Vital Proteins

What Vital Proteins does

Vital Proteins is a Chicago-based consumer health and wellness brand specializing in collagen peptide supplements and functional nutrition products. Founded in 2013 and acquired by Nestlé Health Science in 2020, the company operates as America's leading collagen brand with USD 308 million in sales across 16 markets per Euromonitor International. Its core product is hydrolyzed collagen peptides sourced from grass-fed and pasture-raised cows, delivering 20g of collagen per serving with 18 essential and non-essential amino acids. The product portfolio spans powders (unflavored, chocolate, vanilla), capsules, gummies, and targeted formulations including Active Complex (joint health, NSF Certified for Sport), Advanced Collagen + Creatine (exercise performance), Collagen + Colostrum + Prebiotic Fiber (gut and immune health), and Hair Complex with Lustriva biotin. In March 2026, Vital Proteins launched its first ready-to-drink product, Collagen Sparkling Water featuring VERISOL collagen peptides and Vitamin C, rolling out at Walmart, Amazon, and TikTok Shop.

The company's business model is omnichannel and consumer-direct. Revenue is generated through direct-to-consumer e-commerce at vitalproteins.com, generating approximately $13 million in DTC revenue in 2024 through a Subscribe & Save program offering 15% recurring discounts and free shipping, supplemented by wholesale distribution to mass-market retailers (Walmart), e-commerce platforms (Amazon, TikTok Shop), health food stores, and pharmacy chains. Unit pricing ranges from $2.50 per 12oz can of sparkling water to $35.99 for the premium 3-in-1 collagen + colostrum + fiber product. The brand is anchored by Jennifer Aniston as Chief Creative Officer since 2020, with marketing spanning celebrity endorsement, influencer partnerships, event sponsorships (LTA tennis, New York Fashion Week, sauna festivals), Amazon Prime Day promotions, and traditional trade show launches. Customer segments include beauty and wellness consumers, active lifestyles and fitness users, general wellness consumers, and hair/skin/nails-focused consumers. The 2025 acquisition of NeoCell extended the brand's reach into women's health and beauty supplements, and the Vital Proteins Professional sub-brand serves the healthcare practitioner channel.

Name

Vital Proteins

Legal name

Vital Proteins LLC

Website

https://vitalproteins.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Vital Proteins is America's leading collagen brand, selling hydrolyzed collagen peptide supplements and functional beverages sourced from grass-fed cows. Founded in 2013 and owned by Nestlé Health Science since 2020, it serves beauty, wellness, and active-lifestyle consumers through DTC ecommerce and major retailers across 16 markets.

Ownership category

akta.pro rank

Product category

Dietary Supplements

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

akta.pro secondary industries

Amino Acids & Peptides (BCAAs, Collagen Peptides, Bioactive Peptides, L-Theanine) (AFAJAKAG), Animal-Derived Protein Ingredients (Egg, Collagen/Gelatin, Blood/Plasma Proteins) (AFAJAHAB), Gelatin & Animal-Derived Hydrocolloids (Gelatin, Collagen, Isinglass) (AFAJAMAG), Non-Antibiotic Health & Performance Supplements (Immune, Gut Health, Stress/Heat Support) (AFADALAO)

Keywords

• Collagen peptide supplements
• Dietary supplement powders
• Functional wellness beverages
• Collagen protein products
• Beauty and joint supplements

Headquarters

HQ city

Elk Grove Village

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer (DTC) Online Sales: Vital Proteins generates revenue through its e-commerce storefront vitalproteins.com, offering subscription plans that provide a 15% recurring discount and free shipping. DTC revenue reached approximately $13 million in 2024.
2. Retail and E-Commerce Distribution: Products are sold through major retail partners including Walmart and other national retailers, as well as Amazon and TikTok Shop, generating revenue through one-time and subscription purchases.
3. Wholesale/Retail Revenue: As a Nestlé Health Science brand, Vital Proteins generates revenue through wholesale distribution to mass-market retailers, health food stores, and pharmacy chains, with total sales of USD 308 million across 16 markets.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels10 records

Core offering

Vital Proteins manufactures and sells hydrolyzed collagen peptide supplements and functional beverages sourced from grass-fed and pasture-raised cows. Its portfolio spans unflavored and flavored collagen powders, capsules, gummies, ready-to-drink Collagen Sparkling Water, and specialized formulations such as Active Complex, Collagen + Creatine, Collagen + Colostrum + Prebiotic Fiber, and Hair Complex. Products are positioned around benefits including skin elasticity, hair and nail strength, joint and bone health, gut and immune support, and exercise performance.

