What Persona does

Persona, operated by VitaminPacks, Inc. and headquartered in Snoqualmie, Washington, is a personalized nutrition subscription service that designs daily vitamin packs around individual health goals, medications, lifestyle, and life stage. The core product flow begins with a conversational online assessment covering age, biological sex, health priorities, medications, and allergies; a proprietary algorithm then generates a candidate plan that is reviewed and refined by a certified nutritionist before shipment. Every plan is screened against a database of more than 4,000 drug-nutrient interactions, providing a clinical safety layer that the company positions as a primary differentiator against generic supplement subscriptions. Persona distributes primarily through direct-to-consumer e-commerce via personanutrition.com and native iOS/Android mobile apps, with a catalogue of more than 60 individual supplements and free unlimited 1:1 nutritionist consultations included with every subscription. Customers are billed monthly on a recurring basis with the ability to skip, pause, or cancel at any time, and subscription pricing is customized to the contents of each individual's plan.

The company operates two additional revenue surfaces beyond the core DTC subscription. In November 2024, Persona launched a B2B white label platform that enables partner brands to offer personalized nutrition subscriptions using Persona's assessment, algorithms, drug-nutrient interaction checking, nutritionist network, supplements, design services, and back-end subscription infrastructure with no upfront investment required from partners. In January 2026, Persona launched vyv as a sub-brand targeting women aged 20-30 at a price point starting at approximately $3 per day. Persona also distributes through select channel partners including the Aeroplan eStore and a med spa partnership with BabyFace in Scottsdale, Arizona, and integrates third-party brands such as Thorne HealthTech into its supplement marketplace.

Persona's largest commercial and ownership event is the December 2024 majority acquisition by Nestle Health Science, which provides strategic capital and operational resources while the brand continues to operate independently. The company was founded in 2017, employs 11-50 people, is incorporated in Delaware, and serves US customers only with international shipping explicitly unavailable. The company reports more than 5 million cumulative customers served and over 10,000 Trustpilot reviews with a 4.4 star rating.

Name

Persona

Legal name

VitaminPacks, Inc.

Website

https://personanutrition.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Persona operates a personalized nutrition subscription service that designs daily vitamin packs through a proprietary assessment algorithm combined with certified nutritionist review and 4,000+ drug-nutrient interaction screening. It serves health-conscious US consumers, individuals on medications, and B2B partner brands via a white label platform.

Ownership category

akta.pro rank

Product category

Personalized Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Vitamins, Minerals & Supplements (VMS) (HLAIADAN)

Keywords

• Personalized vitamin subscription
• Custom supplement packs
• Drug nutrient screening
• White label nutrition
• Certified nutritionist service

Headquarters

HQ city

Snoqualmie

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Personalized Vitamin Subscription: Automatically recurring monthly subscription service delivering personalized daily vitamin packs every 28 days. Customers are billed on a recurring basis until cancellation. Each shipment contains customized supplements based on individual health assessment and nutritionist review.
2. White Label B2B Platform: B2B white label service enabling other brands to offer personalized nutrition subscriptions. Partner brands receive turnkey solutions including vitamin assessments, proprietary algorithms, drug-nutrient interaction checking, supplements, nutritionists, design services, and back-end subscription management.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Persona sells personalized daily vitamin and supplement packs delivered through a monthly subscription. Customers complete a 5-minute online assessment covering age, biological sex, lifestyle, health goals, medications, and allergies; a proprietary algorithm generates recommendations that are reviewed by certified nutritionists and screened against 4,000+ drug-nutrient interactions before each 28-day shipment. The company also offers a B2B white-label service enabling partner brands to launch their own personalized nutrition subscriptions, and a sub-brand vyv targeted at women ages 20-30.

Product overview

Persona is a personalized nutrition platform offering subscription-based daily vitamin packs customized through an online assessment combined with certified nutritionist consultations. The core offering includes Personalized Vitamin Packs built around individual health goals, medications (with 4,000+ drug-nutrient interactions screened), and lifestyle factors. The platform is complemented by a White Label Service enabling B2B partners to offer similar personalized nutrition programs, and vyv, a sub-brand targeting women ages 20-30. The product portfolio spans over 60 individual supplements including vitamins, minerals, herbal extracts, and specialty nutrients, all third-party tested. Free 1:1 nutritionist consultations are included with every subscription, and a mobile app is available for iOS and Android.

Differentiator

Problem solved

Functional benefit

Brands

• vyv: A personalized vitamin and supplement brand designed for women ages 20 to 30, offering customized daily packs based on a conversational assessment along with access to registered dietitians and nutritionists. Launched in January 2026 as a younger sister brand to Persona Nutrition.

