Vision Healthcare

What Vision Healthcare does

Vision Healthcare operates a digital-first omni-channel platform that consolidates fragmented European consumer healthcare by acquiring and scaling health supplement and wellness brands. The company's portfolio spans 17 brands across categories including vitamins, probiotics, plant-based proteins, superfoods, supplements, skincare, and wellness products. Flagship brands include Sensilab (serving 3.5 million customers across Europe), Flinndal (Benelux's leading online vitamin store), Purasana (sustainable superfoods since 1999), Vitamaze (Amazon-first supplements), nupure (DACH probiotic leader via AixSwiss BV), and Alpha Foods (German plant-based nutrition, acquired from Karo Healthcare in December 2025). Each brand operates its own e-commerce storefront, with Vitamaze additionally driving marketplace sales through Amazon.

The company generates revenue through direct-to-consumer e-commerce, including subscription-based recurring models deployed by brands such as Medivital BV (Vitaminen Op Recept), Naturamed Pharma, Nutriment AS, and N2 Natural Nutrition, complemented by marketplace sales through Amazon and e-pharma channels. Its target customer segment is European health-conscious consumers seeking accessible, high-quality supplements and personal care products across price points. No public pricing details or revenue figures have been disclosed.

Vision Healthcare operates from eight European hubs in Amsterdam (Netherlands), Copenhagen (Denmark), Kortrijk (Belgium), Ljubljana (Slovenia), Madrid (Spain), Munich (Germany), Oslo (Norway), and Stockholm (Sweden), supporting a pan-European footprint across DACH, Nordics, Benelux, Eastern Europe, and Southern Europe. The company employs between 501 and 1,000 staff and has grown through a serial-acquisition strategy, completing twelve acquisitions since inception including five in 2025 alone (Svenskt Kosttillskott, New Care, BioSalma, VitaYummy, and Alpha Foods), positioning the group as one of Europe's largest dedicated D2C consumer healthcare consolidators. The core technology layer is a digital-first omni-channel platform connecting each brand directly with consumers through owned e-commerce storefronts and marketplaces.

Name

Vision Healthcare

Legal name

Vision Healthcare

Website

https://visionhealthcare.eu

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Vision Healthcare operates a European digital-first omni-channel platform that acquires and scales 17 consumer health supplement brands, selling directly to consumers via owned brand websites and Amazon marketplace across DACH, Nordics, Benelux, Eastern, and Southern Europe.

Ownership category

akta.pro rank

Product category

Consumer Health Supplements & Wellness E-Commerce

NAICS

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

akta.pro primary industry

Health & Pharmacy Omnichannel (CRAFAEAK)

Keywords

• Consumer health supplements
• Direct-to-consumer wellness
• Digital healthcare platform
• Online vitamin brands
• Health supplement e-commerce

Headquarters

HQ city

Kortrijk

HQ country

Belgium

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct-to-Consumer Sales: Revenue generated through owned e-commerce storefronts across 17 health supplement brands, selling directly to European consumers via brand websites.
2. Marketplace Sales: Sales through third-party marketplaces including Amazon, serving as a key distribution channel for brands like Vitamaze (Amazon-first brand).

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Vision Healthcare operates a digital-first omni-channel platform that acquires and scales European consumer health supplement and wellness brands. The company sells vitamins, minerals, supplements (VMS), plant-based proteins, probiotics, superfoods, and skincare directly to consumers through 17 owned brand websites and marketplaces such as Amazon. The portfolio spans Benelux, DACH, Nordic, Eastern European, and Southern European markets with regional hubs and a mix of one-off purchases and subscription-based ordering.

Product overview

Vision Healthcare operates as a digital-first omni-channel platform that consolidates consumer healthcare brands across Europe. The company acquires and manages a portfolio of health supplement, wellness, and personal care brands including Alpha Foods, Baerbel Drexel, BioSalma, Collaxan, Flinndal, Healthwell, N2 Natural Nutrition, New Care, nupure, Purasana, Sensilab, Therme, TummyTox, Vitality Nutritionals, Vitamaze, VitaYummy, and Zarqa. The platform connects these brands directly with consumers through digital channels, creating strong relationships that drive sustainable growth. The portfolio spans categories including plant-based nutrition, probiotics, superfoods, vitamins, mineral supplements, skincare, and wellness products, with geographic presence across the DACH region, Nordics, Benelux, and broader Europe.

Differentiator

Problem solved

Functional benefit

Brands

• Alpha Foods: Bioavailable plant-based proteins and functional blends for an active, modern lifestyle
• Baerbel Drexel
• BioSalma
• Collaxan
• Flinndal
• Healthwell
• N2 Natural Nutrition
• New Care
• nupure
• Purasana
• Sensilab
• Therme
• TummyTox
• Vitality Nutritionals
• Vitamaze
• VitaYummy
• Zarqa

