Roex
Roex (ROEX Vitamins) is a private Irvine, California-based direct-to-consumer dietary supplement e-commerce company founded in 1994. It sells 13 categories of nutritional supplements priced $40–$75 to health-conscious consumers via its own storefront, Subscribe & Save subscriptions, and a reseller Partner Portal.
- Company typePrivate
- Founded1994
- HeadquartersIrvine, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Roex does
ROEX Vitamins, operating as Roex (roex.com), is a private direct-to-consumer dietary supplement e-commerce company founded in 1994 and headquartered in Irvine, California. The company sells nutritional supplements and vitamins to individual health-conscious consumers through its own online storefront, organizing its catalog across 13 health categories—anti-aging, brain function, digestive support, heart health, immune support, joint support, female and male support, vision support, muscle support, vegetarian, multivitamin, and total wellness. The product range spans SKUs such as PC-95 Grape Seed Extract ($45), Oleuropein ($45), Cardio Flow + EDTA ($50), Collagen II Plus ($75), Choline Bitartrate ($40), and the "Essentially All" comprehensive multivitamin, with average selling prices in the $40–$75 range; a Roex Gift Card is also offered. No proprietary technology platform is described; the operation runs on standard e-commerce infrastructure.
The business monetizes through one-time purchases and a Subscribe & Save subscription program that offers a 20% discount on recurring monthly shipments, supported by a 30-day money-back guarantee and free shipping on orders over $75. Customer retention is reinforced through a loyalty rewards program and a Refer-a-Friend referral scheme, while a Partner Portal enables B2B resellers to access the catalog, adding an optional wholesale layer to the otherwise DTC-led model. Marketing relies on low-cost content channels—a blog, an email newsletter, organic social presence on Instagram and Facebook, and earned reviews on Google and Facebook—rather than scaled paid acquisition.
Roex operates as part of a small multi-brand portfolio that includes two sister sites, BinScience (binscience.com) and Biotivia (biotivia.com), each serving adjacent health-and-wellness segments. The company is founder-led, with Rod Burreson listed as founder and president. Firmographic data indicates 11–50 employees, and no external funding rounds, M&A activity, or audited revenue figures are disclosed in the available material.
Roex firmographics
Firmographics- Name
- Roex
- Legal name
- ROEX Vitamins
- Website
- https://roex.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roex (ROEX Vitamins) is a private Irvine, California-based direct-to-consumer dietary supplement e-commerce company founded in 1994. It sells 13 categories of nutritional supplements priced $40–$75 to health-conscious consumers via its own storefront, Subscribe & Save subscriptions, and a reseller Partner Portal.
- Ownership category
- akta.pro rank
Roex industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- akta.pro primary industry
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
- akta.pro secondary industries
- Multivitamins & Daily Packs (CRADAGAC), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL)
Keywords
Where Roex is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Markets served
Roex business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct Product Sales: Roex generates revenue through direct-to-consumer sales of vitamins and dietary supplements via their e-commerce platform. Products are sold as one-time purchases at individual price points ranging from $40 to $75. The company also operates a subscription model (Subscribe & Save) providing recurring revenue through automatic recurring orders with a 20% discount incentive.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases |
| Subscription | Monthly | Subscribe & Save program |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Roex product offering
Product offeringCore offering
Roex (ROEX Vitamins) sells branded vitamins and dietary supplements directly to consumers through its e-commerce storefront (binscience.com). The product line is organized across 13 health goal categories including Anti-Aging, Brain Function, Digestive Support, Heart Health, Immune Support, Joint Support, and a comprehensive multivitamin called Essentially All. Customers can buy one-time or subscribe monthly (Subscribe & Save) for a 20% discount, with free shipping over $75 and a 30-day money-back guarantee.
Product overview
Roex Vitamins is a direct-to-consumer dietary supplement company offering a portfolio of vitamin and nutritional supplement products. The product line includes targeted supplements organized by health goals (Anti-Aging, Brain Function, Digestive Support, Heart Health, Immune Support, Joint Support, among others), as well as a comprehensive multivitamin called Essentially All. Key individual products include PC-95 (Grape Seed Extract), Oleuropein, Cardio Flow + EDTA, Collagen II Plus, and Choline Bitartrate. The company also offers subscription-based purchasing options, a loyalty rewards program, and gift cards. Roex operates sister brands including Biotivia and BinScience, suggesting a multi-brand portfolio strategy within the health supplements market.
