19 Skyrocketing Supplement Startups in 2023
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Almost 77% of the U.S. population takes supplements.
And with the rise of eCommerce, a massive number of new DTC supplement startups have launched over the last few years.
These companies all use innovative digital marketing, sleek websites, and fantastic branding to grow their subscriber base and win new customers.
Read on for our picks for the top 19 supplement startups in 2023.
1. Seed Probiotics
5-year search growth: 590%
Search growth status: Exploding
Year founded: 2016
Location: Venice, California
Funding: $40M (Series A)
What they do: Seed Probiotics is a supplement company that offers a range of high-quality probiotics designed to support gut health and overall wellness. The company uses innovative technology and rigorous scientific research to create custom blends of probiotic strains that are optimized for specific health benefits, such as digestive function, immune support, and skin health. Seed Probiotics is committed to promoting scientific integrity and transparency in the supplement industry, and works with leading experts to advance the understanding of the microbiome and its role in human health.
2. Vitable
5-year search growth: 1060%
Search growth status: Regular
Year founded: 2015
Location: Sydney, Australia
Funding: $5.5M (Pre-Seed)
What they do: Vitable is a DTC personalized vitamin startup. In addition to supplements, Vitable also provides an app designed to help people stay on track with consuming their vitamins. Specifically, the tool sends reminders when it's time to take each supplement and allows people to log information to see their vitamin consumption streak. The startup has raised $5.5M in funding and plans to use this money to expand into Asia.
3. Codeage
5-year search growth: 1500%
Search growth status: Regular
Year founded: 2017
Location: Los Angeles, California
Funding: Undisclosed
What they do: Codeage is a supplement company that offers a wide range of natural, non-GMO, and gluten-free supplements designed to support various aspects of health and wellness. The company uses high-quality ingredients and innovative formulations to create products that help customers meet their health goals, including immune support, gut health, cognitive function, and energy. Codeage's mission is to provide effective and safe supplements that help people live healthier, happier lives.
4. Gainful
5-year search growth: 115%
Search growth status: Exploding
Year founded: 2017
Location: San Francisco, CA
Funding: $7.6M (Series A)
What they do: Gainful pairs a customized quiz meant to suggest tailored supplements based on what users need most. Offering pre-workout formulas, protein powders, and hydration products, Gainful mainly targets athletes aiming to take their performance to the next level.
5. HealthKart
5-year search growth: -41%
Search growth status: Peaked
Year founded: 2011
Location: Gurgaon, India
Funding: $196M (Series H)
What they do: Healthkart’s mission is to be the number one provider of supplements and nutrition products in India. Carrying everything from multivitamins to healthy cooking sprays, Healthkart has received massive funding since their founding in 2011.
The startup now has over 600 employees and is one of India’s most promising supplement startups.
6. Feel
5-year search growth: 8%
Search growth status: Exploding
Year founded: 2019
Location: London, United Kingdom
Funding: $19.2M (Series A)
What they do: Feel is a London-based DTC supplement brand that recently closed a Series A round. Instead of organizing their website by product, Feel has chosen to go-to-market by selling benefits for different parts of the body and mind.
Digestion, Joints, Cognition are all core pieces of Feel’s branding and product suite. Customers can also choose supplements designed to support different parts of the body like the heart, nails, and hair.
7. HVMN
5-year search growth: -66%
Search growth status: Peaked
Year founded: 2014
Location: San Francisco, California
Funding: $8.2M (Series Unknown)
What they do: HVMN stands for “Health Via Modern Nutrition''. Their signature product is their trademarked Nootrobox. Nootrobox is a blend of nootropic supplements designed to support performance across the various parts of the day, including sleep.
8. Gem
5-year search growth: -100%
Search growth status: Peaked
Year founded: 2018
Location: Venice, California
Funding: $10.5M (Seed)
What they do: Gem has come up with an innovative way to encourage people to take supplements and healthy ingredients all in one go. Their solution? Combine a mix of minerals, superfoods, and probiotics into a brownie-like bite.
Founder Sarah Cullen was tired of artificial ingredients and overly processed food. Which is where the inspiration for Gem was born.
9. Bulletproof 360
5-year search growth: -40%
Search growth status: Peaked
Year founded: 2014
Location: Seattle, Washington
Funding: $83.5M (Series Unknown)
What they do: By now, Bulletproof is a well-known name in the direct-to-consumer supplement and “functional coffee” space. What started with their famous coffee recipe has branched out into a mini supplement empire, with branded solutions for “Mood & Memory”, “Sleep Support”, “Performance”, as well as “Detox & Gut Health”.
With over $80M in funding since inception, Bulletproof has been able to succeed in the DTC market as well as traditional big-box retailers like Target and Walmart.
