Puravia

What Puravia does

Puravia is a Czech-founded direct-to-consumer retailer of dietary supplements, natural cosmetics, eco-friendly household products, and functional foods, operating under the legal entity Sidonia Medica, s.r.o. (IČO: 05641365). The company sells both curated third-party brands and its own private-label line, Puravia LABS, which is manufactured in certified laboratories in the Czech Republic and Slovakia with quality control overseen personally by founder Eva Hájková. Its core technology stack is a Shoptet-based e-commerce storefront supplemented by Luigi's Box for personalized product search, Leadhub for email marketing, Sprinx.com for back-office software, and Mailstep for warehouse and logistics fulfillment.

Puravia serves health-conscious consumers across the Czech Republic and Slovakia through two online storefronts (puravia.cz and puravia.sk) and three physical retail showrooms in Prague, Brno, and Ostrava. Its offering spans more than 16 product categories — vitamins, minerals, probiotics, antioxidants, proteins, omega-3, collagen, adaptogens, medicinal mushrooms, liposomal vitamins, superfoods, herbal teas, natural skincare, eco-cleaning products, and natural sun care — with unit prices ranging from 85 Kč for teas to 1,590 Kč for premium supplements. The company positions itself around a CLEAN LABEL curation philosophy and offers a free expert advisory service (Poradna) staffed by qualified advisors.

The revenue model is a multi-channel retail operation: consumer e-commerce as the primary engine, three physical stores for pickup and in-person sales, a wholesale channel for health stores and pharmacies (contact via [email protected]), and an affiliate marketing program. Pricing follows unit-based retail pricing with occasional promotional discounts of 10-30% and free shipping above 2,000 Kč. Marketing is executed through an educational blog, an active Instagram presence, an email newsletter, paid search remarketing via Google and Seznam, and an affiliate program. The company is privately held and founder-operated, with a lean 1-10 employee headcount.

Name

Puravia

Legal name

Sidonia Medica, s.r.o.

Website

https://puravia.cz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Puravia is a Czech-founded e-commerce retailer and private-label producer (Puravia LABS) of dietary supplements, natural cosmetics, and eco-friendly products, serving health-conscious consumers in the Czech Republic and Slovakia through online storefronts and three physical retail locations.

Ownership category

akta.pro rank

Product category

Dietary Supplements & Natural Health Retail

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

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

Keywords

• Dietary supplements
• Natural cosmetics
• Eco cleaning products
• Natural health products
• Functional foods

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail: Direct-to-consumer online sales of health supplements, natural cosmetics, eco-friendly household products, and functional foods. Products are sold at individual unit prices with occasional promotional discounts. Free shipping available for orders over 2,000 Kč.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Puravia is a Czech e-commerce and physical-store retailer that curates and sells natural dietary supplements, vitamins, minerals, probiotics, antioxidants, proteins, adaptogens, omega-3, collagen, vital mushrooms, superfoods, herbal teas, natural skincare, ecological cleaning products, and sun protection items, alongside its own Puravia LABS private label manufactured in certified Czech and Slovak laboratories. The company serves individual consumers and wholesale partners primarily in the Czech Republic and Slovakia through puravia.cz, puravia.sk, and three retail showrooms, with free expert advisory (Poradna) and an affiliate program supporting sales.

Product overview

Puravia is an e-commerce platform selling dietary supplements, natural cosmetics, eco cleaning products, and health-focused foods and beverages. The core offering consists of vitamins, minerals, probiotics, antioxidants, proteins, adaptogens, vital mushrooms, and specialty supplements. Puravia also offers its own private-label line called Puravia LABS, manufactured in certified Czech and Slovak laboratories with founder oversight. The platform categorizes products by health concern (immunity, menopause, sun protection), body part, target demographic (women, men, children, pregnant/nursing), and lifestyle (vegan, keto, paleo, senior). Additional product lines include natural skincare and eco drogerie.

Differentiator

Problem solved

Functional benefit

Brands

• Puravia LABS: The company's own private label brand of dietary supplements and health products, manufactured in certified laboratories in the Czech Republic and Slovakia with quality control overseen by Eva Hájková.

