What Biovea does

Biovea is a Scottsdale, Arizona-based direct-to-consumer e-commerce retailer founded in 2001 that manufactures and distributes a wide range of healthcare, wellness, and beauty products through its own online storefront at biovea.com. The company operates across eight product departments — vitamins, supplements, diet and fitness, beauty, hair loss/Minoxidil, personal care, sexual wellness, and food and home — combining its own-label BIOVEA brand with six sub-brands: FOLIGAIN (hair loss treatments), BioMedX Research, EuroVital, KeratinMD Laboratories, Newton Everett, and Pure Emu. The technology underpinning the business is a standard DTC e-commerce platform offering a product catalog, shopping cart, user accounts, auto-delivery subscription management, and newsletter integration, supplemented by a $20-split referral program to drive acquisition.

Biovea's commercial model is transaction-based retail: customers purchase products at standard listed prices through biovea.com, with pay-as-you-go billing, free delivery on orders exceeding $49, and value packs, bundles, and clearance items used to lift average order value. The customer base is segmented horizontally into health-conscious consumers, beauty and personal-care buyers, and a specialized hair-loss treatment segment, served primarily through email/newsletter marketing and referral channels. The company offers country and language selection on its storefront, indicating cross-border e-commerce operations beyond the US market, though its headquarters remain in Scottsdale.

No revenue figures, funding history, ownership structure, management team, or AI/technology investments are disclosed in the available data. The company is privately held, employs 51-100 people, and operates under the doing-business-as name BIOVEA USA. Its competitive positioning rests on a multi-brand portfolio and owned first-party e-commerce distribution rather than disclosed technology differentiation or category leadership claims.

Name

Biovea

Website

https://biovea.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Biovea is a Scottsdale-based direct-to-consumer e-commerce retailer founded in 2001 that sells vitamins, supplements, beauty, and hair-loss products through its own online storefront, combining its BIOVEA house brand with six sub-brands and serving health-conscious and beauty consumers internationally.

Ownership category

akta.pro rank

Product category

Dietary Supplements and Wellness E-commerce

NAICS

Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Dietary supplements online
• Health wellness products
• Vitamin e-commerce store
• Beauty personal care retail
• Hair loss treatments

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

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. Product Sales: Biovea generates revenue through direct product sales of supplements, vitamins, fitness, beauty, and health products. Customers purchase products at listed retail prices through the e-commerce platform. The company offers value packs and bundle deals to increase average order value.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Biovea is an online retailer and manufacturer of health, wellness, and beauty products. It operates the biovea.com e-commerce platform where it sells its own BIOVEA brand and partner brands (Foligain, BioMedX Research, EuroVital, KeratinMD, Newton Everett, Pure Emu) across departments including Vitamins, Supplements, Diet & Fitness, Beauty, Hair Loss, Personal Care, Sexual Well Being, and Food & Home. Orders over $49 ship free, and customers can subscribe to recurring auto-delivery.

Product overview

Biovea is an e-commerce health and wellness retail platform offering a diverse portfolio of own-label and third-party brand products across vitamins, supplements, fitness nutrition, beauty, personal care, and food categories. The platform operates primarily through its own brand (BIOVEA) alongside exclusive sub-brands including FOLIGAIN (hair loss treatments), BioMedX Research, EuroVital, KeratinMD Laboratories, Newton Everett, and Pure Emu. Products span multiple departments including Vitamins, Supplements, Diet & Fitness, Beauty (with subcategories in Bath & Body, Hair Care, Makeup, Skin Care), Hair Loss/Minoxidil treatments, Personal Care, Sexual Well Being, and Food & Home. The company offers free delivery on orders over $49 and operates a referral program.

