kingnature

What kingnature does

kingnature AG is a privately held Swiss company, founded in 2011 and headquartered in Zürich, that develops, manufactures, and distributes plant-based dietary supplements, natural cosmetics, and sports nutrition products under a Swiss Made designation. The catalog comprises approximately 70 SKUs sold at price points between CHF 19 and CHF 169, with technical differentiators including TOTOX testing for omega-3 oxidation control and the proprietary PEP Protocol for personalized supplementation. The company serves both direct-to-consumer customers through its own e-commerce platform and B2B clients including pharmacies, therapists, and corporate wellness programs across Switzerland, the EU, the USA, and the UK, with localized sites in German, English, French, and Italian.

The business is run on a hybrid D2C-plus-B2B model: online sales of finished products drive the consumer franchise, while practitioner and pharmacy channels create a clinical-referral loop reinforced by research partnerships with UFAG Laboratorien, Wise Medicine Health Center, and the Akademie für menschliche Medizin. Brand building is concentrated in Swiss sports, with ambassador relationships including NHL player Roman Josi and judoka Nils Stump, plus team sponsorships of Fribourg-Gottéron and HC Kriens-Luzern. Operations span four geographies—Switzerland (HQ), the EU (Netherlands), the United States (Redding, CA), and the United Kingdom (Fobbing)—and the company employs 101–250 people. Customer proof points include 18,000+ reviews averaging 4.8 stars and a Kununu Top Company 2025 employer recognition.

The company was founded by Bruno Bayer, Dr. Heinz Lüsche, and Raffaele Carmine, and has not disclosed any external funding rounds, suggesting the multi-geography footprint has been built through organic cash flow rather than venture or growth capital. Recent commercial activity includes a reformulated Boswellia Vida line, an Amino Eight sports nutrition promotion, and the HC Kriens-Luzern Swiss Champion sponsorship activation, indicating continued investment in premium botanical SKUs and sports-channel brand building. Revenue is not publicly disclosed, and the company remains private.

Name

kingnature

Legal name

kingnature AG

Website

https://kingnature.ch

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

kingnature AG is a Swiss manufacturer of plant-based dietary supplements, natural cosmetics, and sports nutrition sold direct-to-consumer online and through pharmacies, therapists, and corporate wellness programs across Switzerland, the EU, the US, and the UK.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Drugs and Druggists' Sundries Merchant Wholesalers (424210)

SIC

Medicinal Chemicals & Botanical Products (2833), Food And Kindred Products (2000)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Dietary supplements
• Natural cosmetics
• Sports nutrition
• Plant-based supplements
• Vital substance medicine

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Primary revenue stream from selling supplements, natural cosmetics, and sports nutrition products directly to consumers through e-commerce platforms. Products sold in various sizes (standard and maxi doses) with tiered pricing.
2. B2B Reseller/Partner Sales: Sales to pharmacies, therapists, and corporate customers through wholesale and reseller programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

kingnature AG manufactures and sells approximately 70 scientifically tested, plant-based Swiss Made dietary supplements (including minerals, amino acids, coenzymes, vitamins, and omega-3), natural cosmetics, sports nutrition products, and animal feed supplements. The company operates direct-to-consumer e-commerce (kingnature.ch, .de, .net) alongside B2B channels through pharmacies, therapists, and corporate customers, with a stated policy of avoiding synthetic additives, sweeteners, preservatives, and colorings.

