What Sunday Natural does

Sunday Natural Products GmbH is a German direct-to-consumer e-commerce company, founded in 2013 and headquartered in Berlin, that develops and sells a catalog of more than 1,500 premium organic and plant-based dietary supplements, vitamins, minerals, superfoods, essential oils, teas, and natural cosmetics. The company sources raw materials directly from over 200 sustainable farms and producers across more than 40 countries and operates localized online storefronts in 13 European markets (Germany, France, Austria, Netherlands, Italy, Poland, the United Kingdom, Spain, Sweden, Denmark, and the Czech Republic), with additional presence in Vietnam via marketplace platforms (Lazada, Shopee, TikTok Shop, Kids Plaza) and physical retail through Con Cung.

The product platform is anchored by proprietary quality and delivery technologies, including the registered True Clean Label® standard, liposomal delivery formulations, tripeptide-based collagen signaling (SunGlow Luxe), and a SUNVITA® line of fermented botanicals (Ashwagandha, Curcuma, Ginseng, and others). The portfolio spans an Essentials Multi all-in-one multivitamin line, targeted premium complexes (Magnesium Ultra, B-Vitamine Ultra, Vitamin C Ultra), an extensive Omega-3 range, probiotics, medicinal mushrooms, adaptogens, a sports line listed on the Kölner Liste for doping compliance, and curated Favourite Boxes bundles.

Sunday Natural generates revenue primarily through one-time D2C e-commerce purchases, supplemented by retail and marketplace distribution, a dedicated B2B practitioner/therapist program, and recurring content-driven engagement via the Sunday Academy, podcast, and educational e-books. Pricing is publicly disclosed unit pricing across SKUs, with premium positioning (e.g., €28.90-29.90 for premium multivitamin SKUs). In January 2024 the company closed a $875.6 million late-stage funding round led by CVC Capital Partners, signaling institutional backing to support continued European market depth and international expansion beyond the D2C core.

Name

Sunday Natural

Legal name

Sunday Natural Products GmbH

Website

https://sunday.de

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Sunday Natural is a Berlin-based D2C e-commerce company selling 1,500+ premium organic dietary supplements, vitamins, and natural health products across 13 European countries and Vietnam, serving health-conscious consumers and healthcare practitioners via its True Clean Label quality standard and proprietary liposomal and tripeptide delivery technologies.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE), Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Dietary supplements
• Natural vitamins
• Multivitamin complexes
• Essential oils aromatherapy
• Superfood nutrition

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Sunday Natural operates its owned online storefront (sunday.de and localized country domains) selling supplements, vitamins, superfoods, aromatherapy, and teas directly to consumers. Revenue is generated through one-time purchases and repeat orders across a catalog of over 1,500 products.
2. Retail & Marketplace Distribution: Products sold through third-party retail chains (Con Cung in Vietnam) and marketplace platforms (Lazada, Shopee, TikTok Shop, Kids Plaza), generating revenue through wholesale or consignment arrangements.
3. Practitioner/Therapist B2B Channel: Dedicated program for healthcare practitioners (therapists, naturopaths, doctors) including product development partnerships, suggesting a B2B revenue stream through professional/clinical recommendations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Sunday Natural Products GmbH develops, sources, and retails a 1,500+ SKU catalog of premium organic dietary supplements, vitamins, minerals, herbal extracts, medicinal mushrooms, probiotics, amino acid complexes, essential oils, superfoods, and natural cosmetics under its own brand. Sales are conducted through a direct-to-consumer e-commerce platform at sunday.de plus 12 additional European country storefronts, complemented by a B2B practitioner channel and physical/marketplace distribution in Vietnam.

Product overview

Sunday Natural is a German e-commerce platform offering over 1,500 premium dietary supplements, vitamins, minerals, and health products. The core portfolio consists of the Essentials Multi line (All in One, Complete multivitamins) as the foundational daily nutrition offering, complemented by specialized supplements including Omega 3, Magnesium, B-Vitamins, and Vitamin C Ultra. The company provides targeted health solutions through Probiotika/Darmkulturen for digestive health, Vitalpilze (medicinal mushrooms) for immune support, and Adaptogene for stress management. SunGlow collagen products represent their premium beauty-from-within line. The product ecosystem extends to aromatherapy (80+ essential oils), functional beverages (premium teas and Matcha), superfoods, sports nutrition (Kölner Liste certified), natural cosmetics, and curated Favourite Boxes bundles. Raw materials are sourced from over 200 sustainable farms across 40+ countries, with products emphasizing natural purity, bioactivity, and the True Clean Label standard.

