Aashima Anand is turning her attention to oral care, a category that has for the most part stayed traditional, with the launch of BetterBright. It is a new venture for the former co-founder of D2C beauty label Bella Vita.
From Bella Vita to BetterBright: Aashima Anand’s New D2C Chapter
Aashima Anand set up BetterBright with her younger brother Krish Anand as well as Siddhant and Pranav, who are behind a beverage brand. They have made a point of positioning the company as India’s first flavoured prebiotic toothpaste. The product marries ingredients for oral health with tastes that are anything but the standard mint one would expect.
Why BetterBright Is Breaking Away from Traditional Toothpaste
The concept was born of an observation that while beauty and skincare have grown quite expressive, oral care has not. BetterBright is intended for those who do not want their routine to feel clinical, yet still demand science in their formulations.
Prebiotics, Hydroxyapatite and Flavours: What’s Inside BetterBright
To that end, the toothpaste is formulated with 5 per cent hydroxyapatite to put back some of the mineral in tooth enamel and prebiotics for the good bacteria in the mouth. As for flavour, there is Blueberry/Mint, Cinnamon/Mint, Fennel/Mint and others like Peach and Bourbon. A 100g tube will set you back ₹199; combo packs and an experience kit run from ₹249 to ₹398.
This is Aashima Anand’s second foray into the D2C space. She and her brother Aakash Anand put together Bella Vita Organic in 2018, which grew to be one of the country’s swiftest expanding beauty brands before it raised $10 million. Aashima Anand left the fold in 2022 and was back in India by 2023. After some time looking at what was out there, she saw an opening in oral care worth making.
BetterBright’s Early Traction: 309 Boxes in Its First Fortnight
BetterBright is now in the market, having been put on shelves at Blinkit, Amazon, Flipkart and 1mg in July 2026. In the first fortnight alone the brand moved 309 boxes, mostly to buyers in the 27 to 30 age bracket. There have been some repeat orders and mixed feelings on the flavours, but the most positive reaction has been to the science of the thing.
Building BetterBright in Public and Putting Transparency First
Aashima Anand has chosen to build the brand in public. On LinkedIn she is open about everything from packaging tweaks to customer feedback and why lab reports need to be shared for the sake of trust. For a brand of this type, such transparency is likely to stand out.
Can Aashima Anand Turn Toothpaste into a Lifestyle Category?
While BetterBright is only just getting started, Aashima Anand’s track record with Bella Vita provides a solid narrative. Whether it can be more than your average toothpaste and make oral care something shoppers seek out will come down to her ability to listen and adapt.
