OLLY

Name

OLLY

Legal name

OLLY PBC

Website

https://olly.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

OLLY is a San Francisco-based wellness supplement brand and wholly-owned Unilever subsidiary that manufactures and sells science-backed gummy, softgel, and capsule vitamins, probiotics, and body care products primarily to women across life stages via DTC e-commerce (olly.com) and mass-market retailers including Walmart, Target, CVS, and Amazon.

Ownership category

akta.pro rank

Product category

Wellness Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)

SIC

Medicinal Chemicals & Botanical Products (2833), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sleep, Stress & Mood OTC (Sleep Aids, Melatonin OTC, Calm/Stress Relief) (CRADAMAJ), Menstrual Pain Relief & Period Care Supplements (CRABAIAJ)

Keywords

• Wellness supplements
• Gummy vitamins
• Probiotic supplements
• Women's health supplements
• Nutritional body care

Headquarters

HQ city

Belvedere Tiburon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: OLLY generates primary revenue through direct sales via its owned e-commerce platform (olly.com), offering both one-time purchases and subscription/recurring delivery models. Subscription model provides 15% recurring discounts to drive customer loyalty and predictable revenue.
2. Retail / Mass-Market Distribution: OLLY sells through major retail partners including Walmart (exclusive for Precise Probiotics), Target, CVS, Amazon, and other health/wellness retailers. Revenue flows through wholesale/retail distribution channels into physical and digital store shelves.
3. Brand Marketing and Advertising Revenue Impact: OLLY's marketing campaigns have demonstrated measurable sales impact, with InMarket's Breakthrough Outcomes report showing campaigns achieved up to $1.5 million in incremental sales and $11.43 incremental return on ad spend, validating brand investment and customer acquisition efficiency.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

OLLY manufactures and sells science-backed wellness supplements — including vitamins, minerals, probiotics, and botanicals — primarily in gummy and softgel formats, alongside the OLLY Body Mood + Skin personal care line. Products address sleep, mood, gut health, immunity, beauty-from-within, women's life-stage health (including menopause, perimenopause, vaginal health), energy/metabolism, cognitive health, and foundational wellness for adults and children, sold direct-to-consumer via olly.com and through major retailers such as Walmart, Target, CVS, and Amazon.

Product overview

OLLY is a San Francisco-based wellness supplement brand (subsidiary of Unilever) offering a comprehensive portfolio of science-backed vitamins, minerals, and probiotic supplements primarily in gummy and softgel formats. The core product line spans multiple health categories: Sleep (Blackberry Zen, Extra Strength Sleep, Maximum Strength Sleep, Fast Dissolves Sleep, Sleep Strawberry Sunset, Muscle Recovery Sleep, Immunity Sleep, Kids Sleep, Kids Melatonin-Free Sleep), Mood Support (Hello Happy, Goodbye Stress, Relaxing Magnesium), Women's Health (Women's Multi, Women's 40+ Multi, Mellow Menopause, Balanced Perimeno, Period Hero, Lovin' Libido, Happy Hoo-Ha, Prenatal Multi, Teen Girl Multi), Gut Health (Probiotic + Prebiotic, Precise Probiotics line, Fiber Gummy Rings, Extra Strength Probiotics, Probiotic Tropical Mango, Big 10 Probiotic, Beat the Bloat, Keep it Movin'), Beauty from Within (Undeniable Beauty, Heavenly Hair, Glowing Skin, Flawless Complexion), Metabolism (Metabolism Gummy Rings, Daily Energy, Extra Strength Daily Energy, Combat Cravings), Immunity (Active Immunity Berry Brave, Kids Immunity), Cognitive Health (Laser Focus, Ultra Strength Brain Softgels), Foundational Wellness (Men's Multi, Adult Multi + Probiotic, Delightful Iron, Supergood Superfoods), and Kids (Kids Multi + Probiotic, Kids Multi Worms, Kids Friendly Fiber, Kids Chillax). The Ultra Softgels sub-brand offers premium softgel versions of key products (Brain, Sleep, Hair, Goodbye Stress, Prenatal, Women's Multi + Omega-3). OLLY Body is a personal care sub-brand featuring the Mood + Skin collection of body washes, scrubs, and serums designed to repair skin and enhance mood through fragrance science. The company also operates a loyalty rewards program (OLLY Rewards), a science education platform, and a content blog (The Well). Products are primarily sold direct-to-consumer via OLLY.com and through retail partners including Walmart, Target, CVS, and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• OLLY Body: Body care product line featuring mood-enhancing body washes, scrubs, and serums designed to repair skin and improve mood through fragrance science.
• Happy Hoo-Ha

