Health Direct

What Health Direct does

Health Direct (legal entity H.D. Nutrition, Inc.) is a privately held premium nutritional supplements company founded in April 1996 by Jim Caras in Irvine, California. The company develops and sells a portfolio of approximately 15 liquid-form dietary supplements organized across eight health categories: brain health (AminoMind Nootropic Collagen), digestive health (Ready Fiber, Sculpt n' Cleanse), immune health (Qubeco, Nature's Optimal Nutrition), medical-grade collagen (AminoSculpt Sugar-Free 18g and 10g), joints and mobility (BeActive Collagen Shield), longevity (Nature's Optimal Nutrition Energize), sleep (FullNight), and weight management (SLIMit, Binge Buster, Carb Cheater). Its underlying technology centers on proprietary ingredient systems including CollaPure fruit-enzyme-hydrolyzed medical-grade collagen, CollaBrain dipeptides for BDNF support, MariPlex GLM green-lipped mussel extract, the QBCMUNE immune complex, CAPROS amla extract for nitric oxide support, and the Meratrim weight-management blend — all backed by varying degrees of clinical research and protected through registered trademarks and proprietary formulation claims.

Health Direct operates a hybrid go-to-market model combining direct-to-consumer e-commerce (healthdirectusa.com) with subscription pricing (15% monthly discount) and a B2B channel of over 2,000 health professionals across the United States — including health food stores, wellness centers, pharmacies, gyms, chiropractors, and doctors. Products are priced between $19.99 and $75.99 per item and are also available through thousands of physical retail stores in the US and Canada, with international distribution handled exclusively by Ecotrend Ecologics in Canada. The customer base spans health-conscious adults with age-related concerns (primary segment) plus healthcare/wellness professionals and direct-to-consumer wellness shoppers.

The company is founder-led, wholly owned by Jim Caras, and operated with 1-10 employees, with no external funding, no acquisitions, and no institutional investment disclosed. Manufacturing is conducted in the United States under FDA cGMPs in NSF-registered facilities, with KO Kosher certification on the AminoSculpt Sugar-Free line. Cumulative scale signals include 4,700+ health professionals trusting AminoSculpt, 1M+ bottles sold individually for both Sculpt n' Cleanse and BeActive, and 1M+ users reached globally across the company's 29-year operating history.

Name

Health Direct

Legal name

H.D. Nutrition, Inc.

Website

https://healthdirectusa.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Health Direct is a founder-owned Irvine, California-based premium nutritional supplements company that sells a portfolio of approximately 15 liquid anti-aging and wellness products through its DTC website (healthdirectusa.com), a B2B network of over 2,000 US health professionals, and exclusive Canadian distribution via Ecotrend Ecologics.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Drugs and Druggists' Sundries Merchant Wholesalers (4242)

akta.pro primary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Weight Management & Metabolic Supplements (CRADAGAG), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ), Collagen, Gelatin & Protein Hydrolysates (Animal-Derived) (AFANAGAI)

Keywords

• Liquid dietary supplements
• Anti-aging supplements
• Medical-grade collagen
• Nutritional supplements
• Weight management supplements

Headquarters

HQ city

Irvine

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: Health Direct sells dietary supplements directly to consumers through their website healthdirectusa.com. Products are available as one-time purchases or through subscription plans with 15% monthly subscription discount.
2. B2B Resale through Health Professionals: Products are offered through over 2,000 health professionals including health food stores, wellness centers, pharmacies, gyms, chiropractors, and doctors. No order minimums required, with low minimum for free shipping.
3. International Distribution: Exclusive distribution partnership with Ecotrend Ecologics for Canadian market distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Health Direct manufactures and sells premium liquid nutritional supplements organized into anti-aging, brain health, digestive health, immune support, joint and mobility, sleep support, weight management, and longevity categories. The product line features medical-grade collagen (AminoSculpt), a first-of-its-kind nootropic collagen (AminoMind), Green-Lipped Mussel joint supplements (BeActive), and proprietary blends such as QBCMUNE and Meratrim. Products are sold direct-to-consumer through healthdirectusa.com with subscription options and through a network of over 2,000 health professionals across the United States.

