What Heights does

Heights (legal entity Braincare Limited) is a UK-based, direct-to-consumer nutritional supplement company founded in 2019 by Dan Murray and Joel Freeman. The company formulates and sells science-backed braincare and general wellness supplements under six core SKUs: Vitals+ (multivitamin with 20 nutrients), Biotic+ (7-strain probiotic, 20bn CFU), Magnesium+ (300mg glycinate), Hydrate+ (electrolyte drink with Cognizin citicoline), Calmer+ (Ashwagandha/lavender/saffron botanical blend), and Thrive+ (NAD+ precursor, CoQ10, trans-resveratrol longevity formula). The company's core technical differentiator is a double-barrier delayed-release capsule technology designed to survive stomach acid and deliver nutrients to optimal gut absorption points, alongside bioavailable ingredient selection (e.g., methylcobalamin B12, vegan cholecalciferol D3, magnesium glycinate) and clean, vegan, allergen-free formulations. Products are backed by references to 2,100+ scientific studies with Vitals+ alone cited against 330+ papers, and the company conducts RCTs with published outcomes (e.g., 54% working memory improvement, 21% burnout reduction).

Heights generates revenue almost exclusively through its own e-commerce storefront via one-time purchases and monthly subscriptions, with subscription plans offering 10-20% recurring savings and bundle pricing (Ultimate Health Trio, Daily Essentials Duo, Longevity Duo) further incentivizing multi-product commitments. Pricing ranges from $24-$48 per product per month at subscription rates, with free shipping on subscription orders and a 30-day money-back guarantee reducing purchase friction. Distribution is DTC-only, with localized storefronts and currency support across UK (GBP), US (USD), EU (EUR), and UAE (AED). Customer acquisition combines content marketing, a science-focused blog and weekly newsletter (Sunday Supplement), celebrity and influencer endorsements (Stephen Fry, Matt Willis, Dr. Ali Abdaal, Carol Vorderman, Vogue Williams), earned media coverage (GQ, Vogue, The Sunday Times, Condé Nast Traveller), a referral program (Give 20%, Get 20%), and a student discount program. The company reports 150,000+ customers, 10,392+ verified reviews averaging 4.7-4.8 stars, and 11,000+ monthly customers as of 2022 US expansion. The company is B Corp certified, GMP-manufactured, and Informed Sport certified as the official supplement supplier to the BWT Alpine Formula 1 Team. Heights is privately held, having raised approximately £10M across 2021-2022 Seedrs crowdfunding rounds with a further ~$2.66M round in late 2025, and operates with a Scientific Advisory Board that includes former Chief Science Officer Dr. Tara Swart (MIT Sloan Senior Advisor), consultant dietitian Sophie Medlin, and Dr. Harry Jarrett (Director of Science & Research).

Name

Heights

Legal name

Braincare Limited

Website

https://yourheights.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Heights is a UK-based direct-to-consumer nutritional supplement company that formulates and sells science-backed braincare supplements (multivitamin, probiotic, magnesium, electrolytes, longevity, calm blends) via its own e-commerce platform and monthly subscriptions, serving health-conscious consumers across the UK, US, EU, and UAE.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

akta.pro secondary industries

Multivitamins & Daily Packs (CRADAGAC), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Brain health supplements
• Nutritional supplements
• Direct-to-consumer wellness
• Science-backed nutraceuticals
• Cognitive health products

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Supplement Sales: Heights generates revenue primarily through selling nutritional supplements directly to consumers via its e-commerce platform. Products are available as one-time purchases or through subscription plans offering 10-20% monthly savings. The subscription model provides recurring revenue with customers receiving monthly deliveries of products like Vitals+, Biotic+, Magnesium+, Hydrate+, Calmer+, and Thrive+.
2. Bundle and Tiered Product Sales: Revenue is generated through bundled product offerings (Ultimate Health Trio, Daily Essentials Duo, Longevity Duo) that provide tiered pricing with increasing discounts for multiple products. Bundle builder allows customers to customize and save up to 20% on orders of 4+ items.
3. Referral Program: The Give 20%, Get 20% referral program drives customer acquisition through existing customer advocacy, with referrers receiving store credit for successful referrals.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Heights designs, formulates and sells a portfolio of branded, science-backed braincare and nutritional supplements (multivitamin, probiotic, magnesium, longevity, calm botanical blend, and electrolyte drink) directly to consumers via its own subscription e-commerce storefront. Products use proprietary delayed-release capsule technology and bioavailable ingredients, are third-party batch-tested, and are sold individually or in curated subscription bundles with 10-20% savings and a 30-day money-back guarantee.

Product overview

Heights is a science-backed braincare and nutrition supplement company offering a portfolio of scientifically formulated products including Vitals⁺ (multivitamin), Biotic⁺ (probiotic), Magnesium⁺ (magnesium supplement), Thrive⁺ (longevity supplement), Calmer⁺ (botanical calm supplement), and Hydrate⁺ (electrolyte drink). Products are available individually or as curated bundles (Ultimate Health Trio, Daily Essentials Duo, Longevity Duo). The company also offers branded merchandise including sleep masks, journals, and apparel. All supplements feature delayed-release capsule technology, are third-party tested, and are formulated by scientists and dietitians with research backing.

