supplements
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Sakara Life Sells the Luxury of Lunch Already Solved
Two childhood friends turned a $700 dinner party into a plant-rich meal business. The clever part was making a demanding food philosophy feel effortless to the person opening the fridge.
The FRS Company and the Price of a Shelf
A formula born in fatigue research became a bright can, a celebrity campaign and a national retail bet. When the warehouse deal ended, FRS learned that the most valuable ingredient might be control.
Suzie Devine Built BINTO by Treating Confusion as a Product Brief
The Philadelphia nurse-turned-founder built a company from questions nobody owned - then learned that the durable kind of growth begins when you stop confusing motion with progress.
Longevity Science Left the Clinic. Lifespanning Put It in a Shopping Cart.
A Miami media company spent two decades inside biohacking's inner circle. Now it grades 1,000+ longevity products against a 72-point rubric - and only sells the ones that survive.
The 90-Year-Old Vitamin Shop That Refuses to Sit on the Shelf
From a Depression-era yogurt counter in Pittsburgh to a global supplement empire of roughly 14,000 people, GNC keeps rewriting the same question: what does a vitamin store look like when the customer shops on their phone?
goop
goop is a wellness and lifestyle brand founded by actress Gwyneth Paltrow in 2008 that began as a weekly email newsletter and grew into a direct-to-consumer company selling clean beauty, skincare, supplements, fashion, and home goods alongside editorial content, a podcast, and events. It pairs aspirational storytelling with 'contextual commerce,' turning wellness articles into shoppable curation for a largely affluent, female audience. The brand is known both for pioneering the modern wellness-media category and for the controversy its more provocative products and health claims have generated.
IM8 (David Beckham & Danny Yeung's health drink startup)
IM8 is a premium longevity supplement brand co-founded by soccer icon David Beckham and serial entrepreneur Danny Yeung, operating as a consumer-health subsidiary of Nasdaq-listed Prenetics. In July 2026, IM8 secured $1 billion in growth financing from General Catalyst's Customer Value Fund (CVF), a non-dilutive facility that funds up to 70% of customer-acquisition spend in exchange for a capped share of cohort revenue rather than equity. Launched in December 2024, IM8 became the fastest-growing premium supplement brand on record, hitting roughly $100 million in annualized revenue within eleven months, and the capital is meant to pour fuel on marketing while ownership stays undiluted.
ACTIVZ
ACTIVZ is a West Jordan, Utah-based health and wellness company that bills itself as the first direct-selling brand built around epigenetics - the idea that lifestyle and nutrition can influence how genes express themselves. Founded in 2017 by David Brown and Ryan Thompson, the company sells supplements (LINQ, AIRO, Optimend) and an anti-aging skincare line through a distributor network paired with an omnichannel e-commerce model. It launched first in Spanish-speaking Mexico before expanding to the US, Peru, Japan and beyond.
BodyBio
BodyBio is a family-owned, third-generation supplement company based in Millville, New Jersey that builds health at the cellular level. Founded in 1998 by biochemist Ed Kane, it grew out of a blood-chemistry diagnostics practice into a maker of phospholipid, electrolyte and short-chain fatty acid products - most notably BodyBio PC (phosphatidylcholine) and e-lyte electrolyte concentrate - manufactured in-house and sold to consumers and to a network of more than 35,000 healthcare practitioners.
GEM
GEM is a Los Angeles-based wellness company that reimagines the daily multivitamin as a whole-food bite rather than a pill or gummy. Founded in 2018 by Sara Cullen, GEM packs 20+ vitamins, minerals, superfoods, prebiotics, probiotics and microalgae into a single real-food chew, sold mainly through a subscription model plus retail and Amazon. Its pitch is 'food is medicine' - transparent, plant-based, and traceable nutrition for people who distrust synthetic supplements.
OXOMIO
OXOMIO is a luxury wellness company that makes fermented supplements and nutricosmetics for gut, skin, hair and general health. Founded in 2017 by David Friedeberg, it uses a proprietary bio-fermentation process (GPM - Glycoprotein Matrix) to produce highly bioavailable organic vitamins and minerals, and combines them with branded ingredients such as Peptan marine collagen, LactoSpore probiotics and Superba Boost krill oil. It sells direct-to-consumer online under the tagline 'The Luxury of Wellness.'
People Science
People Science is a Los Angeles clinical research organization that turns rigorous clinical trials into software. Its platform, Chloe, lets wellness and health brands design, launch, and run decentralized, IRB-approved studies entirely from participants' homes - integrating wearables, lab partners, and remote data collection so that supplements, nutraceuticals, cannabinoids, psychedelics, and food-as-medicine products can earn real clinical evidence at a fraction of the cost and time of a traditional CRO. Founded by MD-PhD co-CEOs Belinda Tan and Noah Craft, who previously built Science 37 into a billion-dollar clinical trials company, People Science aims to bring evidence to an industry long defined by claims.
