What Ancient + Brave does

Ancient + Brave is a UK-based wellness and nutrition supplement company founded in 2017 and headquartered in Maresfield, United Kingdom. The company develops and sells clinically researched, clean-label collagen peptides (True, Wild, and Noble variants, plus a vegan Radiant Collagyn), a portfolio of functional supplements (creatine, omegas, magnesium, ashwagandha, hydration, nightcap, MCT oil, and gut health), mushroom and botanical tinctures, and ritual-style blended products (Coffee + Collagen, Cacao + Collagen, Matcha + Collagen, Cacao + Chaga). The technology stack centers on ingredient selection and bioavailability engineering rather than proprietary platforms, with formulation-level differentiators such as specialized molecular weights for collagen and a triple-action prebiotic/postbiotic/barrier gut-health system in True Biome.

The business model is primarily direct-to-consumer e-commerce with international shipping to more than 25 countries across Europe, North America, the Middle East, and Asia Pacific, layered with a subscription program offering 20% off the first three orders and 10% thereafter. A wholesale/B2B channel distributes product through retail and partner stores, and experiential pop-up activations (most recently the 'Live Bravely' Venice, California debut in January-February 2026) serve as brand-building touchpoints. Unit prices range from approximately £17.60 to £52.00, with curated bundles (such as Davina's Ritual) supporting higher average order values.

Customer segments span health-conscious consumers seeking preventive nutrition, women navigating perimenopause and menopause, and athletes and fitness enthusiasts focused on recovery and joint health. Marketing is driven by celebrity and influencer ambassadors including Davina McCall, Caroline Hirons, Dame Kelly Holmes, and Joe Marler, supplemented by the 'Sisters of Defiance' podcast partnership with Illuminaunty Productions and Anita Rani. The company is B Corp certified, a member of 1% for the Planet, and holds MSC and Vegan Society certifications on relevant products. Ancient + Brave has served over 400,000 customers, reported revenue growth exceeding 700%, and raised £7 million from Piper in October 2023 to support UK and European expansion.

Name

Ancient + Brave

Legal name

Ancient + Brave

Website

https://ancientandbrave.earth

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Ancient + Brave is a UK-based wellness brand founded in 2017 that develops and sells direct-to-consumer collagen peptides, functional supplements, mushroom tinctures, and blended wellness rituals, serving health-conscious consumers, women in menopause, and athletes across 30+ countries.

Ownership category

akta.pro rank

Product category

Health Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

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

akta.pro secondary industries

Probiotics & Digestive Health Supplements (CRADAGAF), Fortification Ingredients (Vitamins, Minerals, Nutrient Premixes) (CRADAOAM)

Keywords

• Collagen supplements
• Wellness supplements
• Functional nutrition
• Mushroom tinctures
• Clean label supplements

Headquarters

HQ city

Maresfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer sales of collagen supplements and wellness products through the company's e-commerce platform. Products include True Collagen, Wild Collagen, Noble Collagen, and various mushroom and botanical supplements.
2. Subscription Revenue: Recurring subscription model offering 20% off first three orders and 10% off thereafter, encouraging customer retention and predictable recurring revenue.
3. Wholesale/B2B: Business-to-business wholesale channel distributing products to other retailers and partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ancient + Brave manufactures and sells a direct-to-consumer line of premium health supplements anchored by collagen peptides (bovine, marine, and vegan formats) and complemented by functional supplements targeting gut health, energy, sleep, hydration, stress resilience, and skin. Products are formulated with clinically researched ingredients, clean-label principles, and third-party certifications (B Corp, Vegan Society, MSC), sold primarily through the company's e-commerce website with a subscription program and supplemented by wholesale distribution.

Product overview

Ancient + Brave is a UK-based wellness brand offering a comprehensive portfolio of health supplements organized into four core categories: Collagen Products (True Collagen, Wild Collagen, Noble Collagen, Radiant Collagyn), Functional Supplements (True Creatine+, True Biome, True Omegas+, True Magnesium+, True Ashwagandha, True Hydration, True Nightcap, True MCT Oil, True Skin Alchemy, Brave Ancestral Protein), Brave Blends (Coffee + Collagen, Cacao + Collagen, Matcha + Collagen, Cacao + Chaga), and Mushroom Tinctures (Brave Glow, Brave Clarity, Brave Immunity). The product line centers on scientifically formulated, clinically researched supplements using natural and science-led methods, with a focus on sustainable and ethical sourcing. Products are available in multiple formats (powder, capsules, sachets, pouches) and the company offers a subscription service with 20% off for recurring orders. The portfolio is anchored by collagen peptides (bovine, marine, and vegan alternatives) with complementary functional supplements targeting gut health, skin, energy, sleep, and cognitive function.