Products and services

• Personalized Vitamin Packs Monthly subscription delivering customized daily supplement packs based on an online assessment and certified nutritionist review, screened against 4,000+ drug-nutrient interactions. Targets health-conscious adults seeking personalized nutrition.
• White Label B2B Service Turnkey B2B solution enabling partner brands to offer personalized nutrition subscriptions using Persona's platform, algorithms, and operational infrastructure without upfront investment.
• vyv Personalized Vitamins Personalized vitamin and supplement sub-brand designed for women ages 20-30, offering customized daily packs based on a conversational assessment with access to registered dietitians and nutritionists.
• Individual Supplements Portfolio Over 60 individual supplement products including vitamins, minerals, herbal extracts, and specialty nutrients such as Acetyl L-Carnitine, Ashwagandha, CoQ10, Omega-3, Vitamin D3, and probiotics, third-party tested and available for customization within personalized packs.

Quantifiable outcome

• Trusted by more than 5 million people
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• BabyFaceminorChannel Partner/ Reseller/ DistributorBabyFace, a med spa in Scottsdale, Arizona, partnered with Persona Nutrition to offer personalized vitamin and supplement packs to their clients. The program includes online assessment, drug-nutrient interaction screening against 4,000+ medications, and access to certified nutritionists including BabyFace's in-house nutritionist Michael Colangelo, MS.
• Vitamin AngelsminorStrategic or Co-development PartnerPersona Nutrition partners with Vitamin Angels to support global access to essential nutrients for vulnerable populations. This charitable partnership extends Persona's social impact beyond direct consumer sales.
• Partner Brands (White Label)coreOEM/ Whitelabel/ Licensing PartnerPersona launched a white label service in November 2024 enabling other brands to enter the personalized nutrition subscription market. Turnkey solutions include vitamin assessments, proprietary algorithms, drug-nutrient interaction checking, supplements, nutritionists, design services, and back-end subscription management. No upfront financial investment or operational teams required from partner brands. Stephanie Vogel appointed VP of Business Development to lead the new unit.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Care/of: Care/of is a direct-to-consumer personalized vitamin subscription service using an online quiz to recommend daily supplement packs. It is the closest direct competitor to Persona, operating the same assessment-led subscription model (acquired by Bayer in 2020).
• Ritual: Ritual is a DTC essential vitamins and supplements brand with a subscription-led model focused on traceability, clinical-grade ingredients, and minimalistic formulations. It overlaps with Persona's health-conscious adult target and premium positioning, though Ritual focuses on a smaller curated product set versus Persona's 60+ SKU portfolio.
• AG1 (Athletic Greens): AG1 is a subscription-based daily nutritional drink competing in the same daily-routine wellness category as Persona's vitamin packs. Both target health-conscious adults seeking simplified, premium-priced nutrition subscriptions with strong brand-driven marketing.
• Viome Life Sciences: Viome offers personalized nutrition recommendations and supplements based on gut microbiome and blood biomarker testing. It competes with Persona in the personalized nutrition subscription space with a more diagnostics-heavy, science-driven positioning.
• HUM Nutrition: HUM Nutrition is a subscription DTC supplement brand offering personalized beauty-from-within and wellness formulations, including direct nutritionist access. It overlaps Persona on the women-focused, personalization-led, subscription supplement model.
• Rootine: Rootine is a DTC personalized vitamin service combining DNA, lifestyle, and blood biomarker data with microbead-based custom formulations. It competes directly with Persona in the assessment-driven, daily-custom-pack subscription category.
• Baze: Baze is a personalized supplement subscription that uses at-home blood testing to drive its daily nutrition packs. It is a direct competitor to Persona on the data-driven, custom-pack subscription model, with a more diagnostic-heavy value proposition.

Emerging players

• Nourished: Nourished uses 3D-printing to produce personalized nutrition gummies based on individual health goals. It is an emerging competitor in the personalized supplement subscription category with a differentiated delivery format that overlaps with Persona's functional format coverage.
• Thorne HealthTech: Thorne is a premium practitioner-grade supplement brand with a strong DTC subscription and telehealth presence. It is both a partner (sold through Persona's marketplace) and a competitor in premium personalized wellness, with overlapping science-led positioning.

Broad incumbents

• Olly (Unilever): Olly is a mass-market wellness supplement brand owned by Unilever, offering gummy and functional supplement formats across broad wellness categories. It is a broad incumbent that overlaps with Persona's functional supplement format category, though it sells standardized products rather than personalized regimens.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/personapacks
• Facebookfacebook.com/PersonaNutrition
• LinkedInlinkedin.com/company/personanutrition
• Instagraminstagram.com/personanutrition

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors4 records

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 Persona