Wholier
Wholier is a Brooklyn-based direct-to-consumer plant-based supplement brand selling a curated line of USDA Organic, vegan, third-party-tested vitamins, protein, sleep, and stress products to health-conscious, plant-forward consumers via its website, subscriptions, and Whole Foods retail.
- Company typePrivate
- Founded2018
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wholier does
Wholier (legal entity Holier Inc.) is a Brooklyn-based direct-to-consumer plant-based supplement brand founded in 2018 by Lisa Gonzalez-Turner. The company sells a curated portfolio of clean, vegan dietary supplements — including an Organic Plant Protein + Prebiotics powder, Multi for Plant-Based People daily multivitamin, Cortisol Balance adaptogen blend, Night Minerals magnesium sleep drink and capsules, Supergreens Multi in powder and gummy forms, and a Peppermint Stomach Soother digestive capsule — to health-conscious, plant-forward consumers, primarily vegans and vegetarians, with the stated intent of addressing nutrient gaps common in plant-based diets. Formulas emphasize bioavailable plant-derived nutrient forms (algae-sourced omega-3 DHA/EPA, microalgae-sourced D3, methylcobalamin B12, zinc citrate, magnesium glycinate) and are USDA Organic, Non-GMO, vegan, gluten-free, and third-party tested for heavy metals under GMP standards. The technology stack is a standard e-commerce stack: Shopify for the storefront, Stripe for payments, Recharge for subscription management, and Google Analytics for site analytics; no proprietary platform, AI, or data infrastructure is disclosed.
The business model is a hybrid DTC e-commerce and subscription brand with a supplementary Whole Foods retail presence. Pricing is set at $26-$44 per SKU at list, with subscription plans offering 25-35% discounts and 3-month bundle pricing. The subscription layer is positioned as the primary growth mechanism, supported by reorder reminders and flexible skip/cancel mechanics. The go-to-market is content- and community-led: a blog ('Your Health'), an ingredient education library, and active Facebook, Instagram, and TikTok accounts, supplemented by PR placements in Whole Foods, Well+Good, Shape, and Free People. Wholier is bootstrapped with no disclosed institutional funding, is distributed across all 50 US states and Puerto Rico, ships through Amazon in addition to its own storefront, and has not disclosed revenue or headcount growth figures.
Wholier firmographics
Firmographics- Name
- Wholier
- Legal name
- Holier Inc.
- Website
- https://livewholier.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wholier is a Brooklyn-based direct-to-consumer plant-based supplement brand selling a curated line of USDA Organic, vegan, third-party-tested vitamins, protein, sleep, and stress products to health-conscious, plant-forward consumers via its website, subscriptions, and Whole Foods retail.
- Ownership category
- akta.pro rank
Wholier industry classification
Industry- Product category
- Plant-Based Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)
Keywords
Where Wholier is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wholier business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Product Sales (One-Time): Direct e-commerce sales of plant-based supplements and wellness products. Customers purchase individual products at regular or sale prices. Products include Organic Plant Protein, Multi for Plant-Based People, Cortisol Balance, Night Minerals, Supergreens Multi, and Peppermint Stomach Soother.
- Subscription (Auto-Ship): Recurring subscription model with automatic renewals. Subscribers save 25-35% on every order, receive free gifts, and can adjust delivery frequency, skip orders, or cancel anytime. Subscription fees billed monthly, bi-monthly, or quarterly depending on customer-selected frequency.
- Bundle Sales: 3-month bundle options offering additional savings (e.g., Supergreens Multi 3-Month Bundle at $82.60 from $107.97 regular price). Bundle purchases provide predictable recurring revenue while offering customer value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Organic Plant Protein + Prebiotics |
| Subscription | Monthly | Multi for Plant-Based People |
| Subscription | Monthly | Cortisol Balance |
| Subscription | Monthly | Night Minerals Magnesium + Calcium Drink |
| Subscription | Monthly | Night Minerals Capsules |
| Subscription | Monthly | Supergreens Multi |
| Subscription | Monthly | Supergreens Multi Gummies |
| Subscription | Monthly | Peppermint Stomach Soother |
| One time/ perpetual license | Pay-as-you-go | Accessories |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Wholier product offering
Product offeringCore offering
Wholier develops, brands, and sells a portfolio of clean, plant-based dietary supplements targeted at vegans, vegetarians, and health-conscious consumers. Its catalog includes a plant protein + prebiotic powder, a vegan multivitamin, an adaptogenic stress formula, nighttime magnesium drinks and capsules, supergreens supplements (powder and gummy), and a digestive essential oil formula, sold direct-to-consumer via livewholier.com with subscribe-and-save subscriptions and at Whole Foods retail.
Product overview
Wholier is a plant-based health essentials company offering a portfolio of clean, vegan dietary supplements. The core product lineup includes: Organic Plant Protein + Prebiotics (protein powder with gut health support), Multi for Plant-Based People (comprehensive multivitamin for vegans), Cortisol Balance (stress/mood support with adaptogens), Night Minerals (magnesium sleep drink in both powder and capsule forms), Supergreens Multi (greens supplement in powder and gummy formats), and Peppermint Stomach Soother (digestive relief capsules). The company also offers accessory products like glass shaker bottles. Products are available as one-time purchases or through subscription plans with discounts up to 35%.
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Plant Protein + Prebiotics Clean, organic plant-based protein powder with prebiotics designed to support muscle health, digestion, and gut health without causing bloating; provides 21g complete protein per serving with 4g BCAAs, formulated for vegans and health-conscious consumers.
