VitaminLab
VitaminLab is a Canadian custom nutrition company that produces personalized vitamin and supplement formulations through a quiz-based intake process, serving direct-to-consumer subscribers and licensed healthcare practitioners via a dedicated portal. Founded in 2017-2018 and based in Victoria, BC.
- Company typePrivate
- Founded2018
- HeadquartersVictoria, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What VitaminLab does
VitaminLab (legal entity VITAMIN-ONE FORMULAS LTD.) is a Canadian custom nutrition company founded in 2017-2018 and headquartered in Victoria, British Columbia. The company produces personalized vitamin and supplement formulations by combining a quiz-based intake process, which captures individual lifestyle, biology, and health goals, with an FDA-registered, GMP-certified compounding facility that has manufactured over 20.5 million capsules to date. Finished products are delivered as customized blends of vitamins, minerals, fish oils, herbs, adaptogens, and nutraceuticals in capsule or powder form, with formulas dynamically adjustable every three months.
The company operates a hybrid go-to-market model. Direct-to-consumer customers complete an online quiz and subscribe to monthly deliveries at an average of $80-$125 per month, while licensed healthcare practitioners—including naturopaths, medical doctors, and nutritionists—access a dedicated practitioner portal to build individual formulas and standardized protocols (e.g., for GLP-1 support, menopause, hair health). The platform integrates with Genova Diagnostics (NutrEval and Metabolomix+ lab testing) and CharmHealth EHR, with patient lab data stored in HIPAA/PIPEDA-compliant Box.com infrastructure. Supporting offerings include digital gift cards, the Upload a Test feature, and a podcast series ("Personalized by VitaminLab") hosted by Dr. David Duizer.
VitaminLab is privately held and venture-backed. The company closed a Series A in May 2023 co-led by Nimbus Synergies and DSM Venturing, and received a CAD $635,604 grant from Pacific Economic Development Canada in March 2025. It serves more than 5,000 customers (per one source) and the company website references over 10,000 satisfied customers, with shipments reaching 20+ countries. The company is led by founder and CEO Anton Solonnikov, with a headcount band of 11-50 employees.
VitaminLab firmographics
Firmographics- Name
- VitaminLab
- Legal name
- VITAMIN-ONE FORMULAS LTD.
- Website
- https://getvitaminlab.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- VitaminLab is a Canadian custom nutrition company that produces personalized vitamin and supplement formulations through a quiz-based intake process, serving direct-to-consumer subscribers and licensed healthcare practitioners via a dedicated portal. Founded in 2017-2018 and based in Victoria, BC.
- Ownership category
- akta.pro rank
VitaminLab industry classification
Industry- Product category
- Personalized Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industries
- Multivitamins & Daily Packs (CRADAGAC), Herbal & Botanical Supplements (CRADAGAD), Vitamins & Minerals (Single Nutrients) (CRADAGAB)
Keywords
Where VitaminLab is headquartered
LocationHeadquarters
- HQ city
- Victoria
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
VitaminLab business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Subscription-based Personalized Supplements: VitaminLab operates on a recurring subscription model where customers receive monthly deliveries of their personalized vitamin formulas. The quiz-based intake process generates custom formulations tailored to individual needs, with customers able to adjust formulas every 3 months as goals and needs evolve.
- Gift Cards: Digital gift cards sold in denominations of $50, $100, or custom amounts. Recipients apply gift card value towards their personalized vitamin subscription, with any remaining balance carried over to subsequent monthly payments.
- Practitioner Portal Orders: Licensed practitioners order custom formulas on behalf of their patients through the practitioner portal, creating a B2B2C revenue stream alongside direct consumer sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Digital gift cards available in standard and custom amounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
VitaminLab product offering
Product offeringCore offering
VitaminLab manufactures and sells personalized vitamin and supplement formulations created through a quiz-based intake process that captures an individual's biology, lifestyle, and health goals. Customers receive custom blends of vitamins, minerals, fish oil, herbs, nutraceuticals and adaptogens in capsule or powder form, delivered on a recurring subscription with formulas adjustable every three months. The company also operates a Practitioner Portal that allows licensed healthcare providers to create, manage, and dispense custom supplement formulas and standardized Protocols to their patients, with integration to Genova Diagnostics lab testing.
Product overview
VitaminLab is a custom nutrition company offering personalized vitamin and supplement formulations. The core product is the Custom Vitamin Formula, created through a quiz-based intake process that tailors blends of vitamins, minerals, fish oil, herbs, and adaptogens to individual biology and health goals. The Practitioner Portal enables licensed healthcare providers to create custom formulas and protocols for their patients, with integrations to diagnostic labs like Genova Diagnostics. Supporting offerings include Digital Gift Cards for customer gifting and the Upload a Test Feature for lab-result-based personalization. The company operates an FDA-registered, GMP-certified compounding facility in Victoria, BC, serving over 5,000 customers across 20+ countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Vitamin Formula Personalized vitamin and supplement formulations created through a quiz-based intake process that captures an individual's biology, lifestyle, and health goals. Custom blends include vitamins, minerals, fish oil, herbs, nutraceuticals, and adaptogens in capsule or powder form, with formulas dynamically adjustable based on changing goals, seasons, or sensitivities and delivered on a recurring monthly subscription.
