Better You
Better You AB is a privately held Swedish e-commerce retailer, founded in 2013 and headquartered in Nacka, Sweden, that sells natural dietary supplements — including protein water, magnesium products, collagen protein, and performance supplements — directly to Swedish health-conscious consumers through betteryou.se, supported by free domestic shipping and a five-tier customer loyalty program.
- Company typePrivate
- Founded2013
- HeadquartersNacka, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Better You firmographics
Firmographics- Name
- Better You
- Legal name
- Better You AB
- Website
- https://betteryou.se
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Better You AB is a privately held Swedish e-commerce retailer, founded in 2013 and headquartered in Nacka, Sweden, that sells natural dietary supplements — including protein water, magnesium products, collagen protein, and performance supplements — directly to Swedish health-conscious consumers through betteryou.se, supported by free domestic shipping and a five-tier customer loyalty program.
- Ownership category
- akta.pro rank
Better You industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Retail-Food Stores (5400)
- akta.pro primary industry
- Health Food & Supplement Stores (CRAHAEAC)
- akta.pro secondary industry
- Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)
Keywords
Where Better You is headquartered
LocationHeadquarters
- HQ city
- Nacka
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Better You business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Distribution channels1 record
Marketing channels5 records
Better You product offering
Product offeringCore offering
Better You is a Swedish e-commerce retailer that sells natural dietary supplements (naturliga kosttillskott) directly to consumers through its own online storefront at betteryou.se. The product range includes protein water, performance supplements such as Prestation+, magnesium products, and collagen protein supplements, with free shipping, fast delivery, and a multi-tier customer loyalty program (Kundklubb) operating in Sweden.
Product overview
Better You is an e-commerce company selling natural dietary supplements (naturliga kosttillskott) in Sweden. The product portfolio centers on functional beverages and nutritional supplements, including protein water (Proteinvatten), performance supplements (Prestation+), magnesium products, and collagen protein. The company offers free shipping within Sweden and fast delivery, operating a customer club loyalty program with bonus points and member discounts across five membership tiers.
Differentiator
Problem solved
Functional benefit
Products and services
- Proteinvatten (Protein Water)
Companies that use Better You
Customer profileSegments1 record
Ideal customer profiles1 record
Better You technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Better You partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights5 records
Better You competitors and assessment
Company assessmentBroad incumbents
- iHerb: Global online retailer of supplements and natural health products; competes with Better You for Swedish consumers seeking imported supplements, though without localized Swedish-language brand presence.
- Apohem: Swedish online pharmacy retailing OTC health, supplements, and wellness products; broader assortment than Better You but overlaps on the health supplement category and serves the same Swedish consumer.
- Myprotein: Global sports nutrition D2C brand with active Nordic presence; broader scale and SKU range but overlapping core products (protein, performance blends, RTD beverages).
- Apotea: Sweden's largest online pharmacy with a growing supplements and self-care assortment; adjacent rather than direct, but increasingly competing for the same health-conscious Swedish consumer wallet.
Direct peers
- Greatlife (formerly Great Earth): Swedish specialty retailer of natural supplements, vitamins, and health products; directly comparable product portfolio and target customer.
- Nyttigt.se: Swedish online health food and natural supplement retailer targeting similar health-conscious Nordic consumers with comparable product categories and pricing tier.
- Vitaminer.nu: Swedish D2C retailer of vitamins, minerals, and dietary supplements with a comparable e-commerce-only model serving Swedish health-conscious consumers.
- Holistic.se: Swedish D2C retailer of natural supplements and wellness products; comparable in product mix (natural supplements, protein, vitamins) and Swedish-market customer focus.
- Bodystore (formerly Gymgrossisten): Sweden's largest online sports nutrition and supplement retailer, operating a D2C e-commerce model with broad SKU coverage in protein, performance, and wellness — closely aligned with Better You's product focus and Swedish customer base.
Regional players
- Bodylab: Nordic sports nutrition and supplement D2C brand with comparable protein, performance, and recovery SKUs serving Scandinavian consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Better You social profiles
Digital presenceBetter You financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better You leadership team
Management profileNumber of profiles
Profiles5 records
Better You funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better You 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 Better You
What does Better You do?
Better You is a Swedish e-commerce retailer that sells natural dietary supplements (naturliga kosttillskott) directly to consumers through its own online storefront at betteryou.se. The product range includes protein water, performance supplements such as Prestation+, magnesium products, and collagen protein supplements, with free shipping, fast delivery, and a multi-tier customer loyalty program (Kundklubb) operating in Sweden.
Is Better You a public or private company?
Better You is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Better You founded?
Better You was founded in 2013. It employs 11 to 50 people.
Where is Better You based?
Better You is headquartered in Nacka, Sweden, in the Europe region.
Who are Better You's main competitors?
Broad incumbents on record are iHerb, Apohem, Myprotein and Apotea. Direct peers are Greatlife (formerly Great Earth), Nyttigt.se, Vitaminer.nu, Holistic.se and Bodystore (formerly Gymgrossisten). Bodylab is listed as a regional player.
Does Better You have an API?
No public API is recorded for Better You.
What industry is Better You in?
Better You's product category is Dietary Supplements. Its primary akta.pro industry code is CRAHAEAC, Health Food & Supplement Stores, with a secondary code of AFAFAEAH, Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy). Its NAICS code is 456191 and its SIC code is 5400.