Israeli actress Rotem Sela's wellness brand Better launches two colostrum supplements at Super-Pharm, from NIS 127.90, two months after its debut in Israel.
Israeli actress and television host Rotem Sela launched two colostrum supplements under Better, her Israeli wellness brand, on October 25, 2026. Better Colostrum and Better Colostrum Comfort are sold exclusively at Super-Pharm, Israel's largest pharmacy chain, from NIS 127.90 and NIS 164.90 for 30 capsules. Sela co-founded Better with Jonathan Gal, CEO of Chemipal Brands.
What do Better Colostrum and Better Colostrum Comfort contain?
Better Colostrum is a capsule with a complex of selected proteins, and Better Colostrum Comfort is a capsule with a fortified protein complex aimed at digestion. The brand describes both as the first colostrum-based supplements of their kind in Israel, according to the launch announcement reported by Ice.co.il's launch report.
Colostrum is the first milk mammals produce after giving birth. Better sources its colostrum ingredient from MAOLAC, an Israeli biotech company. Better says MAOLAC's patented process isolates bioactive proteins from bovine colostrum that are up to 95% similar to human breast milk, and that the result is seven times more effective than standard low-lactose colostrum. These figures come from the company and were not independently verified.
The company also says the first milking always goes to the calf, and only surplus colostrum is used for the supplement.
What do the company's consumer studies claim?
Better reports that two consumer studies of 100 participants each found most people described improvements after taking its products for four weeks. The results below are the company's own figures.
| Product | Participants | Reported results after four weeks |
|---|---|---|
| Better Colostrum | 100 women and men | Over 60% reported more energy and vitality, 55% reported better skin appearance, 81% reported better general digestion |
| Better Colostrum Comfort | 100 participants | Over 70% reported better digestive function (gas and bloating), 67% reported less abdominal pain |
Better also cites an unpublished clinical study of 90 participants over eight weeks on the ingredient behind Comfort. The company says it showed improvement in digestive symptoms such as abdominal pain, constipation and bloating, along with a shift toward more beneficial gut bacteria.
Because the clinical study has not been published and the consumer studies rely on self-reported answers, all of these results should be read as company claims, not established medical evidence.
Why is Better launching colostrum now?
Better is launching colostrum because the ingredient has become a leading wellness trend in the United States and elsewhere, according to the launch announcement. The announcement estimates the global colostrum market at $3.2 billion today and projects growth to $5.7 billion by 2035. Olam could not independently confirm that estimate.
Sela said, according to Ice.co.il, that she decided Better had to bring the ingredient to Israel after learning that the biotech behind it, MAOLAC, is based in the country.
Who is behind Better and where is it sold?
Better was founded by Rotem Sela and Jonathan Gal, who is CEO of Chemipal Brands, the marketing arm of the Israeli pharma distributor Chemipal. Maariv reported that Gal is the fourth generation of his family in the Chemipal group. Bizportal reported that Chemipal has operated in the Israeli pharma market since 1941, runs four logistics centers, and serves as the logistics arm of Super-Pharm, which gives Better access to a major retail channel from day one.
Maariv reported on August 24, 2026 that Better was built over about three years with an estimated investment of NIS 8 million, and Ice.co.il placed the launch at the end of August. Maariv said the brand sells gummies and capsules in four categories: BASE for daily vitamins and minerals, BEAUTY for hair, nails and skin, PERFORMANCE for recovery, and BALANCE for mood. Its first products were priced between NIS 129.90 and NIS 199.90, with the final price set by the retailer. Maariv also reported that the brand relies on liposomal and SNEDDS technologies, which are designed to improve how the body absorbs active ingredients, and that Sela is expected to lead its advertising campaign as its spokesperson.
The colostrum products are sold at Super-Pharm branches, on the chain's online store and at betterr.co.il.
Where does Better fit in Israeli consumer and health business?
Better sits between two Israeli sectors: consumer brands and health and biotech. Its colostrum ingredient comes from an Israeli biotech company, its sales run through a national pharmacy chain, and its co-founder is a well-known Israeli media personality.
Readers can follow each thread through Olam's coverage of retail and consumer brands, Israeli health and biotech, and Israeli media and entertainment. For wider context, see the Complete Map of Israeli Health and Biotech, Olam's analysis of the Israeli entertainment sector, and the hub for Israeli founders and companies.
What will decide whether Better succeeds as a business?
Repeat purchases will decide whether Better works as a business. Bizportal wrote that a known name, wide distribution through Super-Pharm and premium pricing can produce a first sale, but supplement economics depend on how many customers buy a second time.
Early demand has been strong. Ice.co.il reported on October 13, 2026 that Better's curcumin and magnesium supplements sold out, and that Sela apologized to waiting customers in an Instagram story and promised a restock.
For Sela, Bizportal noted, the gap between a brand ambassador and a brand owner is whether customers return after the launch period ends.
How we report: Olam stories draw on public filings, company disclosures and named sources, checked by our editors. Read our methodology · Corrections
