ProCaps Laboratories
ProCaps Laboratories, founded in 1979 by Andrew Lessman, is a privately held, founder-owned direct-to-consumer manufacturer of vitamins and softgel dietary supplements sold through its own e-commerce site and HSN to men and women seeking general health and nutrition products.
- Company typePrivate
- Founded1979
- HeadquartersHenderson, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What ProCaps Laboratories does
ProCaps Laboratories is a direct-to-consumer manufacturer of vitamins and dietary supplements, founded in 1979 by Andrew Lessman and headquartered in Henderson, Nevada. The company produces softgel nutritional supplements in-house at a solar-paneled facility it describes as having a zero carbon footprint and as the largest supplement facility in the world. Its product line spans vitamins, minerals, and specialty formulations marketed primarily under the Andrew Lessman brand, with prices typically clustered in the $12–$30 range.
The business model is a focused direct-to-consumer operation with two distribution channels: the company's own e-commerce website and HSN (Home Shopping Network), where founder Andrew Lessman has been a long-running on-air host for over four decades. There are no disclosed retail, wholesale, or third-party marketplace channels, and the company employs between 251 and 500 people. ProCaps is privately held and founder-owned, with no outside funding rounds disclosed and no public financial reporting.
The company is vertically integrated, controlling formulation, softgel manufacturing, and packaging at its Nevada site. Customer evidence includes over 11,600 combined five-star reviews across the product catalog, with notable concentration on specific lines such as CoQ10 (2,300+ reviews) and blood sugar support (2,200+ reviews). The company has not disclosed AI, data, or technology platform capabilities beyond standard e-commerce operations.
ProCaps Laboratories firmographics
Firmographics- Name
- ProCaps Laboratories
- Legal name
- ProCaps Laboratories, Inc.
- Website
- https://procapslabs.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- ProCaps Laboratories, founded in 1979 by Andrew Lessman, is a privately held, founder-owned direct-to-consumer manufacturer of vitamins and softgel dietary supplements sold through its own e-commerce site and HSN to men and women seeking general health and nutrition products.
- Ownership category
- akta.pro rank
ProCaps Laboratories industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- akta.pro primary industry
- Probiotics & Digestive Health Supplements (CRADAGAF)
- akta.pro secondary industries
- Healthy Aging & Cognitive Support Supplements (CRADAGAM), Weight Management & Metabolic Supplements (CRADAGAG)
Keywords
Where ProCaps Laboratories is headquartered
LocationHeadquarters
- HQ city
- Henderson
- HQ country
- United States
- HQ region
- North America
Markets served
ProCaps Laboratories business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Direct-to-Consumer Supplement Sales: ProCaps generates revenue through the direct sale of vitamin and supplement products via its e-commerce website and TV shopping channel (HSN). Products are sold at one-time purchase prices with regular promotional discounts (e.g., 'Monthly Specials', 'Summer Specials'). The company offers account features including order tracking and favorites, suggesting potential for repeat purchase programs, though subscription billing was not explicitly confirmed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual supplement products sold at unit prices with promotional discounts |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
ProCaps Laboratories product offering
Product offeringCore offering
ProCaps Laboratories manufactures and directly sells vitamins, minerals, and dietary supplements—primarily softgel capsules—produced in its own solar-paneled, zero-carbon-footprint facility. The catalog spans health categories including men's health, women's health, anti-oxidants, weight management, energy, beauty, digestion, bone/skeletal, joint health, brain, and immune health, with select adjacent items such as a soap-free cleansing bar and meal replacement bars.
Product overview
ProCaps Laboratories is a vitamin and supplement manufacturer founded by Andrew Lessman, producing a portfolio of health supplements organized by health benefit categories including Men's Health, Women's Health, Anti-Oxidants, Weight Management, Energy, Beauty, Digestion, Bone & Skeletal, Joint Health, Brain, and Immune Health. The company operates its own solar-paneled, zero-carbon-footprint manufacturing facility. Key products include Circulation & Vein Support for Healthy Legs, Healthy Hair Skin & Nails, Turmeric 400, Ultimate Friendly Flora Probiotic, Ultimate Eye Support with Astaxanthin, pHact Cleansing Bar, and Secure Meal Replacement Bars. Products are sold directly to consumers via the company's website and through HSN (Home Shopping Network) television shopping.
Differentiator
Problem solved
Functional benefit
Products and services
- Circulation & Vein Support™ for Healthy Legs A softgel supplement formulated to support healthy circulation and vein function, particularly for leg health. Priced at $12.90 sale / $19.90 regular.
- Healthy Hair, Skin & Nails™ A comprehensive beauty supplement designed to support healthy hair, skin, and nail growth and appearance. Priced at $17.90 sale / $24.90 regular.
- Turmeric 400™ A high-potency turmeric supplement providing 400mg of turmeric extract for anti-inflammatory and antioxidant support. Priced at $16.90 sale / $24.90 regular.
