avita

What avita does

Avita, operating under the legal entity Shiang's International Pte Ltd, is a Singapore-headquartered health and wellness company that distributes proprietary cellular nutrition supplements, Traditional Chinese Medicine (TCM) essential oils, and personal care products through a multi-level marketing (MLM) model. Founded around 2007 and employing 11-50 staff, Avita has built a distribution footprint spanning at least nine Asia-Pacific markets — Singapore, Malaysia, Philippines, Japan, Hong Kong, Taiwan, Thailand, Indonesia, and Australia — via wholly-owned regional subsidiaries and independent distributor networks.

The product portfolio centers on formulations developed at the company's in-house avita laboratories. The flagship is Celergen, a dietary supplement containing a proprietary Phosphocholine Complex marketed for cholesterol balance, liver function support, choline replenishment, and cell membrane health. Other star products include NGF+ (a nerve growth factor supplement), CELEVA (a Phosphocholine Complex dietary supplement), Vita 18+ (an enzyme drink derived from 48 fruits and vegetables), and Lifebiotics+ (a probiotic supplement). A secondary TCM Essential Oil Series covers Vital Meridian Essence, Arome Diffuser, Farnesol Magnolia, Nepenthe, Huo Xiang, Masculine, Angelica Ardent, Forsythia, and Hinoki, alongside self-care accessories such as Gua Sha tools, the Vital Meridian Pump, and branded merchandise. The company leverages a large library of individual consumer testimonials as marketing proof points.

Avita generates revenue primarily through independent distributors who purchase products at distributor pricing and resell to end consumers, earning commissions, overrides, and bonuses under a multi-tier Compensation Plan. Supporting infrastructure includes the iConnect distributor management and ordering platform (avitaglobal.com/iConnect), country-specific e-commerce storefronts on myavita.com in English, Simplified Chinese, Traditional Chinese, and Japanese, walk-in physical offices across key markets, WhatsApp order hotlines, and a network of authorized regional partner websites (Asia Celergen, Celergen Online, Celergen Club PH, myCelergen, LiveMore PH, Renew Wellness, Celergen Shop). Distributor retention is incentivized via the Elite 100 Leaders Honor Roll recognition program, which requires 30,000 Platinum Director group PV per month to qualify and rewards top achievers with 15,000 iPoints. No public revenue, funding, M&A, or patent disclosures were identified.

Name

avita

Legal name

Shiang's International Pte Ltd

Website

https://myavita.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Avita is a Singapore-based health and wellness company that distributes proprietary cellular nutrition supplements, TCM essential oils, and personal care products through a multi-level marketing network spanning 9+ Asia-Pacific markets.

Ownership category

akta.pro rank

Product category

Health and Wellness Supplements

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industry

Fats, Oils & Lipid Ingredients (Specialty Oils, MCTs, Structured Lipids) (CRADAOAL)

Keywords

• Herbal health supplements
• Cellular nutrition products
• Network marketing wellness
• TCM essential oils
• Personal care products

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Sales through Independent Distributors: Avita operates a network marketing model where independent distributors purchase products directly from the company and resell to end customers. Distributors earn commissions, overrides, and bonuses based on the Compensation Plan. The company manufactures products through Shiang's International Pte Ltd and distributes through a global distributor network.
2. E-commerce Sales: Products are available for purchase through the company's e-commerce platform myavita.com, with regional sites for different markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

avita develops, manufactures (via Shiang's International Pte Ltd), and distributes its own brand of dietary supplements, Traditional Chinese Medicine (TCM) essential oils, and personal care products such as Gua Sha tools and skincare serums. The portfolio is organized into Star Products (Celergen, NGF+, Vita 18+, Lifebiotics+), a TCM Essential Oil Series, and Self-Care Products, sold through independent distributors, e-commerce storefronts, and regional offices across nine Asia-Pacific markets.

Product overview

Avita is a health and wellness company that operates as a multi-level marketing (MLM) business distributing health supplements, personal care products, and TCM (Traditional Chinese Medicine) essential oils. The product portfolio is organized into three main categories: Star Products (Celergen, NGF+, Vita 18+, Lifebiotics+), TCM Essential Oil Series (including Vital Meridian Essence, Arome Diffuser, and various essential oils like Farnesol Magnolia, Nepenthe, Huo Xiang), and Self Care Products (including Gua Sha Tools, Vital Meridian Pump, and skincare items). The company is headquartered in Singapore as Shiang's International Pte Ltd, with operations across Asia Pacific including Malaysia, Philippines, Taiwan, Hong Kong, Japan, Indonesia, Thailand, and Australia.