Differentiator

Problem solved

Functional benefit

Brands

• Vitals+: Multivitamin with 20 key nutrients to fuel body and brain
• Biotic+
• Magnesium+
• Thrive+
• Calmer+
• Hydrate+

Products and services

• Vitals+ All-in-one multivitamin containing 20 essential nutrients including Omega 3, B-Complex, Vitamin D, iron, zinc and blueberry extract, formulated with delayed-release capsule technology to support energy, sleep, cognitive function, immune system and overall brain and body health. Targeted at health-conscious adults seeking science-backed daily nutrition in a single product.
• Biotic+ Daily probiotic supplement with 7 high-impact bacterial strains plus zinc, delivering 20 billion CFU via delayed-release capsules that survive stomach acid to support gut health, microbial diversity, immune function and cognitive performance. Marketed with claimed 50x more live bacteria reaching the gut versus standard probiotics.
• Magnesium+ Magnesium glycinate supplement delivering 300mg of elemental magnesium (80% of the daily recommended intake) in two daily capsules, marketed to support 300+ bodily functions including sleep, muscle recovery, nervous system function and psychological wellbeing.
• Thrive+ Cellular longevity supplement combining NAD+ precursor (Niagen), CoQ10, trans-resveratrol and copper to support healthy ageing, cellular energy production and long-term vitality at the mitochondrial level; positioned as the UK's first such combination formula.
• Calmer+ Botanical blend supplement combining Shoden Ashwagandha, lavender oil, saffron extract and vitamin B6 in a daily capsule designed to support calm, relaxation, emotional balance and natural sleep without sedative effects; made in GMP-certified facilities.
• Hydrate+ Electrolyte drink mix with 4 essential electrolytes plus Cognizin citicoline, positioned for hydration, focus, energy and everyday physical performance, available in Variety Pack, Peach Spritz, Lime Margarita and Mango Ginger Mule flavours with 24 sachets per order.
• Ultimate Health Trio Bundle subscription combining Vitals+ (20 essential nutrients), Biotic+ (7 probiotic strains, 20bn CFU, zinc) and Magnesium+ (300mg glycinate) for a complete daily brain-gut-sleep routine, priced at 15% monthly savings versus purchasing individually.
• Daily Essentials Duo Bundle of Vitals+ and Biotic+ offered as a recurring subscription to deliver essential daily nutrients and probiotic support together, at roughly 10% monthly savings versus separate purchases, targeting foundational energy, immunity and cognitive function.
• Longevity Duo Bundle combining Vitals+ and Thrive+ sold on subscription to pair foundational multivitamin nutrition with cellular longevity support through the NAD+ precursor and CoQ10 in Thrive+.
• Sleep+ Mask 100% silk adjustable total blackout sleep mask, sold as a branded Heights merchandise item to complement the company's sleep and recovery supplement routine.
• Braincare Journal Branded interactive journal designed for tracking braincare routine and personal development, sold as part of the Heights non-supplement merchandise range.
• Heights Tee Organic-cotton branded Heights t-shirts available in multiple colourways, sold as part of the brand's apparel merchandise range.

Quantifiable outcome

• 1 extra hour of sleep per night after 12 weeks of Vitals+ supplementation
• +8 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• BWT Alpine Formula 1 TeamcoreStrategic or Co-development PartnerHeights serves as the official supplement supplier to the BWT Alpine Formula 1 Team. Every Heights formula is batch-tested and Informed Sport certified, meeting the rigorous standards required for professional motorsport athletes. The partnership emphasizes science-led ingredients, clinically backed results, and peak performance optimization for elite racing drivers.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Care/of: Personalized daily vitamin and supplement subscription service. Comparable as a science-backed, DTC subscription supplement brand targeting wellness-minded consumers, with similar bundle/customization mechanics.
• Seed Health: DTC probiotic and microbiome brand with patented delivery technology and clinical evidence. Closely comparable to Heights' Biotic+ line and delayed-release capsule positioning.
• AG1 (Athletic Greens): Leading daily greens and nutrition powder brand selling a single comprehensive supplement via DTC subscription. Highly comparable as a premium, science-led, subscription-based daily supplement positioned for whole-body health.
• Yourbiology: DTC probiotic and gut-health supplement brand. Comparable as a DTC, subscription-led probiotics brand targeting similar consumer pain points around gut-brain health.
• Momentous: Premium, science-led supplement brand serving professional athletes (NFL, NBA, Olympians) with NSF/Informed Sport certified products. Highly comparable to Heights' F1 team partnership and Informed Sport certification positioning.
• Ritual: DTC multivitamin and supplement brand built around traceable ingredients, clinical evidence, and clean formulations. Closely matches Heights' evidence-led, premium subscription model in the daily multivitamin and women's/essentials categories.
• Bulletproof 360: DTC wellness brand spanning supplements, coffee and functional nutrition with strong content marketing and celebrity/author credibility. Comparable to Heights' brain/energy/longevity narrative and influencer-led GTM motion.

Broad incumbents

• Huel: UK-founded, large-scale DTC nutrition brand with a broad portfolio including supplements. Comparable as a UK-headquartered, scaled DTC nutrition peer targeting similar health-conscious adults, though anchored in meal replacement rather than supplements.

Emerging players

• Mind Lab Pro: Universal nootropic supplement brand with strong clinical research backing. Comparable as a premium, evidence-led cognitive supplement competing directly with Heights' brain-health positioning.
• Neurohacker Collective (Qualia): Science-led nootropic and longevity supplement brand with a clinical research orientation. Comparable to Heights' Thrive+ and brain-health positioning in the cognitive/longevity niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@heights
• Facebookfacebook.com/yourheightspage
• LinkedInlinkedin.com/company/yourheights
• Instagraminstagram.com/heights
• Xx.com/yourheights

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors1 record

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 Heights