What Puori does

Puori is a direct-to-consumer supplement company founded in 2009 by CEO Oliver Amdrup-Chamby, headquartered in Larkspur, California, and incorporated in Denmark as Puori Inc. The company sells a portfolio of clean-label protein, collagen, omega-3, vitamin, mineral, and probiotic products to health-conscious consumers, fitness enthusiasts, and beauty/anti-aging buyers across the US, UK, EU, and Denmark. Its core differentiator is a third-party batch-testing methodology partnered with the Clean Label Project, under which every batch of every product is tested against 200+ contaminants including heavy metals, pesticides, BPA, PCBs, dioxins, and oxidation markers, with results published online and accessible via QR code on product packaging. Puori is the only brand in the industry to hold the Clean Label Project Transparency Certificate and holds additional certifications including IFOS 5-star (fish oil), Friend of the Sea (sustainable sourcing), and Vegan Society (vegetarian/vegan products).

The company's commercial model is a multi-channel e-commerce operation built on a Shopify-based storefront (puori.com) with regional domains (puori.eu, puori.co.uk, puori.dk), supplemented by a wholesale program to clinics, gyms, and authorized resellers (thefeed.com, pureformulas.com). Revenue is generated through one-time purchases and a monthly subscription engine that offers a 15% discount, free shipping over $30, and skip/pause/cancel flexibility. Pricing ranges from $19 for C3 Vitamin C to $113 for the Muscle Strength & Recovery bundle, with flagship PW1 Grass-fed Whey Protein priced at $79 one-time / $67.15 subscription. Marketing combines content (Puorilife blog), organic social, email, an affiliate program, influencer endorsements, and PR coverage in Wired, Vogue, Net-a-Porter, Yahoo Health, Entrepreneur, and NutraIngredients. Customer service is operated from Denmark.

Puori's product catalog spans 15+ SKUs including PW1 whey protein (Unflavored, Bourbon Vanilla, Dark Chocolate), C+ Creatine+, CP1 Collagen Peptides, CP2 Whey & Collagen Blend, PB Plant Protein Booster, O3 Fish Oil, M3 Magnesium, D3 Vitamin D, P3 Health Essentials Sachets, V Multivitamin, SB3 Probiotics, C3 Vitamin C, and B-Complex. The company is privately held, founder-controlled, and has taken limited external capital (Juggernaut Capital Partners, 2018). It has 11-50 employees, no disclosed subsidiaries, no M&A activity, and no patents or trademarks on file. The CEO has positioned the brand in active regulatory advocacy, signing in support of California SB1033 in March 2026 to mandate heavy metal testing in the protein supplement industry, signaling a strategy of building category-level transparency standards as a competitive moat.

Name

Puori

Legal name

Puori Inc.

Website

https://puori.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Puori is a DTC supplement company founded in 2009 that sells third-party tested protein, vitamins, omega-3, and collagen products through e-commerce, subscriptions, and wholesale to health-conscious consumers, fitness enthusiasts, and beauty/anti-aging buyers across the US, UK, EU, and Denmark.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Health and Personal Care Retailers (456)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Dietary supplements
• Whey protein powder
• Third-party tested supplements
• Omega-3 fish oil
• Vitamin and mineral supplements

Headquarters

HQ city

Larkspur

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct e-commerce sales: One-time purchases through puori.com e-commerce platform with products shipped directly to consumers. Revenue from individual product transactions.
2. Subscription/Recurring: Monthly auto-renewal subscriptions offering 15% discount. Customers can manage subscriptions online, skip deliveries, or cancel anytime. Drives predictable recurring revenue with customer retention focus.
3. Wholesale: Wholesale program allowing retailers, clinics, gyms, and authorized resellers to purchase products at wholesale prices for resale.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Puori designs, distributes, and sells a portfolio of clean dietary supplements — including grass-fed whey protein, collagen peptides, creatine, omega-3 fish oil, magnesium, vitamin D, multivitamins, probiotics, and B-complex — formulated with pure, natural ingredients and third-party batch tested against 200+ contaminants under a Clean Label Project partnership. The company sells primarily direct-to-consumer via its e-commerce storefront and subscription program, and secondarily through wholesale to retailers, clinics, gyms, and authorized online resellers across the USA, UK, and Denmark.

Product overview

Puori offers a portfolio of clean, third-party tested food supplements organized around daily health needs (Daily Essentials, Muscle & Strength, Immune System, Energy, Brain & Heart) and product categories (Probiotics, Vitamins & Minerals, Protein Powder & Collagen, Omega-3, Sports Supplements). The core products include: PW1 Grass-fed Whey Protein (available in Unflavored, Bourbon Vanilla, and Dark Chocolate variants) as the primary protein offering; C+ Creatine+ for performance support; CP1 Collagen Peptides and CP2 Whey & Collagen Blend for connective tissue and joint health; O3 Fish Oil Capsules, M3 Magnesium Complex, D3 Vitamin D, and P3 Health Essentials sachets for foundational nutrition; V Multivitamin & Minerals, SB3 Probiotics, C3 Vitamin C, and B-Complex for targeted supplementation. All products are third-party tested by The Clean Label Project against 200+ contaminants with results published online for transparency. The company emphasizes subscription-based recurring delivery with 15% discount.

