BePure
BePure Health Ltd. is a New Zealand-based, 20-year-old nutritional supplement company selling third-party tested, bioavailable vitamins, probiotics, proteins and longevity products direct-to-consumer via Shopify, to 300+ NZ retail stockists, and to 20+ international markets.
- Company typePrivate
- Founded2004
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What BePure does
BePure Health Ltd. is a New Zealand-incorporated, privately held nutritional supplement company headquartered in Auckland that has operated for approximately 20 years under the consumer-facing brand BePure Wellness. Its core offering is a portfolio of bioavailable, third-party tested dietary supplements — built around a foundational 'three-step' daily stack of BePure One (multivitamin), BePure Two (probiotic) and BePure Three (omega-3 fish oil) — and extended into specialised categories including NMN 1000mg (longevity), Creatine & Magnesium (performance/recovery), Magnesium Restore (sleep/relaxation), Zinc Restore (immune), Perfect Plant Protein and Good Gut Collagen Protein. The company differentiates on formulation quality (e.g., 99.7% pharmaceutical-grade creatine, magnesium bisglycinate, sporebiotic + collagen blends) and on a published Certificate-of-Analysis testing regime via Cawthron Laboratories and AsureQuality.
BePure monetises through three interlocking channels: a Shopify-powered direct-to-consumer e-commerce storefront at bepure.co.nz offering one-time purchases and a 15%-discount subscription/autoship programme with free NZ/AU shipping; wholesale distribution to over 300 retail stockists across New Zealand including Chemist Warehouse, Life Pharmacy, Unichem, Health2000 and Hardy's; and international DTC shipping to 20+ countries across Oceania, Asia, North America, Europe, the Middle East and the Pacific. Pricing is positioned in the premium-but-accessible band (USD $29–$98 for most SKUs and packs), with Afterpay BNPL (up to $1,200, four fortnightly instalments) integrated at checkout and a 'Give $20, Get $10' subscriber referral programme supporting acquisition.
The customer base is fragmented and consumer-end, targeting health-conscious New Zealanders, fitness and athletic consumers, cognitive-performance seekers, and stress/sleep-focused individuals — with retail stockists as a secondary B2B segment. Founder Ben Warren (Clinical Director) and CEO Andrew Laloli lead an organisation of 11–50 employees. The company has raised approximately NZD 1.3M in a single December 2019 funding round (investors undisclosed), operates with no disclosed AI/ML or public API capabilities, and shows no public M&A, restructuring or recent leadership-change signals. Distribution is largely retail-via-Shopify rather than enterprise-contract based, keeping customer concentration low.
BePure firmographics
Firmographics- Name
- BePure
- Legal name
- BePure Health Ltd.
- Website
- https://www.bepure.co.nz/
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BePure Health Ltd. is a New Zealand-based, 20-year-old nutritional supplement company selling third-party tested, bioavailable vitamins, probiotics, proteins and longevity products direct-to-consumer via Shopify, to 300+ NZ retail stockists, and to 20+ international markets.
- Ownership category
- akta.pro rank
BePure industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industries
- Vitamins (A, B-Complex, C, D, E, K; Premixes) (AFAJAKAA), Amino Acids & Peptides (BCAAs, Collagen Peptides, Bioactive Peptides, L-Theanine) (AFAJAKAG), Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)
Keywords
Where BePure is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
BePure business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: One-time product purchases through bepure.co.nz online store. Customers select individual products at listed prices with shipping calculated at checkout.
- Subscription/Repeat Orders: Subscribe and save 15% off all repeat orders. First subscription order receives 15% discount continuing on all future subscription orders. Free shipping on NZ and AU subscription orders. Customer manages subscription frequency and products through online account.
