Healf
Healf is a London-based curated wellness marketplace selling vetted supplements, devices, and skincare across four pillars (EAT, MOVE, MIND, SLEEP). It serves health-conscious UK and European consumers via healf.com, with subscription, content, and experiential event channels.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Healf does
Healf is a London-headquartered, privately-held curated wellness marketplace founded in 2020 by brothers Lestat McCree and Max Clarke. The company organizes its catalog around The Four Pillars—EAT, MOVE, MIND, SLEEP—and serves health-conscious consumers in the UK and Europe who want expert-vetted supplements, devices, and skincare rather than unfiltered retail choice. With 4,000+ products on healf.com and a Trustpilot score of 4.8 from 11,508+ reviews, Healf positions itself as a discovery-and-trust layer on top of fragmented global wellness brands, including Thorne, NOW Foods, Bare Biology, Hifas da Terra, Nurosym, Sensate, and BodyHealth.
The platform's central technology is the Healf Curation Process—a three-step methodology combining AI-powered trend analysis and global buyer sourcing (Discovery), an expert panel of dieticians, trainers, psychologists, and sleep specialists (Validation), and community testing (Community Testing). Consumer-facing tooling includes the Ask Helix AI assistant for product recommendations, the Healf Quiz personalization flow, and the Healf Bloods personalization zone. Proprietary content (The Healf Source blog and magazine) and the annual Healf Experience (HX) festival add an editorial and experiential layer to the storefront.
Healf's business model is primarily direct-to-consumer e-commerce (transactional product sales) with a secondary subscription/recurring revenue stream (flexible monthly subscriptions), loyalty benefits via Healf Bloods, free UK delivery over £50, and a 365-day returns policy. The company is layering B2B revenue through channel partnerships: workplace wellness rewards via the incentifi platform (employer-sponsored) and international brand distribution (Ascent Protein for UK/Europe, Dr. Barbara Sturm for molecular skincare). Reported financials include £40m in sales for the year ending March 2026, surpassed £100m in annual recurring revenue, and a 621.7% revenue CAGR between 2021–2024 that ranked Healf #1 in the Financial Times FT1000 list of Europe's fastest-growing companies. The company targets £1bn in revenue over the next three years.
Healf firmographics
Firmographics- Name
- Healf
- Legal name
- Healf
- Website
- https://healf.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Healf is a London-based curated wellness marketplace selling vetted supplements, devices, and skincare across four pillars (EAT, MOVE, MIND, SLEEP). It serves health-conscious UK and European consumers via healf.com, with subscription, content, and experiential event channels.
- Ownership category
- akta.pro rank
Healf industry classification
Industry- Product category
- Online Wellness Marketplace
- NAICS
- Diet and Weight Reducing Centers (812191)
- SIC
- Services-Health Services (8000)
- akta.pro primary industry
- Wellness Program Design & Accountability Coaching (HSADAGAC)
- akta.pro secondary industries
- Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO), Health, Wellness & Patient Communities (MPACAJAL)
Keywords
Where Healf is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Healf business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- E-commerce Product Sales: Direct-to-consumer online sales of curated wellbeing products including supplements, health devices, and wellness tools. Revenue generated from product transactions with free UK delivery over £50 threshold.
- Subscription Service: Recurring subscription model offering flexible product deliveries with discounts. Mentioned as super flexible subscription service in customer testimonials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard E-commerce Pricing |
| Subscription | Monthly | Subscription Service |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Healf product offering
Product offeringCore offering
Healf operates a curated online wellness marketplace that aggregates supplements, health devices, and wellbeing tools from third-party brands, organized around its Four Pillars framework (EAT, MOVE, MIND, SLEEP). Every product is vetted through a proprietary three-step Healf Curation Process combining AI-powered trend analysis, expert validation by dieticians, trainers, psychologists and sleep specialists, and community testing before listing. Customers shop directly via healf.com with personalization support from the Ask Helix AI assistant and Healf Quiz, and can subscribe through the Healf Bloods loyalty program.
