What Feel does

Feel (Feel Holdings Limited) is a London-based direct-to-consumer nutritional supplements company founded in 2019 that develops and sells premium, science-backed, vegan supplements targeting primarily female wellness consumers. The company positions itself as a science-first formulation house with patented and branded ingredients at clinical doses, including VeCollal® (the world's first vegan collagen biomimetic with 112 Dalton molecule size enabling 4-50x higher absorption than marine/bovine collagen), a proprietary GLP-1 blend (published in the Journal of Obesity & Weight Loss Therapy with up to ~4.7x higher GLP-1 response vs control), SOD B Dimpless® for anti-cellulite applications, and a stack of branded actives such as SoyLife®, Keranat™, Affron®, KSM-66® Ashwagandha, and multi-strain probiotics.

The product portfolio spans around 16 SKUs across four functional pillars: beauty-from-within (Pro Collagen in powder, gel, and Type 2 joint formats; Beauty Gummies; Beauty Probiotic+); metabolic and weight management (Pro Metabolic GLP-1 formula); menopause and hormonal health (Pro Menopause with phytoestrogens and SoyLife®); and foundational wellness (Multivitamin, Hair Loss Support with Keranat™, Daily Biotic, Vegan Omega 3, Ashwagandha + Mushroom Complex, Natural Magnesium + Calcium, V-Health, Pro Turmeric, Smooth Skin anti-cellulite, Digestion). Products are excipient-free, vegan, gluten-free, non-GMO, and packaged in 95% plant-derived plastic-free materials.

Feel operates a direct-to-consumer e-commerce model with a subscription-first architecture offering flexible delivery cadences (weekly to every 12 weeks), tiered bundle discounts (10-25% off for 2-5+ items), and free shipping above $75. International expansion covers the US, UK, EU, GCC (UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, Oman), and Scandinavia (Denmark, Norway, Sweden) with localized multi-currency pricing. Distribution is exclusively through the company's own storefront with no third-party retail or marketplace presence. The company has accumulated 20,531 verified customer reviews (4.6 rating), 200+ nutritionist endorsements, and 21 industry awards spanning 2023-2025. A planned expansion into peptide-based products under the 'Feel Peptides' brand with membership pricing of $200-$400 annually is scheduled for Q1 2027, supported by a $3 million oversubscribed seed round led by Sugar Capital in May 2026.

Name

Feel

Legal name

Feel Holdings Limited

Website

https://wearefeel.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Feel is a London-based direct-to-consumer nutritional supplements company founded in 2019 that develops and sells premium, science-backed, vegan supplements targeting primarily female wellness consumers across beauty-from-within, metabolic, menopause, and foundational health categories, sold through a subscription-first e-commerce model spanning the US, UK, EU, GCC, and Scandinavia markets.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

Keywords

• Nutritional supplements
• Vegan collagen
• Weight management supplements
• Menopause support supplements
• Direct-to-consumer wellness

Headquarters

HQ city

London

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. Direct Product Sales: Primary revenue from direct-to-consumer sales of wellness supplements through the company's e-commerce platform. Products sold as one-time purchases or subscription orders with tiered pricing and bundle discounts.
2. Subscription Revenue: Recurring subscription model offering flexible delivery frequencies (weekly to every 12 weeks), bundle discounts (10-25% off for 2-5+ items), and subscriber benefits including free gifts and reward points.
3. Membership Program: Planned personalized membership model launching Q1 with annual fees between $200 and $400, offering elevated branding and accessibility to peptide products.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Feel is a premium nutritional supplements brand that develops and sells clinically formulated, vegan, excipient-free wellness products directly to consumers through its own e-commerce storefront. The product range covers weight management (Pro Metabolic with a proprietary GLP-1 blend), skin/collagen (Pro Collagen with VeCollal®), menopause support, hair loss, anti-cellulite (Smooth Skin), joint and bone support, gut health, vitamins and foundational wellness, sold primarily on a subscription basis with bundle discounts.