Products and services

• Alpha Foods Bioavailable plant-based proteins and functional blends that support an active, modern lifestyle. Target consumer: health-conscious individuals seeking plant-based nutrition.
• Baerbel Drexel Naturopathy brand with holistic approach to health; products are made in Germany with true clean label formulations. Target consumer: consumers seeking natural, holistic German-made health products.
• BioSalma Swedish supplement brand blending effective formulations, responsible sourcing and fair prices to empower healthier living every day. Target consumer: Swedish and Nordic everyday health product shoppers.
• Collaxan Norwegian-born leading premium high efficacy supplement for muscles and joints with a large Nordic loyal consumer base. Target consumer: Nordic consumers seeking joint and muscle health supplements.
• Flinndal Benelux's leading online vitamin store delivering high quality supplements with the best service and advice. Target consumer: Benelux online vitamin shoppers.
• Healthwell Nordic wellness brand offering high-quality, affordable supplements designed to support a healthy lifestyle with clarity and transparency. Target consumer: Nordic wellness-focused consumers.
• N2 Natural Nutrition Leading pioneer, clinically proven, high quality probiotic nutraceutical supplements for gut health. Target consumer: consumers seeking clinically validated gut health and probiotic products.
• New Care For over 25 years, New Care has embodied Dutch values of honesty, transparency, and clarity, crafting straightforward, scientifically-backed natural supplements. Target consumer: Dutch consumers seeking scientifically-backed natural supplements via independent Health & Drug Stores and online channels.
• nupure Premium wellbeing brand for millennials with a health conscious lifestyle, offering health supplements made from natural sources. Target consumer: DACH millennials seeking premium natural supplements.
• Purasana Leading sustainable superfood brand since 1999 delivering a wide range of superfoods, supplements and proteins, contributing to a healthy modern lifestyle. Target consumer: consumers seeking sustainable superfoods, supplements, and plant-based proteins.
• Sensilab Natural-based nutritional supplements experts for hormonal balance, detox, weight management, and overall wellness, serving over 3.5 million customers across Europe. Target consumer: European consumers seeking natural-based supplements for hormonal balance, detox, and weight management.
• Therme Wellness brand with collections enriched by scents and a touch of luxury, offering the ultimate moment of relaxation. Target consumer: consumers seeking luxury wellness and relaxation products.
• TummyTox Wellbeing brand for young women to help boost confidence and love their bodies. Target consumer: young women seeking wellbeing products that support confidence and body positivity.
• Vitality Nutritionals Best-in-class nutraceuticals with science-backed and high-dosage formulations from the most bioactive ingredients to deliver the highest efficacy. Target consumer: consumers seeking premium, science-backed high-dosage nutraceuticals.
• Vitamaze Amazon-first brand offering high quality supplements at great value, accessible for all. Target consumer: broad Amazon marketplace shoppers seeking affordable, high-quality supplements.
• VitaYummy Makes daily nutrition fun and convenient with delicious vitamin gummies that contribute to inner beauty and everyday wellbeing for the whole family. Target consumer: families and consumers seeking convenient gummy-format vitamins.
• Zarqa Hypoallergenic, perfume-free, vegan skin care with active Dead Sea minerals for pure clean beauty. Target consumer: consumers seeking hypoallergenic, vegan skin care products.
• Subscription-based VMS delivery (Nutriment, Naturamed, Medivital, Sensilab) Subscription-based order model delivering vitamins, minerals, and food supplements at home at affordable prices with quality service; key products include eye formula supplement and WLS Sublime. Target consumer: consumers seeking recurring, subscription-based delivery of vitamins and supplements.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• THG (The Hut Group): UK-listed digital-first consumer platform that owns Myprotein and other nutrition/wellness brands sold globally via owned e-commerce and marketplaces. Closest peer by model: multi-brand, D2C-led, pan-international acquisition engine in nutrition and wellness.
• H&H Group (Swisse Wellness): Hong Kong-listed parent of Swisse, a premium vitamins, supplements and nutrition brand with strong DACH/APAC D2C and omnichannel presence. Comparable as a global, multi-brand supplements platform with heavy European distribution.
• Herbalife: Global direct-to-consumer nutrition and weight-management company selling meal replacements, supplements and wellness products. Comparable as a D2C-led, subscription-oriented nutrition platform with multi-category consumer health products.
• Thorne HealthTech: US-listed premium D2C supplements and at-home health testing company. Comparable as a digitally-native, science-positioned supplements brand expanding internationally with subscription and content-led consumer engagement.
• Ritual: US D2C multivitamin and supplements brand sold primarily via its own e-commerce storefront. Comparable as a digital-first, brand-led supplements challenger with subscription economics and premium positioning.

Broad incumbents

• Haleon: Global consumer-health major (spun out of GSK) spanning oral health, VMS and OTC. Comparable as a large incumbent whose D2C and omnichannel investments compete with Vision Healthcare's brands in European VMS shelves.
• Reckitt Benckiser: Global consumer-health company (Nurofen, Gaviscon, Move Free, MegaRed). Comparable as a deep-pocketed incumbent that competes in VMS and OTC and has the balance sheet to acquire or out-market D2C challengers.
• Bayer Consumer Health: Consumer-health division of Bayer (One A Day, Elevit, Berocca). Comparable as a multinational with broad VMS and self-care portfolios that overlap with Vision Healthcare's categories across DACH and other European markets.
• Nestlé Health Science: Consumer-health and medical-nutrition arm of Nestlé covering supplements, medical nutrition and wellness. Comparable as a global incumbent investing in digital channels and adjacent acquisitions overlapping with Vision Healthcare's brand portfolio.
• Perrigo Company: US-headquartered OTC and consumer self-care company with strong European store-brand and VMS presence. Comparable as an established European consumer-health operator that competes in the same shelf-and-D2C supplement categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vision-healtcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vision Healthcare