Swisse Wellness

What Swisse Wellness does

Swisse Wellness is a premium Australian vitamins and supplements brand founded in 1969 and headquartered in Collingwood, Australia, operating as the lead brand of the Adult Nutrition segment of H&H Group (HKEX: 1112). The company manufactures and markets science-backed nutritional supplements across beauty-from-within (Hair Skin Nails+, Glow Skin Glam Bites, Skin Defense Glam Bites), multivitamins (men's and women's), immune support, sleep, detox and digestion (Ultiboost Liver Detox, Lecithin), and specialty categories (High Strength Cranberry, Co-Enzyme Q10, PQQ + DHA Brain Booster, Ultiboost Myo + D-Chiro Inositol, Grape Seed Extract), as well as the premium anti-aging sub-brand Swisse Plus (NAD+ Pro). Products are delivered in multiple formats including capsules and gummies (Glam Bites), with B Corp-certified positioning and an emphasis on globally-sourced, premium ingredients.

The company runs a direct-to-consumer go-to-market through its owned e-commerce platform (swisse.us and country-localized storefronts serving USA, UK, Italy, UAE, and Saudi Arabia), complemented by major third-party marketplaces (Amazon, iHerb). Marketing spans Instagram organic social, a Wellness Hub content blog, Registered Dietitian influencer partnerships, and email acquisition. Swisse derives the majority of its historical scale from Australia and mainland China, where it commands approximately 29% share of the US$45.5B Chinese health supplements market, a position built and maintained under Chinese ownership following H&H Group's 2015 acquisition. H&H Group reported FY2025 group revenue of 14.3 billion RMB with 10.3% year-on-year growth and 22.7% net profit growth, with Adult Nutrition (Swisse) operating alongside Baby Nutrition (Biostime) and Pet Nutrition (Zesty Paws, Solid Gold) segments. Pricing is unit-based with no disclosed subscription tier and a US$50 free-shipping threshold on the US site, and customer segments are horizontal: health-conscious consumers, beauty-wellness consumers, and consumers with targeted wellness needs.

Name

Swisse Wellness

Legal name

Swisse

Website

https://swisse.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Swisse Wellness is an Australian premium vitamin and supplement brand founded in 1969, now the lead brand of H&H Group's Adult Nutrition segment, selling science-backed multivitamins, beauty, immunity, and NAD+ anti-aging products directly to consumers globally via e-commerce, Amazon, and iHerb.

Ownership category

akta.pro rank

Product category

Vitamins and Dietary 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

Healthy Aging & Cognitive Support Supplements (CRADAGAM), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Herbal & Botanical Supplements (CRADAGAD)

Keywords

• Premium vitamin supplements
• Beauty from within
• Nutritional supplements
• Multivitamin formulations
• Wellness gummy supplements

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Swisse generates revenue through direct-to-consumer sales of premium vitamins and supplements via its owned e-commerce platform (swisse.us) and third-party retail channels including Amazon and iHerb. Products include multivitamins, beauty supplements, detox formulations, immunity support, and specialty wellness products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Swisse Wellness manufactures and sells premium, science-backed vitamins and dietary supplements across categories including beauty-from-within (Hair Skin Nails+, Glam Bites gummies, Skin Defense), multivitamins, immune support, sleep, detox and digestion (Ultiboost Liver Detox, Lecithin), and specialty wellness (NAD+ Swisse Plus, Co-Enzyme Q10, High Strength Cranberry, PQQ + DHA Brain Booster, Grape Seed Extract). Products are sold directly to consumers through the brand's own e-commerce platform and major online marketplaces in multiple geographies.

Product overview

Swisse Wellness is a premium vitamin and supplement brand founded in Australia in 1969, operating as a core brand of H&H Group. The portfolio is organized around the flagship Swisse Wellness brand supplemented by the premium anti-aging sub-brand Swisse Plus (NAD+). Core product categories include Beauty (Hair Skin Nails+, Glow Skin Glam Bites, Skin Defense Glam Bites), Multivitamins (Men's and Women's), Immune Support, Sleep (Valerian), Detox & Digestion (Liver Detox, Lecithin), and specialty supplements (High Strength Cranberry, Co-Enzyme Q10, PQQ + DHA Brain Booster, Ultiboost Myo + D-Chiro Inositol, Grape Seed Extract). Products are available in multiple formats including capsules and gummies (Glam Bites line), supported by scientific research and B Corp certification. Distribution spans the brand's e-commerce website and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• Swisse PLUS: Premium NAD+ anti-aging product line featuring science-backed formulas for cellular wellness and beauty from within.
• Swisse Ultiboost
• Glam Bites

Products and services

• Hair Skin Nails+ Beauty blend supplement designed to support glossy hair, radiant skin, and healthy nails from the inside out for adult consumers.
• Glow Skin Glam Bites
• Skin Defense Glam Bites
• Ultiboost Liver Detox
• Women's Multivitamin
• Men's Multivitamin
• Immune Support Supplements
• Valerian Supplement
• Lecithin
• High Strength Cranberry
• Co-Enzyme Q10
• PQQ + DHA Brain Booster
• Ultiboost Myo + D-Chiro Inositol
• Grape Seed Extract
• NAD+ Swisse Plus

Quantifiable outcome

• Revenue grew 10.3% year-on-year in FY2025
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blackmores: Australia's other flagship premium vitamin and supplement brand, founded in the 1930s, competing head-to-head with Swisse across Asia-Pacific retail, pharmacy, and DTC channels. Highly comparable in product mix (multivitamins, beauty, immunity) and premium positioning.
• Nature's Way: US-headquartered premium supplements brand owned by Schwabe, offering vitamins, herbal, and condition-targeted supplements through mass, natural, and DTC channels. Directly comparable on product breadth and premium herb-forward positioning.
• NOW Foods: Large US supplements manufacturer/brand offering vitamins, minerals, herbal, and specialty supplements across iHerb, Amazon, and health-food retail. Direct competitor in the same ingredient categories and online distribution channels Swisse relies on.
• Garden of Life: Premium certified-organic and traceable supplements brand owned by Nestlé Health Science. Comparable to Swisse in the natural/organic positioning, multivitamin range, and clean-label ingredient story.
• Olly: Unilever-owned mass-premium gummy and beauty-from-within supplements brand. Direct competitor to Swisse's Glam Bites line, particularly among female millennial and Gen Z consumers in the US.
• BY-Health: China's largest domestic vitamins and supplements brand, listed on Shenzhen Stock Exchange. Primary direct competitor to Swisse in the China health supplements market where Swisse holds ~29% share.
• GNC Holdings: Global specialty retailer of vitamins, minerals, and sports nutrition supplements with a broad proprietary brand portfolio. Comparable across multivitamins, condition-targeted SKUs, and online marketplace presence.

Broad incumbents

• Centrum (Haleon): Mass-market global multivitamin leader owned by Haleon (post-GSK consumer health spin-off). Competes with Swisse in multivitamins globally but at a more accessible price point and broader mass distribution.
• Nature Made: Mass-market US supplements brand owned by Pharmavite (Otsuka). Direct competitor in multivitamins and condition-targeted supplements through US drug, grocery, and Amazon channels.

Emerging players

• Ritual: US-based DTC subscription multivitamin and supplement brand built on traceability and clinical-formulation narrative. Competes with Swisse for the same health-conscious, premium-accepting millennial consumer in the US.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/swisseusa
• Xx.com/SwisseAU
• Facebookfacebook.com/Swisse
• LinkedInlinkedin.com/company/swisse-wellness

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 Swisse Wellness