What YouTheory does

YouTheory (legal entity: Nutrawise Health & Beauty, dba Youtheory) is a US-based dietary supplements brand founded in 2010 and headquartered in Irvine, California. Co-founded by Darren Rude (CEO) and Patty Rude (President), the company develops science-backed supplements built around clinically studied, third-party-tested branded ingredients — including KSM-66 Ashwagandha, VERISOL collagen peptides, Affron saffron, Sensoril ashwagandha, UC-II collagen, and nicotinamide riboside — and applies proprietary Liposomal Delivery Technology in its glutathione and quercetin formulations to enhance bioavailability. The portfolio spans roughly 50 SKUs across capsules, tablets, gummies, liquids, and powders, organized around consumer goals including beauty (collagen, hyaluronic acid), longevity (NAD+ precursors, liposomal glutathione, quercetin), GLP-1 medication support, joint health, stress/mood, sleep, cognitive function, and weight management. All products are manufactured in GMP-certified facilities.

The company's go-to-market blends direct-to-consumer e-commerce on its Shopify-powered youtheory.com store, marketplace sales on Amazon, social commerce via TikTok Shop (launched June 2026), and broad brick-and-mortar retail distribution across Costco, CVS, Target, Sprouts Farmers Market, and Sam's Club. Marketing emphasizes education-first content (Wellness Hub, goal guides, ingredient guides, recipes) and creator-led engagement on Instagram and TikTok. Pricing follows a pay-as-you-go unit model ranging from approximately $11.99 to $39.99, with free shipping above $40 and a 45-day satisfaction guarantee; no subscription tier is evident.

YouTheory operates as a private subsidiary of Jamieson Wellness Inc. (TSX: JWEL), a Canadian publicly traded vitamins, minerals, and supplements (VMS) company. The parent reported that YouTheory contributed double-digit growth within its Jamieson Brands segment in 2025, with the segment reaching $237.4M in Q4 2025 (+15.6% YoY) and consolidated parent revenue of $822.1M for FY2025 (+12.0% YoY). The brand currently ships only within the United States and does not disclose standalone revenue.

Name

YouTheory

Legal name

Nutrawise Health & Beauty

Website

https://youtheory.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

YouTheory is a Southern California-based supplements brand selling science-backed, clinically studied products across collagen, longevity, GLP-1 support, joint, mood, sleep, and weight categories. It reaches US consumers via direct-to-consumer e-commerce and major retailers including Amazon, Costco, CVS, Target, Sprouts, and Sam's Club.

Ownership category

akta.pro rank

Product category

Dietary & Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industries

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Dietary supplements
• Collagen supplements
• Liposomal delivery
• Longevity supplements
• Wellness products

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Revenue from direct sales through youtheory.com website where customers purchase supplements directly. Products are shipped to US customers with free shipping on orders over $40.
2. Retail Distribution: Revenue from selling through major retail partners including Amazon, Costco, CVS, Target, Sprouts Farmers Market, and Sam's Club.
3. Social Commerce: Revenue from TikTok Shop sales, launched June 2026, offering promotional discounts on best-selling liquid supplements during promotional periods.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

YouTheory manufactures and sells a portfolio of science-backed dietary supplements in multiple delivery formats (capsules, tablets, gummies, liquids, powders) covering beauty (collagen, hyaluronic acid), longevity (liposomal glutathione, nicotinamide riboside, quercetin), GLP-1 support, joint, cognitive, digestive, immune, mood, sleep, and weight management categories. Products use clinically studied ingredients such as KSM-66 ashwagandha and VERISOL collagen peptides, manufactured in GMP-certified facilities with third-party testing. The brand is sold direct-to-consumer via its own Shopify-powered website, TikTok Shop, Amazon, and major U.S. retailers including Costco, CVS, Target, Sprouts, and Sam's Club.

Product overview

YouTheory is a Southern California-based wellness brand owned by Jamieson Wellness Inc. that offers a comprehensive portfolio of science-backed health supplements. The product line spans multiple delivery formats (capsules, tablets, gummies, liquids, and powders) organized around key health goals including Beauty (collagen, hyaluronic acid), Longevity (liposomal glutathione, nicotinamide riboside, quercetin), GLP-1 Support (developed with Dr. Louis Aronne), Joint Support, Cognitive Health, Digestive Health, Immune Support, Stress/Mood Support, Sleep Support, Weight Management, and general wellness ingredients. Core hero products include Advanced Collagen Tablets, Ashwagandha with KSM-66, Liposomal Glutathione+, Nicotinamide Riboside, and the GLP-1 Support line. The brand emphasizes clinically studied ingredients, transparent labeling, and third-party testing for purity and potency.

