What SuperSmart does

SuperSmart SA is a Luxembourg-headquartered (68 Avenue de la Liberté, L-1930, founded 1992) direct-to-consumer online retailer of premium nutritional supplements, serving health-conscious consumers, longevity-focused individuals, athletes, and healthcare professionals across Europe (15+ countries), the United States (via a Miami subsidiary and DC), and parts of Asia (agencies in China and Japan). The company is privately held, founder/management-owned with no external institutional investors disclosed, and operates with a lean team of approximately 17 employees. Its catalog includes more than 400 SKUs organized by health concern (cardiovascular, digestive, anti-aging, cognitive, immune, joint, metabolic, hormonal, sleep, skin/hair/nails, sports) and ingredient class (vitamins, minerals, antioxidants, phytonutrients, probiotics, omega-3s, amino acids, enzymes, fibers). Flagship proprietary formulations include Daily 3® (a 45-ingredient multivitamin, the best-selling SKU in multiple markets), Berbevis™ (a Phytosome™-licensed berberine extract delivering 10x bioavailability), BluNAD Booster™ (an NAD+ botanical complex), and adiDAO Veg® (microencapsulated vegan DAO enzyme). Manufacturing is outsourced roughly 50/50 between the United States and Europe through HACCP- and GMP-certified partners, and every product carries a published third-party certificate of analysis.

The revenue model combines one-time e-commerce purchases through supersmart.com with a tiered loyalty program (10–25% discount at €500/€1,000/€1,500/€2,000 cumulative spend, with a permanent 'à vie' 25% VIP tier and Club VIP private sales), an 'Abonnement' automatic-delivery subscription adding 8% on top of the loyalty tier, a refer-a-friend (parrainage) scheme worth €20 both ways, an Affilae-powered affiliate network, and the SmartPrescription B2B channel serving health professionals with dedicated pricing. Pricing is publicly disclosed across a sample ASP range of roughly €16–€249, with free-shipping thresholds varying by country (e.g., €70 France, €75 Belgium/Netherlands, €90 Luxembourg).

Distribution and customer acquisition are content-led: a science-based blog, expert videos (notably with nutritionist Hélène Tinguely), free pharmacist/naturopath consultations (Manon Maleyran, Alexandra Freitas), endorsements from Olympic volleyball champion Benjamin Toniutti and free-diving world champion Marianna Gillespie, television exposure on CNEWS, and an unmoderated Trustpilot review program (23,672 verified reviews, 4.5/5 'Excellent' rating) that drives bottom-of-funnel social proof. The company markets itself as Europe's pioneer in nutritional supplementation, having launched the continent's first online supplement storefront in 1996 and serving more than one million cumulative customers across seven language-localized storefronts.

Name

SuperSmart

Legal name

SuperSmart SA

Website

https://supersmart.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

SuperSmart SA is a Luxembourg-based online retailer (founded 1992) of 400+ premium nutritional supplements — vitamins, minerals, probiotics, omega-3s, and branded longevity formulas — sold direct to health-conscious consumers, athletes, and prescribing healthcare professionals across Europe, the US, and Asia.

Ownership category

akta.pro rank

Product category

Nutritional Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Nutritional supplements
• Dietary supplements retail
• Online vitamins shop
• Anti-aging supplements
• Probiotic formulations

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Primary revenue from direct online sales of nutritional supplements through supersmart.com. One-time purchase model with per-product pricing. Subscription/automatic delivery (Abonnement) model provides recurring revenue with 8% discount on top of loyalty tier discounts. Estimated 400+ SKUs across 30+ health categories.
2. Loyalty Program Revenue Retention: Tiered loyalty program drives repeat purchases: 10% (€500), 15% (€1000), 20% (€1500), 25% (€2000 cumulative). VIP Club (25% tier) unlocks exclusive private sales. Program began November 8, 2005. High-value customers remain at 25% discount permanently.
3. Referral/Parrainage Program: Existing customers refer friends who receive €20 discount on orders ≥€100. Upon successful order, referring customer also receives €20 credit. Drives new customer acquisition and repeat revenue.
4. Affiliate Partner Revenue Share: Affilae-based affiliate program pays partners for referred sales. Partners (health/nutrition website/blog owners) embed SuperSmart links and banners. Payment via bank transfer or PayPal, weekly or monthly.
5. Professional Prescriber (SmartPrescription) Program: Health professionals (naturopaths, nutritionists, doctors) receive preferential pricing and access through dedicated program. Professional discount not combinable with loyalty tier. Targets B2B2C revenue stream through practitioner recommendations.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

SuperSmart is a Luxembourg-based online retailer that develops, curates, and sells a catalog of more than 400 premium nutritional supplements — including vitamins, minerals, antioxidants, probiotics, omega-3s, medicinal-plant extracts, and specialty longevity/anti-aging compounds — directly to consumers across Europe, the United States, and select Asian markets via its own e-commerce platform. The company formulates proprietary branded ingredients (e.g., Berbevis™ Phytosome™ berberine, BluNAD Booster™ NAD+ complex, adiDAO Veg® histamine-control enzyme) and pairs them with third-party certifications of analysis, scientific content, and free nutritionist consultations.

