Valerie
Valerie is a London-based DTC wellness brand, founded in 2024, selling liposomal nutrient shots formulated for women aged 35–55 navigating perimenopause and menopause, distributed via subscription e-commerce and UK retail partners.
- Company typePrivate
- Founded2024
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Valerie does
Valerie is a London-based, privately-held consumer wellness brand founded in 2024 that develops and sells liposomal nutrient shots formulated specifically for women aged 35–55 navigating perimenopause and menopause. The company's core technology is liposomal nanotechnology delivery, claimed to provide 5x better nutrient absorption than standard supplements by protecting active ingredients from digestive degradation. Its flagship product is the AM:PM Formula — an intelligent nutrient system pairing a Daily Essential morning shot (12 active nutrients, Wild Berry flavor) with an Evening Essential night cap (10 active nutrients, Vanilla & Lavender), coordinated around circadian nutrient timing. The product range also includes accessories such as the Peri Pocket travel vial, the Goldie Lookin' Spoon, and branded merchandise.
Valerie operates a direct-to-consumer go-to-market via a Shopify-powered e-commerce storefront with monthly subscription plans (£76.70/month for 30-day AM:PM supply, £70.80/month equivalent for 90-day bundles at 40% savings) and single-shot standalone SKUs. Distribution is augmented through UK retail partnerships with Holland & Barrett, Liberty London, Face the Future, and Revital. Marketing relies on content (The Hot Edit Blog, Wild Woman newsletter), social channels (Instagram, TikTok, Facebook), a referral program (Give 30%, Get £20), influencer partnerships, and earned media in Vogue, The Grocer, Liz Earle Wellbeing, Top Santé, Evening Standard, and Daily Mail. The brand offers a 90-day money-back guarantee and cites 200+ clinical studies backing ingredient selection, with self-reported user trial outcomes of 80% feeling a difference within 4 weeks, 88% reporting steadier energy at 30 days, and 92% reporting calmer stress response by day 90.
The company is led by co-founders Olly Johnson and Wizz Selvey, supported by a clinical advisory team including Dr Ginny Ponsford (Head of Medical & Clinical Research; CEO of The Women's Hormone Clinic), Becks Heath (NHS Lead Nurse, Perimenopause Expert in Residence), Stefanie Daniels NT (Nutritional Therapist), and Liz Marsland (Professional Trainer & Nutrition Coach). As of April 2025, Valerie had raised $684,697 in disclosed seed funding, operates with 1–10 employees, and remains UK-only in geographic scope.
Valerie firmographics
Firmographics- Name
- Valerie
- Website
- https://wearevalerie.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Valerie is a London-based DTC wellness brand, founded in 2024, selling liposomal nutrient shots formulated for women aged 35–55 navigating perimenopause and menopause, distributed via subscription e-commerce and UK retail partners.
- Ownership category
- akta.pro rank
Valerie industry classification
Industry- Product category
- Women's Nutritional Supplements
- NAICS
- Medicinal and Botanical Manufacturing (325411)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)
Keywords
Where Valerie is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Valerie business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Product Sales (Direct to Consumer): Direct e-commerce sales of nutritional supplement shots through the brand website. Offers both one-time purchases and subscription plans with discounted pricing for recurring customers.
- Retail Distribution: Products sold through retail partners including Holland & Barrett, Liberty London, Face the Future, and Revital.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | AM:PM Formula - 30-day supply |
| Subscription | Monthly | AM:PM Formula - 90-day supply (Best Value) |
| Subscription | Monthly | Daily Essential - 30-day supply (Wild Berry) |
| Subscription | Monthly | Evening Essential - 30-day supply (Vanilla & Lavender) |
| One time/ perpetual license | Pay-as-you-go | Accessories (Peri Pocket Travel Vial) |
| One time/ perpetual license | Pay-as-you-go | Accessories (Goldie Lookin' Spoon) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Valerie product offering
Product offeringCore offering
Valerie sells science-led liposomal nutritional supplement shots formulated specifically for women aged 35+ experiencing hormonal shifts during perimenopause and menopause. Its flagship product is the AM:PM Formula system, which combines a morning Daily Essential Wild Berry shot (12 active nutrients for energy, focus and mood) with an Evening Essential Vanilla & Lavender shot (10 active nutrients for calm and sleep), sold via subscription or one-off purchase with 35–40% subscription discounts. Supporting accessories and merchandise (Peri Pocket travel vial, gold serving spoon, branded tote) are also sold alongside.
Product overview
Valerie is a science-led nutrition brand offering liposomal supplement shots designed for women 35+ experiencing hormonal shifts. The core product is the AM:PM Formula — an intelligent nutrient system combining two coordinated shot formats: Daily Essential (morning, Wild Berry flavor, 12 active nutrients) for energy, focus, and mood support; and Evening Essential (night, Vanilla & Lavender flavor, 10 active nutrients) for calm and restorative sleep. The flagship AM:PM Formula bundles both products with a 40% savings. Additional offerings include travel accessories (Peri Pocket 100ml vial, Goldie Lookin' Spoon) and branded merchandise (tote bag). All products utilize liposomal nanotechnology for 5x better nutrient absorption compared to standard supplements.
Differentiator
Problem solved
Functional benefit
Products and services
- AM:PM Formula The flagship intelligent nutrient system combining Daily Essential (morning, Wild Berry, 12 active nutrients) and Evening Essential (night, Vanilla & Lavender, 10 active nutrients) liposomal shots in a coordinated AM:PM dosing approach, sold as a 30-day or 90-day bundle with up to 40% savings and free gifts. Targeted at women 35+ seeking day-long energy, focus, mood and restorative sleep using 5x-better-absorbed liposomal delivery technology.