Differentiator

Problem solved

Functional benefit

Products and services

• Advanced Collagen Tablets Collagen supplement tablets supporting skin, hair, nails, and joint health for adult consumers.
• Collagen Powder Collagen powder supplement for skin, hair, nails, and joint support.
• Concentrated Effect Collagen with VERISOL Beauty-focused collagen tablets with clinically studied VERISOL collagen peptides, biotin, and vitamin C to support skin elasticity, hair thickness, nail strength, and joint health.
• Marine Collagen Marine-sourced collagen supplement for skin, hair, and nail support.
• Joint Collagen Advanced Collagen supplement formulated specifically for joint support and mobility.
• Vegetarian Joint Collagen Plant-based collagen alternative for joint support, designed for vegetarian consumers.
• Hair Collagen+ Tablets Collagen supplement with additional ingredients to support hair health.
• Men's Collagen Tablets Collagen supplement formulated specifically for men's health needs.
• Men's Joint Collagen Joint-specific collagen supplement formulated for men.
• Collagen Liquid (Berry Flavor) Liquid collagen supplement in berry flavor sold in 12-packs for easy consumption and absorption.
• Joint Complex (UC2) Tablets Joint health supplement featuring UC2 collagen type II for joint comfort and mobility.
• Collagen Powder Packets Single-serving vanilla-flavored collagen powder packets for convenient on-the-go use.
• Ashwagandha (KSM-66) Stress relief and mood support supplement delivering 1,000 mg of organic ashwagandha with clinically studied KSM-66 extract to help the body adapt to daily stress.
• Ashwagandha + GABA Capsules Ashwagandha supplement enhanced with GABA for stress and mood support.
• Ashwagandha Gummies Stress support blueberry-flavored gummies with ashwagandha.
• Ashwagandha Liquid Liquid blueberry-flavored ashwagandha supplement for easy consumption.
• Liposomal Glutathione+ Antioxidant supplement delivering 250 mg of liposomal L-Glutathione with resveratrol and L-Taurine for cellular defense and healthy aging support.
• Nicotinamide Riboside (NR + Quercetin) Longevity supplement providing 500 mg nicotinamide riboside per serving combined with quercetin to replenish NAD+ levels and support cellular energy and healthy aging.
• Liposomal Quercetin+ Senolytic support supplement with 200 mg liposomal quercetin and fisetin for cellular cleanse and healthy aging, enhanced with PQQ for cognitive support.
• Saffron Mood and emotional wellness supplement with 30 mg Affron saffron extract, 350 mg rhodiola, and 150 mg Sensoril ashwagandha.

Quantifiable outcome

• Clinically studied KSM-66 Ashwagandha shown to support stress and cortisol levels within approximately 8 weeks
• +1 more outcomes

Named customers6 records

Segments12 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

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

• ShopifycoreTechnology or IntegrationShopify powers the YouTheory online store (youtheory.com and youtheory.myshopify.com), providing the e-commerce platform for direct-to-consumer sales including order processing, payment fulfillment, and customer data management.
• Rakuten AdvertisingminorGTM or Marketing PartnerRakuten Advertising collects personal information for advertising and analytics purposes, helping YouTheory with personalization of offers and advertisements and commercial analytics.
• Jamieson Wellness Inc.flagshipStrategic or Co-development PartnerYouTheory is owned by Jamieson Wellness Inc., a Canadian health and wellness company. Jamieson Wellness reported YouTheory with double-digit growth in 2025, with Jamieson Brands segment revenue of $237.4 million in Q4 2025.
• Dr. Louis AronnecoreStrategic or Co-development PartnerYouTheory partnered with Dr. Louis Aronne, a leading authority on obesity treatment, to develop the GLP-1 Support line of supplements designed to address common nutrient depletions during weight loss.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sports Research: Sports Research is a direct-to-consumer and retail supplement brand with a comparable portfolio spanning collagen, vitamins, and wellness products sold through Amazon and major retailers, competing head-to-head with YouTheory on ingredient credibility and price points.
• HUM Nutrition: HUM Nutrition is a beauty-from-within supplement brand targeting similar consumer goals (skin, hair, nails, beauty) with clinically studied ingredients, overlapping with YouTheory's beauty supplement segment.
• NeoCell: NeoCell is a long-standing collagen-focused supplement brand distributed through mass and natural retail channels, sharing YouTheory's emphasis on beauty, joint, and skin health outcomes.
• Vital Proteins: Vital Proteins is a leading collagen and wellness supplement brand with similar positioning around beauty-from-within and lifestyle health, sold via DTC, Amazon, and major retailers including Costco and Target — directly overlapping with YouTheory's core collagen and beauty supplement portfolio.

Broad incumbents

• Olly: Olly (owned by Unilever) is a major gummy and supplement brand sold through mass retail, grocery, and DTC — competing with YouTheory across format-driven supplement categories and broader consumer wellness occasions.
• Garden of Life: Garden of Life is an established organic and non-GMO supplement brand sold through natural and mass retail including Sprouts — overlapping YouTheory's natural channel presence and broad wellness positioning.
• Nature Made: Nature Made is a mass-market vitamin and supplement brand with deep distribution in CVS, Target, Costco, and Amazon — competing with YouTheory on everyday wellness categories like B12, multivitamins, and joint health.

Emerging players

• Life Extension: Life Extension is a premium supplement brand with a heavy emphasis on clinically studied longevity and anti-aging ingredients (NAD+, resveratrol, glutathione) — directly competing with YouTheory's longevity line.
• Ritual: Ritual is a DTC-native supplement brand focused on traceable, clinically studied ingredients with transparent labeling — directly mirroring YouTheory's premium positioning strategy and competing for the same ingredient-conscious consumer.

Regional players

• Amazing Grass: Amazing Grass (owned by Glanbia) is a plant-based greens and supplement brand sold through natural channels including Sprouts — sharing YouTheory's natural retail presence and powder-based supplement format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/youtheory
• TikToktiktok.com/@youtheoryofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 YouTheory