What Vitable does

Vitable is an Australian direct-to-consumer personalised vitamin subscription company founded in 2019 and headquartered in Sydney, operating under the legal entity Digital Services Australia II Pty Ltd. The company claims a customer base of over 200,000 members. Its core product is a quiz-driven personalised vitamin pack system: a free 2-minute online quiz assesses health goals, lifestyle, and diet, generating tailored daily vitamin recommendations developed in collaboration with naturopaths, nutritionists, and pharmacists. Products are manufactured and tested in TGA-licensed facilities in Australia and benchmarked to Australian Nutrient Reference Values.

The platform combines personalised daily vitamin sachets (subscription-only) with an à la carte catalogue of targeted formulas (e.g., Hair Growth Capsules for Women, Ashwagandha KSM-66, Magnesium Night Powder, Peri Meno Ultra Complex, Testosterone Matrix, Collagen Plus Hyaluronic Acid) and essentials (multivitamins, minerals, probiotics, fish oil). Distribution is exclusively through owned channels — an e-commerce website (vitable.com.au) and a free mobile app on iOS and Android that handles daily reminders, rewards, and subscription management. Pricing ranges from approximately AUD $10 to $49 per monthly supply, with bi-monthly subscriptions receiving a 10% discount and quarterly subscriptions receiving a 15% discount; a 30-day money-back guarantee is offered.

Vitable's go-to-market is product-led growth, with the quiz as the primary acquisition mechanism, complemented by content marketing across a Research Library, Wellness Blog, and Recipe Library, plus organic social on Facebook and Instagram. The company ships to seven markets: Australia, New Zealand, Singapore, the United Kingdom, Hong Kong, Malaysia, and the Philippines. Revenue is generated primarily through recurring subscriptions supplemented by one-time product purchases. The company has raised funding from Rocket Internet, Scale Investors, Flash Ventures, Commencer Capital, Flying Fox Ventures, and Scale Up Media Fund, but revenue has not been publicly disclosed.

Name

Vitable

Legal name

Digital Services Australia II Pty Ltd

Website

https://vitable.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Vitable is an Australian direct-to-consumer personalised vitamin subscription company that uses a quiz-based recommendation engine to deliver tailored daily vitamin sachets and targeted supplements to over 200,000 members across Australia and six international markets.

Ownership category

akta.pro rank

Product category

Personalised Vitamins & Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Vitamins & Minerals (Single Nutrients) (CRADAGAB), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

Keywords

• Personalised vitamins
• Daily vitamin packs
• Supplement subscription
• Vitamin quiz
• Targeted formulas

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Personalized Daily Vitamin Subscription: Personalised vitamin packs are available exclusively on a subscription basis. Subscriptions renew automatically every 30, 60, or 90 days as selected by the customer. This is the primary revenue driver and core product offering.
2. Individual Product Sales (Essentials & Targeted): Essentials and targeted products (individual vitamins, supplements, and powders) may be purchased either as one-time purchases or on recurring subscription plans (30/60/90 day cycles).
3. Subscription Discount Incentives: Customers receive escalating discounts for longer subscription commitments: 10% off for bi-monthly (60-day) subscriptions and 15% off for quarterly (90-day) subscriptions, driving subscription revenue retention.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Vitable sells personalised daily vitamin and supplement packs delivered directly to consumers across Australia. Customers complete a quiz that drives a customised recommendation set, which is then packaged into daily sachets and shipped on a recurring basis (monthly, bi-monthly, or quarterly). The company also sells individual targeted formulas and essential vitamins as standalone products through its website and mobile app.

Product overview

Vitable is an Australian personalised vitamin subscription service operating three product pillars: (1) Personalised Daily Vitamin Packs — a core subscription offering delivering quiz-recommended daily vitamin sachets tailored to individual health goals, lifestyle, and diet; (2) Targeted Formulas — individually sold products addressing specific health concerns such as hair growth (Hair Growth Capsules for Women, Scalp Booster Serum), stress support (Ashwagandha), sleep (Magnesium Night Powder), skin/hair/nails (Collagen Plus Hyaluronic Acid, Collagen Creamer), and digestion (Digest + Fibre, Clean Greens Powder); and (3) Essentials & Bottles — a range of high-quality vitamins, minerals, herbs, probiotics, and specialty supplements (Activated B Complex, Magnesium, Iron, Zinc, Fish Oil, Vitamin D, Vitamin C Plus, Biotin, Daily Probiotic, Astaxanthin, Ginkgo and Brahmi, Activated Curcumin, Vitamin B12, Probiotics SB, Cranberry, Veg Omega, Calcium Plus D3, Adaptogenic Mushrooms, Prenatal Plus, Ubiquinol, Vitamin K2, L-Theanine, St Mary's Thistle, Chromium MAX, Testosterone Matrix, Peri Meno Ultra Complex, Menopause Ultra Complex) available as one-off purchases or subscriptions. The platform is supported by a free mobile app (iOS/Android) for daily reminders, order management, and rewards tracking, plus a Product Library for self-service pack building. Ancillary content includes a Wellness Blog, Research Library, and Recipe Library. Products are Australian-manufactured under TGA and GMP standards with home-compostable packaging. Shipping is available to Australia, New Zealand, Singapore, United Kingdom, Hong Kong, Malaysia, and Philippines.