Pique
Pique (piquelife.com) is a Los Angeles-based direct-to-consumer wellness brand best known for pioneering crystallized whole-leaf tea. Founded by Simon Cheng, the company turns organic teas and plant compounds into single-serve crystals that dissolve in cold or hot water, and it has expanded into skin, gut, hydration and energy supplements built around its Cold Extraction Technology and Triple Toxin Screening standards.
Primal Health
Primal Health is a Minneapolis-based molecular biotechnology company reinventing oral care by rebalancing the microbiome instead of nuking it. Founded by Berkeley-trained microbiologist Dr. Emily Stein, the company uses its patented SMMRT (Selective Microbial Metabolism Regulation Technology) to put harmful mouth bacteria on a 'keto diet' - blocking their ability to feed on sugars while feeding the beneficial ones. Its two brands, Daily Dental Care for people and TEEF for Life for pets, deliver clinically studied lozenges and prebiotic powders that support gum health, fresher breath and a healthier oral ecosystem for humans and animals alike.
Andrew Herr
Andrew Herr is the founder and CEO of Flykitt (and its parent company Fount), a health and human-performance company that builds systems to eliminate jet lag by targeting circadian disruption and travel-induced inflammation. Before entrepreneurship, he spent over a decade advising the U.S. military on human performance and biotech strategy from the Pentagon's Office of Net Assessment, working with Navy SEALs and fighter pilots. Holding three Georgetown master's degrees and twice named an Army 'Mad Scientist,' Herr has turned the performance secrets of special operators into products trusted by pro sports teams, executives, and everyday travelers.
Brad Berman
Brad Berman is the co-owner and CEO of BodyBio, a family-owned cellular-health and nutritional-supplement company in Millville, New Jersey. He arrived not from a lab but from the beverage aisle, with stops at PepsiCo and FIJI Water, and married into the founding Kane family. Since taking the top job in 2019 he has rebranded the 25-plus-year-old practitioner brand, pushed it into direct-to-consumer and mainstream retail, and steered roughly 41% revenue growth that landed BodyBio on the Inc. 5000.
David Brown
David Brown is the co-founder, Chairman and CEO of ACTIVZ, a West Jordan, Utah direct-selling company he launched in 2017 with longtime partner Ryan Thompson. A self-described 'recovering lawyer' with a J.D. from Cornell and a Japanese degree from BYU, Brown traded corporate law for the nutrition business in 1994 and went on to lead some of the industry's best-known turnarounds - tripling Natural Balance, building Metabolife into the world's largest retail diet brand, and taking LifeVantage from roughly $3 million to more than $200 million. With ACTIVZ he built a multinational from day one, launching in Mexico before the United States and reaching markets across Latin America and Japan.
David Friedeberg
David Friedeberg is the founder and CEO of OXOMIO, a wellness and supplements company that pairs Earth's purest natural ingredients with biotechnology under the banner 'The Luxury of Wellness.' Son of Mexican surrealist Pedro Friedeberg, David grew up in an artist's household where making something from nothing was a daily ritual, then carried that mindset through a career that spanned fine-art dealing, hospitality operations, and a Harvard MBA before launching OXOMIO in 2017. He splits his life between San Miguel de Allende, Mexico and Austin, Texas, and runs his days by the Japanese principle of kenkou dai-ichi - health above everything else.
Sara Cullen
Sara Cullen is the founder and CEO of GEM, a Los Angeles wellness company that reinvented the daily multivitamin as a bite-sized chew made from real, whole-food ingredients. After a personal health slump in her late twenties left her disillusioned with the synthetic-filler vitamin aisle, the Oregon farm kid and Cornell graduate built the product she could not find. She validated it inside a private Facebook group of women before raising venture capital, selling more than 20 million bites, and turning 'food is medicine' into a real business.
Simon Cheng
Simon Cheng is the founder and CEO of Pique, a Los Angeles-based wellness company that turned whole-leaf tea into dissolvable crystals using a patented cold extraction process. A Hong Kong native who grew up drinking tea with his grandparents, Cheng abandoned those rituals in his teens, then spent his 20s cycling through surgeries and a decade of health crises. He rebuilt his health on a multi-year study trip across Asia learning from medicinal-plant and breathwork masters, and channeled that obsession into Pique, which launched in Whole Foods in 2016 and scaled to thousands of stores. Harvard and Stanford educated, and the youngest member of Harvard School of Public Health's Nutrition Roundtable, Cheng built Pique on three promises: efficacy, purity, and zero prep.
Cheers
Cheers (formerly Thrive+) is a Houston-based alcohol-related health and wellness company built around dihydromyricetin (DHM), a botanical extract studied for supporting the liver and reducing the after-effects of drinking. Founded by Brooks Powell after he encountered DHM research as a Princeton undergraduate, Cheers sells a line of science-backed supplements - Restore, Relief, Hydrate, Protect and Multi - direct-to-consumer, on Amazon, and in tens of thousands of retail locations. The company holds a U.S. patent on its formulation, has served more than a million customers, and frames its mission as helping people enjoy alcohol responsibly while protecting long-term health.