Product overview

SuperSmart is a European online retailer of premium nutritional supplements offering more than 400 products across a comprehensive catalog organized by health concern and ingredient type. The product portfolio spans multivitamines (Daily 3®), single vitamins (A, B, C, D, E), minerals (calcium, magnesium, zinc, chromium), antioxidants (CoQ10, quercetin, resveratrol), phytonutrients (turmeric, berberine, garlic), probiotics (Probio Forte, Lactobacillus strains), medicinal plants (Bacopa Monnieri, Ginkgo Biloba, Astragalus), omega fatty acids (Super Omega 3), fibers, amino acids, and enzymes. Core flagship products include Daily 3® (the most comprehensive multivitamin with 45 ingredients) and Super Omega 3 (sustainably sourced EPA/DHA). Notable recent additions include Marine Collagen Tripeptides (skin/hair/nails), the Metagenomic Microbiome Analysis Kit (shotgun metagenomics stool test), Butyrate Max Bioactivity (gut barrier support), Trigonelline (NAD+ precursor), Deep Sleep Complex (sleep optimization), and TUDCA Bile Complex (liver/bile support). The company also develops proprietary branded ingredients such as Berbevis™ (Phytosome™-delivered berberine with 10x bioavailability), adiDAO Veg® (microencapsulated vegan diamine oxidase for histamine control), and BluNAD Booster™ (clinically studied NAD+ complex). Products are available for individual purchase, subscription (8% discount), and through a loyalty program (up to 25% for VIP clients).

Differentiator

Problem solved

Functional benefit

Products and services

• Daily 3® Flagship multi-ingredient multivitamin containing 45 vitamins, minerals, and phytonutrients formulated for general health reinforcement. Positioned as the company's most comprehensive and highest-dosed multivitamin.
• Super Omega 3 High-purity omega-3 (EPA and DHA) supplement in softgel form, sourced from sustainably certified fisheries for cardiovascular health.
• Lactobacillus Gasseri Gastro-resistant probiotic strain of Lactobacillus gasseri targeting weight management and digestive health.
• N-Acetyl Cysteine N-acetyl cysteine (NAC) supplement providing a precursor to cysteine for endogenous glutathione synthesis; 100 vegan capsules.
• Berberine Max Bioactivity (Berbevis™) Berberine supplement standardized using Phytosome™ delivery technology for 10x superior bioavailability; targets glycemic and cholesterol support under the proprietary Berbevis™ brand.
• DAO Histamine Control (adiDAO Veg®) Vegan, gastro-resistant microencapsulated diamine oxidase (DAO) enzyme for dietary histamine degradation and intolerance-symptom reduction.
• NAD+ Booster Formula (BluNAD Booster™) Proprietary BluNAD Booster™ botanical complex clinically studied to raise NAD+ levels and inhibit CD38 more effectively than a single NAD+ precursor; supports cellular energy metabolism.
• Probio Forte Gastro-resistant multi-strain probiotic formula supporting digestive and intestinal flora health.
• PQQ & Q10 Anti-aging formula combining 20 mg pyrroloquinoline quinone (PQQ) and 200 mg coenzyme Q10 to support mitochondrial energy production, cognition, and cardiovascular health.
• Metagenomic Microbiome Analysis Kit Stool-based home test kit using shotgun metagenomics to fully sequence gut microbiome composition, diversity, and function.
• Marine Collagen Tripeptides Marine-sourced type 1 hydrolyzed collagen tripeptides in vegetable capsules, targeting skin elasticity, hair strength, and nail health.
• Butyrate Max Bioactivity Encapsulated sodium butyrate formula supporting intestinal barrier integrity and microbiome health.
• Trigonelline Trigonelline supplement — a newly researched NAD+ precursor studied for cellular energy, muscle function, and longevity.
• Deep Sleep Complex Synergistic natural sleep formula designed to reduce nighttime awakenings and support uninterrupted, restorative sleep.
• TUDCA Bile Complex TUDCA combined with bile cofactors to support liver function and bile secretion, formulated for sluggish bile or fat-digestion discomfort.
• Cycloastragenol 98% Astragalus extract standardized to 98% cycloastragenol, a saponin studied for telomerase stimulation and anti-aging effects; 30 vegan capsules.
• Daily Longevity Daily longevity formula targeting cellular aging pathways and long-term health maintenance.
• NAD+ Cellular Activator (face cream) Topical NAD+ face cream targeting cellular aging and skin vitality.
• Liposomal Vitamin C Liposomal-encapsulated vitamin C for enhanced cellular absorption and bioavailability compared to standard vitamin C.
• OptiMag Highly bioavailable magnesium supplement supporting nerve function, muscle health, and energy metabolism.
• Vitamin D3 5000 IU High-dose vitamin D3 supplement (5000 IU) supporting bone health, immune function, and calcium absorption.
• ProstaNatural Formula Multi-ingredient prostate support formula optimized for men over 50.
• Hair & Nails Formula Synergistic formula combining zinc, biotin, keratin, silica, copper, and inositol for skin, hair, and nail health.
• SuperFolate Fourth-generation folate (vitamin B9) supplement providing 200 mcg of active folate per tablet for optimal bioavailability and prenatal health support.
• SmartPrescription Professional Program Dedicated B2B2C professional channel offering preferential pricing, dedicated sales support, and access to 400+ products for healthcare practitioners who prescribe or recommend SuperSmart supplements to patients; managed at [email protected] / 0800 666 742.
• Subscription / Abonnement automatic delivery Recurring-delivery subscription program providing an 8% discount on top of applicable loyalty tier; customers choose delivery frequency, with the ability to modify or cancel anytime.
• Free Expert Consultation (pharmacienne / naturopathe) Free audio/video expert consultation with in-house pharmacienne/naturopathe advisors (Manon Maleyran, Alexandra Freitas) to help customers select appropriate supplements; positioned as a pre-sale trust-building service.