Differentiator

Problem solved

Functional benefit

Products and services

• Personalised Daily Vitamin Packs (subscription) Customised daily vitamin and supplement packs assembled based on a quiz-driven health profile and delivered on a recurring basis; targeted at Australian adults seeking a personalised, convenient supplement routine.
• Targeted Formulas (goal-specific single supplements) Single-product targeted supplements addressing specific wellness goals (stress, gut health, sleep, hair/skin/nails, energy, immune support) sold individually through the Vitable website and mobile app.
• Essential Vitamins & Minerals Foundational single-nutrient supplements (e.g., Vitamin D, Magnesium, Iron, Zinc, Fish Oil, B Complex, Biotin) sold individually for consumers who want to supplement specific nutrients outside a personalised pack.
• Specialty Formulas (life-stage and gender-targeted) Specialty supplements designed for specific life stages or demographics (e.g., Prenatal Plus, Menopause Ultra Complex, Testosterone Matrix) sold individually via the Vitable site and app.
• Vitable Mobile App iOS and Android app that delivers the Vitable personalised vitamin experience: quiz-based onboarding, personalised recommendations, and subscription management for Australian customers.

Quantifiable outcome

• 89% of customers report taking their vitamins consistently since starting Vitable (from internal survey of 300 respondents)
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Digital Services Australia II Pty LtdcoreOthersDigital Services Australia II Pty Ltd is the legal operating entity that operates the Vitable brand. All website terms, privacy policies, and business operations are conducted under this entity name. This is not a third-party partnership but rather the parent/operating company structure.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Care/of: US-based personalized vitamin subscription brand offering a quiz-driven daily pack model very similar to Vitable, now owned by Bayer. Closest direct comparable on the personalization-led DTC subscription playbook.
• Ritual: DTC essentials brand selling daily vitamin and supplement subscriptions in a transparent, traceable-ingredient format. Direct competitor for the modern health-conscious subscriber Vitable targets.
• Bioniq: UK-based personalized nutrition company using blood biomarkers and a quiz to drive supplement subscriptions. Direct competitor serving overlapping markets (UK, Singapore) with a similar personalization-led model.
• Persona Nutrition: Personalized vitamin and supplement subscription company built around a quiz-based recommendation engine with bespoke pack fulfillment. Closely matched business model to Vitable.
• Nourished: Custom nutrition gummy stacks on a subscription model. Adjacent in the personalized supplement subscription category, with a differentiated format (3D-printed gummies).

Emerging players

• Seed Health: DTC synbiotic/probiotic subscription brand. Overlaps with Vitable's Digest + Fibre, Daily Probiotic, and Probiotics SB products in the gut-health use case but focuses on microbiome rather than broad personalized nutrition.
• The Nue Co: Science-led wellness brand with a vitamin/supplement portfolio and subscription offering. Overlaps with Vitable's premium positioning and direct-to-consumer model.

Broad incumbents

• AG1 (Athletic Greens): Daily greens supplement subscription powder commanding strong premium positioning. Competes with Vitable's Clean Greens Powder and broader foundational supplement segment at a premium price point.
• Swisse Wellness: Leading mass-market Australian vitamins and supplements brand. Incumbent that Vitable competes against for the wellness consumer wallet in its home market, with much wider distribution.
• Blackmores: Australia's largest supplements brand (ASX-listed) and a category-defining incumbent. Establishes the mainstream benchmark Vitable positions against as a premium personalized alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VitableVitamins
• Instagraminstagram.com/vitablevitamins
• LinkedInlinkedin.com/company/vitable

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors6 records

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 Vitable