Purasana

What Purasana does

Purasana is a Belgian natural and organic supplements brand operating a direct-to-consumer e-commerce platform from Wevelgem, Belgium, serving consumers in Belgium and the Netherlands. Its assortment spans roughly 220 SKUs across superfood powders (spirulina, barley grass, Lion's Mane, yerba maté), protein supplements in both whey (80%, vanilla, cacao) and plant-based variants (pea, soy), collagen and beauty products, women's health formulations, immune and detox blends, liquid unicadose ampoules (magnesium, vitamin C, multivitamin, collagen+), fermented drinks (kombucha, Pu-erh tea), herbal capsules, and functional baking mixes. Products are positioned on 100% natural ingredients, biological/organic certification, IFS quality standards, and EFSA-approved health claims, targeting health-conscious consumers, athletes, and vegan/vegetarian buyers.

The company generates revenue primarily through one-time unit purchases on its own storefront at price points between roughly €7 and €35, with €3.95 standard shipping waived above €40, plus volume discounts (5% off two items, 10% off three) and a 15% newsletter-acquisition incentive. Distribution combines the purasana.com DTC site (with iDEAL, Bancontact, PayPal, and credit-card payment rails; PostNL, Bpost, and Mondial Relay delivery) with a physical retail store locator (verkooppunten) and phone/mail-order customer service. The brand is owned and operated as a subsidiary under Vision Healthcare Group, a diversified Kortrijk-based health and wellness conglomerate that acts as joint data controller with Purasana under GDPR. The brand holds a 4.3/5 Trustpilot rating across 1,895 reviews, used as a bottom-of-funnel conversion asset alongside content marketing (recipes and tips blog), email, and social channels.

Name

Purasana

Legal name

Purasana

Website

https://purasana.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Purasana is a Belgian DTC e-commerce brand selling 220+ natural and organic supplements, protein powders, superfoods, and functional foods directly to health-conscious consumers, athletes, and vegans across Belgium and the Netherlands. It operates as a subsidiary of Vision Healthcare Group.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Food Manufacturing (311), Health and Personal Care Retailers (456)

SIC

Food And Kindred Products (2000), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Vitamins & Minerals (Single Nutrients) (CRADAGAB), Probiotics & Digestive Health Supplements (CRADAGAF), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Dietary supplements
• Protein powders
• Superfood products
• Herbal capsules
• Natural health products

Headquarters

HQ city

Gullegem

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Purasana generates revenue through direct-to-consumer online sales of supplements, superfoods, and health products via its e-commerce website purasana.com. Products are sold at fixed retail prices with free shipping thresholds and occasional promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Purasana manufactures and distributes a branded portfolio of natural and biological dietary supplements, superfoods, protein powders, herbal capsules, collagen products, vitamins, fermented drinks, and protein-enriched baking mixes. The company sells these products directly to consumers in Belgium and the Netherlands through its own e-commerce website and a network of physical retail stockists, with prices ranging from €7.15 to €34.95 per unit and volume-based loyalty discounts.

Product overview

Purasana is a Belgian natural and organic health supplements brand offering a diverse portfolio of superfoods, protein powders, herbal supplements, vitamins, and functional drinks. The product line includes: (1) Superfoods and superfood powders (Spirulina, Barley Grass, Lion's Mane, Maca); (2) Protein supplements spanning both dairy-based Whey Protein (80%, Vanilla 70%, Cacao 64%) and Plant-based Vegan Proteins (Pea, Soy, Hemp, Rice); (3) Collagen products including Fish Collagen with Matcha and Collagen+ Liquid; (4) Women's health products (PuraWomen for menopause); (5) Immune support (Winterpol Protect, D-Tox Hero); (6) Liquid supplements in unicadoses format (Magnesium, Vitamin C, Multivitamin, Energy, Collagen+); (7) Fermented drinks (Kombucha variants); (8) Teas (Pu-erh, Yerba Maté); (9) Herbal capsules (Black Currant, Willowherb, Horse Chestnut, Shatavari); (10) Baking mixes (Protein Pancake/Muffin, Cookie, Energy Balls); and (11) Body care and accessories. Products are primarily sold through the company's own e-commerce platform with operations in Netherlands and Belgium, supplemented by retail store finder. All products emphasize 100% natural ingredients, organic certification, and vegan options where applicable.

