HUM Nutrition
HUM Nutrition is a Los Angeles-based, direct-to-consumer beauty supplement brand selling ~40 SKUs across skin, hair, body, mood, and women's-health categories via subscription e-commerce, Sephora/Nordstrom/Dermstore wholesale, and Amazon, supported by RD Nutritionist consultations and an influencer ambassador program.
- Company typePrivate
- Founded2012
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What HUM Nutrition does
HUM Nutrition is a Los Angeles-based, direct-to-consumer nutritional supplement company founded in 2012 that sells branded ingestible beauty, body, mood, and women's-health products under the HUM brand. Its catalog spans roughly 40 SKUs across capsule, gummy, and fiber formats, with primary categories including Skin (e.g., Red Carpet, Turn Back Time, Collagen Love), Body/GLP-1 (Flatter Me enzyme family, Flatter Me Fiber GLP-1 Booster, Best of Berberine, Daily Cleanse, Gut Instinct), Mood/Sleep (Dream Team Magnesium, Beauty zzZz, Ashwagandha Calm Gummies), Hair/Nails (Hair Strong, Killer Nails), and Women's Health (Fan Club, Hormone Balance, SOS PMS Gummies, Complete Prenatal). Pricing is concentrated in the $27-$35 per bottle range, with the company's most recent growth bet — the GLP-1 Booster line — priced at $30. Underlying technology is conventional supplement formulation rather than a proprietary platform, with third-party certifications (Clean Label Project, Non-GMO Project, Prevented Ocean Plastic) supporting brand claims of clinical testing and ingredient transparency.
The business model combines a subscription-first D2C e-commerce operation on humnutrition.com with selective wholesale distribution through premium beauty retailers (Sephora, Nordstrom, Dermstore), luxury spas, nutritionist offices, and Amazon. Subscribers receive a 30% discount, free samples, loyalty points, and access to in-house registered dietitian consultations — the latter being a customer-facing differentiator versus typical supplement brands. Customer acquisition runs through a quiz-based personalization funnel, a HUMBASSADOR influencer program paying 20% commission on net revenues, content marketing via The Wellnest Blog, and culturally distinctive paid social and out-of-home campaigns (e.g., the 2025 "Cravings? I'm crushin' it" GLP-1 push). The company is led by co-founder and CEO Walter Faulstroh and co-founder and COO Christopher Coleridge, has raised approximately $20 million across 2017 and 2019 rounds, and operates with 11-50 employees and a UK subsidiary (Hum Nutrition (UK) Ltd) supporting limited European market presence.
HUM Nutrition firmographics
Firmographics- Name
- HUM Nutrition
- Legal name
- HUM Nutrition, Inc.
- Website
- https://humnutrition.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HUM Nutrition is a Los Angeles-based, direct-to-consumer beauty supplement brand selling ~40 SKUs across skin, hair, body, mood, and women's-health categories via subscription e-commerce, Sephora/Nordstrom/Dermstore wholesale, and Amazon, supported by RD Nutritionist consultations and an influencer ambassador program.
- Ownership category
- akta.pro rank
HUM Nutrition industry classification
Industry- Product category
- Beauty and Wellness Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industry
- Probiotics & Digestive Health Supplements (CRADAGAF)
Keywords
Where HUM Nutrition is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
HUM Nutrition business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of vitamins, supplements, and beauty nutrition products through humnutrition.com website. One-time purchases and subscription orders. Products include capsules, gummies, and fiber supplements targeting skin, hair, body, and mood categories.
- Subscription Services: Recurring subscription model offering 30% discount on all orders. Automatic renewal with customizable delivery frequency. Subscription customers receive free samples, loyalty points, and ability to pause or switch orders at any time.
- Wholesale Distribution: Wholesale supply to major beauty retailers including Sephora, Nordstrom, and Dermstore. Also available at luxury spas and through nutritionist offices. Revenue generated from bulk product orders to authorized resellers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Flatter Me Fiber GLP-1 Booster - Strawberry Lemon |
| Unit Pricing | Monthly | Best of Berberine |
| Unit Pricing | Monthly | Flatter Me Original |
| Unit Pricing | Monthly | Flatter Me Plus |
| Unit Pricing | Monthly | Private Party Vaginal Probiotic |
| Unit Pricing | Monthly | Daily Cleanse |
| Unit Pricing | Monthly | Dream Team Magnesium |
| Subscription | Monthly | Subscription Discount Tier |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
HUM Nutrition product offering
Product offeringCore offering
HUM Nutrition is a direct-to-consumer beauty nutrition brand that develops, markets, and sells a portfolio of vitamins, minerals, and specialty dietary supplements targeting skin, hair, body (including GLP-1 support), mood, sleep, and women's health. Products are sold primarily through humnutrition.com via one-time purchases and a subscription model (30% subscriber discount), with wholesale distribution through Sephora, Nordstrom, Dermstore, luxury spas, nutritionist offices, and Amazon.
Product overview
HUM Nutrition is a direct-to-consumer nutritional supplement brand offering a comprehensive portfolio of vitamins, minerals, and specialty supplements targeting skin, body, mood, and hair health. The product line is organized around four core health categories: Skin (Red Carpet, Turn Back Time, Mighty Night, Collagen Love, Arctic Repair), Body/GLP-1 (Flatter Me debloating enzyme line, Flatter Me Fiber GLP-1 Booster, Best of Berberine, Daily Cleanse, Gut Instinct), Mood/Sleep (Dream Team Magnesium, Beauty zzZz, Ashwagandha Calm Gummies, Big Chill), and Hair/Nails (Hair Strong, Killer Nails). The brand differentiates through its personalized quiz-based recommendation system, subscription model with 30% savings, and clean ingredient standards. HUM offers both capsule and gummy formats and sells directly through its e-commerce platform, with wholesale distribution through retailers including Sephora and Nordstrom.
