Onnit

What Onnit does

Onnit is a direct-to-consumer health and wellness company founded in 2010 by Aubrey Marcus with Joe Rogan as co-founder, headquartered in Austin, Texas, and operating with a workforce of 101-250 employees. The company develops and markets branded nutritional supplements organized around cognitive performance, mood, fitness recovery, and increasingly longevity, with flagship lines including Alpha BRAIN, Total Human, New MOOD, Shroom Tech Sport, and NMN+Creatine. Its core product is the Alpha BRAIN nootropic family, which has sold more than 3 million bottles cumulatively and carries MSRPs ranging roughly from $15 to $137 across the catalog.

Onnit's business model is a hybrid of direct-to-consumer ecommerce, a five-figure recurring subscription base, and third-party wholesale distribution (including the European distributor xbrain.co.uk). Manufacturing is cGMP-certified and products are positioned as premium-tier supplements sold through onnit.com, specialty retail, and now international channels. Following Unilever's March 2025 acquisition, the company retains brand and product autonomy but gains access to a multinational CPG distribution and supply chain network.

The company's commercial technology stack centers on Shopify and Ordergroove for subscription management, with a November 2025 platform migration enabling prepaid subscription tiers, A/B-tested offers, and improved retention analytics. Editorial positioning has been reinforced by Fortune recognition, including the 2026 "Best Nootropic for Focus" designation and 2025 product awards, while the brand's identity remains closely tied to the founders' public profile in the fitness and podcasting ecosystem.

Name

Onnit

Legal name

Onnit Labs, Inc.

Website

https://onnit.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Onnit is an Austin-based direct-to-consumer nutritional supplement company, founded in 2010 by Aubrey Marcus and Joe Rogan, selling nootropic, mood, fitness, and longevity products led by the Alpha BRAIN family to mass-market consumers via subscriptions, D2C, and wholesale.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Healthy Aging & Cognitive Support Supplements (CRADAGAM), Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)

Keywords

• Dietary supplements
• Nootropic supplements
• Cognitive health products
• Fitness supplements
• Wellness nutrition

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Onnit generates revenue primarily through direct-to-consumer sales of dietary supplements via its e-commerce platform (onnit.com). Products include nootropics (Alpha BRAIN family), fitness supplements (Shroom Tech Sport, Creatine, NMN+Creatine), wellness products (New MOOD, Total Human bundles), and general health supplements (Krill Oil, MCT Oil, Melatonin). One-time purchases and subscription options available.
2. Subscription/Autoship Program: Recurring revenue through 15% discount subscription model offering free shipping and flexible delivery scheduling. Customers can subscribe to any eligible product with adjustable frequencies. The company migrated its five-figure subscriber base to Ordergroove and Shopify platforms in 2025.
3. Wholesale Distribution: Onnit operates a wholesale program allowing retailers to purchase products for resale through approved wholesale accounts.
4. Affiliate/Referral Marketing: Revenue generated through affiliate program offering 15% commission with 45-day cookie duration. Marketers earn referral commissions by promoting Onnit products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Onnit is a health and wellness brand that develops, manufactures, and sells dietary supplements with a focus on nootropic and cognitive-performance formulations. Its flagship Alpha BRAIN line is offered across multiple delivery formats (capsules, instant drink mixes, shots, gummies, and pre-workout), complemented by fitness supplements (Shroom Tech Sport, Creatine, NMN+Creatine), mood/sleep products (New MOOD, Melatonin Spray), and curated daily packs (Total Human). Products are sold direct-to-consumer via a Shopify e-commerce storefront and subscription autoship, with wholesale and international distribution supporting additional channels.

Product overview

Onnit is a health and wellness brand owned by Unilever, offering a comprehensive supplement portfolio centered around cognitive enhancement and total human optimization. The core product line centers on the Alpha BRAIN family of nootropic supplements available in multiple delivery formats: traditional capsules (Alpha BRAIN, Alpha BRAIN Black Label), drink mixes (Alpha BRAIN Instant), ready-to-drink shots (Alpha BRAIN Focus Shot), gummies (Alpha BRAIN Neuro Gummies), and pre-workout formula. The Total Human system provides an all-in-one daily/night supplement pack combining Alpha BRAIN with other formulations. Supporting products include New MOOD for mood/stress, Shroom Tech Sport for fitness performance, Creatine Monohydrate, NMN + Creatine for cellular performance, and various wellness supplements (Total Gut Health, Krill Oil, MCT Oil, Melatonin Spray, Total Nitric Oxide). The company also offers protein supplements (Whey Isolate) and curated bundles. Products are available through subscription programs with 15% savings.

Differentiator

Problem solved

Functional benefit

Brands

• Alpha Brain: Onnit's flagship daily nootropic supplement designed to support focus, memory, and mental processing speed. Available in multiple formats including capsules, drink mix, focus shots, and gummies.
• Total Human
• New MOOD
• Shroom Tech Sport
• ONNIT X Rewards