- Wholesale to Retail Partners: Products sold through 300+ retail stores across New Zealand including Chemist Warehouse, Life Pharmacy, Unichem, Health2000, and Hardy's. Retailers purchase wholesale and resell to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription Model - 15% recurring discount |
| Unit Pricing | Pay-as-you-go | Core Supplements - BePure One, Two, Three |
| Unit Pricing | Pay-as-you-go | Everyday Wellness Pack |
| Unit Pricing | Pay-as-you-go | Curated Health Packs |
| Unit Pricing | Pay-as-you-go | Perfect Plant Protein - 16 serves |
| Unit Pricing | Pay-as-you-go | Good Gut Collagen Protein - 16 serves |
| Unit Pricing | Pay-as-you-go | Energy Essentials Pack - NMN and supplements |
| Unit Pricing | Pay-as-you-go | Creatine and Magnesium - energy/recovery |
| Unit Pricing | Pay-as-you-go | Magnesium Restore - 30/60 day supply |
| Subscription | Multi-year contract | NMN 1000mg Subscription Promotion |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
BePure product offering
Product offeringCore offering
BePure formulates and sells science-backed nutritional supplements including a three-step daily foundation (multivitamin, probiotic, omega-3 fish oil), NMN for cellular longevity, creatine and magnesium for performance and recovery, magnesium bisglycinate for sleep and mood, zinc for immune support, and plant-based and collagen protein powders. All products use bioavailable ingredients with third-party Certificates of Analysis.
Product overview
BePure is a New Zealand-based wellness company offering a portfolio of science-backed nutritional supplements. The core product line centers on a three-step daily wellness approach comprising BePure One (multivitamin), BePure Two (probiotic), and BePure Three (omega-3 fish oil), which are also bundled in the Everyday Wellness Pack. The company has expanded into specialized supplements including NMN 1000mg for cellular energy and longevity, Creatine and Magnesium for performance and recovery, Magnesium Restore for relaxation and sleep, and Zinc Restore for immune support. Protein nutrition is addressed through two distinct products: Perfect Plant Protein (vegan, 28g+ protein, pea-based with BCAAs) and Good Gut Collagen Protein (27g+ protein with bovine collagen and sporebiotics for gut health). Targeted packs bundle complementary products—such as the Gut Health Pack, Energy Essentials Pack, and Everyday Health Pack—to address specific wellness goals. All products emphasize bioavailable ingredients, third-party testing, and avoidance of unnecessary fillers or additives.
Differentiator
Problem solved
Functional benefit
Products and services
- BePure One Multivitamin
Quantifiable outcome
- NAD+ restoration supporting over 500 cellular reactions including energy production and DNA repair
- +4 more outcomes
Companies that use BePure
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
BePure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature7 records
BePure partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor, core and major.
- Eve Wellness Ltd.minorSister company to BePure Health Ltd. Customer information may be shared with Eve Wellness Ltd. if requested by customer for Eve's services. Eve Wellness has its own privacy policy governing data handling. Relationship indicates shared ownership or management between the two wellness companies.
- ShopifycoreE-commerce platform provider powering bepure.co.nz online store. Processes payments, manages product listings, shopping cart, customer accounts, and order processing. Shopify infrastructure enables the entire direct-to-consumer sales channel including subscriptions and international shipping calculations.
- Cawthron LaboratoriescoreIndependent New Zealand laboratory (Nelson, NZ) performing HPLC (high-performance liquid chromatography) purity testing on creatine raw materials. Testing confirmed pharmaceutical grade creatine at 99.7% assay purity exceeding 99.5% pharmaceutical threshold.
- AsureQualitycoreIndependent New Zealand laboratory performing second independent testing on finished Creatine & Magnesium product. Passed all specifications for heavy metals, microbial contamination, and correct active ingredient levels.
- Chemist WarehousemajorMajor national pharmacy chain retail stockist for BePure supplement products across New Zealand. One of over 300 retail stores distributing BePure products.
- Life PharmacymajorNational pharmacy chain retail stockist for BePure supplement products across New Zealand.
- UnichemmajorNational pharmacy chain retail stockist for BePure supplement products across New Zealand.
- Health2000majorHealth retail store chain stockist for BePure supplement products across New Zealand.
