Equi London
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Equi London firmographics
Firmographics- Name
- Equi London
- Legal name
- Equi London Ltd
- Website
- https://equilondon.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Equi London industry classification
Industry- Product category
- Women's Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)
- akta.pro secondary industries
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Healthy Aging & Cognitive Support Supplements (CRADAGAM)
Keywords
Where Equi London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Equi London business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct-to-Consumer Supplement Sales: Equi sells nutritional supplement products directly to consumers through their e-commerce website. Products are offered as one-time purchases or through subscription plans that provide a 15% discount. The company also offers bundled products combining Formula and Edition products at discounted rates.
- Retail Distribution: Products are available through Boots retail stores (selected locations), representing an additional distribution channel for revenue generation alongside direct e-commerce sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Beauty Formula - One-time purchase |
| Subscription | Monthly | Beauty Formula - Subscription |
| Subscription | Monthly | Energy Formula - One-time purchase |
| Subscription | Monthly | Energy Formula - Subscription |
| Subscription | Monthly | Menopause Formula - One-time purchase |
| Subscription | Monthly | Menopause Formula - Subscription |
| Subscription | Monthly | Pregnancy Formula - One-time purchase |
| Subscription | Monthly | Pregnancy Formula - Subscription |
| Subscription | Monthly | Edition Products - One-time purchase |
| Subscription | Monthly | Total Beauty Bundle - Subscription |
| Subscription | Monthly | Total Menopause Bundle - Subscription |
| Subscription | Monthly | Total Pregnancy Bundle - Subscription |
| Subscription | Monthly | Equi Bundle - Subscription |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels9 records
Equi London product offering
Product offeringCore offering
Equi London designs, manufactures and sells clinician-formulated nutritional supplements targeted at women across key life stages, including Beauty Formula for skin and overall wellbeing, Menopause Formula, Pregnancy Formula, and a line of targeted 'Edition' products (collagen, hair, sleep, glow, oils, creatine). Products combine up to 50 clinically-dosed, bioavailable nutrients designed to work synergistically across multiple body systems rather than targeting isolated symptoms. The brand sells directly to consumers through its e-commerce site and selected Boots retail stores via one-time purchases and subscription plans.
Differentiator
Problem solved
Functional benefit
Brands
- EquiLife: Wellness blog and educational content platform featuring science-based articles on nutrition, supplements, and women's health.
Products and services
- Beauty Formula Clinician-formulated daily supplement combining up to 50 clinically-dosed, bioavailable nutrients to support clear skin, steady energy, balanced hormones, deep sleep, and strong immunity. Available in capsule and powder formats, designed for women seeking comprehensive nutritional support for skin concerns and overall wellbeing.
- Menopause Formula Clinician-formulated supplement for women in perimenopause and menopause, designed to support hormonal balance, energy, mood, sleep, and skin changes during this life transition. Includes clinically-dosed nutrients and branded ingredients such as KSM66 Ashwagandha.
- Pregnancy Formula Practitioner-grade prenatal supplement providing comprehensive nutritional support for women planning pregnancy, currently pregnant, or postpartum. Includes clinically-dosed nutrients and branded ingredients such as Ferrochel iron bisglycinate and VitaCholine to support foetal development and maternal health.
- Equi Editions Targeted single-purpose supplement line addressing specific concerns including collagen and keratin support, beauty from within, hair health, sleep, menopause support, creatine for women, and topical beauty oils. Sold individually or combined with Formulas in bundles.
- Equi Bundles Pre-set and customizable bundles combining a Formula product with one or more Edition products at subscription-discounted pricing, including Total Beauty, Total Menopause, Total Pregnancy, and the personalised Equi Bundle built through a 2-minute quiz.
Quantifiable outcome
- 85% of customers reported clearer skin within 30 days (Beauty Formula customer survey)
- +3 more outcomes
Companies that use Equi London
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Equi London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Equi London partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights6 records
Equi London competitors and assessment
Company assessmentDirect peers
- HUM Nutrition: DTC beauty-from-within and wellness supplement brand targeting women, with subscription gummy and capsule formats. Comparable on female-focused beauty/wellness positioning, DTC-led acquisition, and clinical claim messaging.
