OUR FOUNDERS BELIEF

Our story

BAETTER grew out of a personal journey.

After Jo lost 40 kg, she realised how much small decisions and daily habits can change. It wasn't only about changing physically, but about getting to know herself better and finding out what really does her good. Step by step she developed routines that changed her life for good.

Michel was by her side on this journey. Together they came up with the idea of making healthy eating and wellbeing simpler, more enjoyable and more natural in everyday life.

That idea became BAETTER.

As the founders of BAETTER, we want to develop products that we love ourselves, use every day and recommend with a good feeling. With high-quality ingredients, plenty of attention to detail and the aim of turning small everyday routines into something you look forward to.

For us, BAETTER doesn't mean doing everything perfectly. It's about looking after yourself, finding your own path and making small decisions every day that make a difference in the long run.

We're building the brand we always wished for ourselves – with products that fit easily into everyday life and make taking good care of yourself a joy.

BAETTER begins with the little things.

Yours, Jo & Michel

Before anyone else comes you

BAETTER stands for BAE – Before Anyone Else. For the reminder to make yourself a priority and to consciously take time for what does you good.

We believe wellbeing begins with the little things. With our favourite routines and the moments when we pause for a while. We call them island moments – small breaks from everyday life that belong only to you. A matcha in the morning, a few quiet minutes or a ritual you look forward to every day.

With BAETTER, we want to accompany these moments. With high-quality products, carefully selected ingredients and plenty of attention to detail that make your daily routines something special.

The idea for our matcha came from a small ritual. Jo has always liked refining her matcha with a little cinnamon. Together with Michel, this led to the idea of rethinking matcha and creating special flavour experiences.

We wanted to develop matcha that combines the highest quality with exceptional taste. From pure matcha for classic enjoyment to special varieties such as Cinnamon and Pistachio – every variety is meant to create its very own moment.

BEFORE ANYONE ELSE COMES YOU

BAETTER community

Become an ambassador.

Our BAETTER community means an incredible amount to us. We love seeing how you create your own island moments, share your favourite routines with us and inspire each other. That's exactly what makes BAETTER what it is for us.

You love small rituals
Your morning matcha, a few quiet minutes: you know what an island moment is.
You share our values
High-quality products, clear formulas and mindful routines matter to you.
You want to shape BAETTER
You feel like shaping BAETTER in your own way.