ActivatedYou
ActivatedYou is a Santa Monica-based direct-to-consumer wellness brand that sells plant-based nutritional supplements and functional beverages through its own e-commerce site, serving health-conscious consumers with gut, skin, energy, and weight-management products co-founded by actress Maggie Q and Dr. Frank Lipman.
- Company typePrivate
- Founded2016
- HeadquartersSanta Monica, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What ActivatedYou does
ActivatedYou is a direct-to-consumer plant-based wellness brand founded in 2016 by actress Maggie Q and integrative medicine physician Dr. Frank Lipman, operating under DSMB Partners, LLC from Santa Monica, California. The company develops, markets, and sells nutritional supplements and functional beverages targeting health-conscious consumers seeking support for gut health, skin elasticity, energy, weight management, focus, and healthy aging. Its core product line comprises Morning Complete (a daily wellness drink with a 9-strain probiotic blend, prebiotics, green superfoods, adaptogens, and antioxidants), Essential Skin Food (plant-based collagen support using the proprietary Dermaval and Cosmythic extracts), BioCollagen Complex (a Vollagen and Lustriva-based vegan collagen formula), and Morning Lift (a functional mushroom instant coffee). The broader portfolio extends to 20+ SKUs covering sleep support, thyroid health, omega supplementation, amino acids, digestive enzymes, and bundled regimens.
The technical foundation centers on proprietary branded ingredient blends sourced under license (Dermaval, Cosmythic, Vollagen, Lustriva) combined with in-house formulations featuring probiotic strains, adaptogens, mushroom extracts, and plant-based compounds. Products are manufactured in GMP-compliant U.S. facilities with globally sourced ingredients. The business model is exclusively DTC e-commerce through activatedyou.com, with no retail distribution. Revenue is generated via one-time purchases and subscription plans (monthly, quarterly, six-month) offering 36–53% discounts, complemented by a free Wellness Circle membership program, a 90-day money-back guarantee, and an ambassador referral program. Pricing for core SKUs ranges from $35.95–$44.95 per month on subscription. Distribution is US-only, and the company maintains 51–100 employees with no disclosed venture capital or private equity backing, implying cash-flow-funded operations.
ActivatedYou firmographics
Firmographics- Name
- ActivatedYou
- Legal name
- DSMB Partners, LLC
- Website
- https://activatedyou.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ActivatedYou is a Santa Monica-based direct-to-consumer wellness brand that sells plant-based nutritional supplements and functional beverages through its own e-commerce site, serving health-conscious consumers with gut, skin, energy, and weight-management products co-founded by actress Maggie Q and Dr. Frank Lipman.
- Ownership category
- akta.pro rank
ActivatedYou industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Medicinal and Botanical Manufacturing (325411)
- 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), Weight Management & Metabolic Supplements (CRADAGAG), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)
Keywords
Where ActivatedYou is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ActivatedYou business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Company generates revenue through direct-to-consumer sales of wellness supplement products via their e-commerce platform. Revenue streams include one-time purchases and subscription plans with monthly, quarterly, and semi-annual billing options. Subscription model provides recurring revenue with discounts of 36-53% off retail pricing.
- Subscription Plans: Subscription and Save program offering tiered pricing: 1-month, 3-month (quarterly), and 6-month plans with increasing discount levels. Includes free US shipping and locked-in member pricing for subscribers who can easily modify or cancel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Morning Complete - Daily wellness drink supplement |
| Subscription | Monthly | Essential Skin Food - Plant-based collagen support |
| Subscription | Monthly | BioCollagen Complex - Plant-based collagen with biotin |
| Subscription | Monthly | Morning Lift - Functional mushroom coffee |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
ActivatedYou product offering
Product offeringCore offering
ActivatedYou is a direct-to-consumer wellness brand that formulates, brands, and sells a curated portfolio of plant-based, cruelty-free nutritional supplements and functional beverages — including its flagship Morning Complete® daily wellness drink, Essential Skin Food™ plant-based collagen support, BioCollagen Complex, Morning Lift™ functional mushroom coffee, Nighttime Complete, and supporting targeted formulas for gut health, weight management, energy, focus, and healthy aging. Products are sold exclusively through the brand's own e-commerce website under one-time purchase or subscription pricing, and manufactured in GMP-compliant U.S. facilities from globally sourced ingredients developed in partnership with Dr. Frank Lipman.
