GenieBiome
GenieBiome is a Hong Kong-based microbiome biotechnology company founded in 2020 that develops and sells clinically validated G-NiiB synbiotic supplements across immunity, gut, skin, liver, and mental wellness use cases to health-conscious consumers in Hong Kong, Macau, China, and Southeast Asia via DTC e-commerce and Amazon.
- Company typePrivate
- Founded2020
- HeadquartersSha Tin, Hong Kong SAR China
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What GenieBiome does
GenieBiome is a Hong Kong-based microbiome biotechnology company founded in 2020 that develops and sells clinically validated synbiotic (probiotic + prebiotic) supplements under the G-NiiB consumer brand. The company's product formulations are developed and clinically proven by the Faculty of Medicine of a renowned university in Hong Kong, and incorporate patented Italian microencapsulation technology that the company claims improves probiotic survival rate by up to 250% and gut colonisation (CFU) by up to five times. The active product portfolio comprises eight distinct formulations targeting immunity (Immunity+ SIM01, Immunity Elite SIM01), gut health (M3 SMT04), skin health and allergies (Skin SIM05, Skin Comfort Kids SIM03), liver metabolism (Liver Goal SLD07), children's mood (Happy Child SCM06), and adult mental wellness (Mood Well MQU10). The previously offered M3CRC non-invasive colorectal cancer risk prediction test has been transferred to a separate entity, MicroSigX.
GenieBiome generates revenue primarily through direct-to-consumer sales of its G-NiiB branded supplements via its proprietary e-commerce storefront (g-niib.com) targeting Hong Kong and Macau consumers, supplemented by an Amazon marketplace listing for global reach. Unit pricing ranges from HK$429 to HK$579 per 28-day supply, with a tiered membership loyalty programme (Silver/Gold/Platinum) providing free delivery above HK$429, store-credit redemption, and tiered discounts to drive repeat purchase behaviour. The company also maintains a consumer-education and brand-building presence through organic social media (Facebook, Instagram, LinkedIn, X), content marketing via health-info and public-education blogs, and significant earned media coverage across major Hong Kong outlets (TVB, Headline Daily, HK01, HKET, Eastweek, VIU TV, am730, Commercial Radio).
Geographically, GenieBiome serves consumers in Hong Kong, Macau, mainland China, and Southeast Asia, and operates from its headquarters at 12/F., 208 Johnston Road, Wan Chai, Hong Kong. The company holds ISO 9001, ISO 14001, and ISO 22000 certifications, has received multiple international awards (Geneva International Exhibition of Inventions Gold Medal, NutraIngredients-Asia Awards, Silicon Valley International Invention Festival Gold Award, 2024 Q-Mark Service Award, 2026 HKRMA x SL QE Award), and completed a USD $11 million Series B funding round in October 2022 to support growth in China and Southeast Asia market expansion. A two-year community partnership with Ocean Park Hong Kong (launched 2024) reached over 200,000 park visitors through a "Little Scientist: Explore the Gut Microbiome" family education programme, building long-term brand trust among Hong Kong families.
GenieBiome firmographics
Firmographics- Name
- GenieBiome
- Legal name
- GenieBiome
- Website
- https://g-niib.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GenieBiome is a Hong Kong-based microbiome biotechnology company founded in 2020 that develops and sells clinically validated G-NiiB synbiotic supplements across immunity, gut, skin, liver, and mental wellness use cases to health-conscious consumers in Hong Kong, Macau, China, and Southeast Asia via DTC e-commerce and Amazon.