Products and services

• Sleep Supplement Gummies (Blackberry Zen, Strawberry Sunset, Extra Strength, Maximum Strength, Immunity Sleep, Muscle Recovery Sleep, Fast Dissolves) Gummy supplements designed to support a healthy sleep cycle, available in multiple flavors (Blackberry Zen, Strawberry Sunset) and strengths (Extra Strength, Maximum Strength, Fast Dissolves, Muscle Recovery Sleep, Immunity Sleep) for adult consumers.
• Women's Multi Multivitamin gummy delivering essential nutrients for immune system health, bone health, and cellular energy production, targeted at adult women.
• Probiotic + Prebiotic Gut health gummy combining Bacillus coagulans probiotics with prebiotic FOS to support a balanced gut microbiome in adult consumers.
• Hello Happy Mood support gummy featuring saffron extract and vitamin D to promote an upbeat mood and emotional well-being in adult consumers.
• Metabolism Gummy Rings Metabolism support gummy featuring apple cider vinegar, vitamin B12, and chromium picolinate to support cellular energy and a healthy metabolism in adult consumers.
• Precise Probiotics (Metabolism, Stress, Skin) Premium targeted probiotic capsule line featuring clinically studied strains — B420 for metabolism, B. longum 1714 for normal cortisol levels and stress response, and ProBeautyShield for skin hydration and microbiome health. Priced $27–$32 for a 30-day supply and sold exclusively at Walmart and olly.com.
• Happy Hoo-Ha (Vaginal Probiotic + Vitamin-Infused Intimate Wash + Intimate Shave Oil) Vaginal health product line including a probiotic supplement with clinically studied Lactobacillus strains (HN001 and La-14) to support vaginal health and pH balance, plus a vitamin-infused intimate wash and intimate shave oil for women's wellness.
• Mellow Menopause Clinically studied menopause support supplement targeting 11 symptoms including hot flashes, vaginal dryness, and occasional mood swings for women navigating menopause.
• OLLY Body — Mood + Skin Collection (body washes, scrubs, serums) OLLY's personal care sub-brand of scientifically-formulated body washes, scrubs, and serums (Calm, Cool, Bright, Happy, Clear, Comfy, Renew, Revive variants) designed to repair the skin barrier and enhance mood through fragrance neuroscience research. Priced at $9.99 per item.
• Beauty-from-Within Supplements (Undeniable Beauty, Heavenly Hair, Glowing Skin, Flawless Complexion) Gummy supplements supporting healthy hair, skin, and nails, including Undeniable Beauty, Heavenly Hair, Glowing Skin, and Flawless Complexion for adult consumers.
• Multivitamins (Men's Multi, Women's 40+ Multi, Teen Girl Multi, Adult Multi + Probiotic) Multivitamin gummies for men, women over 40, teenage girls, and adults with added probiotic — delivering essential vitamins and minerals for foundational wellness.
• Kids Supplements (Kids Multi + Probiotic, Kids Multi Worms, Kids Sleep, Kids Melatonin-Free Sleep, Kids Immunity, Kids Friendly Fiber, Kids Chillax) Kid-friendly gummy supplements including multivitamins (with and without probiotic), probiotics, sleep support (with and without melatonin), immune support, fiber, and calming supplements formulated for children aged 2 and older.