Quantifiable outcome

• 10x superior bioavailability for Berbevis™ berberine vs standard berberine (Phytosome™ technology)
• +5 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TrustpilotcoreGTM or Marketing Partner · 1 January 2018Independent customer review platform providing social proof and credibility. Trustpilot verifies SuperSmart reviews are 100% authentic and prohibits SuperSmart from moderating them. Platform choice made in 2018; over 23,672 reviews accumulated as a result.
• Checkout.comcoreTechnology or IntegrationPayment processing partner handling all credit card transactions (Visa, Mastercard, American Express) through SSL/TLS encrypted servers. Implements 3D Secure protocol for fraud protection. All card data transits through Checkout.com's certified data centers, never through SuperSmart servers.
• AffilaeminorChannel Partner/ Reseller/ DistributorAffiliate marketing network enabling health and nutrition content publishers to earn commissions by promoting SuperSmart products. Partners integrate product links and banners; SuperSmart pays commissions on referred sales. Supports weekly or monthly payment via bank transfer or PayPal.
• HACCP Certified ManufacturerscoreTechnology or IntegrationManufacturing partners holding HACCP (Hazard Analysis Critical Control Point) food safety certification. Combined with GMP (Good Manufacturing Practice) certified facilities. 50% of products manufactured in USA, 50% in Europe through vetted manufacturing partners.
• Friend of the Sea®minorOthersSustainable fishing certification for Super Omega 3 fish oil, ensuring products are sourced from fisheries meeting Friend of the Sea® sustainability standards.

Scale indicators9 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• iHerb: Global online-first supplement and wellness retailer with a premium, science-forward assortment and worldwide shipping — the closest direct comparable to SuperSmart in terms of DTC e-commerce model, catalog breadth, and international reach.
• Life Extension: Premium US-based supplement brand/retailer with a strong focus on longevity, anti-aging, and clinically validated formulations. Highly comparable to SuperSmart's positioning in the cellular-health and longevity niche.
• Body&Fit: European online sports nutrition and supplement retailer (owned by Associated British Foods) — directly comparable as a Europe-based DTC supplement e-commerce business with broad catalog and international shipping.
• Myprotein: Major UK-based online supplement and sports nutrition brand with global shipping — a comparable DTC supplement e-commerce competitor, though with a stronger sports/performance tilt vs. SuperSmart's longevity/health focus.
• The Vitamin Shoppe: US-based specialty supplement retailer with both online and physical channels and a deep, science-curated catalog — comparable in product breadth and premium positioning to SuperSmart.
• Vitacost: US online supplement and wellness retailer (owned by Kroger) with broad assortment and value pricing — a directly comparable e-commerce supplement peer, though typically more value-positioned than SuperSmart's premium stance.
• Piping Rock: US-based online supplement retailer with a very large catalog and global shipping — comparable in DTC supplement e-commerce model and breadth of SKUs.

Broad incumbents

• Holland & Barrett: Europe's largest health food and supplement retailer with omni-channel presence (physical stores + online). Operates broadly across categories with overlapping product range, but as a mass-market incumbent rather than a specialist premium e-commerce player.
• NOW Foods: Large US supplement brand and manufacturer with wide global distribution — overlaps with SuperSmart's catalog and ingredient categories as a broad incumbent, though predominantly a manufacturer/brand rather than a direct DTC retailer.
• Solgar: Premium supplement brand with strong European presence and pharmacist heritage — comparable to SuperSmart's premium positioning, though Solgar is a brand/manufacturer distributed via retailers rather than a DTC e-commerce operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/supersmart-s-a

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries1 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 SuperSmart