Differentiator

Problem solved

Functional benefit

Brands

• Made By Brave Foundation: Established to support meaningful social and environmental causes that help to empower women across the world and protect the planet

Products and services

• True Collagen 100% bovine hydrolysed collagen peptides (Type I) clinically proven formula for skin, joint, and whole-body health. Available in powder, sachet, and pouch formats. Supports skin hydration, elasticity, and collagen renewal. Priced £25.60-£32.00.
• Wild Collagen 100% marine hydrolysed collagen peptides (Type I) from MSC-certified wild-caught fish. Clinically proven to support skin, joint, and whole-body health. Available in powder, sachet, and pouch formats. Priced £27.20-£34.00.
• Noble Collagen Type II collagen supplement in capsule format targeted for joint health. Enhanced with Vitamin C, Manganese, and Boswellia Serrata. Provides targeted daily joint support. Priced £31.20-£39.00.
• Radiant Collagyn (Vegan) Vegan collagen support formula with collagen-specific amino acids, botanical extracts, Vitamin C, and Biotin to support glowing skin and normal collagen renewal.
• True Creatine+ Expertly formulated creatine blend enhanced with taurine, Vitamin D, and Magnesium. Supports energy, muscles, bone, and cognitive health. Available in powder, sachet, and pouch formats. Vegan certified.
• True Biome Next-generation gut health supplement with triple-action approach combining prebiotics, postbiotics, and gut barrier support. Features partially hydrolyzed guar gum, L-glutamine, and HK L-137 heat-killed postbiotic. Low FODMAP certified. Vegan.
• True Omegas+ Plant-based omega 3 and omega 7 formula supporting whole-body health. Advanced formula for nourishing the body. Vegan certified.
• True Magnesium+ Triple-magnesium blend (60 capsules) utilizing three bioavailable forms of magnesium for energy, focus, and mood. Reduces fatigue, soothes body and mind. Highly bioavailable and gentle on digestion. Vegan certified.
• True Ashwagandha Adaptogenic supplement featuring KSM-66 Full Spectrum Ashwagandha (600mg per serving, 60 capsules). Traditionally used to help restore balance, reduce stress, and support sleep. Vegan certified.
• True Hydration Advanced electrolyte formula inspired by natural electrolytes found in coconut water. Designed for rapid rehydration with mineral support for energy, clarity, and recovery. Available in powder, sachet, and pouch formats. Vegan certified.
• True Nightcap Sleep support supplement designed to promote rejuvenating restful sleep. Features curated selection of targeted nutrients for optimal rest. Vegan certified.
• True MCT Oil Clean, fast fuel from ethically sourced coconut oil (no palm oil). Balanced blend of 60% C8 (caprylic acid) and 40% C10 (capric acid) for mental clarity and energy. Neutral taste, available in powder sachets. Vegan certified.
• True Skin Alchemy Advanced ingestible skincare ritual formulated with clinically studied ingredients working in harmony to hydrate, protect, and defend the skin from within. Vegan.
• Brave Ancestral Protein Whole-food protein powder inspired by ancestral nutrition. Features grass-fed beef isolate with collagen peptides and cacao. Supports everyday strength and vitality with 22g protein per serving.
• Brave Glow Mushroom and botanical tincture for skin radiance. Contains skin-loving mushrooms, botanicals, and pro-collagen Vitamin C to illuminate glow from the inside out.
• Brave Clarity Potent tincture of mushrooms, herbs, and vitamins to sharpen focus and presence. Functional mushroom blend with organic botanicals and essential nutrients for mental clarity.
• Brave Immunity Powerful mushroom and botanical tincture crafted to support immune resilience and seasonal defence.
• Coffee + Collagen Organic Brazilian Santos coffee blended with hydrolysed collagen peptides and adaptogenic ashwagandha. Finely ground, deliciously indulgent coffee for daily nourishment.
• Cacao + Collagen Luxury raw South American cacao blended with hydrolysed bovine collagen peptides. Nutrient-dense chocolatey formula to nourish skin from within with adaptogenic balance for mind.
• Matcha + Collagen Ceremonial grade matcha powder paired with True Collagen peptides and pure organic Lion's Mane mushroom. Supports clear mind and nourishes skin from within.
• Cacao + Chaga Plant-powered blend of Raw Cacao and adaptogenic Chaga mushroom. Delivers antioxidants and immune support, creating a grounding restorative ritual. Contains 1500mg Chaga per serving. Vegan certified.
• Subscription Service Subscription program offering 20% off first three orders and 10% off subsequent orders, with free UK shipping, exclusive free gifts (Ritual Scoop, Tote Bag, Selection of Sachets, Journal), and ability to skip, swap, or cancel anytime. Available across all core products.

