Will Smith and his firm Dreamers VC have found their latest product to invest in.

According to a press release, the VC fund participated in a $4 million funding round for Better & Better — a wellness startup. The round was led by Fifth Quarter Ventures (FQV) and included Azure Capital, Alpaca Ventures, and more.

The New York-based company aims to innovate within the oral healthcare industry in a way that betters its customers’ health and the Earth, which is how they pulled Dreamers VC in to back their mission.

“We invested in Better & Better due to the brand’s focus on social good and ethos of making better habits for everyone, that are better for the planet as well,” Will Smith and Keisuke Honda’s Dreamer’s Fund stated, according to the press release. “The brand’s innovative and unique product lineup has the potential to revolutionize personal health through existing habits, making healthier living easy. We look forward to continuing to work closely as Better & Better evolves and introduces new products, while forging a new path for wellness.”

The Funding

Better & Better’s new capital will go toward its goal of disrupting the wellness industry — since its launch in 2020 — with more vitamin-infused wellness products. It will also aid in the company’s retail expansion and help in executing an aggressive growth strategy.

“We are pleased to announce this fundraise, which is propelling us toward our goal of making everyone and the planet healthier,” said Vladimir Vukicevic, Co-founder and CEO of Better & Better. “Our products are the first-of-their-kind, designed to allow consumers to microdose vitamins through existing habits, such as brushing your teeth with a 2-in-1 toothpaste infused with vitamins.

He continued: “We’re making it easier for consumers to better their health—no swallowing pills, no dirty ingredients, no extra costs. At Better & Better, the ongoing expansion of our products focuses on introducing new ways to optimally deliver vitamins through universal habits, such as in mouth freshening sprays, shampoo, hand cream, or other skin care, while always keeping the planet top of mind.”