of getting daily nutrients. After co-founding and scaling two high-growth startups, RocketHub (acquired by Amazon) and Meural (acquired by Netgear), Vlad turned his attention to the $50B oral care industry, a category that had seen little innovation in decades.