10. 8Greens
5-year search growth: -16%
Search growth status: Peaked
Year founded: 2015
Location: New York, New York
Funding: $10M (Series Unknown)
What they do: 8Green’s story and business model is based on the fact that 87% of Americans don’t reach their daily minimum of greens required for a healthy diet. 8Greens offers supplements and tablets with healthy ingredients and all natural greens like spinach and kale.
The company was founded after 25 year old Dawn Russell was diagnosed with Stage III cancer.
11. PanTheryx
5-year search growth: -100%
Search growth status: Peaked
Year founded: 2007
Location: Boulder, Colorado
Funding: $138M (Series Unknown)
What they do: With over $100M in funding, PanTheryx is one of the largest startups on our list. The company is founded around colostrum, the pre-milk substance that is produced by mammals in the first few days after birth.
Colostrum is unparalleled in its ability to provide nutrition to newborns, and PanTheryx is one of the leading companies harnessing its immense potential in the marketplace.
12. Rae Wellness
5-year search growth: 1664%
Search growth status: Peaked
Year founded: 2019
Location: Minneapolis, Minnesota
Funding: $14M (Series A)
What they do: Rae Wellness is another millennial-friendly brand that serves up vegan supplements in bright, simple packaging. Having completed a $9M funding round, the Minnesota based supplement shop is expanding their product line into stress relieving drops and other wellness-focused products.
13. OZiva
5-year search growth: 1466%
Search growth status: Regular
Year founded: 2016
Location: Mumbai, India
Funding: $17M (Series B)
What they do: Billing itself as “India’s leading clean plant based nutrition brand”, OZiva is attempting to capitalize on India’s growing middle class who are increasingly focused on the importance of fitness and personal growth.
Offering products ranging from skin nutrition to children’s products, OZiva has also built a large content library featuring workouts and routines for daily fitness.
14. VitaminLab
5-year search growth: 0%
Search growth status: Peaked
Year founded: 2017
Location: Victoria, British Columbia
Funding: $1.7M (Seed)
What they do: VitaminLab, based out of Canada, provides a serious personalized test with over 30 biomarkers designed to formulate a unique supplement for each customer. Users can also upload their own genetic tests or DNA data instead of using VitaminLab’s test. Custom supplements are then shipped straight to a customer’s house.
15. Rootine
5-year search growth: 100%
Search growth status: Peaked
Year founded: 2018
Location: Nashville, Tennessee
Funding: $13.1M (Series A)
What they do: Rootine goes a level deeper than some of the other startups on our list by sending customers a personalized DNA kit to get started. After users send the kit in, results are delivered back and a customized nutrition plan is developed.
16. Vitafive
5-year search growth: 3400%
Search growth status: Peaked
Year founded: 2015
Location: Fort Worth, Texas
Funding: $263.2K (Series Unknown)
What they do: Vitafive is a gummy supplement company that recognized the immense popularity of the gummy vitamin market, which is estimated to be around $5.9B (and the market is expected to double to around $10.6B by 2025).
Adult pouches, kid pouches, and custom pouches are some of the offerings available on Vitafive, as well as subscription options.
17. Ritual
5-year search growth: -20%
Search growth status: Regular
Year founded: 2015
Location: Culver City, California
Funding: $40.5M (Series B)
What they do: Ritual began as a women-focused multivitamin company centered around clear, easy-to-understand ingredients. Ritual then branched out into pre and postnatal vitamins.
Today, the company has expanded its range to specially formulated vitamins for men and children. They also recently expanded into their very own protein line, Essential Protein.
18. Vital Plan
5-year search growth: -40%
Search growth status: Peaked
Year founded: 2008
Location: Raleigh, North Carolina
Funding: $2.5M (Series Unknown)
What they do: In addition to being a supplement ecommerce site, Vital Plan also functions as a blog of sorts. Offering lifestyle advice and health information across a litany of topics, Vital Plan’s goal is to use content marketing to spread the word about its brand.
19. Proper
5-year search growth: 17%
Search growth status: Regular
Year founded: 2020
Location: New York, New York
Funding: $9.5M (Series Unknown)
What they do: Proper is a sleep supplement company. Proper offers two products, Formulations and Coaching. Formulations are carefully concocted sleep supplements that support cognition and brain health.
Proper’s Coaching product pairs users with a personal sleep coach, who devises a custom sleep action plan (and supplement regimen) designed for more restorative sleep.
Conclusion
As health and wellness continue to move to the forefront of the world’s focus, these supplement startups are well placed to take advantage.
From fantastic branding to innovative business models to customization for a unique supplement solution, all of the companies on our list are making major headway to shake up the traditional world of vitamins and supplements.
Keep an eye out as these dynamic brands continue to grow and expand.
