human improvement

What human improvement does

Human Improvement (legal entity Impetus Brands, Inc.) is a direct-to-consumer nutritional supplement company founded in 2019 and headquartered in Santa Monica, California. Its core product line centers on cellular health: MSM Cellular Detox (a quadruple-distilled, 99.9% pure methylsulfonylmethane organic sulfur powder), Performance Creatine (ultra-pure micronized creatine monohydrate paired with a MAX Catalyst piperine extract for enhanced absorption), and Performance Plant Protein (a chocolate and vanilla line built on a patented organic ioPea formulation claimed to deliver 3x the essential amino acid bioavailability of standard pea protein and 5x leucine bioavailability, with 23g protein per serving). The portfolio is extended with a Cellular Health Bundle combining MSM and creatine, travel packs, mix packs, and small accessory items; all products are third-party tested, made in the USA, non-GMO, gluten-free, and backed by a 60-day money-back guarantee.

The business is sold exclusively through its Shopify storefront at buyhi.co, with no retail or field-sales presence. Revenue is generated via one-time purchases and a Recharge-powered Subscribe & Save subscription offering a 20% discount on flexible delivery cadences (every two weeks to every two months). HSA/FSA payment eligibility is enabled through a Flex partnership that includes a telehealth consultation and Letter of Medical Necessity, effectively extending a 30-40% pre-tax discount to qualifying buyers. Marketing is content-led through the 'A Better Way To' blog and is amplified by social channels, verified reviews via Judge.me (4.80/5 across 409 reviews), and an ambassador/affiliate program built on Collabs. Reported scale includes 10,000+ happy customers, 2,000+ five-star reviews on the flagship MSM product, and international shipping to 152+ countries; total employees are in the 1-10 range and no external equity funding rounds have been disclosed beyond a single 2020 event with Pure Imagination Brands.

Name

human improvement

Legal name

Impetus Brands, Inc.

Website

https://buyhi.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Human Improvement is a direct-to-consumer nutritional supplement company selling a focused portfolio of cellular-health products - MSM Cellular Detox, Performance Creatine, and a patented plant-based protein - to health-conscious consumers via its Shopify website, with subscriptions and international shipping to 152+ countries.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Health and Personal Care Retailers (456)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro industry

PRIMARYCRADAGAM

Healthy Aging & Cognitive Support Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRAFAIAG

Consumables Replenishment Subscriptions

Consumer Products & Retail/E-commerce & Marketplaces/Digital Products & Subscription Commerce

Keywords

• Dietary supplements
• Cellular health products
• Plant-based protein powder
• MSM sulfur supplement
• Creatine monohydrate

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: One-time and subscription purchases of supplements (MSM, Creatine, Plant Protein) through their Shopify storefront at buyhi.co. Products sold in various sizes with Subscribe & Save option offering 20% discount.
2. Subscription Orders: Auto-delivery subscriptions with 20% savings, flexible delivery frequencies (every 2 weeks to every 2 months depending on product). No minimum commitment; cancel anytime. Subscription renewals are not covered by the 60-day money-back guarantee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Human Improvement is a direct-to-consumer dietary supplement brand that produces and sells three flagship products — MSM Cellular Detox (organic sulfur for cellular detoxification), Performance Creatine (micronized creatine monohydrate), and Performance Plant Protein (chocolate and vanilla plant-based protein) — plus a Cellular Health Bundle and small accessories, all sold exclusively online through its Shopify storefront with a Subscribe & Save subscription option.