Differentiator

Problem solved

Functional benefit

Products and services

• Spirulina Poeder Organic spirulina powder, a green superalgae rich in chlorophyll and nutrients, sold in 200-gram packages.
• Gerstegras Sappoeder Juice powder from young barley grass shoots, packed with phytonutrients, sold in 200-gram packages.
• Lion's Mane Poeder Lion's mane medicinal mushroom powder sold as a cognitive and concentration-supporting superfood.
• Whey Protein Powder 80% Biological whey protein powder with 80% protein concentrate (20g per 25g serving), derived from organic bovine milk for muscle maintenance and growth.
• Whey Proteïnepoeder - Cacao Biological whey protein powder with 64% protein concentrate and cocoa flavor, sourced from organic Austrian cows.
• Whey Proteïnepoeder - Vanille Biological whey protein powder with 70% protein concentrate and vanilla flavor, supporting muscle maintenance and growth.
• Vegan Protein Erwt

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Vision Healthcare Groupparent companyOthersPurasana operates as a subsidiary of Vision Healthcare Group, headquartered at Grote Markt 41, 8500 Kortrijk, Belgium (ondernemingsnummer BE 0685.849.188). Vision Healthcare Group acts as joint data controller with Purasana under GDPR (Article 26 AVG).

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Orthica: Netherlands-based supplements brand with broad vitamin, mineral and herbal ranges sold via D2C and health-store channels. Comparable to Purasana in product breadth, Dutch-market focus and natural/orthomolecular positioning.
• Vitakruid: Dutch supplements brand selling vitamins, minerals and herbal capsules through its own e-commerce site. Comparable to Purasana in D2C supplements model and Benelux customer base.
• Naturya: UK/EU superfoods and protein brand selling through D2C and health retail. Directly comparable product overlap (spirulina, protein powders, superfood blends) and similar premium organic positioning.
• Viridian Nutrition: UK-based ethical vitamins and supplements brand sold through health-food stores and D2C. Comparable to Purasana in clean-label, organic-leaning positioning and specialty retail distribution.
• Bonusan: Dutch supplements brand offering herbal, vitamin and sports nutrition products via D2C and pharmacy channels in the Benelux market. Direct competitor to Purasana in herbal capsules and vitamins with similar clean-label positioning.

Broad incumbents

• Solgar: Global vitamins and supplements brand with broad portfolio sold through pharmacies, health stores and online. Comparable as a broad incumbent in the same supplement categories, but operates at much larger scale and broader geographic scope.
• NOW Foods: Large US-based supplements manufacturer selling vitamins, proteins and superfoods globally through health retail and online. Overlaps directly with Purasana's protein and supplement ranges but at much greater scale and breadth.
• Holland & Barrett: European health-food and supplements retailer with extensive own-brand and third-party supplement assortment, including protein and superfoods. Comparable as a category incumbent that competes with Purasana on shelf, online and through its own-label range.

Emerging players

• Your Supplements: Belgian-born D2C supplements startup offering protein powders and superfoods targeted at Benelux consumers. Comparable in geography, target customer and category, but a smaller, digitally native challenger to Purasana.

Regional players

• Bulksupplements: US-based direct-to-consumer protein and supplement powders brand. Comparable product mix (whey, plant protein, superfood powders) and D2C motion, but primarily serves the US rather than competing directly with Purasana in Benelux.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/purasanabelgium
• Facebookfacebook.com/PurasanaBelgium
• LinkedInlinkedin.com/company/purasana-biovita-bvba

Revenue estimate

Valuation estimate

Number of profiles

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 Purasana