• Ultra Strength Softgels (Brain, Sleep, Hair, Goodbye Stress, Prenatal, Women's Multi & Omega-3) Premium softgel versions of OLLY's key supplements targeting brain health, sleep, hair, stress, prenatal nutrition, and women's multivitamin with omega-3 for adult consumers.
• Men's Multi Multivitamin gummy for men delivering essential vitamins A, C, D, E, Bs and zinc for foundational wellness support in adult male consumers.
• Women's 40+ Multi Specialized multivitamin gummy for women over 40 supporting healthy bones, heart health, and occasional stress management.
• Balanced Perimeno Perimenopause support supplement targeting hormonal balance, mood, and metabolism for women in the perimenopausal life stage.
• Period Hero Menstrual cycle support supplement targeting PMS symptoms including bloating, mood swings, and breast tenderness for menstruating women.
• Lovin' Libido Women's health supplement supporting healthy libido and sexual satisfaction for adult women.
• The Essential Prenatal Multi Prenatal multivitamin with folic acid and DHA supporting wellness for both mother and baby during pregnancy.
• Ultra Strength Prenatal Softgels Premium prenatal softgel multivitamin supporting maternal wellness and baby's healthy growth and brain development.
• Teen Girl Multi Multivitamin formulated specifically for teenage girls with vitamins A, C, D, E, Bs, biotin, and zinc for foundational wellness support.
• Goodbye Stress Stress support gummy designed to help consumers maintain calm while staying alert.
• Relaxing Magnesium Relaxation supplement gummy supporting muscle relaxation and calm for adult consumers.
• Daily Energy (and Extra Strength Daily Energy) Energy support supplement with vitamin B12 to support cellular energy production, available in standard and extra-strength versions.
• Active Immunity Berry Brave Immune system support supplement in berry flavor for adult consumers.
• Laser Focus Cognitive support supplement designed to support mental clarity and focus for adult consumers.
• Fiber Gummy Rings Digestive health gummy supporting regularity and gut health for adult consumers.
• Supergood Superfoods Superfood supplement supporting immune and digestive health for adult consumers.
• Beat the Bloat Digestive support supplement promoting relief from occasional bloating for adult consumers.
• Extra Strength Probiotics (and Big 10 Probiotic, Probiotic Tropical Mango) Enhanced potency probiotic supplements (including Extra Strength Probiotics, Big 10 Probiotic multi-strain, and Probiotic Tropical Mango) for immune and digestive health support.
• Combat Cravings Supplement designed to reduce cravings and support healthy metabolism for adult consumers.
• Heartburn Helper Supplement to help relieve occasional heartburn, upset stomach, and acid indigestion for adult consumers.
• Delightful Iron Iron supplement to support red blood cell production for adult consumers.
• OLLY Rewards (Smile Miles VIP Loyalty Program) OLLY's customer loyalty and rewards program allowing customers to earn points on purchases and redeem for discounts, with tiered Smile Miles VIP multipliers (Feeling Good 1x, Feeling Happy 1.25x, Feeling Unstoppable 1.5x).

