Formula IQ

What Formula IQ does

Formula IQ is a privately held, US-based direct-to-consumer nutritional supplement company founded in 2013 and headquartered in Canton, operating with 11–50 employees. The company sells a catalog of approximately 25+ SKUs spanning foundational nutrients (B Complex IQ, Recuperate IQ, Whole C IQ, Beef Liver IQ, Cod Liver IQ, Krill IQ, Gut IQ, Wheat Germ IQ, Immune IQ), health-specific supplements (Adrenal IQ, Anxiety IQ, Sleep IQ, Focus IQ, Glucose IQ, Histamine IQ, Infla IQ, Kidney IQ, Liver IQ, Respiratory IQ, iDetox, Digest IQ), Root Cause Protocol products (Copper IQ, Mag IQ Glycinate, Mag IQ Malate, Taurine IQ), and a recently extended skincare line (Copper IQ Cream and Copper IQ Serum featuring 3% GHK-Copper peptide). The product philosophy is anchored on copper bisglycinate (Albion mineral chelate) as a foundational ingredient, combined with whole-food cofactors (grass-fed beef liver, spirulina, turmeric root) and bioactive B-vitamin forms to address bioavailability and synergistic absorption.

The business operates a multi-channel go-to-market. The primary channel is DTC e-commerce through formulaiq.com with both one-time purchase and subscription pricing (5% subscribe-and-save). A wholesale practitioner channel serves naturopathic doctors, chiropractors, and functional medicine providers with reseller accounts. An affiliate program drives referral commissions, and a private-label manufacturing service offers custom contract manufacturing for other supplement brands, effectively positioning the company as both a brand operator and an OEM. Marketing relies heavily on influencer and thought-leader endorsement, most notably Morley Robbins (Root Cause Protocol founder), Kate Dalley (nationally syndicated talk show host), and Ben Greenfield (NYT bestselling author), supplemented by educational content, email newsletters, podcast appearances, and earned media coverage.

Revenue mechanics are diversified across four streams: direct DTC sales, wholesale practitioner accounts, affiliate commissions, and private-label manufacturing. Product pricing ranges from $25 to $50 per SKU with bundles up to $150. The company manufactures in FDA-inspected US facilities with third-party testing for heavy metals. Geographic reach includes the United States and Canada. No institutional funding rounds, no M&A activity, no patents, and no public financial disclosures were identified; the company appears to be founder/closely-held and self-funded, representing an information gap for financial benchmarking.

Name

Formula IQ

Legal name

Formula IQ

Website

https://formulaiq.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Formula IQ is a privately held US DTC nutritional supplement company selling mineral-first and whole-food supplement products built around the Root Cause Protocol. It serves health-conscious consumers and healthcare practitioners through e-commerce, wholesale, affiliate, and private-label manufacturing channels.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Dietary supplements
• Nutritional supplements
• Mineral supplements
• Copper supplementation
• Functional medicine

Headquarters

HQ city

Canton

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

Revenue model

1. Direct Supplement Sales: Direct-to-consumer sales of dietary supplements and skincare products through e-commerce storefront. Both one-time purchases and subscription models available with 5% subscription discount.
2. Wholesale to Practitioners: Wholesale accounts for healthcare practitioners including NDs, DCs, and functional medicine providers who recommend and resell products to patients.
3. Affiliate Program: Marketing affiliate partnerships where affiliates promote products in exchange for referral commissions.
4. Private Label Manufacturing: Custom manufacturing services for brands seeking to create private label supplement products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Formula IQ sells dietary supplements and skincare products formulated around a mineral-first, copper-bisglycinate-anchored nutritional philosophy, combined with whole-food cofactors and bioactive vitamin forms. The portfolio includes Foundational Nutrients (e.g., Recuperate IQ, B Complex IQ, Whole C IQ, Krill IQ), Health-Specific Supplements (Anxiety IQ, Sleep IQ, Adrenal IQ, Glucose IQ, etc.), Root Cause Protocol supplements (Copper IQ, Mag IQ Glycinate/Malate, Taurine IQ), and skincare with 3% GHK-Copper peptide. Products are sold directly to consumers via formulaiq.com, through practitioner wholesale accounts, and via private-label manufacturing.

