Basic Brands
Basic Health Brands Inc. (Basic Brands) is a US private health supplements company founded in 1962 that sells a portfolio of nine owned sub-brands across eye, heart, immune, joint, gut, and anti-aging categories via a Shopify DTC storefront and B2B wholesale portal.
- Company typePrivate
- Founded1962
- HeadquartersColumbus, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Basic Brands does
Basic Health Brands Inc. (DBA Basic Brands) is a privately held US health and wellness supplements company founded in 1962, operating a multi-brand portfolio of nine owned sub-brands — Basic Health Brands, CryoFreeze, Omax Health, EyeScience, Flomentum, Harvest of Nature, Achieve, O-Shot, and Pura Salud — that address six wellness verticals: anti-aging, eye health, immune support, joint support, gut health, and heart health. The catalog spans topical products (L-Lysine and Vitamin E ointments, CryoFreeze roll-on) and ingestible supplements (Omega-3 fish oil, berberine, saw palmetto, macular health formula). The technology stack is a standard Shopify storefront with third-party logistics fulfillment, integrated payments (Shop Pay, Apple Pay, Google Pay, major credit cards), subscription/recurring order management, and a dedicated B2B wholesale portal at wholesalebbi.com.
The business model is direct-to-consumer e-commerce supplemented by wholesale distribution. Products are priced on a fixed unit basis in the $12.99–$39.95 range, with optional subscription/recurring orders and a 15% first-order discount for newsletter subscribers. Demographic discount programs (military, students, teachers, first responders) are administered through Verifypass. Customer acquisition relies on organic social (Facebook, Instagram, LinkedIn), SEO-optimized product and collection pages, blog content, email/newsletter, and review-driven social proof (flagship products carry 100–214 reviews). The wholesale channel targets retailers and business buyers seeking private-label or bulk sourcing. Several customer testimonials document 12–15 years of continuous product use, indicating meaningful customer lifetime value and brand-stickiness despite the lack of formal loyalty programs.
Customer-facing claims of "science-backed" and "clean and transparent" formulations are supported by USP-verified ingredient sourcing (e.g., Flomentum saw palmetto) and the standard FDA disclaimer that supplements are not intended to diagnose, treat, cure, or prevent disease. The company holds registered trademarks for six of its sub-brands. No headcount, revenue, funding, M&A, partnerships, or leadership information is disclosed in the source materials; investor, ownership, and capital structure details are not available.
Basic Brands firmographics
Firmographics- Name
- Basic Brands
- Legal name
- Basic Health Brands Inc.
- Website
- https://basicbrandsinc.com
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Basic Health Brands Inc. (Basic Brands) is a US private health supplements company founded in 1962 that sells a portfolio of nine owned sub-brands across eye, heart, immune, joint, gut, and anti-aging categories via a Shopify DTC storefront and B2B wholesale portal.
- Ownership category
- akta.pro rank
Basic Brands industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- SIC
- Retail-Drug Stores And Proprietary Stores (5912), Retail-Variety Stores (5331)
- akta.pro primary industry
- Craft, DIY & Value Variety Stores (CRAEAGAC)
- akta.pro secondary industries
- Health, Wellness & Pharmacy Online Retailers (CRAFADAG), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL), Vitamins & Minerals (Single Nutrients) (CRADAGAB)
Keywords
Where Basic Brands is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Basic Brands business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales of health supplements and wellness products through their Shopify-powered online store. Products are sold individually at fixed price points. Also offers subscription/recurring order options for customer convenience.
- Wholesale Distribution: B2B wholesale sales through a separate wholesale portal (wholesalebbi.com) for retailers and business customers purchasing in bulk.
- Subscription/Recurring Orders: Subscription model allowing customers to set up recurring purchases with account management through their login portal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing - one-time purchase |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Basic Brands product offering
Product offeringCore offering
Basic Brands (legally Basic Health Brands Inc.) manufactures and sells a portfolio of branded health and wellness supplements organized around wellness goals including Anti-Aging, Eye Health, Immune Support, Joint Support, Gut Health, and Heart Health. Products are marketed under nine sub-brands (Basic Health Brands, CryoFreeze, Omax Health, EyeScience, Flomentum, Harvest of Nature, Achieve, O-Shot, and Pura Salud) and sold direct-to-consumer via a Shopify-powered e-commerce storefront as well as through a separate wholesale portal for retail and bulk buyers.
Product overview
Basic Brands (Basic Health Brands Inc.) is a health and wellness supplements company operating since 1962, offering a portfolio of sub-branded products organized around wellness goals (Anti-Aging, Eye Health, Immune Support, Joint Support, Gut Health, Heart Health). The portfolio spans 8 sub-brands: Basic Health Brands® (topical ointments), CryoFreeze® (topical cold therapy), Omax Health® (omega-3 supplements), EyeScience® (eye health), Flomentum® (prostate health), Harvest of Nature® (natural supplements), Achieve® (metabolic health), O-Shot® (sexual wellness), and Pura Salud® (general wellness). Best-selling products include L-Lysine Ointment, EyeScience Macular Health Formula, Flomentum Saw Palmetto, Omax3 Omega 3 Fish Oil, Vitamin E Ointment, Achieve Berberine Glucose Support, and CryoFreeze Sport Icy Cold Roll-On. The company emphasizes science-backed ingredients, clean transparency, and innovation-driven formulation. Products are sold direct-to-consumer via Shopify-powered e-commerce and wholesale channels. The company holds a standard FDA disclaimer noting products are not intended to diagnose, treat, cure, or prevent any disease.
