For You eHealth

What For You eHealth does

For You eHealth GmbH is a German direct-to-consumer e-commerce company headquartered in Weiden in der Oberpfalz, Bavaria, that sells certified home self-tests and high-quality dietary supplements under the "for you" brand. The self-test portfolio spans blood, saliva, stool, and urine-based kits — including amino acid profiling (aminogram), gut microbiome analysis, mineral and vitamin testing, longevity/telomere testing, vaginal flora analysis, and phthalate (plasticizer) exposure testing — which are processed by accredited partner laboratories in Germany with digitally delivered results and personalized recommendations. The supplement portfolio covers more than 35 SKUs across amino acids, probiotics, protein isolates, vitamins, minerals, hormones (e.g., melatonin), longevity complexes, and targeted women's, men's, and children's formulations, all produced in Germany under IFS Food Standard, ISO 22000, and EU Bio certifications.

The company's business model is built on three revenue streams: (1) D2C e-commerce through its own storefront foryouehealth.de, with an average basket of approximately €130 and free shipping above €49; (2) a B2B reseller channel serving Heilpraktiker (naturopaths), pharmacies, and other retailers at wholesale prices with a €150 minimum order; and (3) an affiliate/partner program operated via the AWIN network, paying up to 10% commission on new customer sales and up to 5% on existing customer sales. Marketing is multi-channel, combining organic social (Facebook, Instagram, TikTok, Pinterest, YouTube, WhatsApp), content marketing via the "gesund-leben-blog," paid search, and affiliate-driven traffic. The self-tests are MDR 2017/745 certified and audited by German regulatory authorities; the supplements are bio-certified and IFS/ISO compliant. Distribution is currently Germany-centric within the DACH region.

The company is privately held (GmbH under German law), founder-led by Managing Directors Norbert Samhammer and Anja Reber, and has operated without disclosed external institutional funding for its ~10-year history. It has an 11–50 employee headcount, an expert advisory board including Prof. Dr. Michaela Axt-Gadermann and Ursula Bien, and has processed over 100,000 tests cumulatively across its accredited laboratory partners. Its strategic positioning emphasizes the "Measure – Know – Act" philosophy: self-tests to identify biomarker gaps, followed by targeted supplementation to address deficiencies.

Name

For You eHealth

Legal name

for you eHealth GmbH

Website

https://foryouehealth.de

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

For You eHealth GmbH is a German D2C e-commerce company selling certified home self-tests (blood, saliva, stool, urine) analyzed in accredited laboratories, and dietary supplements, primarily to health-conscious consumers in Germany via its own storefront, B2B resellers, and an AWIN affiliate program.

Ownership category

akta.pro rank

Product category

Consumer Health Diagnostics and Supplements

NAICS

Food (Health) Supplement Retailers (456191), Medical Laboratories (621511), Health and Personal Care Retailers (456)

SIC

Surgical & Medical Instruments & Apparatus (3841), Services-Medical Laboratories (8071), Pharmaceutical Preparations (2834)

akta.pro primary industry

Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL)

akta.pro secondary industries

Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays) (HLAAAMAC)

Keywords

• Diagnostic self-tests
• Dietary supplements
• Gut microbiome analysis
• Home health testing
• Biomarker testing kits

Headquarters

HQ city

Weiden

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online sales of self-tests for home use (blood, saliva, stool, urine tests) and dietary supplements through the company's e-commerce platform. Tests are processed in accredited partner laboratories with results delivered digitally. Average basket value reported at approximately €130.
2. B2B Wholesale/Reseller: Sales of products at wholesale prices to practitioners (Heilpraktiker/naturopaths), pharmacies, and other B2B partners who resell to their customers or patients. Minimum order value of €150 for resellers.
3. Affiliate/Partner Program: Commission-based revenue through affiliate partnerships with website operators, bloggers, and content creators who promote products. Publishers receive up to 10% commission for new customer sales and up to 5% for existing customer sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

For You eHealth sells certified at-home self-tests for biomarkers (blood, saliva, stool, urine, microbiome, longevity, minerals, amino acids) that are processed by accredited partner laboratories in Germany, with digital delivery of results and personalized recommendations. The company also sells a broad portfolio of high-quality dietary supplements (probiotics, amino acids, vitamins, proteins, longevity blends) under its own 'for you' brand, produced in Germany.