- Hardy'smajorHealth and wellness retail store chain stockist for BePure supplement products across New Zealand.
- Brand NationminorThird-party logistics and warehousing provider handling BePure product returns. Returns address: Brand Nation, Unit C, 86-88 Westpoint Drive, Hobsonville, Auckland 0618.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
BePure competitors and assessment
Company assessmentDirect peers
- Blackmores: Australia-headquartered vitamins and supplements CPG brand with broad multivitamin, omega-3, probiotic, and specialty ranges sold through pharmacy and DTC channels. Closely comparable to BePure on product mix, channel (pharmacy + e-commerce), and category positioning.
- Swisse Wellness: Premium Australian vitamins, supplements, and sports nutrition brand sold via pharmacies, supermarkets, and DTC. Comparable to BePure on omnichannel pharmacy distribution and consumer positioning around 'wellness' and 'backed by science'.
- Nature's Own: Australian supplement brand offering vitamins, minerals, and specialty supplements across pharmacy and grocery. Direct competitor to BePure on category, format (capsules, powders), and Australian/NZ pharmacy distribution.
- Nutra-Life: Australia/NZ supplement brand with broad vitamins, minerals, herbal, and specialty ranges distributed primarily through pharmacy. Comparable on product breadth and pharmacy-led go-to-market.
- BioBalance: New Zealand-based supplement brand offering vitamins, minerals, and specialty formulations via health stores and DTC. Most direct NZ-headquartered peer to BePure on geography, channel, and product mix.
- Radiance Supplements: New Zealand wellness supplement brand sold through health stores and online. Comparable NZ-based competitor across multivitamins, specialty supplements, and natural products retail channels.
- Clinicians (NZ): New Zealand supplement brand focused on practitioner-grade vitamins, minerals, and specialty formulations. Comparable to BePure on NZ pharmacy/health-channel distribution and clinical positioning.
Emerging players
- AG1 (Athletic Greens): Global premium DTC supplement brand built around a daily greens/nutrition powder with subscription. Comparable to BePure on subscription-led DTC model, premium positioning, and content-driven customer acquisition.
- Ritual: US-based DTC multivitamin and supplement brand with subscription model and strong third-party testing / traceability messaging. Comparable to BePure on clean-label positioning, traceability (COA equivalent), and subscription-led growth.
Broad incumbents
- NOW Foods: Large US-based supplement manufacturer and brand offering thousands of SKUs including vitamins, proteins, and specialty ingredients globally. Comparable as a broad incumbent in the same product categories as BePure, though at vastly larger scale and price-tier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BePure social profiles
Digital presenceBePure financial estimates
Financial estimateRevenue estimate
Valuation estimate
BePure leadership team
Management profileNumber of profiles
Profiles2 records
BePure funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BePure 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 BePure
What does BePure do?
BePure formulates and sells science-backed nutritional supplements including a three-step daily foundation (multivitamin, probiotic, omega-3 fish oil), NMN for cellular longevity, creatine and magnesium for performance and recovery, magnesium bisglycinate for sleep and mood, zinc for immune support, and plant-based and collagen protein powders. All products use bioavailable ingredients with third-party Certificates of Analysis.
Is BePure a public or private company?
BePure is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BePure founded?
BePure was founded in 2004. It employs 11 to 50 people.
Where is BePure based?
BePure is headquartered in Auckland, New Zealand, in the Oceania region.
How does BePure make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription/Repeat Orders and wholesale to Retail Partners.
Who are BePure's main competitors?
Direct peers on record are Blackmores, Swisse Wellness, Nature's Own, Nutra-Life, BioBalance, Radiance Supplements and Clinicians (NZ). Emerging players are AG1 (Athletic Greens) and Ritual. NOW Foods is listed as a broad incumbent.
Does BePure have an API?
No public API is recorded for BePure.
What industry is BePure in?
BePure's product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of AFAJAKAA, Vitamins (A, B-Complex, C, D, E, K; Premixes). Its NAICS code is 456191 and its SIC code is 2833.