Differentiator
Problem solved
Functional benefit
Brands
- Basic Brands: Health supplement brand featuring products such as L-Lysine Ointment and Vitamin E Ointment.
- CryoFreeze
- Omax Health
- EyeScience
- Flomentum
- Harvest of Nature
- Achieve
- O-Shot
- Pura Salud
Products and services
- Basic Health Brands® L-Lysine Ointment
- EyeScience® Macular Health Formula
- Flomentum® USP-Verified Saw Palmetto
- Omax3® Omega 3 Fish Oil 750 mg
- Basic Health Brands® Vitamin E Ointment, Clove
- Achieve® Berberine Glucose Support
- CryoFreeze® Sport Icy Cold Roll-On
- Wholesale Supplement Distribution
Quantifiable outcome
- 142+ customer reviews on flagship L-Lysine product
- +2 more outcomes
Companies that use Basic Brands
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles2 records
Basic Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Basic Brands partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Basic Brands competitors and assessment
Company assessmentDirect peers
- NOW Foods: One of the largest natural products manufacturers and online supplement retailers in the US, selling vitamins, minerals, omega-3s, and herbal supplements direct-to-consumer and wholesale — directly comparable in category mix, GTM motion, and multi-decade brand operation.
- Nature's Way: Established herbal and nutritional supplement brand with broad portfolio across immune, joint, and digestive health. Directly comparable in category coverage and multi-brand positioning.
- Nordic Naturals: Premium omega-3 fish oil brand. Directly comparable to Basic Health Brands' Omax3 product line in category, formulation focus, and DTC premium positioning.
- Life Extension: Long-established (40+ year) DTC supplement brand emphasizing science-backed formulations, premium pricing, and longevity/anti-aging positioning — directly comparable to the EyeScience, Achieve, and Omax3 lines.
- Gaia Herbs: Herbal supplement brand with vertical integration and science-forward positioning. Comparable to Harvest of Nature and the immune/joint support lines in the Basic Health Brands portfolio.
- Thorne: Premium wellness supplement brand with strong DTC and practitioner channels. Comparable in science-backed positioning, subscription model, and multi-vertical wellness coverage.
- Swanson Health Products: Direct-to-consumer supplement retailer with multi-decade operating history, broad SKU assortment, and value-plus-premium positioning. Comparable in DTC e-commerce motion and assortment breadth.
- Carlson Labs: Family-owned supplement brand with strong omega-3/fish oil heritage. Highly comparable to Basic Health Brands in ownership profile (private, multi-generational), category focus, and DTC plus wholesale distribution.
- Pure Encapsulations: Science-driven supplement brand serving both consumers and practitioners with hypoallergenic formulations. Comparable in quality/clinical positioning and multi-channel distribution model.
Broad incumbents
- iHerb: Global online retailer of supplements and wellness products. Comparable as a broader e-commerce channel/incumbent that competes for DTC supplement shoppers but operates at significantly larger scale and category breadth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Basic Brands social profiles
Digital presenceBasic Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Basic Brands leadership team
Management profileNumber of profiles
Basic Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Basic Brands 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 Basic Brands
What does Basic Brands do?
Basic Brands (legally Basic Health Brands Inc.) manufactures and sells a portfolio of branded health and wellness supplements organized around wellness goals including Anti-Aging, Eye Health, Immune Support, Joint Support, Gut Health, and Heart Health. Products are marketed under nine sub-brands (Basic Health Brands, CryoFreeze, Omax Health, EyeScience, Flomentum, Harvest of Nature, Achieve, O-Shot, and Pura Salud) and sold direct-to-consumer via a Shopify-powered e-commerce storefront as well as through a separate wholesale portal for retail and bulk buyers.
Is Basic Brands a public or private company?
Basic Brands is a private company. It is classified as family owned and is currently operating.
When was Basic Brands founded?
Basic Brands was founded in 1962. It employs 1 to 10 people.
Where is Basic Brands based?
Basic Brands is headquartered in Columbus, United States, in the North America region.
How does Basic Brands make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and subscription/Recurring Orders.
Who are Basic Brands's main competitors?
Direct peers on record are NOW Foods, Nature's Way, Nordic Naturals, Life Extension, Gaia Herbs, Thorne, Swanson Health Products, Carlson Labs and Pure Encapsulations. iHerb is listed as a broad incumbent.
Does Basic Brands have an API?
No public API is recorded for Basic Brands.
What industry is Basic Brands in?
Basic Brands's product category is Dietary Supplements. Its primary akta.pro industry code is CRAEAGAC, Craft, DIY & Value Variety Stores, with a secondary code of CRAFADAG, Health, Wellness & Pharmacy Online Retailers. Its NAICS code is 456191 and its SIC code is 5912.