Product overview

Feel is a premium wellness supplement brand offering a comprehensive portfolio of science-backed nutritional products. The core offering includes the Pro line (Pro Metabolic for weight management through GLP-1 support, Pro Collagen as the world's first vegan collagen with multiple formats including powders and gels, Pro Collagen Type 2 for Joints, Pro Menopause, Pro Turmeric) alongside foundational supplements (Multivitamin, Hair Loss Support, Daily Biotic, Omega 3), beauty products (Smooth Skin/Anti-Cellulite as Europe's first anti-cellulite supplement, Beauty Gummies, Beauty Probiotic+), specialized formulations (Ashwagandha + Mushroom Complex for stress, Natural Magnesium + Calcium, V-Health, Digestion support). Products are sold primarily through subscription with bundle savings, emphasizing clinical dosing, patented ingredients, and plastic-free packaging. The company recently expanded into peptide-based wellness products with Feel Peptides.

Differentiator

Problem solved

Functional benefit

Brands

• Pro Metabolic: Next-generation GLP-1 and satiety hormone support formula for appetite control and metabolic health.
• Pro Collagen
• Pro Menopause
• Hair Loss Support
• Smooth Skin
• V-Health

Products and services

• Pro Metabolic Next-generation weight management formula that stimulates the body's natural GLP-1 and Peptide YY secretion to manage appetite, curb cravings, and support metabolic health; clinically validated and published in the Journal of Obesity & Weight Loss Therapy. Designed for adult consumers seeking science-backed natural weight management.
• Pro Collagen World's first vegan collagen supplement with VeCollal®, clinically shown to reduce wrinkles by 32.9% in 8 weeks, increase collagen production by 135%, and improve skin elasticity. Supports anti-aging, skin hydration, hair and nail growth in adults seeking beauty-from-within results.
• Pro Collagen Gel Vegan collagen in convenient liquid gel sachets in Watermelon, Tropical, and Cherry flavors providing anti-wrinkle support, skin elasticity, and hair/nail growth benefits for adult consumers.
• Pro Collagen Type 2 for Joints World's first vegan Type 2 collagen for joints, bio-identical to human Type 2 collagen, reducing joint discomfort and improving mobility and flexibility; marketed in Mango Vanilla and Watermelon flavors for adults with joint concerns.
• Hair Loss Support Clinically proven hair supplement with Keranat™ proprietary millet oil complex and biotin, designed to reduce hair loss, restore the natural hair growth cycle, and strengthen hair from root to tip; targets adults experiencing hair thinning or hair loss.
• Essential Multivitamin Premium multivitamin with 32 clinically-backed ingredients providing 100 health benefits for energy, skin, mood and immunity across 60 capsules (30 servings); for adults seeking comprehensive daily nutritional support.
• Pro Menopause Award-winning natural menopause support formula combining 7 types of phytoestrogens, SoyLife (Genistein and Daidzein, 35 clinical studies, 3,000 participants), Red Clover Isoflavones and B vitamins; for women seeking a non-HRT approach to menopause symptom relief.
• Menopause Support Standard menopause supplement from Feel combining phytoestrogens and SoyLife to support women through all stages of menopause; marketed at a $34.95 subscription price point as the UK's most reviewed menopause supplement.
• Smooth Skin (Anti-Cellulite) Europe's first clinically proven anti-cellulite supplement using SOD B Dimpless® delivered in capsule-in-capsule technology with evening primrose and borage oils; clinically shown to reduce appearance of cellulite by up to 12% in 56 days and reduce skin folds by 28% within 90 days. Targeted at adult women seeking topical-grade skin smoothing results from an oral supplement.
• Beauty Gummies Clinically proven gummy supplements enriched with Hyaluronic Acid to replump and repair skin, containing Careflow for collagen breakdown prevention plus Biotin and Selenium for hair, skin and nail support in adults.
• Beauty Probiotic+ Anti-aging ingestible beauty supplement combining Hyaluronic Acid, skin-hydrating antioxidants, and probiotics to support the gut-skin axis, delay signs of aging, reduce oxidative damage and target fine lines and wrinkles in adult consumers.
• Omega 3 (Vegan) Vegan algae-sourced Omega 3 supplement (Schizochytrium sp.) for brain function, cardiovascular health, vision and eye health; targets consumers seeking sustainable, plant-based Omega 3 alternatives to fish oil.
• Ashwagandha + Mushroom Complex Adaptogenic stress and mood support supplement formulated with Affron® saffron extract, KSM-66® Ashwagandha, mushrooms, botanicals, and B vitamins to support mental performance, memory, cognition, and relaxation in adults.
• Daily Biotic Multi-strain synbiotic combining 14 patented probiotic cultures and soluble prebiotic fiber with 10 billion CFU of live acid-resistant bacteria strains for gut health, immune support and brain function in adults.
• Natural Magnesium + Calcium Bioavailable natural marine magnesium and calcium complex from Aquamin for relaxation, sleep, recovery, nerve function and bone health, backed by 40+ peer-reviewed publications; targeted at adults with bone, sleep or recovery needs.
• V-Health Oral supplement containing D-Mannose, Uva Ursi, Cranberry extract, evidence-based botanicals, and two targeted live-bacterial cultures to support against recurrent UTIs and restore vaginal flora in women.
• Pro Turmeric Joint and inflammation support supplement featuring Longvida Optimized Curcumin Extract with Boswellia Serrata, Bamboo Extract and Quercetin for joint comfort, cartilage function and protection against oxidative stress in adults.
• Digestion Digestive support supplement providing relief from bloating, indigestion and food intolerances through protease, amylase, lipase, lactase, and herbal extracts (artichoke, fennel, gentian, ginger, peppermint); targeted at adults with digestive complaints.

