1. The business mainly operates in the United States, with its core business focused on selling natural, fluoride-free, vitamin-fortified oral care products such as toothpaste and toothbrushes. 2. It is an emerging brand in health/medical e-commerce, with competitors including natural oral care brands such as Tom's of Maine and Hello. 3. The brand terms used on the official website are "Better & Better" or "Better and Better".