Product overview

Human Improvement is a direct-to-consumer health supplement company offering a focused portfolio of cellular-health-focused nutritional products. The core product line consists of MSM Cellular Detox (organic sulfur/MSM supplement for cellular detoxification), Performance Creatine (creatine monohydrate for physical and cognitive performance), and Performance Plant Protein (plant-based protein in chocolate, vanilla, and mixed-pack formats using a patented ioPea formulation). The portfolio is extended with a Cellular Health Bundle that combines MSM Cellular Detox and Performance Creatine for savings, plus accessory items including a protein shaker bottle and a scoop clip. All products are third-party tested, made in the USA, non-GMO, and backed by a 60-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• MSM Cellular Detox Bioavailable organic sulfur (MSM/methylsulfonylmethane) supplement distilled 4 times to 99.9% purity, made in the USA and third-party tested. Designed as a daily cellular detox to protect cells against environmental toxins and heavy metals, reduce inflammation, boost immunity, and improve skin, hair, and nails. Available in 1-bag and 2-bag sizes.
• Performance Creatine Ultra-pure micronized creatine monohydrate supplement designed to build lean muscle, increase strength, enhance cognitive function, boost cellular energy, and support bone health. Contains MAX Catalyst piperine extract for enhanced absorption. Available in 30-serving and 60-serving sizes.
• Performance Plant Protein (Chocolate) Chocolate-flavored plant-based protein powder using a patented organic ioPea protein clinically positioned to outperform whey, with 23g of organic protein per serving and claimed 3x the bioavailability of essential amino acids versus standard pea protein. Includes DigeZyme multi-enzyme complex, psyllium husk, and flaxseed for gut health. Available in 15-serving, 30-serving, and travel pack sizes.
• Performance Plant Protein (Vanilla) Vanilla-flavored plant-based protein powder using a patented organic ioPea protein clinically positioned to outperform whey, with 21g of organic protein per serving at 130 calories. Includes DigeZyme digestive enzymes and coconut milk. Available in 15-serving, 30-serving, and travel pack sizes.
• Performance Plant Protein Mix Pack Bundled offering that combines Vanilla and Chocolate Performance Plant Protein flavors in a 30-serving mix (15 servings each) or a 2-travel-pack combination, using the same patented ioPea formulation with claimed 3x bioavailability advantage over standard pea protein.
• Cellular Health Bundle Bundled offering combining MSM Cellular Detox and Performance Creatine, positioned to detox, energize, and strengthen cells from the inside out. Offered as a save-up-to-25% package compared to individual product pricing.
• Protein Shaker Bottle 24oz shaker bottle made in the USA featuring ProBlend Technology that harnesses kinetic energy for smooth protein shakes. Available in black and white color options.
• Rose Gold Scoop Clip Accessory clip designed to attach to MSM bags for convenient and precise dosing. Currently sold out.

Quantifiable outcome

• 300% better essential amino acid absorption vs standard pea protein
• +3 more outcomes

Named customers4 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

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• RechargecoreTechnology or IntegrationSubscription management platform powering their Subscribe & Save program. Enables automatic recurring deliveries with configurable frequencies, subscription modifications, and customer self-service portal for managing deliveries.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting their online store at buyhi.co. Provides the technology infrastructure for product listings, checkout, payment processing, and order management.
• Judge.mecoreTechnology or IntegrationProduct review platform enabling verified customer reviews with authenticity and transparency badges. Displays 409 reviews with 4.80/5 average rating and various medal recognitions.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• MindBodyGreen (mbg): Wellness media brand that has expanded into DTC supplements including protein, collagen, and functional powders with a content-first marketing approach. Comparable in content-driven acquisition strategy and premium wellness positioning.
• Beam (now part of Honey Health): DTC supplement brand offering protein, creatine, and recovery products targeting health-conscious consumers via subscription. Comparable SKU portfolio, premium positioning, and DTC subscription model, though Beam focused on broader wellness before its acquisition.

Broad incumbents

• Care/of: DTC personalized vitamin and supplement brand with subscription delivery model. Comparable in Subscribe & Save mechanics and wellness positioning; Care/of is owned by Bayer and has significantly more capital and distribution.
• Onnit: Broadline supplement and fitness brand offering protein, creatine, and wellness products via DTC and select retail. Comparable in performance supplement SKUs and athlete positioning; Onnit operates a much larger catalog and distribution footprint.
• AG1 (Athletic Greens): Premium DTC daily greens and supplement brand with a single-scoop subscription model and aggressive global marketing. Directly comparable to Human Improvement in DTC supplement positioning, subscription mechanics, and premium pricing; AG1 is far larger and broader in product scope.
• Ritual: Premium DTC vitamin and supplement brand with a Subscribe & Save model, clean-label positioning, and strong DTC content marketing. Comparable in subscription model and consumer brand strategy, though Ritual focuses on multivitamins and women's health.

Direct peers

• Klean Athlete: DTC supplement brand offering NSF-certified, third-party-tested protein, creatine, and wellness products for athletes. Comparable in purity positioning, NSF/third-party testing, and SKU overlap with Human Improvement's creatine and protein lines.
• Bloom Nutrition: DTC supplement brand built on social-media-driven growth with greens, protein, and women's wellness SKUs. Comparable in target demographic (women's wellness), subscription model, and reliance on Instagram/review-driven acquisition.
• Transparent Labs: DTC supplement brand focused on clinically-dosed, third-party-tested protein, creatine, and wellness supplements with transparent labeling. Highly comparable in purity/quality positioning and SKU overlap with Human Improvement's protein and creatine lines.
• Momentous: DTC supplement brand offering high-purity, third-party-tested protein, creatine, and recovery products targeted at athletes and high-performers. Directly comparable to Human Improvement's Performance Creatine and Performance Plant Protein SKUs and premium-purity positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/myhumanimprovement
• Instagraminstagram.com/human.improvement
• Xx.com/buyhi_co
• LinkedInlinkedin.com/company/hi-human-improvement

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 human improvement