Quantifiable outcome

• 135% increase in collagen production with VeCollal® vegan collagen
• +6 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AG1 (Athletic Greens): Premium daily greens and supplement subscription brand with science-first branding and heavy influencer marketing. Comparable scale, channel mix, and premium positioning to Feel.
• Ritual: Premium DTC multivitamin and supplement brand with science-backed positioning, traceable ingredients, and a subscription model — closely comparable to Feel's core value proposition and target demographic of health-conscious women.
• Seed Health: Premium synbiotic/probiotic DTC brand with patented strains and clinical evidence — closely comparable to Feel's Daily Biotic and Beauty Probiotic+ positioning.
• The Nue Co. Premium wellness supplements and beauty-from-within products with science-led branding. Direct overlap with Feel's aesthetic, ingredient sourcing approach, and price points.
• Care/of: Personalized vitamin DTC brand with subscription model. Comparable in GTM motion, target demographic, and reliance on ingredient transparency to justify premium pricing.
• Bonafide Health: Clinically studied women's health supplements with a focus on menopause and hormonal support. Direct competitor to Feel's Pro Menopause line.
• O Positiv: Women's wellness supplement brand with strong menopause and hormonal health positioning. Directly competes with Feel's Pro Menopause and weight-management lines via a similar premium DTC model.
• HUM Nutrition: Beauty-from-within supplement brand sold DTC with a focus on skin, hair, and nails. Direct overlap with Feel's Pro Collagen, Beauty Gummies, and Smooth Skin lines.
• Moon Juice: Premium adaptogenic and beauty-supplement brand with strong celebrity and influencer following. Comparable in pricing, branding, and target demographic of wellness-oriented women.

Broad incumbents

• Olly (Unilever): Mass-market gummy and capsule supplement brand owned by Unilever. Competes in the same functional supplement categories as Feel but at lower price points with broader retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wearefeel
• TikToktiktok.com/@wearefeel
• Xx.com/wearefeel_

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors6 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 Feel