Product overview

Vital Proteins is America's #1 collagen brand offering a diversified portfolio of collagen peptide supplements and functional beverages. The core product line includes hydrolyzed collagen peptide powders (unflavored, chocolate, and vanilla flavors) sourced from grass-fed, pasture-raised cows. The portfolio extends into ready-to-drink beverages (Collagen Sparkling Water), capsules, gummies, and specialized formulations including Active Complex (joint health), Advanced Collagen + Creatine (exercise performance), Collagen + Colostrum + Fiber (gut/immune support), Hair Complex, and Creatine standalone. The brand positions products by wellness benefit categories including Skin, Hair, Nails, Energy, Bones & Joints, Youthful Appearance, and Active Lifestyle. Products are sold direct-to-consumer via subscription and one-time purchase, and distributed through major retailers including Walmart and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• Vital Proteins Professional: Professional line of collagen products for healthcare practitioners.

Products and services

• Collagen Peptides Advanced Hydrolyzed collagen peptide powder sourced from grass-fed, pasture-raised cows, delivering 20g collagen peptides per serving with hyaluronic acid and vitamin C to support skin, hair, nail, bone, and joint health. Targeted at daily wellness consumers.
• Chocolate Collagen Peptides Chocolate-flavored collagen peptide powder sourced from grass-fed cows, designed for skin, hair, nail, and joint/bone support with daily mixability into drinks or recipes.
• Vanilla Collagen Peptides Vanilla-flavored collagen peptide powder for comprehensive wellness support including skin, hair, nail, bone, and joint health.
• Advanced Collagen Peptides + Creatine Combination supplement of collagen peptides and creatine designed to improve exercise performance, support post-workout recovery, and provide skin, hair, and nail support. Available in unflavored and strawberry lemon flavors.
• Vital Proteins Creatine Standalone creatine monohydrate supplement supporting brain health and exercise performance.
• Advanced Collagen Peptides + Colostrum + Prebiotic Fiber 3-in-1 supplement combining collagen peptides with colostrum and prebiotic fiber to promote gut health and support immune system function.
• Hair Complex Targeted hair health supplement containing Lustriva biotin complex per serving to promote thicker, fuller hair and nourish hair from within.
• Collagen Sparkling Water Ready-to-drink collagen-infused sparkling water featuring VERISOL collagen peptides and vitamin C with zero sugar and 15 calories per 12oz can. Available in strawberry blossom, lemon lime, and blood orange flavors.
• Vital Proteins Active Complex Joint health and mobility supplement featuring collagen peptides and boswellia serrata extract, NSF Certified for Sport. Designed for active individuals and athletes.
• Collagen Capsules Collagen supplement in capsule form for convenient daily consumption supporting hair, skin, nails, bones, and joints.
• Collagen Gummies Collagen supplement in gummy form for daily consumption with collagen peptides supporting skin, hair, nail, and bone health.
• Vital Proteins Professional Healthcare professional (HCP) product line offering higher-potency collagen formulations for clinical and professional use.

Quantifiable outcome

• Skin elasticity and hydration improvement with daily collagen peptide consumption over several months
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor, core and flagship.