Products and services

• Alpha BRAIN Daily nootropic capsule supplement designed to support focus, memory, and mental processing speed by promoting alpha brain wave activity and acetylcholine levels. Contains Huperzia Serrata Extract, Phosphatidylserine, Vitamin B6, and Alpha GPC. Available in 30ct, 60ct, and 90ct formats for individual consumers seeking cognitive support.
• Alpha BRAIN Black Label Premium nootropic capsule formula supporting mental processing speed, locked-in attention, and focus with Cognizin Citicoline, Lutemax 2020 (lutein/zeaxanthin), Mucuna Pruriens, and 25mg caffeine anhydrous. Available in 80ct format.
• Alpha BRAIN Instant Drink mix powder version of the Alpha BRAIN formula in flavors such as Peach, Blackberry Lemonade, Ruby Grapefruit, Meyer Lemon, and Pineapple Punch. Sold in 30-serving tubs for on-the-go cognitive support.
• Alpha BRAIN Focus Shot Ready-to-drink liquid nootropic in 2.5 fl oz bottles with 50mg caffeine, Cognizin Citicoline, Lion's Mane, and L-theanine. Tropical and Peach flavors. Sold in 6ct and 24ct packs.
• Alpha BRAIN Neuro Gummies Citrus-flavored gummy supplements with algal DHA/EPA omega-3s, lutein/zeaxanthin for eye health, and 50mg caffeine for brain health, cognitive performance, and mental processing speed. 90ct format.
• Alpha BRAIN Pre-Workout Combined cognitive and physical performance supplement with 200mg caffeine anhydrous, Beta Alanine, Noogandha ashwagandha extract, L-Citrulline, and AlphaSize alpha-GPC. Tiger's Blood flavor in 20-serving tub.
• Total Human All-in-one multivitamin pack system with Day and Night sachets. Day Pack includes Alpha BRAIN, Shroom Tech SPORT, B Complex, and bone-supporting nutrients; Night Pack includes New MOOD, Vitamin C, selenium, zinc, and immune-supporting nutrients. 30-day supply with Omega-3 DHA/EPA.
• New MOOD Mood and stress support supplement containing Valerian root, 5-HTP, and L-tryptophan to support serotonin production and promote relaxed, steady mood. Available in 30 and 60 capsule formats.
• Shroom Tech Sport Fitness supplement with adaptogens and clinically-studied ingredients that help the body handle daily stress and contribute to cellular energy. Available in 28ct and 84ct formats.
• Creatine Monohydrate Unflavored creatine supplement in 30 or 90-serving formats supporting muscle building, muscle recovery during workouts, and brain fuel.
• NMN + Creatine Daily cellular performance system combining 500mg NMN (nicotinamide mononucleotide) and 5g creatine monohydrate per serving in unflavored stick packs. Supports blood NAD+ levels, cellular energy metabolism, brain cellular energy, and strength during intense physical activity. 30-serving package.
• Total Gut Health Probiotic and gut ecosystem support supplement designed to promote and maintain healthy gut function. 60ct format.
• Total Nitric Oxide Supplement supporting blood flow and muscle recovery with Harvest Fruit flavor. Available in 20-serving tub format.
• Krill Oil Sustainably sourced omega-3 supplement containing EPA and DHA with the carotenoid astaxanthin. 60-softgel format.
• MCT Oil Medium-chain triglyceride oil supplement providing fast fuel for body and brain. 24 fl oz format.
• Melatonin Spray
• Onnit Whey Isolate
• Total Human Alpha Brain Bundle
• Brain + Energy Bundle

Quantifiable outcome

• 3+ million bottles of Alpha BRAIN sold since 2010
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• OLLY: Unilever sister brand under US Health & Wellbeing, offering vitamins and supplements (melatonin, multivitamins, probiotics). Direct comparability in supplement category and DTC model; now operates within the same Unilever portfolio as Onnit post-acquisition.
• Life Extension: Established premium supplement brand with extensive catalog including cognitive, longevity (NMN), and cellular health products. Comparable to Onnit in longevity and brain-health categories, with longer operating history and broader channel mix.
• Athletic Greens (AG1): Premium daily nutritional drink competing for the same 'total human optimization' positioning as Onnit's Total Human. Aggressive influencer marketing and subscription-first DTC model overlap with Onnit's gtm motion.
• SmartyPants Vitamins: Unilever sister brand under US Health & Wellbeing offering gummy-format vitamins and supplements. Comparable in DTC supplement model and premium positioning; co-located within Unilever's portfolio alongside Onnit.

Direct peers

• Momentous: Premium human performance brand offering nootropics, recovery, and sleep supplements. Targets athletes and high-performers — Onnit's primary customer segment — with science-backed formulations and a comparable DTC subscription model.
• HVMN Inc. Direct-to-consumer nootropic and metabolic health supplement brand. Explicitly named alongside Onnit as a leading global nootropics player, with comparable product formats (capsules, drink mixes, premium pricing) and target audience of biohackers and performance seekers.
• Neurohacker Collective (Qualia): Wellness/nootropic brand marketing Qualia Mind and Qualia Life stacks. Direct competitor to Alpha BRAIN in the nootropics space with comparable premium pricing, science-backed positioning, and DTC subscription model.
• Mind Lab Pro: Premium universal nootropic stack brand competing in the same cognitive enhancement category as Alpha BRAIN. Targets identical 'professionals and biohackers' segment with capsule-based formulations and strong DTC positioning.
• Thesis: DTC nootropic brand offering personalized cognitive supplement formulations. Competes directly with Alpha BRAIN for the cognitive performance and biohacker customer segment, with similar premium positioning and influencer-led growth model.

Emerging players

• Care/of: Personalized vitamin and supplement subscription brand. Comparable DTC subscription model, quiz-based product recommendation, and premium positioning — overlapping with Onnit's Total Human protocol approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Onnit
• YouTubeyoutube.com/@Onnitofficial
• Facebookfacebook.com/Onnit
• Instagraminstagram.com/onnit
• TikToktiktok.com/@onnit
• LinkedInlinkedin.com/company/onnit-labs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Onnit