- Practitioner Portal Web-based platform for licensed healthcare practitioners (naturopaths, doctors, nutritionists) to create and manage personalized supplement formulas for their patients. Practitioners can build individual Formulas and standardized Protocols for specific health conditions, integrate with Genova Diagnostics lab testing to auto-generate recommendations, and streamlines patient care with all-in-one supplement recommendations.
- Digital Gift Cards Digital gift cards available in denominations of $50, $100, or custom amounts. Recipients apply the gift card code at checkout towards their personalized vitamin subscription, with any remaining balance carried over to subsequent monthly payments. Available for USA/Worldwide and Canada recipients.
Quantifiable outcome
- Produced over 20.5 million capsules to date
- +1 more outcomes
Companies that use VitaminLab
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
VitaminLab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature4 records
VitaminLab partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Genova DiagnosticscoreIntegration partnership enabling practitioners to generate personalized vitamin formulas based on Genova's NutrEval and Metabolomix+ lab testing results. The integration allows automatic formula generation from test data, with practitioners able to view, order, and modify recommended formulas within the Genova portal by selecting VitaminLab.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
VitaminLab competitors and assessment
Company assessmentDirect peers
- Care/of: Care/of sells personalized vitamin packs via a quiz-based intake and subscription model — the closest direct competitor to VitaminLab's consumer-facing motion, although it is now owned by Bayer and operates at much larger scale.
- Persona Nutrition: Persona offers personalized daily supplement packs based on a health assessment, with both consumer and practitioner channels. Its B2B2C practitioner program and subscription model directly overlap with VitaminLab's practitioner portal play.
- Ritual: Ritual is a subscription-based essential vitamin brand positioned around ingredient transparency and traceability. It targets the same health-conscious consumer with a different (non-custom) formulation philosophy, making it a key adjacent competitor in the personalized-leaning segment.
- Athletic Greens (AG1): AG1 sells a daily nutritional drink via subscription at premium price points. While not custom-formulated, it competes for the same 'daily ritual' budget and consumer mindshare as VitaminLab's subscription proposition.
Emerging players
- Rootine: Rootine produces personalized vitamins based on DNA testing and lifestyle data — a directly analogous lab-driven personalization model, but at smaller scale and narrower distribution than VitaminLab.
- Viome: Viome uses gut microbiome testing to drive personalized nutrition and supplement recommendations. It overlaps with VitaminLab's lab-data-driven personalization thesis, with a more diagnostics-anchored go-to-market.
- Seed: Seed sells subscription microbiome supplements with proprietary delivery technology and a science-led brand. It competes for the same premium-subscription supplement buyer that VitaminLab targets.
- Baze: Baze offers at-home blood-test-driven personalized supplement packs, mirroring VitaminLab's lab-tied workflow but with a more consumer-direct, kit-based model rather than a practitioner channel.
Broad incumbents
- Thorne: Thorne is an established practitioner-grade supplement brand with deep penetration among healthcare professionals. It is a broad incumbent that VitaminLab's practitioner portal directly competes against for clinic shelf space and patient recommendations.
- Pure Encapsulations: Pure Encapsulations is a Nestlé Health Science-owned practitioner-focused supplement brand with an extensive professional catalog. It competes with VitaminLab for the same practitioner-driven recommendation channel at much greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
VitaminLab social profiles
Digital presenceVitaminLab compliance and trust
Trust signalCompliance4 records
VitaminLab financial estimates
Financial estimateRevenue estimate
Valuation estimate
VitaminLab leadership team
Management profileNumber of profiles
Profiles2 records
VitaminLab funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VitaminLab 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 VitaminLab
What does VitaminLab do?
VitaminLab manufactures and sells personalized vitamin and supplement formulations created through a quiz-based intake process that captures an individual's biology, lifestyle, and health goals. Customers receive custom blends of vitamins, minerals, fish oil, herbs, nutraceuticals and adaptogens in capsule or powder form, delivered on a recurring subscription with formulas adjustable every three months. The company also operates a Practitioner Portal that allows licensed healthcare providers to create, manage, and dispense custom supplement formulas and standardized Protocols to their patients, with integration to Genova Diagnostics lab testing.
Is VitaminLab a public or private company?
VitaminLab is a private company. It is classified as venture growth investor backed and is currently operating.
When was VitaminLab founded?
VitaminLab was founded in 2018. It employs 11 to 50 people.
Where is VitaminLab based?
VitaminLab is headquartered in Victoria, Canada, in the North America region.
How does VitaminLab make money?
Three revenue lines are on record. Subscription-based Personalized Supplements are the primary driver. The others are gift Cards and practitioner Portal Orders.
Who are VitaminLab's main competitors?
Direct peers on record are Care/of, Persona Nutrition, Ritual and Athletic Greens (AG1). Emerging players are Rootine, Viome, Seed and Baze. Broad incumbents are Thorne and Pure Encapsulations.
Does VitaminLab have an API?
No public API is recorded for VitaminLab.
What industry is VitaminLab in?
VitaminLab's product category is Personalized Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of CRADAGAC, Multivitamins & Daily Packs. Its NAICS code is 456191 and its SIC code is 2833.