Product overview

For You eHealth is a German e-commerce company offering certified home self-tests for health monitoring and high-quality dietary supplements. The product portfolio consists of two main categories: (1) Self-tests for home use including blood tests (aminogram, mineral test), gut microbiome analysis, longevity test, vaginal flora test, plasticizer test, and children's mineral tests; (2) Dietary supplements spanning amino acids, probiotics/gut health, proteins, hormones (melatonin), collagen & hyaluronic acid, longevity support, minerals, omega 3 & oils, vitamins, and lifestyle products. The company follows a 'Measure – Know – Act' concept where customers use self-tests to identify deficiencies and then supplement with targeted nutritional products. Tests are processed in accredited German laboratories and include personalized recommendations. The brand also offers a B2B partner program for resellers, health practitioners, and affiliate partners.

Differentiator

Problem solved

Functional benefit

Brands

• for you Selbsttests: Certified home self-tests for analyzing biomarkers from blood, saliva, or stool samples in accredited laboratories.
• for you Nahrungsergänzung

Products and services

• for you aminogramm (amino acid self-test)

Quantifiable outcome

• Over 100,000 tests evaluated in accredited laboratories
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Medical Valley ErlangenminorStrategic or Co-development PartnerPartnership network in Medical Valley cluster. Wilfried Scherz serves as 2nd Board member and Senior Expert organizing the 'Kompetenzpool Zulassung' (Regulatory Approval Competence Pool) for medical products.
• Accredited Partner Laboratories (Germany)coreTechnology or IntegrationPartnership with accredited laboratories within Germany for processing self-test samples. Labs operate according to latest scientific standards and are regularly audited by regulatory authorities.
• Trusted ShopsminorGTM or Marketing PartnerReview and rating platform integration for customer trust signals. Handles review reminder emails for verified customer reviews.
• AWIN (Affiliate Window)minorChannel Partner/ Reseller/ DistributorAffiliate marketing network platform managing publisher relationships and commission tracking for affiliate program.
• DHL Vertriebs GmbHminorChannel Partner/ Reseller/ DistributorShipping and logistics partner for order delivery. Contact: Sven Burger, Robert Bosch Straße 8, 93055 Regensburg.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cerascreen: Cerascreen is a Hamburg-based DTC provider of at-home self-tests (blood, saliva, stool) analyzed in partner labs, with personalized recommendations and a supplement line. It is the closest direct competitor to For You eHealth in the German market, with overlapping product categories and a comparable D2C + B2B model.
• Lykon: Lykon (Berlin) offers at-home blood-based biomarker tests with digital results and personalized nutrition recommendations, plus supplements. Overlaps directly with For You eHealth's 'Measure-Know-Act' proposition and serves the same health-conscious DACH consumer segment.
• GetTested: Swedish-based GetTested provides a broad catalogue of at-home self-tests (hormones, vitamins, gut health, STI) across Europe. Similar business model and product breadth, with comparable lab-partner dependency and D2C e-commerce orientation.
• Smartblood: Smartblood is a UK-based provider of home blood test kits analyzed in accredited labs with personalized reports. Operates in the same niche of consumer-friendly biomarker testing, though currently more UK-focused than DACH.

Broad incumbents

• Viome: Viome is a US-based at-home microbiome and health testing company with personalized supplement/probiotic subscriptions. Operates at a larger scale and broader portfolio but represents the same test-driven supplement business model.
• Shop Apotheke: Shop Apotheke is one of the largest DACH online pharmacies, offering supplements, OTC products, and some diagnostics. Relevant as a channel partner and as the broader incumbent against which D2C self-test brands must compete for consumer health-spend.
• Everlywell: Everlywell is a US-focused at-home health testing platform offering a wide range of lab-based tests. Provides broader scale and category leadership that frames the long-term competitive ceiling for DACH-focused players like For You eHealth.
• DocMorris: DocMorris is a major European online pharmacy retailer selling health products, supplements and OTC diagnostics across DACH. Comparable as a DACH health-and-personal-care retailer, but with a much broader catalogue and offline-pharmacy footprint.

Emerging players

• DayTwo: DayTwo provides gut microbiome analysis with personalized nutrition recommendations, similar in concept to For You eHealth's microbiome self-test. Different geographic focus but highly comparable test-to-supplement cross-sell logic.
• Biomes Healthcare: Biomes (Germany) is a gut microbiome testing company that sequences the intestinal microbiome and recommends personalized probiotics — directly comparable to For You eHealth's Mikrobiom Analyse test and darmflora supplement line.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCzWrhgcLJXBPkLI9SdNob7w
• Facebookfacebook.com/foryouehealth
• Instagraminstagram.com/for_you_ehealth
• Pinterestpinterest.de/foryouehealthgmbh
• TikToktiktok.com/@for_you_ehealth
• Xx.com/for_you_ehealth
• LinkedInlinkedin.com/company/for-you-ehealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 For You eHealth