Truvy
Truvy was a US-based direct sales health and wellness company founded in 2014 in Draper, Utah, distributing natural weight loss products through a multi-level marketing network. The company was acquired by Zinzino AB in Q3 2025.
- Company typePrivate
- Founded2014
- HeadquartersDraper, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Truvy does
Truvy was a US-based direct sales company founded in 2014 and headquartered in Draper, Utah, operating in the health and wellness vertical with a stated focus on natural weight loss products. The company distributed its offerings through a multi-level marketing (MLM) / direct sales model, employing 101-250 staff and serving a network of independent distributors and their downstream consumer-purchasers rather than enterprise or direct-retail customers. Co-founders David Brown and Shawn Gibson built the business alongside Chief Sales Officer Derrick Raynes, with no publicly disclosed product line detail, pricing model, or revenue figures available in the source data.
The company's go-to-market relied on person-to-person distributor relationships and recurring consumer purchases typical of the MLM channel, rather than traditional retail distribution or SaaS-style contracts. No technology platform architecture, integrations, or proprietary systems are disclosed in the available sources.
In Q3 2025, Truvy's assets were acquired by Zinzino AB (publ.), a Swedish publicly-traded company, as part of Zinzino's stated strategy to expand distribution capabilities into North America, Latin America, South Korea, and Japan. The transaction was announced in November 2025 alongside Zinzino's Q3 2025 interim report, which reported 47% year-over-year revenue growth for Zinzino. The Truvy acquisition was executed concurrently with the acquisition of Bodē Pro, another US-based direct sales company, signaling a portfolio-buildout approach by the acquirer. Following the deal, Truvy operates as a portfolio brand within Zinzino's direct sales portfolio rather than as an independent entity.
Truvy firmographics
Firmographics- Name
- Truvy
- Website
- https://truvy.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Truvy was a US-based direct sales health and wellness company founded in 2014 in Draper, Utah, distributing natural weight loss products through a multi-level marketing network. The company was acquired by Zinzino AB in Q3 2025.
- Ownership category
- akta.pro rank
Truvy industry classification
Industry- NAICS
- Food (Health) Supplement Retailers (456191), Other Health and Personal Care Retailers (45619)
- SIC
- Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
- akta.pro primary industry
- Weight Management & Metabolic Supplements (CRADAGAG)
- akta.pro secondary industries
- Weight Loss Coaching (Non-Clinical) (HSADAFAB), Customer Retention, Win-Back & Churn Reduction Programs (MPAAAIAH)
Keywords
Where Truvy is headquartered
LocationHeadquarters
- HQ city
- Draper
- HQ country
- United States
- HQ region
- North America
Markets served
Truvy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Operations, Supply Chain, Personnel
Truvy product offering
Product offeringCore offering
Truvy is a US-based direct sales (multi-level marketing) health and wellness company that offers natural weight loss products to consumers. The company distributes its product portfolio through a network of independent sales representatives, primarily across North America, Latin America, South Korea, and Japan following Zinzino AB's 2025 asset acquisition.
Product overview
Truvy was a US-based direct sales company. According to Zinzino AB's Q3 2025 interim report, Zinzino acquired the assets of Truvy as part of its strategy to expand distribution in North America, Latin America, South Korea, and Japan. The specific product offerings, modules, or service portfolio of Truvy are not detailed in the available source data.
Differentiator
Problem solved
Functional benefit
Products and services
- Natural Weight Loss Products
Companies that use Truvy
Customer profileIdeal customer profiles1 record
Truvy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Truvy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Zinzino AB (publ.)coreTruvy's assets were acquired by Zinzino AB in Q3 2025 as part of Zinzino's strategy to expand its distribution in North America, Latin America, South Korea, and Japan. This acquisition is part of Zinzino's growth strategy following their strong Q3 2025 financial results showing 47% revenue growth.
- Zinzino AB (publ.)coreZinzino AB acquired the assets of US-based direct sales company Truvy to expand distribution capabilities in North America, Latin America, South Korea, and Japan. This strategic acquisition supports Zinzino's international expansion objectives.
Recent moves3 records
Expansion highlights3 records
Truvy competitors and assessment
Company assessmentDirect peers
- Plexus Worldwide: US-based direct-sales company selling weight-management and wellness supplements through an MLM distributor network. Directly comparable to Truvy in channel, category, and customer base.
- Herbalife: Global direct-sales nutrition and weight-management company. Closely comparable to Truvy in MLM distribution model, weight-loss/meal-replacement product focus, and multi-region distributor network.
- Isagenix International: Direct-sales nutrition company specializing in weight-loss systems, meal replacements, and supplement packs. Highly comparable product mix and MLM model to Truvy.
- Bodē Pro: US-based direct-sales health and wellness company acquired by Zinzino alongside Truvy in Q3 2025. Near-perfect strategic twin in size, channel, and acquirer context.
- Jeunesse Global: Direct-sales wellness company with anti-aging and nutritional supplement lines. Comparable in MLM distribution and supplement-led product strategy.
- Modere: Direct-sales health and wellness brand with a weight-management line alongside broader supplements and personal care. Comparable to Truvy in MLM channel and category positioning.
Broad incumbents
- USANA Health Sciences: Public direct-sales supplement and nutrition company. Comparable MLM distribution model and core supplement/weight-management category overlap with Truvy.
- Nu Skin Enterprises: Public direct-sales company selling nutritional supplements and personal care products globally. Comparable multi-region MLM distribution and adjacent product categories.
- Shaklee: Long-established direct-sales wellness and supplement company. Comparable MLM distribution model with nutrition and weight-management product overlap.
- Zinzino AB: Swedish publicly-traded direct-sales health and wellness company and Truvy's parent post-Q3 2025 acquisition. Operates a broader portfolio of supplements and health products via global MLM distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights4 records
Customer concentration
Truvy social profiles
Digital presenceTruvy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truvy leadership team
Management profileNumber of profiles
Profiles3 records
Truvy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truvy M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Truvy
What does Truvy do?
Truvy is a US-based direct sales (multi-level marketing) health and wellness company that offers natural weight loss products to consumers. The company distributes its product portfolio through a network of independent sales representatives, primarily across North America, Latin America, South Korea, and Japan following Zinzino AB's 2025 asset acquisition.
Is Truvy a public or private company?
Truvy is a private company. It is classified as corporate owned and is currently acquired.
When was Truvy founded?
Truvy was founded in 2014. It employs 101 to 250 people.
Where is Truvy based?
Truvy is headquartered in Draper, United States, in the North America region.
Who are Truvy's main competitors?
Direct peers on record are Plexus Worldwide, Herbalife, Isagenix International, Bodē Pro, Jeunesse Global and Modere. Broad incumbents are USANA Health Sciences, Nu Skin Enterprises, Shaklee and Zinzino AB.
Does Truvy have an API?
No public API is recorded for Truvy.
What industry is Truvy in?
Its primary akta.pro industry code is CRADAGAG, Weight Management & Metabolic Supplements, with a secondary code of HSADAFAB, Weight Loss Coaching (Non-Clinical). Its NAICS code is 456191 and its SIC code is 5122.