Quantifiable outcome

• OLLY's marketing campaigns achieved up to $1.5 million in incremental sales and $11.43 incremental return on ad spend
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Naomi OsakacoreGTM or Marketing Partner · 1 May 2026OLLY partnered with four-time Grand Slam champion and mental health advocate Naomi Osaka to launch the 'Do What Serves You' campaign for Mental Health Awareness Month 2026. As part of the initiative, OLLY committed $1.5 million in grants over three years to nonprofit partners including SeekHer Foundation, Girl Up, The National Menopause Foundation, and Postpartum Support International, with an initial $30,000 grant to SeekHer Foundation. Osaka authored a personal commentary essay published by Fortune as OLLY's ambassador, emphasizing mental health boundaries and self-care.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 23 April 2026Walmart serves as the exclusive retail partner for OLLY's Precise Probiotics product line (Metabolism, Stress, and Skin), available exclusively at Walmart and OLLY.com. This strategic exclusive arrangement positions the premium probiotic launch within Walmart's health and wellness footprint.
• Patricia BannanminorStrategic or Co-development Partner · 23 April 2026Nutrition expert Patricia Bannan joined OLLY's Advisory Coalition to support the launch of Precise Probiotics, providing strategic guidance and wellness expertise to reinforce the brand's science-backed positioning for the new gut health product line.
• VandracoreTechnology or Integration · 1 August 2025OLLY partnered with Vandra to enhance e-commerce sales and lower customer acquisition costs. The partnership achieved an 82% increase in first-time visitor conversion rates and a 20% reduction in customer acquisition costs, particularly from low-intent sources like TikTok.
• Heather McMahanminorGTM or Marketing Partner · 2 July 2025Comedian Heather McMahan partnered with OLLY for promotional efforts around the Mood + Skin body care product launch, bringing comedic and relatable content to the brand's body care expansion campaign.
• Ashley GrahamcoreGTM or Marketing Partner · 11 February 2025OLLY appointed supermodel and body positivity advocate Ashley Graham as its 2025 brand ambassador. Graham, who has been a fan of OLLY since 2018, aims to share her realistic approach to wellness in a new multichannel campaign aligned with OLLY's mission supporting women's health and wellness.
• SeekHer FoundationcoreStrategic or Co-development Partner · 1 January 2021SeekHer Foundation is OLLY's founding social mission partner since 2021, focused on bridging the mental health gender gap and providing access to essential health services for women. OLLY has supported nine nonprofit partners since launching its Social Mission in 2021. SeekHer's 2026 Emotional Equity Index report was co-supported by OLLY. OLLY made an initial $30,000 grant to SeekHer Foundation as part of the Naomi Osaka campaign.
• The Jed FoundationcoreStrategic or Co-development Partner · 1 January 2021OLLY's Social Mission launched in 2021 in partnership with The Jed Foundation, marking the beginning of the brand's commitment to supporting youth mental health and emotional well-being.
• Girl UpcoreStrategic or Co-development PartnerGirl Up is one of OLLY's nine social mission nonprofit partners, focused on advancing the health and well-being of adolescent girls and young women globally.
• The National Menopause FoundationcoreStrategic or Co-development PartnerThe National Menopause Foundation is an OLLY social mission partner receiving grant funding as part of OLLY's commitment to advancing menopause education and supporting women navigating midlife with clarity and confidence.
• Postpartum Support InternationalcoreStrategic or Co-development PartnerPostpartum Support International is an OLLY social mission partner focused on supporting maternal mental health, receiving grant funding as part of OLLY's commitment to women's mental health across every era of life.
• NAMI (National Alliance on Mental Illness)minorStrategic or Co-development PartnerNAMI is listed among OLLY's social mission nonprofit partners, supporting mental health awareness and education initiatives.
• Mind Share PartnersminorStrategic or Co-development PartnerMind Share Partners is listed among OLLY's social mission nonprofit partners, focused on workplace mental health transformation.
• Love the Land FoundationminorStrategic or Co-development PartnerLove the Land Foundation is listed among OLLY's social mission nonprofit partners.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Ritual: DTC women's multivitamin and supplement brand with science-backed positioning. Comparable to OLLY on target demographic (women 25–45), DTC-led GTM, subscription model, and emphasis on clinically studied ingredients.
• Care/of: Personalized vitamin and supplement subscription brand with a DTC e-commerce focus. Comparable to OLLY on subscription mechanics, women's wellness targeting, and ingredient transparency.
• Hum Nutrition: Beauty-from-within and wellness supplement brand targeting women. Comparable to OLLY on product overlap (skin, hair, mood supplements), DTC channel mix, and female-skewed customer base.
• Nutrafol: Clinically studied hair wellness supplement brand, also owned by Unilever within the same well-being division as OLLY. Comparable on premium wellness positioning, clinical study investment, and shared Unilever parent.
• Liquid IV: Hydration and wellness powder/shot brand also owned by Unilever within the well-being division. Comparable as a sibling hero brand under the same Unilever umbrella with mass retail + DTC distribution.

Broad incumbents

• Nature Made: Mass-market vitamin and supplement brand carried across major US retailers. Comparable to OLLY on retail distribution footprint (Walmart, Target, CVS) and broad multivitamin/specialty condition offering.
• Centrum: Large-scale multivitamin brand with mass-market positioning. Comparable to OLLY on foundational wellness and women's/men's multivitamins across retail and pharmacy channels.
• Garden of Life: Certified-organic and sport-certified supplement brand with broad portfolio across probiotics, multivitamins, and condition-specific supplements. Comparable to OLLY on NSF-equivalent third-party certification and specialty/gut health positioning.

Emerging players

• Culturelle: Probiotic supplement brand with clinically studied Lactobacillus rhamnosus GG strain. Comparable to OLLY's Precise Probiotics line on clinically validated strains, gut health claims, and mass retail distribution.
• Sunday Scaries: CBD and wellness gummy brand focused on stress and sleep. Comparable to OLLY on gummy format, sleep/stress/mood product overlap, and youth-skewing wellness branding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OLLYnutrition
• Instagraminstagram.com/ollywellness
• TikToktiktok.com/@ollywellness
• Xx.com/OLLYnutrition
• LinkedInlinkedin.com/company/olly-pbc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OLLY