Differentiator

Problem solved

Functional benefit

Brands

• SunGlow: Collagen product line featuring Tripeptid-Technologie for skin and anti-aging benefits.
• Sunvita
• True Clean Label

Products and services

• Essentials Multi (All in One) Premium all-in-one multivitamin complex positioned as the flagship daily nutritional foundation for health-conscious consumers.
• SunGlow Collagen (Luxe & Pure) Collagen supplement line using tripeptide-based technology, available in Luxe and Pure variants for skin, hair, and connective tissue support.
• Vitamin D3 K2 MK7 Vitamin D3 combined with Vitamin K2 in MK7 form, marketed for bone health and immune support.
• Omega 3 Products Premium omega-3 fatty acid supplement line positioned for cardiovascular, cognitive, and inflammatory health.
• Magnesium Ultra High-dose magnesium supplement in multiple formats for muscle, nerve, and sleep support.
• B-Vitamine Ultra Full-spectrum B-vitamin complex for energy metabolism, nervous system, and cellular function.
• Vitamin C Ultra High-purity Vitamin C supplement, including liposomal formats, for immune and antioxidant support.
• Probiotika & Darmkulturen (Probiotics) Probiotic strains and gut-flora supplements for digestive and microbiome health.
• Vitalpilze (Medicinal Mushrooms) Medicinal mushroom supplements (e.g., Reishi, Lion's Mane, Cordyceps) for immunity, cognition, and vitality.
• Ätherische Öle (Essential Oils) Pure, single-origin and blended essential oils for aromatherapy, topical use, and wellness rituals.
• Superfoods & Gewürze (Superfoods & Spices) Organic superfoods (e.g., spirulina, chlorella, berries, roots) and culinary spices for nutrient-dense diets.
• Tee & Matcha (Tea & Matcha) Premium loose-leaf teas and ceremonial-grade matcha for daily consumption and antioxidant support.
• Aminosäuren Komplexe (Amino Acid Complexes) Amino acid complexes for muscle recovery, sleep, mood, and protein synthesis support.
• Sport & Fitness Line Sport and fitness supplements including plant-based protein, performance, and recovery formulations for athletes.
• Beauty & Naturkosmetik (Natural Cosmetics) Natural cosmetics and beauty supplements (skin, hair, nails) using organic and clean-label formulations.
• Favourite Boxes (Starter Sets) Curated bundles of best-selling supplements designed as starter sets for new customers and gifting.
• Adaptogene & Pflanzenextrakte (Adaptogens and Plant Extracts) Adaptogenic herbs and plant extracts (e.g., ashwagandha, rhodiola, holy basil) for stress resilience and balance.
• Kräuterfermente (Fermented Herbs) Fermented herbal preparations designed to enhance bioavailability and digestive tolerance of plant compounds.
• Diagnostik & Drogerie (Diagnostics and Drugstore) Home diagnostics and drugstore-adjacent wellness products for self-monitoring and daily health routines.
• Filler-Sets (Practitioner Refill Sets) Bulk refill sets of best-selling supplements, available through the practitioner B2B portal for clinical dispensing.

Quantifiable outcome

• Sunday Natural was recognized as a Top Longevity Brand in the New Zapiens Awards 2024, based on verified customer reviews emphasizing trust and product quality.
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Con CungcoreChannel Partner/ Reseller/ Distributor · 30 October 2024Con Cung, a leading mother and child retail chain in Vietnam, distributes Sunday Natural's German-made Vitamin D3 K2 MK7 supplement for infants and young children. This partnership marks Sunday Natural's expansion from online-only presence in Vietnam to physical retail, following its January 2024 launch on marketplace platforms. The product received licensing approval from Vietnam's Ministry of Health Department of Food Safety and Hygiene.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• nu3: Berlin-based D2C nutrition and supplements retailer offering vitamins, superfoods, and functional foods with localized European storefronts — directly comparable business model, geography, and product mix to Sunday Natural.
• Foodspring: Berlin-based premium sports nutrition and functional food D2C brand (owned by Mars) — comparable German-anchored D2C supplements operator with similar premium positioning, content-led marketing, and European distribution.
• MyProtein: Large UK-based D2C sports nutrition and supplement retailer (owned by THG) — directly comparable in D2C supplements model, broad European localization, and premium/performance positioning.
• iHerb: US-headquartered global online retailer of vitamins, supplements, and natural products — directly comparable D2C supplements platform with international shipping, broad SKU range, and practitioner-grade assortment.
• Athletic Greens (AG1): Premium D2C daily-nutrition brand built around an all-in-one 'greens' formulation — directly comparable premium positioning, science-led marketing, and European expansion trajectory.
• Ritual: US-based premium DTC vitamin brand known for transparent ingredient sourcing and clean-label formulations — closely comparable premium positioning, clean-label narrative, and bioavailable-formulation strategy.
• Bodylab24 (Bodylab): Hamburg-based D2C supplements and sports nutrition retailer with broad vitamin and mineral catalog — comparable German D2C supplement operator with similar category breadth and price-point positioning.
• Vitafy (Vit4ever): German D2C vitamin and supplement brand focused on high-dose and pure formulations — comparable European D2C supplement operator with similar premium-purity positioning.

Broad incumbents

• Nestlé Health Science: Global health and nutrition subsidiary of Nestlé with broad portfolio of vitamins, supplements, and medical nutrition — comparable in product categories served but operates at vastly larger scale across multiple channels and brands.

Emerging players

• Care/of: US-based DTC personalized vitamin company — comparable in D2C premium supplement positioning, science-led content marketing, and direct-to-consumer subscription model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/sunday_natural
• Facebookfacebook.com/SundayDE
• LinkedInlinkedin.com/company/sunday-natural-products-gmbh
• Instagraminstagram.com/sunday_natural

Revenue estimate

Valuation estimate

Number of profiles

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 Sunday Natural