Quantifiable outcome

• Over 400,000 customers served in the UK market
• +1 more outcomes

Named customers5 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

Integration5 records

Feature3 records

Partnerships

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

• 1% for the PlanetcoreOthersEnvironmental membership organization where members commit to giving 1% of annual sales to approved environmental charities. Demonstrates company's commitment to sustainability beyond just product formulation.
• Made By Brave FoundationminorOthersInternal company foundation focused on charitable giving and community support, aligned with the brand's B Corp values.
• Davina McCallflagshipGTM or Marketing PartnerHigh-profile TV presenter and wellness advocate serving as brand ambassador, particularly for menopause support product positioning. Her endorsement significantly enhances brand visibility and credibility.
• Illuminaunty ProductionscoreStrategic or Co-development PartnerProduction company led by Anita Rani, co-producing the Sisters of Defiance podcast. Strategic content partnership for brand storytelling and wellness education through multimedia.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Vital Proteins: The category-defining collagen peptides and ingestible wellness brand, now owned by Nestlé Health Science. Directly comparable on product mix (marine, bovine, vegan collagen), DTC model, and premium positioning; the dominant share-of-voice competitor.
• Sports Research: Direct-to-consumer collagen peptides and functional supplements brand with overlapping SKUs (collagen, creatine, omegas, magnesium). Comparable on formulation philosophy, clean-label positioning, and Amazon-led distribution strategy.
• Moon Juice: Premium ingestible wellness brand built around adaptogens, functional mushrooms, and beauty-from-within formulations. Closely mirrors Ancient + Brave on price point, brand aesthetic, and the Brave Blends / tincture category mix.
• The Beauty Chef: Australia-based ingestible beauty and gut health brand with collagen and protein blends. Comparable on the beauty-meets-wellness positioning, female-founder narrative, and emphasis on bioavailable, science-backed formulations.
• Bulletproof: Premium performance and wellness brand offering collagen protein, MCT oil, and functional supplements. Highly comparable product overlap (True MCT Oil directly parallels Bulletproof's MCT lineup) and premium DTC positioning.
• Further Food: DTC collagen peptides and superfood supplements brand with similar clean-label, science-backed formulation philosophy. Comparable on customer demographic (women, 30+) and subscription-first commerce model.
• Organifi: Plant-based superfood and adaptogen supplement brand selling juices, powders, and mushroom blends. Direct overlap on the functional mushroom and botanical tincture category, with a comparable subscription-driven DTC model.
• Care/of: Personalized DTC vitamin and supplement brand with quiz-based product recommendation (mirroring Ancient + Brave's Health Goals Quiz). Comparable on digital-first customer journey, B Corp ethos, and millennial target demographic.
• Ritual: DTC vitamins and supplements brand with traceable, clean-label formulations and a clinically-backed positioning. Comparable on subscription commerce, premium pricing, and third-party tested value proposition.
• HUM Nutrition: Beauty-from-within ingestible supplement brand with personalized nutritionist consultations. Comparable on the ingestible skincare category (parallel to True Skin Alchemy), DTC model, and female-focused wellness positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ancientandbrave
• LinkedInlinkedin.com/company/ancientandbrave
• Instagraminstagram.com/ancientandbrave
• Pinterestpinterest.co.uk/ancientandbrave

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Ancient + Brave