- Ownership category
- akta.pro rank
GenieBiome industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Biological Product (except Diagnostic) Manufacturing (325414)
- SIC
- Biological Products, (No Disgnostic Substances) (2836)
- akta.pro primary industry
- Microbiome Manufacturing, Formulation & Delivery Technologies (encapsulation, spores, oral delivery) (HLAAAFAJ)
Keywords
Where GenieBiome is headquartered
LocationHeadquarters
- HQ city
- Sha Tin
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
GenieBiome business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Direct-to-Consumer Probiotic Supplement Sales: GenieBiome generates revenue through the direct sale of G-NiiB branded probiotic and synbiotic supplements to individual consumers. Products are sold via the company's e-commerce platform (g-niib.com) and Amazon marketplace storefront. The model is primarily one-time purchase with membership loyalty programme incentives to drive repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | G-NiiB Immunity+ Formula SIM01 — HK$499 |
| Unit Pricing | Pay-as-you-go | G-NiiB Immunity Elite Formula SIM01 — HK$568 |
| Unit Pricing | Pay-as-you-go | G-NiiB M3 Formula SMT04 — HK$549 |
| Unit Pricing | Pay-as-you-go | G-NiiB Skin Formula SIM05 — HK$559 |
| Unit Pricing | Pay-as-you-go | G-NiiB Liver Goal Formula SLD07 — HK$579 |
| Unit Pricing | Pay-as-you-go | G-NiiB Happy Child Formula SCM06 — HK$459 |
| Unit Pricing | Pay-as-you-go | G-NiiB Skin Comfort Kids Formula SIM03 — HK$429 |
| Unit Pricing | Pay-as-you-go | G-NiiB Mood Well Formula MQU10 — Price not publicly listed |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
GenieBiome product offering
Product offeringCore offering
GenieBiome develops and sells clinically-proven G-NiiB microbiome synbiotic supplements targeting immunity, gut health, skin health, liver metabolism, and mental wellness for adults and children. The company formulates eight distinct products (including Immunity+ SIM01, Immunity Elite, M3 SMT04, Skin SIM05, Liver Goal SLD07, Mood Well MQU10, Skin Comfort Kids SIM03, and Happy Child SCM06) using patented Italian microencapsulation technology and sells them directly to consumers via its e-commerce platform and Amazon marketplace. Its M3CRC diagnostic test was transferred to a separate entity, MicroSigX.
Product overview
GenieBiome operates under the G-NiiB brand and offers a comprehensive portfolio of microbiome-based synbiotic supplements. The product line includes eight distinct formulations: Immunity+ Formula SIM01 and Immunity Elite Formula SIM01 for immune system support; M3 Formula SMT04 for gut health; Skin Formula SIM05 and Skin Comfort Kids Formula SIM03 for skin/allergy management; Liver Goal Formula SLD07 for liver metabolism; Mood Well Formula MQU10 for adult mental health; and Happy Child Formula SCM06 for children's mood. All products are developed and clinically proven by the Faculty of Medicine of a renowned university in Hong Kong, manufactured in Italy using patented microencapsulation technology. The company also offers M3CRC, a non-invasive colorectal cancer risk prediction test, though this diagnostic product has been transferred to MicroSigX. The formulations share common technology platforms (SIM, SMT designations) indicating shared microbiome research foundations.
Differentiator
Problem solved
Functional benefit
Products and services
- G-NiiB Immunity+ Formula SIM01 A synbiotic formula designed to support and improve immune system function, sold as a 28-day supply at HK$499 via g-niib.com and Amazon. Contains patented Italian microencapsulation technology to protect probiotic viability.
- G-NiiB Immunity Elite Formula SIM01 Premium synbiotic formula targeting immune system enhancement with advanced formulation for improved gut colonisation and probiotic survival, sold at HK$568.
- G-NiiB M3 Formula SMT04 28-day gut health supplement designed to enhance gut protection and improve digestive function, addressing issues such as sensitive stomach ('glass belly') and irregular bowel movements, sold at HK$549.
- G-NiiB Skin Formula SIM05 Skin probiotics formulation targeting allergies and skin comfort, designed to improve skin health for adults with sensitive or problematic skin conditions, sold at HK$559.
- G-NiiB Liver Goal Formula SLD07 Probiotic supplement specifically formulated to regulate liver metabolism and support liver fat reduction goals, sold at HK$579.
- G-NiiB Mood Well Formula MQU10 Probiotics formulation targeting adults' mood and mental well-being, designed to support emotional balance and psychological health through gut-brain axis modulation.
- G-NiiB Skin Comfort Kids Formula SIM03 Skin probiotics specifically formulated for children suffering from allergies and skin discomfort, supporting children's skin health from an early age, sold at HK$429.
- G-NiiB Happy Child Formula SCM06 Probiotics formula designed for children's mood support and emotional well-being, targeting kids' overall mental health and positive mood development, sold at HK$459.
Quantifiable outcome
- Probiotic survival rate improved up to 250% through patented microencapsulation
- +2 more outcomes
Companies that use GenieBiome
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles1 record
GenieBiome technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
GenieBiome partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ocean Park Hong KongcoreG-NiiB GenieBiome partnered with Ocean Park Hong Kong for a two-year 'Little Scientist: Explore the Gut Microbiome' family education programme, launched in 2024. The programme reached over 200,000 park visitors through interactive activities, a children's picture book, and ambassador-led guidance. The finale featured a colouring and poster design competition with close to 100 entries from kindergarten and primary school students. This collaboration translates science education into accessible public learning and contributes to long-term community health literacy.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
GenieBiome competitors and assessment
Company assessmentDirect peers
- BioGaia: Swedish probiotics company selling clinically-validated Lactobacillus reuteri consumer strains with patented delivery formats. Highly comparable to GenieBiome's model of university-research-backed, clinically-proven probiotic supplements sold at premium prices globally.
