Rotem Sela Enters Business World with 8 Million Shekel Investment

Rotem Sela is officially stepping into the world of entrepreneurship and business, launching Better, a new brand of nutritional supplements under her ownership, which was born after three years of rigorous development. The venture was established in a strategic partnership with Yonatan Gal, CEO of Chemipal-Brands, with an estimated investment of approximately 8 million shekels. The brand launch is accompanied by a large-scale advertising campaign in which Sela serves as the lead presenter, alongside experts and scientists in the field.

The new brand aims to solve one of the central problems in the world of vitamins: the body's inability to absorb a significant portion of the active ingredients in regular supplements. To overcome this obstacle, the products are based on the absorption technology of the Israeli biotech company Capsoil®, alongside a combination of liposomal technology, nanometric transport systems, and SNEDDS technology. Combining these mechanisms allows for the protection of the active ingredients until they reach their destination and increases absorption efficiency in the body by up to five times compared to leading products on the market.

Another key innovation introduced by the brand is the development of the Liposo-Gummies format — star-shaped gummy candies that incorporate liposomal technology, with the goal of addressing the adherence problem of many consumers and creating a tasty and convenient consumption experience. Alongside these, the company offers a series of advanced capsules and tablets. The products are divided into four main categories: basic products for daily use, specialized formulas for skin and hair care, supplements for sports support and recovery, and a series designed for mood balance.

Behind the business and logistical backing of the brand stands the Chemipal Group, the oldest and largest pharmacy distributor in Israel. Partner and co-founder Yonatan Gal brings with him rich experience in leading international lifestyle and pharmacy brands in the local market. The products will be available for purchase exclusively at the Super-Pharm chain of branches, on the chain's online website, and on the brand's official website, in a price range between 129.90 and 199.90 shekels per unit.