Product overview
Healf is a UK-based curated wellness marketplace founded in 2020, organized around The Four Pillars framework: EAT (vitamins, superfoods, proteins), MOVE (movement), MIND (mental wellbeing), and SLEEP (sleep support). The platform operates through a proprietary three-step Healf Curation Process combining AI-powered trend analysis, expert validation panels, and community testing. Healf offers approximately 4,000+ health items from global wellbeing brands including Thorne, Cymbiotika, NOW Foods, Bare Biology, BodyHealth, and Hifas da Terra, alongside proprietary wellness devices (Sensate relaxation device, Nurosym vagus nerve stimulator). The business model combines an e-commerce marketplace with content marketing (The Healf Source journal and magazine), loyalty program (Healf Bloods), experiential events (Healf Experience festivals), and a Healf Quiz personalization tool. Partnerships include retail listings for Dr. Barbara Sturm skincare, Ascent Protein international expansion, and workplace wellness rewards via incentifi.
Differentiator
Problem solved
Functional benefit
Products and services
- Healf Marketplace Healf's core direct-to-consumer e-commerce marketplace offering 4,000+ vetted supplements, health devices, and wellness tools across the Four Pillars (EAT, MOVE, MIND, SLEEP), supported by the Healf Curation Process, Ask Helix AI assistant, Healf Quiz, and 365-day returns with next-day UK delivery.
- Healf Bloods Healf's recurring subscription and loyalty program offering flexible product deliveries with member discounts, free next-day UK delivery, and exclusive access to Healf Zone members-only benefits.
- Healf Experience (HX) Healf's flagship three-day immersive wellbeing festival at London's 180 Studios, featuring world-class speakers (e.g., Andrew Huberman, Dr. Rhonda Patrick, Dr. Barbara Sturm), brand activations from 20+ global wellbeing companies (Oura, Eight Sleep, Thorne, Momentous), and positioning Healf as the central platform in the wellness ecosystem.
- The Healf Source An expert-written editorial content platform (The Healf Source journal and print magazine) covering supplements, gut health, breathwork, sleep optimization, and broader wellbeing education across the Four Pillars (EAT, MOVE, MIND, SLEEP).
Quantifiable outcome
- 621.7% CAGR revenue growth (2021-2024)
- +3 more outcomes
Companies that use Healf
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Healf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Healf partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, core and minor.
- SeedflagshipSeed served as experiential partner for Healf Experience (HX26), described as the 'Coachella of Wellbeing'. The three-day flagship festival at London's 180 Studios featured world-class speakers (Andrew Huberman, Dr. Rhonda Patrick, Dr. Barbara Sturm) and brand activations from 20+ global wellbeing companies including Oura, Eight Sleep, Thorne, and Momentous.
- IncentificoreWorkplace wellbeing rewards platform incentifi partnered with Healf to offer co-branded wellness challenges including run clubs, movement activities, and lifestyle activations within the incentifi app. Participants earn rewards redeemable for travel experiences or digital gift cards upon completing qualifying purchases on the Healf website. The program creates a direct link between verified physical activity and tangible benefits, positioning the collaboration as a new model for employer-sponsored wellness incentives.
- Ascent ProteinminorColorado-based Ascent Protein announced its first major international retail partnership with Healf for UK and European market launch starting March 2026. Healf carries a curated selection including 100% Whey Protein, Clean Whey Protein, and Clean Creatine. This represents Ascent's initial international expansion and a significant milestone for the brand.
- Dr. Barbara SturmminorHealf launched Dr. Barbara Sturm's molecular skincare brand on its health and wellbeing platform. The German aesthetics doctor's anti-inflammatory skincare line, known for its clinically proven approach, is now available alongside other expert-led brands. Products include Super Anti-Aging Face Cream, Hyaluronic Serum, and The Good C Vitamin C Serum.
Scale indicators6 records
Recent moves5 records
Expansion highlights6 records
Healf competitors and assessment
Company assessmentDirect peers
- Feel: UK-based curated wellness and supplements brand selling directly through its own DTC site. Closest UK-headquartered peer with similar target customer (premium, health-conscious consumer), overlapping product categories (supplements, gut health, sleep) and subscription model.