- Ultimate Friendly Flora Probiotic A probiotic supplement formulated to support digestive health and maintain beneficial gut flora balance. Priced at $25.90 sale / $29.90 regular.
- Ultimate Eye Support® with Astaxanthin An eye health supplement featuring astaxanthin to support vision function and protect against oxidative stress. Priced at $23.90 sale / $27.90 regular.
- phact Moisture-Rich, Soap-Free Cleansing Bar A soap-free cleansing bar designed for gentle, moisturizing skin cleansing, with cucumber scent option.
- Secure Meal Replacement Bars Nutritional meal replacement bars offering balanced nutrition with sweetener options.
Quantifiable outcome
- Over 11,600 combined 5-star reviews across product lines
Companies that use ProCaps Laboratories
Customer profileSegments4 records
Ideal customer profiles2 records
ProCaps Laboratories technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
ProCaps Laboratories partnerships and signals
Strategic signalScale indicators6 records
Recent moves4 records
Expansion highlights3 records
ProCaps Laboratories competitors and assessment
Company assessmentDirect peers
- Life Extension: Long-established, science-forward vitamin and supplement brand selling primarily direct-to-consumer. Comparable to ProCaps in catalog breadth, premium quality positioning, and DTC-first distribution model.
- Solgar: Premium vitamin and mineral supplement brand with a long heritage and gold-bottle branding. Comparable to ProCaps in quality-led positioning, premium pricing, and broad DTC and specialty retail presence.
- Garden of Life: Certified organic and Non-GMO Project Verified supplement and nutrition brand. Comparable to ProCaps in ingredient-quality differentiation, broad health-category catalog, and multi-channel distribution.
- Nature's Way: Heritage supplement brand with a broad portfolio across vitamins, herbs, and probiotics sold through retail and online. Comparable to ProCaps in long operating history and category-spanning catalog.
- NOW Foods: Large, family-owned supplement manufacturer with an extensive catalog across vitamins, minerals, herbs, and specialty supplements. Comparable to ProCaps in vertical integration, broad SKU footprint, and multi-channel (retail + DTC) distribution.
- Pure Encapsulations: Professional-grade, hypoallergenic supplement brand sold through practitioners and DTC. Comparable to ProCaps in purity-focused positioning and broad catalog of condition-targeted SKUs.
- Swanson Health Products: Direct-to-consumer vitamin and supplement retailer with an extensive catalog at value-oriented price points. Comparable to ProCaps in DTC-first model and broad SKU footprint.
- Thorne: Premium supplement brand selling direct-to-consumer and through healthcare practitioners. Comparable to ProCaps in purity/quality positioning, premium pricing, and DTC-led go-to-market.
Broad incumbents
- Vitamin Shoppe: National specialty retailer of vitamins, supplements, and wellness products, also selling many third-party brands including private label. Comparable as a multi-channel supplement distribution competitor, though broader portfolio than ProCaps' pure-play DTC model.
- Herbalife: Large global nutrition company selling supplements and meal replacement products through a direct-selling / MLM model. Comparable as a broad-portfolio supplement manufacturer with multi-channel reach, though at significantly larger scale and a different distribution mechanism.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ProCaps Laboratories social profiles
Digital presenceProCaps Laboratories financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProCaps Laboratories leadership team
Management profileNumber of profiles
Profiles1 record
ProCaps Laboratories funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProCaps Laboratories M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ProCaps Laboratories
What does ProCaps Laboratories do?
ProCaps Laboratories manufactures and directly sells vitamins, minerals, and dietary supplements—primarily softgel capsules—produced in its own solar-paneled, zero-carbon-footprint facility. The catalog spans health categories including men's health, women's health, anti-oxidants, weight management, energy, beauty, digestion, bone/skeletal, joint health, brain, and immune health, with select adjacent items such as a soap-free cleansing bar and meal replacement bars.
Is ProCaps Laboratories a public or private company?
ProCaps Laboratories is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ProCaps Laboratories founded?
ProCaps Laboratories was founded in 1979. It employs 251 to 500 people.
Where is ProCaps Laboratories based?
ProCaps Laboratories is headquartered in Henderson, United States, in the North America region.
How does ProCaps Laboratories make money?
One revenue line is on record: direct-to-Consumer Supplement Sales.
Who are ProCaps Laboratories's main competitors?
Direct peers on record are Life Extension, Solgar, Garden of Life, Nature's Way, NOW Foods, Pure Encapsulations, Swanson Health Products and Thorne. Broad incumbents are Vitamin Shoppe and Herbalife.
Does ProCaps Laboratories have an API?
No public API is recorded for ProCaps Laboratories.
What industry is ProCaps Laboratories in?
ProCaps Laboratories's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAF, Probiotics & Digestive Health Supplements, with a secondary code of CRADAGAM, Healthy Aging & Cognitive Support Supplements. Its NAICS code is 456191.