Product overview

Health Direct is a premium nutritional supplement company offering a boutique selection of innovative anti-aging solutions. The product portfolio includes approximately 15 distinct dietary supplements organized into health categories: Brain Health (AminoMind Nootropic Collagen), Digestive Health (Ready Fiber, Sculpt n' Cleanse), Immune Health (Qubeco Immune Support), Medical-Grade Collagen (AminoSculpt Sugar-Free in 18g and 10g formulations), Joints & Mobility (BeActive Collagen Shield), Sleep Support (FullNight Natural Sleep Aid), Weight Management (SLIMit with Meratrim, Binge Buster, Carb Cheater), and Longevity Support (Nature's Optimal Nutrition Energize). The company also offers a complementary eBook resource. Products are liquid-based formulations designed for rapid absorption, with most featuring proprietary ingredient blends and clinical research backing.

Differentiator

Problem solved

Functional benefit

Products and services

• AminoMind Nootropic Collagen The first nootropic collagen and BDNF supplement designed to improve memory, learning, concentration, focus, and problem-solving. Contains CollaBrain collagen dipeptides, Coffeeberry extract, L-Citrulline, and L-Tryptophan. Available in 14oz bottles in Passionfruit Guava and Blackberry flavors. Targeted at health-conscious adults seeking cognitive and brain health support.
• Nature's Optimal Nutrition Energize Ultra-premium liquid multivitamin superfood with 140+ vitamins, minerals, fruits, superfoods, veggies, herbs, and spices. Boosts energy through methylated B vitamins, Taurine, nitric oxide support (CAPROS), and SENSORIL ashwagandha. 30 Fl Oz (30 servings) in Peach Mango flavor. Targets adults seeking comprehensive daily nutrition and longevity support.
• Ready Fiber Highly concentrated prebiotic liquid fiber supplement providing 12 grams of fiber (54% of RDA) per ounce. Contains F.O.S. prebiotics to support healthy digestion and intestinal microflora. Clear, taste-free, and can be used as-is or mixed with any food or beverage. Targets adults seeking digestive regularity and gut health.
• Sculpt n' Cleanse Herbal colon cleanse and detox supplement designed to relieve bloating and support healthy regularity. Features Turkey Rhubarb, Senna pods, Cascara Sagrada, Psyllium, Slippery Elm, Barberry, and Cape Aloe. Self-regulating formula with 120% money-back guarantee. Targets adults seeking digestive cleansing and detox support.
• Qubeco Immune Support Respiratory health and immune support supplement powered by QBCMUNE, a combination of Quercetin Phytosomes, Ultra-Pure Beta-Glucan, and Colostrum iG30. Includes Liposomal Vitamin C, D3, Zinc, and Selenium. 56 soft-chew tablets in Pineapple Zest flavor. Targets adults seeking immune and respiratory system support.
• AminoSculpt Sugar-Free 18 Gram Medical-grade liquid collagen protein with 18,000 mg of collagen peptides per serving. Contains CollaPure fruit-enzyme-hydrolyzed collagen from grass-fed bovine. Builds all 28 types of collagen. Available in 15oz, 30oz, and 2oz shot formats in Smooth Mango and Tart Cherry flavors. Trusted by over 4,700 health professionals for 40+ years.
• AminoSculpt Sugar-Free 10 Gram Medical-grade liquid collagen micropeptides with 10,000 mg of collagen peptides per serving. Uses proprietary fruit enzyme hydrolysis process. Trusted by over 4,700 health professionals for 40+ years. Available in 14oz, 28oz, and 12-shot formats in Strawberry Banana, Piña Colada, and Orange Cream flavors.
• BeActive Collagen Shield Collagen protection supplement powered by MariPlex GLM, a multi-fractional isolate of New Zealand Green-Lipped Mussel. Supports healthy MMP (Matrix Metalloprotease) activity, promotes youthful flexibility, mobility, and joint health. Subject of over 20 scientific studies. Over 1,000,000 bottles sold globally.
• FullNight Natural Sleep Aid Science-backed sleep formula designed to restore real, full-cycle sleep without melatonin or sedatives. Contains Maizinol (Non-GMO Corn Leaf Extract) and Apigenin from Chamomile. Supports natural melatonin production and healthy cortisol levels. Available in 28 and 56 capsule bottles.
• SLIMit with Meratrim Stimulant-free slimming and shaping supplement that reduces belly and hip fat without caffeine. Combines Meratrim with Trans-Resveratrol and Chromium. Clinical studies show 7x more inches lost in waistline in 2 weeks, 3x more inches lost in hips in 2 weeks.
• Binge Buster Appetite support and metabolic health supplement delivering 500mg of pure berberine from barberry root. Supports healthy blood sugar levels, appetite regulation, and GLP-1 pathways. Caffeine-free with no crash.
• Carb Cheater Metabolic health supplement supporting healthy glucose metabolism and insulin function. Contains Chromium (CHROMATE), CINNULIN PF cinnamon extract, and mineral chelates. Helps curb carb cravings and crashes, supports healthy insulin sensitivity.