- Goop: US-based celebrity-curated wellness lifestyle brand and marketplace spanning supplements, skincare, sleep, and mind/body content. Directly comparable premium-positioning, content-led GTM, and Four-Pillars-style wellbeing framework, though operating at significantly larger scale and primarily in North America.
- iHerb: Global online retailer of vitamins, supplements, and wellness products serving 180+ countries. Comparable as an e-commerce marketplace with broad supplement catalogue, though iHerb competes on price and selection breadth rather than expert curation.
- Care/of: Personalized vitamin and supplement subscription service using a quiz-based recommendation engine. Highly comparable on the personalization (Healf Quiz vs. Care/of quiz), subscription model, and premium positioning, though US-focused and narrower in category scope.
- Bulk (formerly Bulk Powders): UK-based sports nutrition and supplements retailer with proprietary and third-party brands sold DTC. Overlaps with Healf on protein, supplements, and active nutrition assortment and UK consumer base, though positioned for sport/fitness rather than holistic wellness.
Broad incumbents
- Holland & Barrett: UK's largest health and wellness retailer with ~900 stores and a mature e-commerce platform. Overlaps with Healf on supplement assortment and wellness positioning but competes primarily on price, accessibility, and own-brand products rather than curation and expert validation.
- The Vitamin Shoppe: US specialty retailer of vitamins, minerals, supplements and wellness products across retail and e-commerce. Comparable assortment and customer base but traditional retail-led model rather than curation-first marketplace.
- Sephora Collection (Wellness): Global multi-brand beauty and wellness retailer with curated marketplace model and editorial content. Increasingly overlapping with Healf on ingestible beauty, supplements and wellness devices — comparable curation UX and discovery experience.
Emerging players
- Ritual: US DTC essential vitamins and supplements brand with strong traceability and clinical-grade positioning. Comparable on premium supplement positioning and clinical validation messaging, though Ritual is a single brand where Healf is the multi-brand curator.
Regional players
- Apollo Pharmacy / Netmeds (wellness range): Large Indian pharmacy and wellness retailer with growing private-label supplement range. Comparable as a multi-brand wellness marketplace serving a large domestic consumer base, though primarily operates in India rather than the UK/Europe.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Customer concentration
Healf social profiles
Digital presenceHealf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Healf leadership team
Management profileNumber of profiles
Profiles5 records
Healf funding detail
Funding detailFunding overview
Funding rounds4 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Healf 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 Healf
What does Healf do?
Healf operates a curated online wellness marketplace that aggregates supplements, health devices, and wellbeing tools from third-party brands, organized around its Four Pillars framework (EAT, MOVE, MIND, SLEEP). Every product is vetted through a proprietary three-step Healf Curation Process combining AI-powered trend analysis, expert validation by dieticians, trainers, psychologists and sleep specialists, and community testing before listing. Customers shop directly via healf.com with personalization support from the Ask Helix AI assistant and Healf Quiz, and can subscribe through the Healf Bloods loyalty program.
Is Healf a public or private company?
Healf is a private company. It is classified as venture growth investor backed and is currently operating.
When was Healf founded?
Healf was founded in 2020. It employs 11 to 50 people.
Where is Healf based?
Healf is headquartered in London, United Kingdom, in the Europe region.
How does Healf make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are subscription Service.
Who are Healf's main competitors?
Direct peers on record are Feel, Goop, iHerb, Care/of and Bulk (formerly Bulk Powders). Broad incumbents are Holland & Barrett, The Vitamin Shoppe and Sephora Collection (Wellness). Ritual is listed as an emerging player. Apollo Pharmacy / Netmeds (wellness range) is listed as a regional player.
Does Healf have an API?
No public API is recorded for Healf.
What industry is Healf in?
Healf's product category is Online Wellness Marketplace. Its primary akta.pro industry code is HSADAGAC, Wellness Program Design & Accountability Coaching, with a secondary code of HSADAFAO, Corporate/Workplace Nutrition & Weight Management Programs. Its NAICS code is 812191 and its SIC code is 8000.