- Daily Essential Shots Morning liposomal shot in Wild Berry flavor delivering 12 active nutrients in a single daily dose for all-day energy, sharper focus and a calmer mood, sold individually with subscription option from £44.25 per 30-day supply. Targeted at women 35+ seeking convenient, high-bioavailability daily nutrition.
- Evening Essential Shots After-dinner night cap in Vanilla & Lavender flavor providing 10 active nutrients for relaxation, deeper sleep and waking up restored, sold individually with subscription option from £44.25 per 30-day supply. Targeted at women 35+ seeking high-bioavailability evening nutrition.
- Peri Pocket Travel Vial 100ml amber glass travel bottle designed for decanting Daily Essential supply on the go, providing up to 10 days of portable supplement supply. Sold as a one-time purchase accessory.
- Goldie Lookin' Spoon Valerie-branded 10ml gold serving spoon for measuring the perfect 10ml serve of liquid supplement, designed to be taken as a shot or mixed into water. Sold as a one-time purchase accessory.
- I forgot what I was doing Tote Bag Branded Valerie tote bag marketed as a stylish and sturdy carryall for personal items. Sold as a one-time purchase branded merchandise item.
Quantifiable outcome
- 80% of women feel a difference within 4 weeks
- +4 more outcomes
Companies that use Valerie
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles2 records
Valerie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Valerie partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights5 records
Valerie competitors and assessment
Company assessmentDirect peers
- O Positiv: US-based women's wellness brand focused on menopause and hormonal health supplements. Direct peer: targets the same perimenopause/menopause female demographic with branded supplement products sold via DTC and retail, overlapping heavily with Valerie's positioning and product format.
- Ritual: Science-led DTC supplement brand with a strong women's multivitamin and hormonal health line (Essential for Women 18+, Pregnancy, etc.). Direct peer: shares the science-backed, traceable-ingredient, subscription-DTC playbook and target consumer (wellness-oriented women).
- Care/of: P&G-owned personalized vitamin subscription brand. Direct peer: shares the DTC subscription model, women's supplement focus, and science-led positioning; relevant as a benchmark for subscription economics and acquisition playbook in the women's supplement category.
- Better Not Younger: Women's wellness brand offering supplements specifically targeting women 40+ for hair, sleep, and energy. Direct peer: same age cohort, hormone/wellness positioning, DTC + retail omnichannel model.
- Manna Vitamins: Personalized supplement brand tailored to women's hormonal cycles and life stages. Direct peer: shares the hormone-first, women-focused supplement positioning and subscription model; competes for the same target customer.
- Womaness: Menopause-focused wellness brand offering supplements and skincare for women in perimenopause/menopause. Direct peer: shares the menopause-specific positioning, female 35-55 target, and DTC + retail distribution strategy.
- Equelle: Menopause symptom relief supplement brand (soy isoflavone-based, marketed by Pharmavite). Direct peer: directly competes in the menopause supplement category with similar DTC positioning toward women 40+; relevant for category share dynamics.
Broad incumbents
- Thorne: Premium, science-led supplement brand with broad product portfolio including women's health lines. Broad incumbent: offers overlapping capabilities (practitioner-grade supplements, liposomal formats) as part of a wider catalog; competes for the same evidence-seeking consumer but is not menopause-specialized.
- AG1 (Athletic Greens): Premium daily greens/nutrition subscription brand (liquid daily dose). Broad incumbent: shares the liquid-shot daily supplement format and premium subscription DTC model; competes for wellness-oriented women though not menopause-specialized.
Emerging players
- Yourbiology: Women's wellness supplement brand with gut-health and hormonal support focus. Emerging player: operates in the same women's wellness supplement space with subscription DTC model; partial overlap in target customer but broader focus than menopause specifically.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Valerie social profiles
Digital presenceValerie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Valerie leadership team
Management profileNumber of profiles
Profiles6 records
Valerie funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Valerie 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 Valerie
What does Valerie do?
Valerie sells science-led liposomal nutritional supplement shots formulated specifically for women aged 35+ experiencing hormonal shifts during perimenopause and menopause. Its flagship product is the AM:PM Formula system, which combines a morning Daily Essential Wild Berry shot (12 active nutrients for energy, focus and mood) with an Evening Essential Vanilla & Lavender shot (10 active nutrients for calm and sleep), sold via subscription or one-off purchase with 35–40% subscription discounts. Supporting accessories and merchandise (Peri Pocket travel vial, gold serving spoon, branded tote) are also sold alongside.
Is Valerie a public or private company?
Valerie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Valerie founded?
Valerie was founded in 2024. It employs 1 to 10 people.
Where is Valerie based?
Valerie is headquartered in London, United Kingdom, in the Europe region.
How does Valerie make money?
Two revenue lines are on record. Product Sales (Direct to Consumer) is the primary driver. The others are retail Distribution.
Who are Valerie's main competitors?
Direct peers on record are O Positiv, Ritual, Care/of, Better Not Younger, Manna Vitamins, Womaness and Equelle. Broad incumbents are Thorne and AG1 (Athletic Greens). Yourbiology is listed as an emerging player.
Does Valerie have an API?
No public API is recorded for Valerie.
What industry is Valerie in?
Valerie's product category is Women's Nutritional Supplements. Its primary akta.pro industry code is CRADAGAK, Women’s Health Supplements (Prenatal, Menopause, Hormonal), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 325411 and its SIC code is 2833.