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.
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.
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.
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.
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.
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.
Create Wellness
Create Wellness is a New York-based consumer health company that built the world's first creatine monohydrate gummy, turning a messy, bodybuilder-coded powder into a low-sugar daily habit. Founded in 2022 by husband-and-wife team Dan and Sienna McCormick, the brand sells creatine gummies, electrolyte stick packs, and unflavored powder direct-to-consumer and through Target, GNC, The Vitamin Shoppe, Sprouts, and Wegmans. With more than 250 million gummies sold and $25M+ raised across Series A and Series B rounds, Create is trying to take creatine from the 2% of people who use it to the other 98%.