Differentiator

Problem solved

Functional benefit

Brands

• Celergen: Premium health supplement product line
• NGF+
• CELEVA
• VITA-18
• Lifebiotics+
• TCM Series
• Serum Royale

Products and services

• Celergen Proprietary dietary supplement featuring Phosphocholine Complex that supports healthy cholesterol balance, choline replenishment, liver function, and cell membrane health. Designed for adult consumers seeking cellular nutrition.
• NGF+ Nerve Growth Factor supplement supporting eye health, sleep quality, memory improvement, and energy levels for adult consumers.
• Vita 18+ Enzyme drink formulated with nutrients from 48 fruits and vegetables, marketed to boost energy and improve mood. Targeted at adult consumers.
• Lifebiotics+ Active probiotic supplement supporting digestive health, ADHD management support, and constipation relief for consumers of all ages.
• CELEVA Phosphocholine Complex dietary supplement marketed to support healthy cholesterol levels, reduce visceral fat, and improve liver function and digestive regularity. Targeted at adults seeking weight and cholesterol management.
• TCM Essential Oil Series Traditional Chinese Medicine essential oil series marketed for meridian health and aromatherapy, including Vital Meridian Essence, Arome Diffuser, Farnesol Magnolia, Nepenthe, Huo Xiang, Masculine, Angelica Ardent, Forsythia, and Hinoki oils for adult consumers.
• Serum Royale Royal skincare essence marketed for skin care under the Celergen star products line, targeted at adult consumers seeking premium skincare.
• Pure Secrets Pure water personal care product marketed for daily personal care use. Targeted at adult consumers.
• QS Hair Wash Hair care shampoo marketed for personal hair care use among adult consumers.
• Gua Sha Tool 1 Gua sha scraping tool for traditional Chinese medicine self-care routines, marketed to adult consumers interested in TCM wellness practices.
• Gua Sha Tool 2

Quantifiable outcome

• 88% improvement in eye condition after 1 day of NGF consumption, 99% after 2 days
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered minor.

• Asia CelergenminorChannel Partner/ Reseller/ DistributorAuthorized reseller partner for Avita/Celergen products with dedicated website at asiacelergen.com
• Celergen OnlineminorChannel Partner/ Reseller/ DistributorOnline reseller partner with social media presence on Facebook and Instagram
• Celergen Club PHminorChannel Partner/ Reseller/ DistributorPhilippines-based authorized reseller partner with Facebook and Instagram presence
• Cell TherapyminorChannel Partner/ Reseller/ DistributorIndonesia-based authorized partner operating celtherapy-angga.blogspot.com and Facebook CelergenIDN
• myCelergenminorChannel Partner/ Reseller/ DistributorAuthorized Singapore reseller with website, Facebook and Instagram channels
• LiveMore PHminorChannel Partner/ Reseller/ DistributorPhilippines-based authorized partner with website, Facebook, Instagram and YouTube presence
• Renew WellnessminorChannel Partner/ Reseller/ DistributorSingapore and Malaysia authorized partner with East-West Malaysia and Singapore distribution
• Celergen ShopminorChannel Partner/ Reseller/ DistributorOfficial branded shop with Facebook, Instagram and YouTube channels
• SIJ Co., Ltd.minorChannel Partner/ Reseller/ DistributorJapan-based authorized partner operating from Tokyo office
• Scent'al AustraliaminorChannel Partner/ Reseller/ DistributorAustralia-based authorized partner with Western Australia operations

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Herbalife: Global MLM leader in nutritional meal replacements, protein shakes, and dietary supplements. Comparable on MLM distribution model and supplement category, but far larger, US-listed, and globally diversified vs. avita's APAC focus.
• Nu Skin Enterprises: US-listed MLM company selling anti-aging skincare and nutritional supplements with significant APAC revenue. Comparable on the supplements-plus-skincare mix and MLM model, though much larger and more R&D-heavy.
• Amway: World's largest MLM company with a broad nutrition, beauty, and home product portfolio, deeply established across Asia. Comparable on MLM model and supplement category but orders of magnitude larger and more diversified.
• Forever Living Products: US-based MLM company built around aloe vera and bee-derived nutritional supplements. Comparable on MLM supplement distribution model, with overlapping APAC distributor footprints.
• USANA Health Sciences: US-listed MLM supplements company with strong APAC presence (particularly in markets overlapping with avita such as Philippines, Malaysia, Singapore, Hong Kong). Comparable on nutritional supplements and MLM model.

Direct peers

• Morinda (Tahitian Noni): MLM company selling noni-based nutritional supplements with strong APAC operations (Japan, Taiwan, Malaysia, Indonesia). Comparable on MLM supplements and APAC distribution overlap.
• DXN Holdings: Malaysian-headquartered MLM company selling health supplements, personal care, and TCM-based wellness products across APAC. By far the closest comparable peer to avita — same APAC center of gravity, same MLM+supplements+personal-care mix, and similar mid-sized regional scale.
• Cosway: Malaysia-based MLM company (subsidiary of Hong Leong Group) selling health supplements, personal care, and household products across APAC via independent distributors. Highly comparable on business model, regional footprint, and product breadth.

Regional players

• Bio International: APAC MLM company selling herbal and botanical health supplements across Southeast Asia. Closely comparable on regional MLM supplement distribution, though with a more herbal/botanical positioning versus avita's cellular-nutrition angle.

Emerging players

• Jeunesse Global: US-based MLM company selling anti-aging supplements and skincare, with growing APAC presence. Comparable on supplements-plus-skincare mix via MLM; smaller and younger than avita in APAC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/celergenmyanmar
• Instagraminstagram.com/celergen_shop
• YouTubeyoutube.com/@AvitaShop

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 avita