The Dentalpreneur Podcast w/ Dr. Mark Costes 2337: The Untold Truth About Fluoride & the Rise of Hydroxyapatite
Sep 16, 2025
Vladimir Vukicevic, CEO of Better & Better, is a serial tech entrepreneur who turned his childhood battle with cancer into a mission for healthier living. In this engaging discussion, he contrasts fluoride with hydroxyapatite in dental care, revealing potential risks associated with traditional practices. Vlad highlights the rising consumer demand for sustainable, fluoride-free options and the innovative features of his eco-friendly toothpaste. The talk uncovers the slow evolution of the dental industry despite emerging science, advocating for transparency and safety in oral health.
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Cancer Survivor Turned Wellness Founder
- Vladimir survived childhood bone cancer and moved to New York for treatment at Sloan Kettering, which shaped his focus on health.
- That experience motivated his shift from tech startups to building a wellness brand focused on prevention.
Product Bar For Oral Care Is Higher
- Building a physical product that goes into the body requires higher standards and expert collaboration compared with software startups.
- Vladimir emphasizes the need to get formulations right on day one because you can't beta-test bodily products casually.
Why Hydroxyapatite Is Gaining Traction
- Fluoride prevents cavities but can cause fluorosis and possibly neurodevelopmental harm when consumed at scale.
- Hydroxyapatite offers cavity protection with lower systemic risk and appeals to parents worried about ingestion.