• Culture of Bathe-ing Sauna FestivalminorGTM or Marketing Partner · 12 February 2026Vital Proteins sponsored the Culture of Bathe-ing, a three-week sauna festival in New York City running February 12 through March 1, 2026 at Domino Park on the Williamsburg waterfront. The event featured international sauna masters, cultural programming, and wellness activations. Vital Proteins joined sponsor Athletic Brewing Co. in supporting the inaugural festival's wellness and cultural programming.
• Patrick Ta (Makeup Artist)minorGTM or Marketing Partner · 2 February 2026Vital Proteins launched a limited-time pop-up called 'Vital Diner' in New York City during Fashion Week in partnership with makeup artist Patrick Ta. The pop-up celebrated backstage talent and featured menu items infused with collagen peptides. The event extended through a digital storytelling campaign via Vogue and was open to the public at specific times.
• LTA (Lawn Tennis Association)coreGTM or Marketing Partner · 1 January 2026Vital Proteins was announced as a new food, beverage, and wellness partner for the LTA's 2026 grass court tennis season. The partnership includes experiential activations, exclusive product offerings, and hospitality programs designed to enhance the spectator experience at major British tournaments including the HSBC Championships, Lexus Eastbourne Open, and Lexus Nottingham Open.
• NeoCellcoreStrategic or Co-development Partner · 1 January 2025Vital Proteins acquired NeoCell, expanding its portfolio of women's health and beauty supplements. The acquisition aligns with Vital Proteins' strategy to grow in the women health and beauty supplements market, which is projected to reach USD 112.8 billion by 2033. NeoCell's expertise in hair, skin, and nail supplements complements Vital Proteins' existing collagen product lines.
• Nestlé Health ScienceflagshipStrategic or Co-development Partner · 1 January 2020Nestlé Health Science acquired Vital Proteins in 2020, integrating the collagen brand into its health and wellness portfolio. The acquisition provided Vital Proteins with access to Nestlé's global distribution network, supply chain infrastructure, R&D capabilities, and capital for expansion, while giving Nestlé a leading position in the fast-growing collagen and functional nutrition market. Nestlé has also been developing AI-assisted nutrition assessment applications in collaboration with Vital Proteins.

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Ancient Nutrition: Founded by Dr. Josh Axe, Ancient Nutrition sells collagen protein powders, bone broth protein, and functional supplements targeting beauty, gut, and joint health. Direct DTC competitor with overlapping ingredient sourcing and benefit positioning to Vital Proteins.
• Sports Research Corporation: Sports Research offers collagen peptides, vitamins, and supplements across Amazon and retail channels. Comparable product portfolio, similar grass-fed sourcing claims, and overlapping consumer base in wellness and active-lifestyle supplements.
• Great Lakes Wellness: Great Lakes Wellness is a long-standing collagen and gelatin brand offering hydrolyzed collagen peptides and capsules. Direct competitor in the collagen category with similar single-ingredient focus and ingredient-quality messaging.
• Further Food: Further Food is a collagen-focused supplement brand selling collagen peptides, beauty mixes, and functional beverages through DTC. Comparable premium positioning, beauty-from-within benefits, and target consumer demographic to Vital Proteins.
• Thorne Health Sciences: Thorne is a premium dietary supplement brand offering NSF Certified for Sport products, practitioner-grade formulations, and DTC subscription. Comparable premium positioning, credibility certifications, and overlap with Vital Proteins' active-lifestyle and wellness consumers.
• Bulletproof 360: Bulletproof sells functional beverages, collagen protein, and supplements targeting performance, beauty, and wellness. Direct peer in ready-to-drink functional beverages and collagen protein category, with similar premium DTC positioning.
• HUM Nutrition: HUM Nutrition is a beauty-from-within supplement brand selling targeted vitamins and ingestibles for skin, hair, and nails via DTC subscription. Comparable DTC subscription model, beauty positioning, and target female wellness consumer.

Broad incumbents

• Garden of Life: Garden of Life is a broader organic supplements brand under Nestlé Health Science (same parent as Vital Proteins) offering protein powders, multivitamins, and probiotics. Comparable premium natural-products positioning with broader portfolio reaching similar consumers.
• Orgain: Orgain is a leading plant-based and whey protein brand sold across mass retail (Walmart, Costco, Target) and DTC. Comparable protein/functional nutrition category, overlapping retail distribution, and broader consumer base in nutritional supplements.

Emerging players

• Ritual: Ritual is a DTC supplement brand with traceable ingredient sourcing, minimalist formulations, and a strong digital brand. Comparable modern DTC subscription model and ingredient transparency messaging, with overlapping wellness consumer demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/vitalproteins
• Xx.com/vitalproteins
• Facebookfacebook.com/vitalproteins
• LinkedInlinkedin.com/company/vital-proteins

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vital Proteins