Differentiator
Problem solved
Functional benefit
Products and services
- Flatter Me Digestive Enzyme Line (Flatter Me, Extra Strength, Plus, Max)
Quantifiable outcome
- Flatter Me clinically studied to debloat in 30 minutes
- +3 more outcomes
Companies that use HUM Nutrition
Customer profileSegments5 records
Ideal customer profiles2 records
HUM Nutrition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
HUM Nutrition partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- SephoracorePremium beauty retailer carrying HUM Nutrition products in Sephora stores and Sephora.com. Represents key wholesale distribution partnership for mass-market beauty channel reach.
- NordstromcoreDepartment store partnership positioning HUM products in premium retail environment. Targets affluent, beauty-conscious consumers in department store setting.
- DermstorecoreSpecialty dermatology and skincare e-commerce retailer partnership for professional-recommended product positioning.
- DataRepminorGDPR data protection representative appointed for users in European Economic Area and United Kingdom. Provides local representation for EU/UK data subject rights inquiries.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
HUM Nutrition competitors and assessment
Company assessmentDirect peers
- Ritual: Ritual is a direct peer offering personalized essential vitamins and supplements via a D2C subscription model. Both brands target wellness-conscious women with clean-label, clinically-backed formulations and quiz-based personalization, and both are listed together in personalized supplement subscription market analyses.
- OLLY: OLLY is a direct peer in the gummy vitamin and beauty/wellness supplement category with mass-retail distribution. Both HUM and OLLY compete in sleep, beauty, and stress supplements and are listed together in sleep supplements market analyses.
- Vital Proteins: Vital Proteins is a direct peer in collagen, beauty-from-within, and ingestible wellness supplements. Both brands are listed together in US beauty drinks and beauty supplements industry reports and target overlapping beauty-conscious consumers.
- Seed: Seed is a direct peer in the D2C subscription probiotics and digestive health category. Both brands offer clinically-backed microbiome products with a science-led brand voice and are listed together in the supplement subscription service market.
- Care/of: Care/of is a direct peer offering personalized daily vitamin packs via a D2C quiz-based subscription. Both brands compete head-to-head in personalized supplement subscription with similar target customer profiles and free expert recommendation offerings.
- Moon Juice: Moon Juice is a direct peer in the beauty-from-within and adaptogenic supplement category targeting wellness-oriented women. Both brands offer premium-priced ingestible beauty, sleep, and mood supplements with a lifestyle-brand aesthetic.
- Nutrafol: Nutrafol is a direct peer in clinically-backed hair growth and hair health supplements. Both brands target the 'hair wellness' consumer with science-positioned formulations and HUM is profiled alongside Nutrafol in hair supplements market analyses.
- Sakara Life: Sakara Life is a direct peer in the premium beauty-nutrition and ingestible wellness space. Both brands combine supplements with nutrition content and target affluent, beauty-conscious women with a lifestyle-driven D2C model.
- The Nue Co. The Nue Co. is a direct peer in science-led ingestible beauty, skin, and gut supplements. Both brands compete for the wellness-luxury consumer with clinically-backed formulations and a similar premium positioning.
Broad incumbents
- Nestlé Health Science: Nestlé Health Science is a broad incumbent in the vitamins, supplements, and clinical nutrition space (parent of Vital Proteins). Both HUM and Nestlé Health Science are profiled together in hair supplements and beauty supplements market analyses, making Nestlé a key competitive threat via its scale and shelf presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
HUM Nutrition social profiles
Digital presenceHUM Nutrition compliance and trust
Trust signalCompliance3 records
HUM Nutrition financial estimates
Financial estimateRevenue estimate
Valuation estimate
HUM Nutrition leadership team
Management profileNumber of profiles
Profiles2 records
HUM Nutrition subsidiaries and ownership
Company hierarchySubsidiaries1 record
HUM Nutrition funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HUM Nutrition M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HUM Nutrition
What does HUM Nutrition do?
HUM Nutrition is a direct-to-consumer beauty nutrition brand that develops, markets, and sells a portfolio of vitamins, minerals, and specialty dietary supplements targeting skin, hair, body (including GLP-1 support), mood, sleep, and women's health. Products are sold primarily through humnutrition.com via one-time purchases and a subscription model (30% subscriber discount), with wholesale distribution through Sephora, Nordstrom, Dermstore, luxury spas, nutritionist offices, and Amazon.
Is HUM Nutrition a public or private company?
HUM Nutrition is a private company. It is classified as venture growth investor backed and is currently operating.
When was HUM Nutrition founded?
HUM Nutrition was founded in 2012. It employs 11 to 50 people.
Where is HUM Nutrition based?
HUM Nutrition is headquartered in Los Angeles, United States, in the North America region.
How does HUM Nutrition make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Services and wholesale Distribution.
Who are HUM Nutrition's main competitors?
Direct peers on record are Ritual, OLLY, Vital Proteins, Seed, Care/of, Moon Juice, Nutrafol, Sakara Life and The Nue Co.. Nestlé Health Science is listed as a broad incumbent.
Does HUM Nutrition have an API?
No public API is recorded for HUM Nutrition.
What industry is HUM Nutrition in?
HUM Nutrition's product category is Beauty and Wellness Nutritional Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of CRADAGAF, Probiotics & Digestive Health Supplements. Its NAICS code is 456191.