Quantifiable outcome

• 4,700+ health professionals trust AminoSculpt formulas
• +8 more outcomes

Named customers2 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

Feature8 records

Partnerships

One partnership is on record.

• Ecotrend EcologicscoreChannel Partner/ Reseller/ DistributorExclusive distribution partner in Canada for Health Direct products. Natural products stores and health professionals in Canada can contact Ecotrend Ecologics to carry Health Direct supplements.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Metagenics: Metagenics is a practitioner-grade supplement and medical food company sold through healthcare professionals. Comparable to Health Direct in clinical positioning, professional-channel distribution, and emphasis on premium, science-based formulations for chronic health concerns.
• Life Extension: Life Extension is a long-established direct-to-consumer supplement brand focused on healthy aging, longevity, and disease prevention. Highly comparable to Health Direct given shared anti-aging/cognitive support positioning, DTC e-commerce focus, and emphasis on clinically studied ingredients.
• Thorne: Thorne is a premium, practitioner-grade nutritional supplement brand selling direct-to-consumer and through healthcare practitioners. Closely comparable to Health Direct in target customer (health-conscious adults, professionals), premium positioning, proprietary formulations, and professional-channel distribution.
• Designs for Health: Designs for Health is a practitioner-channel nutritional supplement company selling exclusively through healthcare professionals. Directly comparable to Health Direct's professional endorsement model and premium, science-backed positioning in anti-aging and wellness categories.
• Standard Process: Standard Process is a whole-food nutritional supplement company selling almost exclusively through healthcare practitioners for over 90 years. Comparable to Health Direct in practitioner-grade positioning, long-standing brand heritage, and proprietary manufacturing processes.
• Pure Encapsulations: Pure Encapsulations is a hypoallergic, practitioner-grade supplement brand distributed through healthcare professionals. Comparable to Health Direct in practitioner-channel focus, premium pricing, and clinical/research-backed formulations targeting wellness professionals.

Broad incumbents

• NOW Foods: NOW Foods is a large, broad-line supplement manufacturer offering vitamins, minerals, and specialty supplements across many categories at competitive prices. A broader incumbent in the same supplements space but with much larger scale, mass-market retail distribution, and broader SKU range vs. Health Direct's focused portfolio.
• Herbalife Nutrition: Herbalife is a large global multi-level-marketing nutrition company selling weight-management, protein, and wellness supplements. A broad incumbent comparable to Health Direct in product categories (weight management, general wellness) but operating at much greater scale and through a fundamentally different MLM channel.
• Garden of Life: Garden of Life is a premium, certified-organic and non-GMO supplement brand owned by Nestlé Health Science. Comparable as a broader incumbent offering premium nutritional supplements (including collagen and probiotics) through both retail and professional channels at greater scale than Health Direct.

Regional players

• Seaside Naturals: Ecotrend Ecologics is Health Direct's exclusive Canadian distribution partner (identified in the company data). Listed here as a comparable regional distribution/specialty supplements business that connects US/international supplement brands with Canadian natural health practitioners and retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCosyNIEXuHpWgPx_xy6aEhg
• Facebookfacebook.com/healthdirect
• LinkedInlinkedin.com/company/health-direct
• Instagraminstagram.com/health.direct/?hl=en
• TikToktiktok.com/@health.direct
• Xx.com/health_direct

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Health Direct