Products and services

• Puravia LABS Private Label Supplements Puravia's proprietary private-label line of dietary supplements manufactured in certified Czech and Slovak laboratories, with quality and purity personally controlled by founder Eva Hájková; sold directly to consumers via the Puravia storefront.
• Vitamins and Minerals Standalone curated assortment of single vitamins, multivitamins, gummies, and single minerals (Magnesium, Zinc, Iron, Calcium, Iodine, Selenium, Potassium, Diatomite) sold to health-conscious Czech and Slovak consumers for preventive nutrition.
• Probiotics and Prebiotics Curated digestive-health range including Probiotics, Soil-based Probiotics, and Probiotics with Prebiotics, marketed to adults seeking gut-health support.
• Antioxidants Antioxidant supplements including Astaxanthin, Glutathione, Coenzyme Q10, Curcumin, Resveratrol, and Quercetin, sold to consumers seeking cellular-protection and anti-aging support.
• Proteins and Amino Acids Protein supplements in plant-based, animal-based, and whey variants, plus standalone amino acid supplements, targeted at athletes and active-lifestyle consumers.
• Omega-3 Fatty Acids Omega-3 supplements offered in Krill Oil, Cod Liver Oil, Fish Oil, and Vegan Omega-3 variants for cardiovascular and brain health.
• Collagen and Gelatin Collagen supplements in beef, marine, and vegan variants, plus gelatin products, sold primarily to adults 45+ for skin, joint, and connective-tissue support.
• Adaptogens Stress-reducing herbal supplements including Ashwagandha, Maca, and adaptogenic drinks positioned for stress management and resilience.
• Vital and Functional Mushrooms Medicinal mushrooms including Chaga, Reishi, Agaricus, and Shiitake, offered as syrups or tinctures for immune and vitality support.
• Liposomal Vitamins Vitamins formulated with liposomal delivery technology, marketed to consumers seeking enhanced nutrient absorption.
• Natural Skincare and Cosmetics Natural and organic cosmetics including facial care, body care, hair care, bath products, dental care, men's cosmetics, and decorative cosmetics, retailed under the CLEAN LABEL curation standard.
• Sun Protection Products Natural sunscreens and after-sun care products in SPF 50+, SPF 30, and SPF 15 variants for face, body, and children.
• Eco Cleaning and Household Products Ecological household products including cleaning supplies, feminine hygiene, baby diapers, natural washing products, and natural repellents.
• Superfoods Nutrient-dense foods including young barley, chlorella, spirulina, and other superfood supplements sold as functional food powders and capsules.
• Herbal Tea Blends Bottled and loose-leaf herbal tea blends targeted at wellness goals such as sleep, focus, and histamine balance.
• Free Expert Consultation (Poradna) Free advisory service staffed by qualified consultants that helps consumers choose natural supplements and wellness products, accessible via [email protected].

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core, minor and moderate.

• MailstepcoreImplementation/ SI/ Consulting PartnerWarehouse and logistics partner handling order fulfillment. Located at Hala D2 Do Čertous 2760/10, 193 00 Praha. Critical partner for e-commerce order processing and shipping.
• Leadhub s.r.o.minorGTM or Marketing PartnerEmail marketing service provider managing newsletter campaigns and promotional email communications to customers.
• Institut funkční medicíny a výživy (IFMV)moderateStrategic or Co-development PartnerCollaboration with functional medicine and nutrition institute. Represents medical/health professional endorsement of Puravia's approach to natural health.
• Celostní medicínamoderateStrategic or Co-development PartnerPartnership with holistic medicine platform, indicating alignment with holistic and natural health philosophy.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• iHerb: US-based global e-commerce retailer of vitamins, supplements, and natural health products. iHerb ships to Czech Republic and Slovakia, directly competing with Puravia on assortment and price across virtually every category Puravia stocks.
• BENU Lékárna: Major Czech pharmacy chain with online store selling OTC supplements, vitamins, and natural health products. BENU is a broader incumbent operating an omnichannel pharmacy-and-supplement retail model that overlaps materially with Puravia's product breadth.
• Walmark: CEE vitamin and supplement brand manufacturer with its own retail distribution and brands such as GS Partners and Proenzi. Walmark competes with Puravia at the brand level across vitamins, joint-care, and immunity supplements in Czech and Slovak pharmacies.
• Notino: Czech-founded health and beauty e-commerce leader operating across 25+ European markets with a broad catalog spanning supplements, vitamins, and natural cosmetics. Notino overlaps with Puravia's natural skincare and eco-drogerie lines and competes for the same Czech consumer wallet.

Direct peers

• Bionea.cz: Czech e-commerce specialty retailer of dietary supplements, vitamins, and natural cosmetics with a similar catalog to Puravia. Bionea is a direct comparably positioned DTC supplement pure-play targeting Czech health-conscious consumers.
• Pilulka.cz: Czech online pharmacy and health products retailer with a broad catalog including vitamins, supplements, and natural cosmetics, with both e-commerce and physical store footprint. Pilulka is Puravia's most direct local competitor in OTC supplements and DTC natural health, serving overlapping Czech and Slovak customers.
• Dr.Max: Largest pharmacy chain in Central Europe, also operating e-commerce at drmax.cz selling vitamins, minerals, and dietary supplements. DrMax competes with Puravia in the same Czech consumer supplement category, leveraging pharmacy-level credibility and heavy scale.
• GymBeam: Sports nutrition and supplement e-commerce company that originated in CEE and now operates pan-European with protein, vitamins, and functional foods. GymBeam overlaps with Puravia's sports-nutrition, adaptogen, and protein categories and competes for the same online health consumer across CEE.

Regional players

• Lékárna.cz: Czech online pharmacy operating e-commerce with vitamins, supplements, and natural products. Lékárna.cz is a domestic-region peer that competes head-on with Puravia in OTC supplements within the Czech market specifically.

Emerging players

• Vegums: Czech plant-based vitamin gummy brand and DTC retailer focused on vegan multivitamins sold via Czech e-commerce. Vegums is a category-overlap niche player that competes with Puravia in the gummy and multivitamin subset of the supplement market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/puravia.cz
• Facebookfacebook.com/puravia.cz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

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 Puravia