Better & Better Is Deconstructing Toothpaste With an Architectural Eye
Scrolling through the Better & Better website feels almost like visiting a new age spa or luxe wellness retreat; you’re met with soothing colors, rounded shapes, and calming imagery set in nature. And while CEO and Co-Founder Vladimir Vukicevic certainly set out to improve the science behind toothpaste–hence the name–with natural and organic ingredients, the team has imagined an elevated experience for the routine chore of brushing your teeth. You have to do it twice a day, why not get more out of it?
This question takes the form of added vitamins in the formulation, but is also reflected in the thoughtful design of the toothpaste dispenser, which is meant to be displayed directly on a vanity.
“The Better & Better dispenser is made from a soft, squeezable material that is easy to use and feels good in the hand,” Vladimir says. “We made sure that it’s beautiful and also that everyone can quickly squeeze the perfect amount of toothpaste onto their toothbrush.”
Gone are the sharp edges and stiff tubes of traditional drugstore brands. The updated holder is shaped more like a shampoo bottle and compliments the curves and arches of the brand’s dreamy landscapes.
Another smart design feature is a clear panel on the reverse side that shows exactly how much toothpaste is left, and the system is BPA free and dishwasher safe. In a decidedly analog touch, the shell rests on a base that also holds an hourglass timer that reminds you to brush for a full two minutes. No beeping or buzzing, just the relaxing falling of sand.
With an eye towards sustainability, the toothpaste itself arrives in pouches that are designed to create less waste than standard tubes, with the goal of making them completely recyclable in future iterations. Both the toothpaste and dispenser are included in a Better & Better membership, which starts at $2.99 a month for one person and can be purchased starting today on their website.
Originally Appeared on Architectural Digest
