Natsana

What Natsana does

Natsana GmbH is a German holding company headquartered in Düsseldorf that operates a portfolio of four dietary supplement brands under a single corporate structure: Nature Love (premium, natural-ingredient focus), Natural Elements (quality and price-performance), Gloryfeel (life-stage wellness), and Feel Natural (value-oriented). The company sells directly to health-conscious consumers seeking supplements without artificial additives, combining an emphasis on transparency in formulation with a 100% natural positioning claim across its brands.

The operating model is a multi-channel commerce stack anchored on an owned Shopify-based DTC storefront (Natural Elements), Amazon marketplace listings across Germany, the UK, Italy, and Spain (managed with Amazon Ads tooling such as Pacvue, Skai, and BidX across Sponsored Products, Brands, Display, DSP, and Prime Video/CTV), and traditional German food retail key accounts through Rewe Group and Markant Gruppe. Supporting infrastructure includes Klaviyo for CRM and email, Zendesk for customer service, GA4 for analytics, and a paid media footprint spanning Google Ads, Meta, TikTok, and Pinterest. A 2022 strategic cooperation with Bayer provides access to a global partner network for supply chain resilience and international distribution reach.

Revenue is generated through transactional sales across all four channels with consumer-priced B2C supplements; no subscription or SaaS pricing model is disclosed, and no revenue figures, funding history, or valuation are publicly available. The company is privately held under GmbH structure with managing directors Tobias Boldt and Sebastian Mikuska, founder/management-led ownership, offices in Düsseldorf and Hamburg, a hybrid working model, and active ongoing hiring in performance marketing roles.

Name

Natsana

Legal name

Natsana GmbH

Website

https://natsana.com

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Natsana is a German holding company operating four dietary supplement brands (Nature Love, Natural Elements, Gloryfeel, Feel Natural) and selling them to health-conscious consumers across D2C e-commerce, Amazon marketplaces in DE/UK/IT/ES, and German retail key accounts Rewe Group and Markant Gruppe.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456), Other Specialty Food Retailers (44529)

SIC

Food And Kindred Products (2000), Medicinal Chemicals & Botanical Products (2833)

akta.pro industry

PRIMARYCRAFACAD

Food & Beverage DTC

Consumer Products & Retail/E-commerce & Marketplaces/Direct-to-Consumer (DTC) Brand E-commerce

Keywords

• Dietary supplements
• Natural health products
• DTC e-commerce supplements
• Supplement brand holding
• Amazon marketplace supplements

Headquarters

HQ city

Rhein

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Revenue from sales through owned Shopify-powered webshops for Natural Elements brand, with conversion optimization, A/B testing, and loyalty programs
2. Amazon Marketplace Sales: Revenue from Amazon marketplace sales across multiple brands and European markets (Germany, UK, Italy, Spain) via Sponsored Ads and retail media
3. Retail Trade Distribution: Revenue from retail distribution through German key accounts Rewe Group and Markant Gruppe, including category management and trade marketing

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Natsana operates as a German holding company that markets and distributes a portfolio of four own-brand dietary supplement lines (Nature Love, Natural Elements, Gloryfeel, and Feel Natural) directly to consumers via Shopify webshops and Amazon EU, and indirectly via German retail key accounts such as Rewe Group and Markant Gruppe. The brands are positioned around 100% natural ingredients, smart formulations, and transparent labeling, targeting health-conscious consumers seeking supplements without artificial additives.

Product overview

Natsana GmbH is a German holding company that operates a portfolio of four dietary supplement brands under one umbrella. The company unites three highly successful and fast-growing German supplement brands (Nature Love, Natural Elements, and Feel Natural) under its mission to transform the supplement industry with natural, high-quality products. A fourth brand, Gloryfeel, addresses life-stage-specific wellness needs. Natsana functions as a brand holding entity focused on natural ingredients, sustainable growth, and disrupting the supplements market by avoiding artificial additives and chemical additives.

Differentiator

Problem solved

Functional benefit

Brands

• Nature Love: The brand for those whose heart beats for naturalness. High-quality ingredients, smart formulations, and special attention to quality - all combined in the nature-loving dietary supplement Nature Love.
• Natural Elements
• gloryfeel
• Feel Natural

Products and services

• Nature Love Nature Love is a sub-brand of Natsana selling natural dietary supplements with high-quality ingredients, smart formulations, and a strong emphasis on ingredient quality, targeting consumers whose priority is naturalness in their supplements.
• Natural Elements Natural Elements is a sub-brand of Natsana offering dietary supplements with a focus on quality, nutrient selection, product composition, and value pricing, positioned as the quality and price-performance leader of the portfolio.
• Gloryfeel Gloryfeel is a sub-brand of Natsana providing dietary supplements tailored to the changing wellness needs of the body across life stages, supporting current and future well-being.
• Feel Natural Feel Natural is a sub-brand of Natsana offering dietary supplements focused on all-around good ingredients at an all-around good price, targeting consumers seeking comprehensive quality in body and well-being products.

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• BayercoreStrategic or Co-development Partner · 13 July 2022Strategic cooperation with Bayer to better serve the growing demand for high-quality dietary supplements. The partnership provides access to a large network of worldwide partners for the brands Natural Elements, Nature Love, and Feel Natural. The established brands will continue independently. This partnership helps ensure consistent high quality and availability amid challenges like Corona, inflation, and supply constraints.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Effective Nature: Swiss/German supplement brand with a strong focus on clean-label, plant-based formulations sold primarily via DTC and Amazon across Europe. Comparable in product positioning and European DTC e-commerce motion.
• Foodspring: Berlin-based DTC nutrition and functional-food brand now owned by Mars. Comparable as a German-origin performance-marketing-driven nutrition brand that scaled via Amazon, paid social, and retail listings.
• nu3: Berlin-based DTC nutrition and supplement brand operating in Germany and other EU markets with a similar online-first, multi-channel go-to-market and premium-natural positioning. Closely comparable in product category, target customer, and digital marketing playbook.
• Ogaenics: German premium organic supplement brand founded by an ex-BMW executive, selling high-purity botanical supplements via DTC. Directly comparable in product category, premium-natural positioning, and DTC-first commercial model.
• Biogena: Austrian/German premium supplement company selling micronutrient products through DTC, partner practitioners, and retail. Comparable as a multi-channel (online + retail) premium-nutrition brand in the DACH region.
• Unimedica: German DTC supplement brand operated by Mankau Verlag, focused on natural and high-quality ingredients. Directly comparable in product category, 'natural/no additives' positioning, and online-first distribution.

Regional players

• Sanct Bernhard: German/Austrian mail-order and DTC supplement and natural-products retailer with a broad catalog of vitamins, minerals, and botanicals. Comparable as a regional supplement direct-to-consumer operator in the DACH market.

Broad incumbents

• Bayer Consumer Health: Global pharma and consumer health incumbent with supplement brands (e.g., Berocca, Elevit, Supradyn). Comparable as a broad incumbent in the supplement category; notably also Natsana's strategic distribution partner since 2022.
• Hevert Arzneimittel: German pharmaceutical company with a substantial natural medicine and supplement portfolio (vitamin and mineral complexes, herbal preparations) sold via pharmacy and DTC. Comparable as a broad incumbent in German natural supplements.

Emerging players

• Bergsiegel: Smaller German DTC supplement and natural-products brand with a focus on natural ingredients and direct online distribution. Comparable as a smaller-scale emerging player in the same niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Natsana