- Multi for Plant-Based People Daily multivitamin specifically formulated for vegans and vegetarians, containing 8 essential nutrients including B12, Iron, Omega-3 DHA+EPA from algae, Vitamin D3, K2, Iodine, Selenium, and Zinc in bioavailable forms.
- Cortisol Balance Stress and mood supplement combining 8 clinically studied adaptogenic plant ingredients to help regulate cortisol levels, support mood, and improve hormonal balance for adults experiencing chronic stress.
- Night Minerals Magnesium + Calcium Drink Nighttime drink mix containing magnesium glycinate, magnesium citrate, and calcium citrate malate with tart cherry juice and superfood berries to support restful sleep without melatonin, promote relaxation, and aid morning regularity.
- Supergreens Multi Superfood greens supplement combining nutrient-dense greens with multivitamin support for daily energy and gut health.
- Supergreens Multi Gummies Gummy version of the Supergreens Multi providing the same nutrient support in a convenient chewable format.
- Night Minerals Magnesium with Tart Cherry + L-Theanine (Capsules) Capsule form of the nighttime magnesium supplement with tart cherry and L-theanine for sleep support and calm.
- Peppermint Stomach Soother Digestive supplement featuring peppermint oil, spearmint oil, fennel seed oil, ginger root oil, and cumin seed oil in enteric capsules to relieve bloating, gas, and digestive discomfort.
- Glass Shaker Bottle Sustainable glass shaker bottle for mixing protein powder and supplements on the go.
- Sleep Shot Glass Small shot glass designed for taking Night Minerals concentrate.
Quantifiable outcome
- Products are USDA Organic certified, third-party tested for heavy metals (lead, arsenic, cadmium, mercury) following GMP standards, and verified for label accuracy
- +2 more outcomes
Companies that use Wholier
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Wholier technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Wholier partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Whole FoodscoreWholier products are available for purchase at Whole Foods retail locations nationwide. The store locator on the website allows customers to search for nearby Whole Foods stores carrying Wholier products. Featured in the 'As Seen In' section on the homepage.
Scale indicators9 records
Recent moves6 records
Expansion highlights4 records
Wholier competitors and assessment
Company assessmentBroad incumbents
- Vega: Major plant-based protein and nutrition brand owned by Danone; overlaps with Wholier's Organic Plant Protein in product format and plant-based consumer base.
- OLLY: Mass-market supplement gummy and powder brand owned by Unilever; overlaps with Wholier's Supergreens Multi Gummies and sleep/stress SKUs at a more accessible price point.
- Orgain: Large plant-based protein and nutrition brand with significant retail distribution; competes for the same health-conscious consumer purchasing clean protein and greens products.
- Garden of Life: Established organic/non-GMO supplement brand with broad portfolio including plant-based protein and multivitamins; competes in the same shelves (e.g., Whole Foods) but at much larger scale.
Direct peers
- Mary Ruth's: Vegan, liquid and gummy supplement brand sold DTC and through natural retail, with comparable plant-based positioning, pricing, and a broad product portfolio similar to Wholier's.
- Seed: DTC synbiotic/probiotic brand with science-forward, subscription-based positioning and a similar educated health-conscious consumer target as Wholier.
- Ritual: DTC multivitamin brand built around clean, bioavailable, plant-based or traceable nutrients — closest direct comp to Wholier's Multi for Plant-Based People in positioning, customer profile, and subscription model.
- Momentous: Premium, science-led supplement brand selling protein, sleep, and recovery products via DTC with subscription — comparable product mix and quality/clean-label positioning to Wholier.
- Care/of: Personalized DTC supplement brand sold via subscription with a similar target customer (health-conscious millennial/Gen-X consumer) and similar review-and-content-driven GTM.
- Athletic Greens (AG1): Premium daily greens/nutrition powder sold DTC via subscription; overlaps directly with Wholier's Supergreens Multi in category, price band, and target buyer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Wholier social profiles
Digital presenceWholier compliance and trust
Trust signalCompliance7 records
Wholier financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wholier leadership team
Management profileNumber of profiles
Profiles1 record
Wholier funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wholier 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 Wholier
What does Wholier do?
Wholier develops, brands, and sells a portfolio of clean, plant-based dietary supplements targeted at vegans, vegetarians, and health-conscious consumers. Its catalog includes a plant protein + prebiotic powder, a vegan multivitamin, an adaptogenic stress formula, nighttime magnesium drinks and capsules, supergreens supplements (powder and gummy), and a digestive essential oil formula, sold direct-to-consumer via livewholier.com with subscribe-and-save subscriptions and at Whole Foods retail.
Is Wholier a public or private company?
Wholier is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wholier founded?
Wholier was founded in 2018. It employs 1 to 10 people.
Where is Wholier based?
Wholier is headquartered in Brooklyn, United States, in the North America region.
How does Wholier make money?
Three revenue lines are on record. Product Sales (One-Time) is the primary driver. The others are subscription (Auto-Ship) and bundle Sales.
Who are Wholier's main competitors?
Broad incumbents on record are Vega, OLLY, Orgain and Garden of Life. Direct peers are Mary Ruth's, Seed, Ritual, Momentous, Care/of and Athletic Greens (AG1).
Does Wholier have an API?
No public API is recorded for Wholier.
What industry is Wholier in?
Wholier's product category is Plant-Based Dietary Supplements. Its primary akta.pro industry code is CRADAAAI, Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly). Its NAICS code is 456191 and its SIC code is 2000.