Differentiator

Problem solved

Functional benefit

Brands

• BIOVEA: The company's primary house brand sold on its platform
• BIOVEA

Products and services

• Vitamins Wide range of vitamin supplements including Vitamin D, Vitamin C, and other essential nutrients sold to individual consumers through the biovea.com storefront.
• Supplements Herbal, mineral, and specialty dietary supplements including Melatonin, Moringa, HCG, and other formulations sold directly to consumers.
• Diet & Fitness Products supporting weight management, athletic performance, and nutritional fitness goals sold to individual consumers.
• Beauty Beauty products spanning Bath & Body, Hair Care, Lip Care, Makeup, Skin Care, and Teeth Whitening with both conventional and organic/natural options.
• Hair Loss / Minoxidil Hair loss treatments and Minoxidil products for men and women, including shampoos, conditioners, and topical solutions under the FOLIGAIN brand.
• Personal Care Personal wellness products including allergy relief, cold & flu remedies, digestive support, eye health, first aid, homeopathic remedies, oral care, pain relief, and sleep aids.
• Sexual Well Being Sexual health products including condoms, lubricants, massage products, sensual gels, and men's and women's supplements.
• Food & Home Food products including aromatherapy, baby food, baking supplies, organic foods, herbs, teas, oils, spices, sweeteners, and smoothie ingredients.
• Auto-Delivery Subscription Recurring auto-delivery subscription service that lets consumers schedule automatic repeat shipments of vitamins, supplements, and personal care products.
• BIOVEA (House Brand) Biovea's primary own-label brand offering vitamins, supplements, beauty, fitness, and personal care products sold directly to consumers.
• FOLIGAIN Hair care brand specializing in hair loss treatments and Minoxidil-based products for men and women.
• BioMedX Research Biomedical research brand focused on advanced health and wellness products.
• EuroVital Nutraceuticals European nutraceutical brand offering health and wellness supplements.
• KeratinMD Laboratories Laboratory brand specializing in keratin-based beauty and hair care products.
• Newton Everett Nutraceuticals Nutraceutical brand offering health supplements and wellness products.
• Pure Emu Natural Essentials Natural essentials brand offering emu oil-based products.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• FoligainminorOthersFoligain is a featured brand sold on the Biovea platform, specializing in hair loss and hair care products including Minoxidil treatments.
• BioMedX ResearchminorOthersBioMedX Research is a featured brand on Biovea, supplying health and wellness products.
• EuroVitalminorOthersEuroVital Nutraceuticals is a featured brand on Biovea, providing nutritional supplements.
• KeratinMD LaboratoriesminorOthersKeratinMD Laboratories is a featured brand on Biovea, specializing in keratin-based beauty and hair products.
• Newton Everett NutraceuticalsminorOthersNewton Everett Nutraceuticals is a featured brand on Biovea, supplying health and wellness supplements.
• Pure Emu Natural EssentialsminorOthersPure Emu Natural Essentials is a featured brand on Biovea, providing emu oil-based natural products.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Vitamin Shoppe: The Vitamin Shoppe is a specialty retailer of vitamins, supplements, and wellness products with a strong DTC channel, competing with Biovea across vitamins, sports nutrition, and beauty supplements.
• Thorne: Thorne is a premium supplements and health products brand with a DTC-heavy model, serving overlapping health-conscious and wellness-oriented consumers as Biovea.
• GNC: GNC is a specialty retailer of vitamins, supplements, sports nutrition, and wellness products with both physical stores and a significant DTC e-commerce channel that competes with Biovea across the same product categories.
• Vitacost: Vitacost is an online supplements and natural products retailer (owned by Kroger) offering a comparable multi-brand DTC assortment, subscription tools, and value-pack merchandising strategy similar to Biovea.
• Puritan's Pride: Puritan's Pride is a direct-to-consumer supplements retailer offering its own house-brand vitamins and minerals, competing with Biovea on price-led supplement bundles and reorder economics.
• iHerb: iHerb is a leading global direct-to-consumer online retailer of vitamins, supplements, beauty, and personal care products, with a multi-brand assortment and subscription-based retention mechanics that closely mirror Biovea's model.
• Life Extension: Life Extension is a premium DTC supplements retailer that sells its own branded nutritional products online, competing for the same health-conscious consumer base as Biovea with a similar e-commerce-first model.
• Swanson Health Products: Swanson is a long-standing online supplements retailer selling its own Swanson-branded products alongside third-party brands across vitamins, beauty, and health categories, directly comparable to Biovea's own-label plus sub-brand structure.

Broad incumbents

• CVS Health: CVS is a major health and personal care retailer (pharmacy + online) that competes with Biovea across vitamins, supplements, beauty, and personal care, though it operates a much broader portfolio than Biovea's specialty focus.
• Amazon: Amazon's Health, Household, and Beauty categories serve as the dominant mass-market channel for the same vitamins, supplements, and personal care products that Biovea sells, representing the principal competitive gravity in the category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/w-r-group

Revenue estimate

Valuation estimate

Number of profiles

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 Biovea