- Culturelle (i-Health / Chr. Hansen): One of the most recognised consumer probiotic brands globally, sold through mass retail and Amazon. Comparable to GenieBiome as a clinically-positioned, single-strain-focused DTC probiotic brand targeting immunity and gut health.
- Seed Health: US-based microbiome company selling subscription synbiotic and prebiotic consumer packs with proprietary strain libraries and a strong science-led brand. Comparable to GenieBiome as a premium, science-backed DTC microbiome brand selling packaged synbiotic formulas.
- Pendulum Therapeutics: Microbiome company selling probiotic formulations for metabolic health (including glucose control) to consumers. Comparable to GenieBiome in clinically-positioned DTC microbiome supplements targeting specific indications such as metabolism.
- Bio-Kult: UK-based multi-strain probiotic supplement brand selling across gut, immunity, and children's health via retail and DTC. Comparable to GenieBiome as a multi-condition, multi-strain DTC probiotic brand with similar horizontal use-case segmentation.
- WONDERLAB: China-based DTC probiotic and nutritional supplement brand, popular among young Chinese consumers via social commerce. Comparable to GenieBiome as a Greater China consumer probiotics brand targeting immunity and gut health, though operating from a different home market.
Broad incumbents
- Yakult Honsha: Global probiotic dairy drink incumbent founded on Lactobacillus casei strain research with massive brand recognition across Asia. Comparable to GenieBiome as an Asia-distributed, science-positioned probiotic consumer brand, though at vastly larger scale and via beverages.
- BY-HEALTH: One of China's largest nutritional supplement companies with a substantial probiotics portfolio. Comparable to GenieBiome as a Chinese-market probiotic brand, though at far greater scale and as a broad incumbent rather than a microbiome-specialist.
Emerging players
- S-Biomedic: Belgium-based microbiome skincare startup developing live bacterial topical products for skin conditions. Comparable to GenieBiome as an emerging microbiome-specialist with consumer health applications of microbiome science, though in a different delivery format (topical).
- Evelo Biosciences: Clinical-stage microbiome company developing oral microbial therapeutics for inflammatory and immunologic diseases. Comparable to GenieBiome as a microbiome therapeutics platform that leverages oral delivery of microbial consortia, though Evelo is positioned more toward regulated pharma indications.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
GenieBiome social profiles
Digital presenceGenieBiome compliance and trust
Trust signalCompliance3 records
GenieBiome financial estimates
Financial estimateRevenue estimate
Valuation estimate
GenieBiome leadership team
Management profileNumber of profiles
Profiles1 record
GenieBiome subsidiaries and ownership
Company hierarchySubsidiaries1 record
GenieBiome funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GenieBiome 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 GenieBiome
What does GenieBiome do?
GenieBiome develops and sells clinically-proven G-NiiB microbiome synbiotic supplements targeting immunity, gut health, skin health, liver metabolism, and mental wellness for adults and children. The company formulates eight distinct products (including Immunity+ SIM01, Immunity Elite, M3 SMT04, Skin SIM05, Liver Goal SLD07, Mood Well MQU10, Skin Comfort Kids SIM03, and Happy Child SCM06) using patented Italian microencapsulation technology and sells them directly to consumers via its e-commerce platform and Amazon marketplace. Its M3CRC diagnostic test was transferred to a separate entity, MicroSigX.
Is GenieBiome a public or private company?
GenieBiome is a private company. It is classified as venture growth investor backed and is currently operating.
When was GenieBiome founded?
GenieBiome was founded in 2020. It employs 11 to 50 people.
Where is GenieBiome based?
GenieBiome is headquartered in Sha Tin, Hong Kong SAR China, in the Asia region.
How does GenieBiome make money?
One revenue line is on record: direct-to-Consumer Probiotic Supplement Sales.
Who are GenieBiome's main competitors?
Direct peers on record are BioGaia, Culturelle (i-Health / Chr. Hansen), Seed Health, Pendulum Therapeutics, Bio-Kult and WONDERLAB. Broad incumbents are Yakult Honsha and BY-HEALTH. Emerging players are S-Biomedic and Evelo Biosciences.
Does GenieBiome have an API?
No public API is recorded for GenieBiome.
What industry is GenieBiome in?
GenieBiome's product category is Nutritional Supplements. Its primary akta.pro industry code is HLAAAFAJ, Microbiome Manufacturing, Formulation & Delivery Technologies (encapsulation, spores, oral delivery). Its NAICS code is 325414 and its SIC code is 2836.