Differentiator
Problem solved
Functional benefit
Brands
- BinScience: Sister brand website operated by the same company, offering vitamins and supplements.
- Biotivia
Products and services
- PC-95 (Grape Seed Extract)
Companies that use Roex
Customer profileSegments3 records
Ideal customer profiles4 records
Roex technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Roex partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights3 records
Roex competitors and assessment
Company assessmentDirect peers
- Care/of: Care/of is a personalized DTC vitamin and supplement brand with a subscription model. Closely mirrors Roex's direct-to-consumer e-commerce motion and customer-acquisition playbook.
- Persona: Persona is a DTC personalized nutrition and supplement company operating on a subscription model. Comparable to Roex on individualized vitamin offerings, online ordering, and recurring revenue mechanics.
- Ritual: Ritual is a venture-backed DTC essentials and multivitamin brand selling directly to consumers online. It is directly comparable to Roex on subscription-based supplement sales, DTC channel, and target health-conscious consumer.
- HUM Nutrition: HUM is a DTC beauty-from-within supplement brand selling personalized vitamin packs online. Comparable to Roex on DTC supplement e-commerce, subscription structure, and target wellness-oriented consumer.
- AG1 (Athletic Greens): AG1 sells a comprehensive daily nutritional drink via DTC subscription with heavy content and influencer marketing. Similar e-commerce-first supplement positioning targeting total-wellness consumers like Roex's Total Wellness category.
Broad incumbents
- Life Extension: Life Extension is a long-established supplement retailer selling specialty and condition-specific vitamins directly via its own website. Comparable to Roex on broad condition-targeted supplement range (heart, joint, brain, immune) and DTC e-commerce model.
- Nature Made: Nature Made is a leading mass-market vitamin and supplement brand with broad condition-specific SKUs (heart, joint, multivitamin). Comparable to Roex on category structure and target health-conscious consumer, though distributed through mass retail rather than DTC.
- Garden of Life: Garden of Life is a major specialty supplement brand with broad category coverage (probiotics, multivitamins, condition-specific). Overlaps with Roex on specialty-condition supplements and DTC plus retail distribution, but at much larger scale.
Emerging players
- Seed: Seed is a DTC synbiotic/probiotic brand operating on subscription e-commerce. Comparable to Roex on direct-to-consumer gut-health supplementation and subscription model, though narrower in category focus.
Others
- Biotivia (sister brand): Biotivia is a sister brand of Roex offering health and wellness products online. Listed as an OTHERS peer because it is operated by the same parent and shares customer base and operational infrastructure, providing a useful internal benchmark rather than an external competitor.
Market position
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
Roex social profiles
Digital presenceRoex financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roex leadership team
Management profileNumber of profiles
Profiles1 record
Roex funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roex 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 Roex
What does Roex do?
Roex (ROEX Vitamins) sells branded vitamins and dietary supplements directly to consumers through its e-commerce storefront (binscience.com). The product line is organized across 13 health goal categories including Anti-Aging, Brain Function, Digestive Support, Heart Health, Immune Support, Joint Support, and a comprehensive multivitamin called Essentially All. Customers can buy one-time or subscribe monthly (Subscribe & Save) for a 20% discount, with free shipping over $75 and a 30-day money-back guarantee.
Is Roex a public or private company?
Roex is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Roex founded?
Roex was founded in 1994. It employs 11 to 50 people.
Where is Roex based?
Roex is headquartered in Irvine, United States, in the North America region.
How does Roex make money?
One revenue line is on record: direct Product Sales.
Who are Roex's main competitors?
Direct peers on record are Care/of, Persona, Ritual, HUM Nutrition and AG1 (Athletic Greens). Broad incumbents are Life Extension, Nature Made and Garden of Life. Seed is listed as an emerging player. Biotivia (sister brand) is listed as an others.
Does Roex have an API?
No public API is recorded for Roex.
What industry is Roex in?
Roex's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity), with a secondary code of CRADAGAC, Multivitamins & Daily Packs. Its NAICS code is 456191.