Product overview

Formula IQ is a direct-to-consumer dietary supplement company offering health-specific formulations and foundational nutrients organized around the Root Cause Protocol (RCP) developed by Morley M. Robbins. The product portfolio spans four main categories: Foundational Nutrients (B Complex IQ, Beef Liver IQ, Cod Liver IQ, Gut IQ, Immune IQ, Krill IQ, Recuperate IQ, Wheat Germ IQ, Whole C IQ), Health-Specific Supplements (Adrenal IQ, Anxiety IQ, Digest IQ, Focus IQ, Glucose IQ, Histamine IQ, iDetox, Infla IQ, Kidney IQ, Liver IQ, Respiratory IQ, Sleep IQ), Root Cause Protocol products (Copper IQ, Mag IQ Glycinate, Mag IQ Malate, Taurine IQ, RCP Quick Start Guide), and Skincare (Copper IQ Cream, Copper IQ Serum). The company also offers bundled products including the RCP Starter Bundle and Starter Kit. The product philosophy centers on copper metabolism and foundational nutrition, emphasizing whole-food ingredients, bioavailable forms, and synergy between products. All supplements are manufactured in FDA-inspected facilities in the USA with third-party testing for purity.

Differentiator

Problem solved

Functional benefit

Brands

• Root Cause Protocol (RCP): A protocol developed by Morley M. Robbins for increasing bioavailable copper to decrease unbound iron and decrease magnesium burn rate, with associated supplements and educational materials.

Products and services

• Recuperate IQ Foundational copper support supplement combining copper bisglycinate (2mg) with beef liver powder, spirulina, turmeric root extract, and boron to support cellular energy production, antioxidant systems, and blood health. Targeted at health-conscious consumers and RCP practitioners.
• Recuperate IQ (Boron Free) Boron-free version of the foundational copper support supplement, for individuals sensitive to boron or following guidance to avoid supplemental boron while still supporting copper intake alongside complementary cofactors.
• B Complex IQ Bioactive B-vitamins and coenzymes in biologically active forms including thiamine, riboflavin, niacin, B6, folate, B12, biotin, and pantothenic acid for optimal metabolic function. Targeted at consumers seeking methylated and phosphorylated B-vitamin forms.
• Immune IQ Organic whole-food immune support using 4:1 extracts of astragalus, elderberry, ginger, oregano, moringa, and garlic combined with vitamin C from amla fruit extract to strengthen natural defenses and promote lymphatic drainage.
• Wheat Germ IQ Wheat germ oil formulation providing antioxidant activity and immune system support, containing 500mg wheat germ oil per softgel and complete vitamin E including gamma tocopherol.
• Whole C IQ Whole-food vitamin C supplement containing amla fruit extract with naturally occurring minerals and enzymes, including sodium from sea salt and potassium bicarbonate to support energy production, immune health, and adrenal function.
• Anxiety IQ Supports body's natural ability to cope with signs of stress, nervousness, anxiousness and stress-related sleep issues.
• Beef Liver IQ 100% pure New Zealand grass-fed freeze-dried bovine liver supplement providing whole food nutrition for optimal health journey.
• Cod Liver IQ Whole food dietary supplement containing freeze-dried cod liver providing essential omega fatty acids and fat-soluble vitamins.
• Digest IQ Synergistic formula enhancing gut integrity by promoting absorption of nutrients and water.
• Focus IQ Cognitive support supplement designed to unlock brain's full potential for daily productivity.
• Glucose IQ Synergistic blend supporting body's cellular metabolism and defending against damaging effects of free radicals.
• Gut IQ Complete gut and inflammation support supplement containing tissue-healing collagen, anti-inflammatory turmeric, and health-promoting wakeme seaweed.
• Infla IQ Soothes discomfort and inflammation of daily aches and pains to support mobility.
• Krill IQ Omega-3 supplement with superior bioavailability, antioxidant support, and exceptional nervous system nutrients sourced from krill.
• Sleep IQ Promotes restful night's sleep for those having trouble falling or staying asleep.
• Adrenal IQ Restores natural energy levels, supports healthy endocrine system, and promotes optimal mental and physical performance without jitters.
• Histamine IQ First full-spectrum histamine formula providing natural whole-body allergy support.
• iDetox Targeted support for iron balance and blood health, originally developed by Karen Gadol.
• Kidney IQ Synergistically formulated to support kidney and bladder function, blood health, and detoxification.
• Liver IQ

Quantifiable outcome

• 4.8-5.0 average customer ratings across products on stamped.io platform
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Formula IQ