Product overview
ActivatedYou is a wellness brand founded by actress Maggie Q in partnership with Dr. Frank Lipman, offering a portfolio of science-backed nutritional supplements and functional beverages. The core product line centers on Morning Complete (a daily wellness drink with prebiotics, probiotics, and green superfoods), Essential Skin Food (plant-based collagen support), and BioCollagen Complex (amino acid-based collagen formula). Additional products include Morning Lift (functional mushroom coffee), Nighttime Complete (sleep support), and various targeted supplements for weight management, digestion, energy, focus, and healthy aging. The company also offers bundled product packages. All formulas are plant-based and cruelty-free, manufactured in GMP-compliant U.S. facilities with globally sourced ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Morning Complete® Daily wellness drink supplement combining prebiotics, a 9-strain probiotic blend (10 billion CFU), green superfoods, a metabolic-enhancing blend, antioxidants, adaptogens, and cellular/liver support compounds; sold as a single-packet drink mix for individual consumers seeking whole-body wellness support.
- Essential Skin Food™ Plant-based collagen support supplement containing 6 skin-nourishing compounds including Dermaval® and Cosmythic® extracts plus L-Lysine and L-Proline; targets consumers seeking firmer, plumper-looking skin via natural collagen production support.
- BioCollagen Complex Plant-based collagen support formula combining Vollagen® (vegan amino-acid complex virtually identical to human collagen), Lustriva® (biotin and silicon blend), and Saw Palmetto; supports strength, mobility, and head-to-toe appearance.
- Morning Lift™ Certified organic instant coffee infused with a 6-mushroom extract blend (Lion's Mane, Cordyceps, Turkey Tail, Chaga, Reishi, Shiitake) at 8:1 concentration using 100% fruiting body extracts, plus organic superfoods and natural MCTs; targets consumers seeking sustained energy, focus, and metabolism support without jitters.
- Advanced Restorative Probiotic 30-strain probiotic supplement designed to optimize digestive function, supporting smoother digestion, reduced gas and bloating, improved mood, and immune function.
- Activate Energy Gummies Energy gummies designed to provide a steady boost of energy and help consumers feel more awake, balanced, and ready for the day.
- Nighttime Complete™ Nighttime 'Slim While You Sleep' formula with calming Ashwagandha, prebiotics, probiotics, and Vitamin C; supports healthy metabolism, smoother digestion, and a clear mind overnight.
- Slim + Balance™ Thyroid support formula designed to promote healthy energy levels, balanced mood, easy digestion, and boosted metabolism.
- Vitamin K2 & D3 Vitamin K2 and D3 supplement supporting bone and cardiovascular health while helping keep body and mind energized and strong.
- Vital Strength Performance and recovery formula featuring a precision-selected blend of nutrients to support lean muscle tone, physical strength, and endurance.
- Morning Complete® Variety Packs Variety pack containing 4 packets each of Apple Cinnamon, Citrus Medley, and Mixed Berry flavors of the Morning Complete wellness drink mix.
- Lean + Active Weight management formula featuring CaloriBurn GP® plant extract to support thermogenesis and the body's natural calorie-burning process.
- Flora Complete Postbiotic and bacteriophage blend supporting gut lining strength and integrity for fat storage management and smooth digestion.
- Phyto Recharge™ 'Full-body recharge' formula helping restore the body's ability to produce its energy molecule for a youthful, energized feeling.
- Total Bio Reset™ 'Detox' formula supporting a slimmer-feeling waist, youthful-looking skin, and clean bursts of jitter-free energy with liver support.
- GI Prime™ Blend of natural ingredients designed to help the gastrointestinal system perform at peak health and comfort, supporting gut health and 'leaky gut' defense.
- Enhanced Algae Omegas Plant- and algae-derived Omega 3, 6, and 9 supplement suitable for people with seafood allergies and those concerned with ocean health, as an alternative to fish or krill oil.
- Vital Amino Essentials™ Essential amino acid formula featuring all 9 essential amino acids, phytonutrients, prebiotic fiber, plus two bonus amino acids in a tropical citrus guava flavor.
- Daily Digestive Tonic™ Digestive-soothing nutrients formula designed to help eliminate gastrointestinal buildup that contributes to sluggishness and discomfort.
- Active Enzyme Blend of 16 different digestive enzymes designed to help the digestive system perform at its best, relieving low energy and discomfort after meals.
- The Anti-Aging Duo Bundle Bundle combining Essential Skin Food and BioCollagen Complex for comprehensive plant-based collagen support from head to toe, sold as a single anti-aging package.
- Morning Complete® Trio Bundle Bundle pairing Morning Complete with weight-management and wellness-enhancing formulas for comprehensive daily wellness support.
- Maggie's Ultimate Wellness Bundle Bundle featuring Maggie Q's favorite formulas for around-the-clock health, energy, and digestion with paired morning and night wellness products.
- The Probiotic Bundle Bundle supporting gut health, energy, and metabolism around the clock with prebiotic, probiotic, and postbiotic blends packaged together.
- The Weight Loss Bundle Bundle offering easier weight management support, boosted energy, and smoother digestion through a trio of metabolism-boosting formulas packaged together.