- The Nue Co. Premium DTC supplements and wellness brand with subscription and one-time purchase options, positioned on clinically-studied ingredients and science-led formulation. Closely comparable on premium pricing, clinician-formulated narrative, and life-stage/wellness segmentation.
- Care/of: Personalised DTC vitamin and supplement subscription brand built around a quiz-driven experience and clinically-dosed nutrients. Directly comparable on personalisation, subscription mechanics, and direct-to-consumer e-commerce distribution.
- Ritual: US-based DTC supplement brand with a direct-to-consumer e-commerce model and subscription options, focused on clinically-backed, traceable ingredients for daily nutrition. Directly comparable on channel strategy, premium positioning, and ingredient transparency ethos.
- Perelel: OB/GYN-formulated prenatal and women's hormonal-health supplement brand with subscription. Comparable on clinician-led formulation, life-stage targeting (pregnancy and beyond), and DTC subscription economics.
- Needed: Practitioner-formulated prenatal and women's health supplement brand with a subscription model and clinician endorsement narrative. Closely comparable on the pregnancy/women's-health angle, premium positioning, and clinician-led formulation story.
Broad incumbents
- Holland & Barrett: UK's largest health and supplement retailer carrying its own-label and third-party supplement brands across vitamins, women's health, and beauty-from-within. Comparable on women's supplement assortment and UK physical retail reach, though predominantly a retailer rather than a single-brand operator.
- Olly: Mass-market gummy and capsule supplement brand sold through drugstores and mass retailers (owned by Unilever). Comparable product formats and retail distribution, but positioned at a lower price point with broader mass-market appeal.
Emerging players
- Better Not Younger: Women's wellness and beauty-from-within supplement brand targeting midlife women with hair, skin, and sleep support. Comparable on female-focused beauty/wellness product mix and life-stage positioning, though smaller scale and narrower geographic reach.
- OVĀN: Emerging women's hormonal health supplement brand focused on cycle and perimenopause support with a DTC model. Comparable on female-specific hormonal and menopause positioning, though operating at earlier scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Equi London social profiles
Digital presenceEqui London financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equi London leadership team
Management profileNumber of profiles
Profiles2 records
Equi London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equi London M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Equi London
What does Equi London do?
Equi London designs, manufactures and sells clinician-formulated nutritional supplements targeted at women across key life stages, including Beauty Formula for skin and overall wellbeing, Menopause Formula, Pregnancy Formula, and a line of targeted 'Edition' products (collagen, hair, sleep, glow, oils, creatine). Products combine up to 50 clinically-dosed, bioavailable nutrients designed to work synergistically across multiple body systems rather than targeting isolated symptoms. The brand sells directly to consumers through its e-commerce site and selected Boots retail stores via one-time purchases and subscription plans.
Is Equi London a public or private company?
Equi London is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Equi London founded?
Equi London was founded in 2014. It employs 11 to 50 people.
Where is Equi London based?
Equi London is headquartered in London, United Kingdom, in the Europe region.
How does Equi London make money?
Two revenue lines are on record. Direct-to-Consumer Supplement Sales are the primary driver. The others are retail Distribution.
Who are Equi London's main competitors?
Direct peers on record are HUM Nutrition, The Nue Co., Care/of, Ritual, Perelel and Needed. Broad incumbents are Holland & Barrett and Olly. Emerging players are Better Not Younger and OVĀN.
Does Equi London have an API?
No public API is recorded for Equi London.
What industry is Equi London in?
Equi London's product category is Women's Nutritional Supplements. Its primary akta.pro industry code is CRADAGAK, Women’s Health Supplements (Prenatal, Menopause, Hormonal), with a secondary code of CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity). Its NAICS code is 456191 and its SIC code is 2090.