Rotem Sela Launches Better, Her Own Nutritional Supplement Brand with Pharma Partner
Rotem Sela, known primarily as a presenter and brand ambassador, is stepping into entrepreneurship with the launch of Better, a nutritional supplements company she co-founded with Yehonatan Gal, CEO of Kamifal-Brands. After three years of development and an investment of about 8 million shekels, Better marks Sela's first business venture where she is both owner and face of the brand. Gal brings extensive pharmaceutical industry experience, having led the introduction of major brands like Philips Avent and Bioderma to the Israeli market and tripled Kamifal-Brands' sales since becoming CEO.
Better aims to differentiate itself in the crowded supplements market by using advanced technologies to improve absorption of active ingredients, claiming up to five times better bioavailability. The product line includes vitamins B12, C, D, iron, calcium, probiotics, turmeric, multivitamins, pregnancy formulas, and supplements for hair, nails, skin, magnesium, and mood balance. Products will be sold at Super-Pharm stores, the chain’s website, and Better’s own site, priced between 129.90 and 199.90 shekels.
Sela emphasized her long research into finding effective, enjoyable supplements, stating Better offers a "real breakthrough technology" that supports daily health without compromising quality or user experience. The company uses liposomal technology and Israeli biotech Capsoil’s absorption technology, offering capsules, tablets, and gummy stars. The launch will be supported by a broad advertising campaign starring Sela herself, who will benefit financially from the brand’s success rather than just receiving a promotional fee.
This move follows a trend among Israeli celebrities like Bar Refaeli and Omer Adam, who have transitioned from endorsers to business partners in various sectors. Kamifal, founded in 1941 with over 800 employees and four logistics centers, operates with an annual turnover of approximately 4.5 billion shekels, supplying pharmacies, drugstores, and health funds. Yehonatan Gal described Better as a significant consumer and technological innovation addressing absorption and adherence challenges in the supplement market, aiming to deliver an internationally competitive product.