Differentiator

Problem solved

Functional benefit

Products and services

• PW1 Grass-fed Whey Protein Unflavored Grass-fed whey protein powder providing 24g of protein, 12g EAA, 6g BCAA, and 2.7g leucine per serving. Non-GMO, hormone-free, single-ingredient, third-party tested for 200+ contaminants including heavy metals. Designed for fitness enthusiasts and athletes seeking clean protein for muscle growth, maintenance, and recovery.
• PW1 Grass-fed Whey Protein with Bourbon Vanilla
• PW1 Grass-fed Whey Protein with Dark Chocolate
• C+ Creatine+ Performance Support
• CP1 Pure Collagen Peptides
• CP2 Whey & Collagen Blend
• PB Plant Protein Booster
• O3 Fish Oil Capsules
• M3 Magnesium Complex
• D3 Vitamin D (2500IU)
• P3 Health Essentials Sachets (O3, M3, D3)
• V Multivitamin & Minerals
• SB3 Probiotics & Prebiotics
• C3 Vitamin C Effervescent
• B B-Complex Pure Energy
• Muscle Strength & Recovery Bundle

Quantifiable outcome

• 47% of protein powders exceed California Prop 65 safety limits for lead - Puori products consistently pass these tests
• +1 more outcomes

Named customers2 records

Segments4 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

Partnerships

Six partnerships are on record, tiered core and minor.

• The Clean Label ProjectcoreStrategic or Co-development PartnerStrategic partnership for third-party batch testing and certification. Every batch of every Puori product is tested against 200+ contaminants including heavy metals, pesticides, and BPA. Test results are published online and accessible via QR code. Puori received the Clean Label Project Transparency Certificate as the only brand in the industry.
• International Fish Oil Standards (IFOS)coreStrategic or Co-development PartnerIFOS certification for O3 Fish Oil Capsules testing omega-3 content, purity, and freshness including screening for heavy metals, PCBs, dioxins, and oxidation. Product received highest 5-star IFOS rating.
• Friend of the SeacoreStrategic or Co-development PartnerCertification for sustainable omega-3 sourcing from wild-caught small fish. Supports responsible fishing practices, marine ecosystem protection, minimization of bycatch, and long-term ocean sustainability.
• Vegan SocietycoreStrategic or Co-development PartnerCertification that M3 Magnesium Complex is suitable for vegans and vegetarians, verified by Vegan Society.
• thefeed.comminorChannel Partner/ Reseller/ DistributorAuthorized online reseller of Puori products.
• pureformulas.comminorChannel Partner/ Reseller/ DistributorAuthorized online reseller of Puori products.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ritual: Premium DTC supplement brand focused on traceability, clean ingredients, and subscription-based delivery to health-conscious consumers. Comparable go-to-market and customer base to Puori.
• Athletic Greens (AG1): Premium daily nutrition brand with subscription-first DTC model targeting health-conscious and athletic consumers. Comparable customer segment and recurring-revenue focus to Puori.
• Momentous: Premium sports and recovery supplements brand partnering with athletes and emphasizing NSF-certified, third-party-tested ingredients. Closely comparable to Puori on athlete targeting and quality credentials.
• Thorne: Well-established clean supplements brand with NSF certification and third-party testing across vitamins, protein, and sports nutrition. Comparable to Puori on quality positioning and breadth of SKU portfolio.
• Care/of: Personalized DTC vitamin and supplement brand with subscription model and direct-to-consumer e-commerce. Comparable customer experience and recurring-revenue mechanics to Puori.
• Klean Athlete: NSF Certified for Sport supplement brand focused on clean, tested nutrition for competitive athletes. Comparable on third-party certification positioning and athletic customer base.
• Transparent Labs: Premium DTC supplement brand built explicitly around transparency, third-party testing, and published ingredient sourcing. Closest direct comparable to Puori on positioning, pricing, and target customer.

Broad incumbents

• Orgain: Established organic nutritional and protein supplement brand with national retail presence and broad product range. Comparable on protein and nutritional positioning but with greater scale and channel reach than Puori.
• Garden of Life: Large organic and clean-label supplement brand (Nestlé Health Science subsidiary) with broad mass-market retail distribution. Comparable on clean-ingredient positioning but operates at significantly larger scale than Puori.
• Onnit: Broad-line supplements and wellness brand with strong athlete and fitness following, offering protein, nootropics, and vitamins. Comparable customer segment but larger portfolio and more diverse distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Puori
• Facebookfacebook.com/Puorilife
• Instagraminstagram.com/puorilife
• Xx.com/purepharma
• LinkedInlinkedin.com/company/puori

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Puori