Quantifiable outcome
- Morning Complete: 4.7-star rating from 3,388+ customer reviews; 6 million units sold as of April 2026
- +2 more outcomes
Companies that use ActivatedYou
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles1 record
ActivatedYou technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
ActivatedYou partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dr. Frank LipmancoreDr. Frank Lipman, a renowned doctor of integrative medicine, serves as the scientific advisor and development partner for ActivatedYou. In partnership with Dr. Lipman, the company focuses on creating science-backed nutrient blends to support quality of life. He brings expertise in combining cutting-edge compounds with tried-and-true wellness approaches.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
ActivatedYou competitors and assessment
Company assessmentDirect peers
- AG1 (Athletic Greens): AG1 is the leading daily greens drink sold via DTC subscription, nearly identical in positioning and price point to ActivatedYou's Morning Complete. It is the closest direct competitor in the all-in-one daily wellness beverage category.
- Ritual: Ritual is a venture-backed DTC supplement brand offering daily multivitamins and women's health products with a science-backed, transparent-ingredient ethos. Comparable to ActivatedYou in subscription model, female-skewed wellness audience, and premium positioning.
- Four Sigmatic: Four Sigmatic pioneered functional mushroom coffee and elixirs via DTC channels. Directly comparable to ActivatedYou's Morning Lift product in formulation (mushroom-infused coffee) and target consumer (wellness-focused millennials/Gen X).
- Seed: Seed is a venture-backed DTC synbiotic/probiotic brand with subscription-based digestive health products. Highly comparable to ActivatedYou's Morning Complete and Advanced Restorative Probiotic in gut-health positioning and premium DTC subscription model.
- Care/of: Care/of is a personalized DTC vitamin and supplement subscription brand. Comparable to ActivatedYou in DTC subscription economics, target demographic, and supplement category, though it emphasizes personalization rather than fixed formulations.
- Moon Juice: Moon Juice sells plant-based adaptogenic and functional wellness powders and tinctures via DTC. Comparable to ActivatedYou in plant-based positioning, premium pricing, adaptogen-forward formulations, and Instagram-led, wellness-lifestyle audience.
- HUM Nutrition: HUM Nutrition is a DTC supplement brand focused on beauty-from-within, digestion, and energy. Comparable to ActivatedYou in DTC subscription model, female-skewed audience, and overlapping product categories (skin, gut, energy).
- O Positiv: O Positiv is a celebrity-backed (Kirsten Bell) DTC supplement brand. Comparable to ActivatedYou in celebrity-fronted go-to-market, subscription model, and women-targeted wellness positioning, though it concentrates on hormonal and metabolic health.
- Sakara Life: Sakara Life is a DTC plant-based wellness brand offering nutrition programs and supplements. Comparable to ActivatedYou in premium DTC positioning, plant-based ethos, and female wellness audience, though Sakara extends into meal delivery.
Broad incumbents
- Vital Proteins: Vital Proteins is a much larger collagen and wellness supplement brand now owned by Nestlé Health Science. Comparable to ActivatedYou's BioCollagen Complex and Essential Skin Food in collagen category, with broader retail distribution and significantly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks4 records
Key highlights7 records
Customer concentration
ActivatedYou social profiles
Digital presenceActivatedYou financial estimates
Financial estimateRevenue estimate
Valuation estimate
ActivatedYou leadership team
Management profileNumber of profiles
Profiles2 records
ActivatedYou funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ActivatedYou 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 ActivatedYou
What does ActivatedYou do?
ActivatedYou is a direct-to-consumer wellness brand that formulates, brands, and sells a curated portfolio of plant-based, cruelty-free nutritional supplements and functional beverages — including its flagship Morning Complete® daily wellness drink, Essential Skin Food™ plant-based collagen support, BioCollagen Complex, Morning Lift™ functional mushroom coffee, Nighttime Complete, and supporting targeted formulas for gut health, weight management, energy, focus, and healthy aging. Products are sold exclusively through the brand's own e-commerce website under one-time purchase or subscription pricing, and manufactured in GMP-compliant U.S. facilities from globally sourced ingredients developed in partnership with Dr. Frank Lipman.
Is ActivatedYou a public or private company?
ActivatedYou is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ActivatedYou founded?
ActivatedYou was founded in 2016. It employs 51 to 100 people.
Where is ActivatedYou based?
ActivatedYou is headquartered in Santa Monica, United States, in the North America region.
How does ActivatedYou make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Plans.
Who are ActivatedYou's main competitors?
Direct peers on record are AG1 (Athletic Greens), Ritual, Four Sigmatic, Seed, Care/of, Moon Juice, HUM Nutrition, O Positiv and Sakara Life. Vital Proteins is listed as a broad incumbent.
Does ActivatedYou have an API?
No public API is recorded for ActivatedYou.
What industry is ActivatedYou in?
ActivatedYou's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of CRADAGAM, Healthy Aging & Cognitive Support Supplements. Its NAICS code is 325411 and its SIC code is 2833.