Elysium Health
Elysium Health is a New York-based cellular health company that turns peer-reviewed aging research into consumer products. Founded in 2014 by entrepreneur Eric Marcotulli, operator Dan Alminana, and MIT aging biologist Leonard Guarente, it pairs a scientific advisory board stacked with Nobel laureates with a direct-to-consumer model. Its flagship supplement Basis raises NAD+ levels tied to cellular energy, and its Index test estimates biological age from a saliva sample using epigenetic methylation analysis.
Gainful
Gainful is a New York-based personalized sports nutrition company that builds custom protein powders, hydration, pre-workout and performance supplements tailored to each customer's body, goals and dietary needs. Customers take an online quiz, get a formula matched to them by Gainful's algorithm and registered dietitians, and can chat with a real RD about it. Founded by high-school soccer teammates Eric Wu and Jahaan Ansari and incubated at Y Combinator, the brand grew from a dorm-room experiment into a profitable, multi-channel business now sold direct-to-consumer and in Target stores nationwide.
Good Health Company (Mars by GHC)
Good Health Company, known by its flagship brand Mars by GHC, is a Hyderabad-based direct-to-consumer men's health and wellness platform founded in 2021 by Samarth Sindhi. It pairs free online doctor consultations with science-backed products across hair, beard, skin, sexual health, weight, and general wellness, then ships personalized treatment courses to customers' doors. A women's vertical, Saturn by GHC, extends the same full-stack model to female personal care.
Brooks Powell
Brooks Powell is the founder and CEO of Cheers (formerly Thrive+), a Houston-based consumer health brand built around DHM, a plant extract he first read about as a Princeton sophomore writing a neuroscience paper on alcohol. He licensed a permeabilizer technology from the university, launched in 2017, pitched on Shark Tank, and grew the company past $25M in revenue and 13M+ doses sold. A former religion major and Division I swimmer, he turned a class assignment into a category and earned a spot on the Forbes Next 1000 list.
mindbodygreen
mindbodygreen is an independent lifestyle media and wellness company that pairs science-backed editorial content - articles, newsletters, podcasts and certification courses - with a direct-to-consumer line of supplements and personal care products. Founded in 2009 after a back injury pushed Jason Wachob toward yoga, the company has grown into one of the largest independent health-and-wellness platforms, reaching millions of monthly readers with a 360-degree approach that weaves together the mental, physical, spiritual, emotional and environmental sides of well-being.
Plant People
Plant People is a plant-based functional wellness brand making science-backed, zero-sugar supplements built around functional mushrooms, adaptogens, and vitamins. Founded by Hudson Gaines-Ross and chef Gabe Kennedy, the company sells a line of 'Wonder' gummies and chews - WonderDay, WonderSleep, WonderFocus, WonderCalm and more - direct-to-consumer and through major retailers including Whole Foods, Sprouts, Target, REI and Amazon. A Certified B Corporation, Plant People grew profitably for roughly seven years before raising a Series A led by Manna Tree Partners in November 2025.
Eric Marcotulli
Eric Marcotulli is the co-founder and CEO of Elysium Health, a New York consumer health company he started in 2014 to turn academic aging research into products people can actually buy. A former wrestler who became Sequoia Capital's youngest partner before he turned 30, he left venture capital after a business-school case study on cellular aging convinced him that longevity was a solvable engineering problem, not a fairy tale. He built Elysium by recruiting Nobel laureates and a roster of world-class scientists as advisors, raising more than $70 million across several rounds, and selling directly to consumers.
Jahaan Ansari
Jahaan Ansari is the co-founder and CEO of Gainful, a New York-based personalized nutrition company that builds custom protein and supplement formulas around each customer. A UC Berkeley chemical engineering and computer science graduate, he wrote the algorithm that matches a person's body and goals to a unique blend, turning a college dorm-kitchen experiment that filled its first 50 orders by hand into a Forbes 30 Under 30, Y Combinator-backed brand sold at Target. He raised more than $17M with high-school-best-friend-turned-co-founder Eric Wu, and in 2024 took an unexpected detour onto ABC's The Bachelorette.
Flykitt
Flykitt is a personalized jet lag prevention system built by Fount, a Los Angeles human-performance company founded by former Pentagon researcher Andrew Herr. It pairs a course of timed supplements, blue-light-blocking glasses, and an AI-powered app that schedules exactly when a traveler should take each pill, wear the glasses, eat, and sleep based on their specific flight. Born from work optimizing Navy SEALs and fighter pilots, Flykitt treats jet lag as a combination of circadian disruption and flight-induced inflammation, and claims the majority of users report minimal to no jet lag.