Product overview

kingnature is a Swiss supplement and natural products company offering a portfolio of approximately 70 scientifically reviewed, plant-based solutions for prevention and therapy. The product line is organized into several categories: dietary supplements (Nahrungsergänzung) including Magnesium Vida, Amino Vida, NADH Vida, Vitamin D3 Vida, Aronia Vida, Vitality Shot, Boswellia Vida, and Omega-3 Vida; natural cosmetics (Naturkosmetik); sports nutrition (Sportlernahrung); animal feed supplements (Ergänzungsfuttermittel); and product bundles/protocols such as the PEP-Protokoll (Protect Energy Protocol), Herz/Energie/Hirn/Immun/Darm/Sport bundles, and the Longevity Box. A Vital-Test (vitality test) online tool provides personalized recommendations. The company holds the Swiss Made designation with manufacturing based in Switzerland and maintains a policy of avoiding synthetic ingredients, sweeteners, preservatives, colorings, additives, and flow agents. Products are endorsed by professional athletes including Roman Josi (NHL), Nils Stump (Judo World Champion), Talina Gantenbein (Ski Cross), Céline Naef (Tennis), and Fribourg-Gottéron and HC Kriens-Luzern sports teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Magnesium Vida Magnesium mineral complex supplement containing magnesium taurate, magnesium chloride, magnesium malate, and magnesium carbonate, produced in Switzerland. Targeted at consumers seeking essential mineral supplementation, with starting price CHF 19.50.
• Amino Vida Amino acid complex supplement containing nine amino acids, available in standard and Maxi-Dose packaging sizes. Targeted at health-conscious consumers and athletes, priced CHF 49.80 (standard) up to CHF 169.00 (Maxi-Dose).
• NADH Vida Coenzyme NADH supplement available in packs of 10 or 30 tablets, designed to support energy and cardiovascular health. Priced CHF 19.80 (10 tablets) and CHF 39.80 (30 tablets).
• Vitamin D3 Vida Vitamin D3 oil preparation in drop form, with a coconut oil base, labelled Swiss Made. Targeted at consumers seeking vitamin D supplementation, starting from CHF 19.80.
• Aronia Vida Aronia (chokeberry) extract supplement with vitamin C, presented in capsule form. Targeted at consumers seeking antioxidant support, starting from CHF 69.00.
• Vitality Shot Supplement designed to increase personal vitality, featured as a quick-use product for energy support. Targeted at consumers seeking fast-acting vitality enhancement.
• Boswellia Vida Boswellia (frankincense) resin extract supplement, reformulated in June 2026 to contain double the boswellia extract at the same price. Targeted at consumers seeking joint and inflammatory support.
• Omega-3 Vida Omega-3 fatty acid supplement, also marketed for sports nutrition use cases. Quality-controlled with low TOTOX values (peroxide <5 mEq/kg, anisidine <20, TOTOX <26) per GOED, CRN, and IFOS standards.
• Amino Eight Eight-amino-acid complex supplement. Subject to a 33% promotional discount campaign running from 1 June to 30 September 2026 (minimum shelf-life 04/2027).
• MozzyStop Natural insect repellent product targeting mosquitoes and ticks, positioned as long-lasting and nature-compatible.
• Vital-Test (Vitality Test) Online self-assessment tool that provides personalized recommendations on which vital substances and supplements are appropriate for the user. Used as a lead-generation and product-matching tool for consumers.

Quantifiable outcome

• Over 18,000 satisfied customers with 4.8-star average rating
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• UFAG Laboratorien AGcoreTechnology or IntegrationAnalytical partner laboratory based in Sursee, Switzerland (6210 Sursee). Conducts quality testing and analysis for kingnature products.
• Wise Medicine Health CentercoreStrategic or Co-development PartnerIntegrative medicine practice in Winterthur, Switzerland. Part of the Academy for Human Medicine network promoting integrative medicine approaches.
• TrafficFlowminorImplementation/ SI/ Consulting PartnerWeb design agency responsible for kingnature's website design and development.
• Akademie für menschliche MedizincoreStrategic or Co-development PartnerAcademy for Human Medicine network partner promoting preventive medicine and integrative health approaches.
• HC Kriens-LuzerncoreGTM or Marketing PartnerSwiss handball club that won the Swiss championship in 2026. Kingnature supports the club with selected products and receives sponsorship visibility.
• Fribourg-GottéroncoreGTM or Marketing PartnerSwiss ice hockey club and Swiss champion. Kingnature supports the club with selected products for sponsorship exposure.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Biotta: Swiss natural health beverage and supplement company. Comparable as a Swiss-made, plant-based wellness brand with retail and DTC channels in the DACH market.
• Burgerstein Vitamine: Swiss micronutrient and dietary supplement manufacturer with a similar practitioner/pharmacy channel and DTC offering. Closely comparable in product mix (vitamins, minerals, micronutrients) and Swiss-Made positioning.
• A. Vogel: Swiss herbal and plant-based supplement brand. Directly comparable in natural, plant-derived product philosophy, Swiss heritage and pharmacy/therapist distribution.

Broad incumbents

• Life Extension: US-based scientifically positioned supplement brand with a longevity/prevention focus. Comparable in evidence-based messaging and premium positioning in the anti-aging/longevity sub-category.
• Pure Encapsulations: Practitioner-grade supplement brand owned by Nestlé Health Science. Comparable in hypoallergenic, additive-free positioning and dependence on healthcare-professional recommendation.
• Natural Factors: Canadian whole-food and supplement brand with vertically integrated manufacturing. Comparable in natural, plant-based supplement positioning across vitamins, minerals and omega-3.
• Thorne: US-based practitioner-channel supplement brand with a broad portfolio of vitamins, minerals, omega-3 and sports nutrition. Comparable in scientific positioning and practitioner/DTC hybrid model, but at significantly larger scale.
• Solgar: Long-established global vitamins and supplements brand sold through health food stores and pharmacies. Comparable across vitamin/mineral/omega-3 SKUs and practitioner/health-channel presence.
• NOW Foods: Large US supplement manufacturer with broad SKU range and global distribution. Comparable in product breadth (vitamins, minerals, sports nutrition) and omnichannel distribution.

Regional players

• Vivantis: DACH-focused health food and supplement retailer/brand. Comparable in plant-based, natural supplement portfolio and presence in the German-speaking European market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kingnatureCH

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 kingnature