Myvitamins
Myvitamins is a UK direct-to-consumer vitamins, minerals and supplements e-commerce brand trading under THG Nutrition Limited, selling gummy, capsule and sports-nutrition products to beauty, fitness and general-wellness consumers via its own website and mobile app.
- Company typePrivate
- Founded2011
- HeadquartersNorthwich, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Myvitamins does
Myvitamins is a United Kingdom-based direct-to-consumer vitamins, minerals and supplements e-commerce brand, trading under THG Nutrition Limited, a subsidiary of THG (The Hut Group). Founded in 2011 and headquartered in Northwich (with operations tied to Manchester), the company focuses on the consumer wellness category spanning beauty, fitness, gut health, sleep, cognitive function and general daily supplementation. Its catalogue is weighted toward gummy supplements (over 35 variants across multivitamins, beauty, mushroom complexes, menopause and women's health), supplemented by capsules, softgels, powders and sports nutrition formats such as Clear Whey Protein and 3-in-1 Creatine + Collagen + Electrolytes.
The platform is built on an owned e-commerce storefront (myvitamins.com) and a branded mobile app (Android and iOS), with no reliance on third-party marketplaces or physical retail. Supporting technical product surface includes a Build Your Own Bundle customisation tool, a subscription-box engine (Beauty Box and Gummies Subscription Box at £21.99/month), an AI Wellness Coach chatbot embedded in the site header and app, and integrations with multiple payment processors including Klarna, Apple Pay and Frasers Plus credit. An Expert Advice content hub (nutrition, health, wellness, recipes, beauty) drives organic acquisition, and the business is FCA-authorised as an Introducer Appointed Representative of Frasers Group Financial Services for regulated credit activity.
Myvitamins operates a pure DTC model in the United Kingdom and Ireland, monetised through one-time product sales and recurring subscriptions. Pricing is unit-based with aggressive promotional mechanics — site-wide sales up to 70% off, an app-exclusive 15% discount, a referral programme offering £10 credit, and student pricing through Student Beans and UNiDAYS — alongside heavy discounting on flagship items (e.g., Multivitamin Gummies £5.10 vs £16.99 RRP; Hair, Skin and Nails Gummies £8.40 vs £20.99 RRP). The customer base spans beauty-from-within buyers, fitness/performance users, general wellness consumers, kids, vegans and students, with a 4.5-star Trustpilot rating across more than 12,000 reviews. As a single brand inside THG Nutrition Limited, Myvitamins does not disclose standalone revenue, headcount or funding data; THG group reporting does not break out the brand separately in the inputs provided.
Myvitamins firmographics
Firmographics- Name
- Myvitamins
- Legal name
- THG Nutrition Limited
- Website
- https://myvitamins.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Myvitamins is a UK direct-to-consumer vitamins, minerals and supplements e-commerce brand trading under THG Nutrition Limited, selling gummy, capsule and sports-nutrition products to beauty, fitness and general-wellness consumers via its own website and mobile app.
- Ownership category
- akta.pro rank
Myvitamins industry classification
Industry- Product category
- Vitamins and Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industries
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Multivitamins & Daily Packs (CRADAGAC), Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where Myvitamins is headquartered
LocationHeadquarters
- HQ city
- Northwich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Myvitamins business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Infrastructure, Personnel, Technology or R&D
Revenue model
- Product Sales: Direct sales of vitamins, minerals, and supplements through e-commerce website and mobile app. Products include gummies, capsules, tablets, softgels, and bundles. One-time purchase and subscription options available.
- Subscription Boxes: Recurring subscription model for Beauty Box and Gummies Box subscription products, providing predictable recurring revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single product purchases with discounted sale prices |
| Subscription | Monthly | Subscription Box products |
| Unit Pricing | Pay-as-you-go | Bundle products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Myvitamins product offering
Product offeringCore offering
Myvitamins is a direct-to-consumer brand that formulates, brands and sells vitamins, minerals, and dietary supplements through its own e-commerce website and mobile app. The portfolio centres on gummy-format supplements (multivitamins, beauty, mushroom, immunity, sleep, women's health), alongside capsules, tablets, softgels, protein powders, and curated subscription boxes delivered to UK and Ireland consumers.
Product overview
Myvitamins is a direct-to-consumer vitamins, minerals and supplements brand offering a comprehensive portfolio of health and wellness products. The offering consists primarily of gummy supplements (the largest category with over 35+ varieties including multivitamins, beauty formulas, mushroom complexes, and specialty wellness gummies), capsule and tablet formats (collagen, minerals, adaptogens), protein and sports nutrition products, and subscription boxes. The core product line includes bestselling Hair Skin and Nails Gummies, Multivitamin Gummies, Marine Collagen Gummies, and mushroom-based cognitive support products. The portfolio also features customisation through a build-your-own-bundle tool, subscription services (Beauty Box, Gummies Box), and a mobile app with exclusive offers. The company positions itself as a wellness lifestyle brand, supported by an AI-powered Wellness Coach chatbot and partnerships with student discount platforms (Student Beans, UNiDAYS) for customer acquisition.
Differentiator
Problem solved
Functional benefit
Products and services
- Clear Whey Protein and Collagen Plus
Quantifiable outcome
- Over 12,000 customer reviews on Trustpilot with 4.5-star average rating
Companies that use Myvitamins
Customer profileSegments6 records
Ideal customer profiles4 records
Myvitamins technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature1 record
Myvitamins partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Student BeansminorStudent Beans provides exclusive student discount codes and offers for Myvitamins, enabling student customers to access reduced prices on vitamins and supplements through verified student status.
- UNiDAYSminorUNiDAYS offers exclusive deals and discounts for students at Myvitamins, providing fast and free access to student-exclusive offers to drive sales to the student demographic.
- TrustpilotminorTrustpilot provides an independent review platform for Myvitamins, hosting over 12,000 customer reviews with a 4.5-star rating, building trust and credibility with potential customers.
- Frasers Group Financial ServicescoreFrasers Group Financial Services provides installment payment options (Frasers Plus) and is the authorized payment agent for regulated payment services through Transact Payments Limited, enabling customers to buy now pay later options.
- KlarnaminorKlarna provides slice payment options allowing customers to pay for products in installments, improving affordability and conversion rates.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Myvitamins competitors and assessment
Company assessmentBroad incumbents
- Holland & Barrett: UK's largest health and wellness retailer with ~800+ stores selling vitamins, supplements, and sports nutrition. Direct competitor for Myvitamins' supplement range with overlapping customer base but stronger offline presence and broader category footprint.
- LloydsPharmacy (now Pharmacy2U/Online Doctor): UK pharmacy operator with broad vitamin and supplement range online. Comparable distribution and customer base in UK, but competes from a regulated pharmacy-led position rather than DTC brand.
- Boots (supplements range): UK pharmacy and health retailer with extensive own-label and branded vitamin/supplement offering. Overlaps with Myvitamins on multivitamins, beauty supplements, and kids' ranges, with much broader offline reach.
Direct peers
- Ritual: US-based D2C vitamin brand built around subscription, traceability, and minimalist positioning. Comparable D2C/subscription model and target demographic (women, wellness-focused) but US-focused rather than UK.
- Healthspan: Direct-to-consumer UK supplements brand offering vitamins, minerals, and condition-specific formulations via mail order and online. Comparable in D2C motion, pricing strategy, and UK demographic targeting to Myvitamins.
- Nature's Best: UK sports nutrition and supplements brand with overlapping ranges in protein, creatine, and vitamins. Comparable mid-market positioning and direct distribution to UK consumers.
- Vitabiotics: UK-headquartered vitamin and supplement manufacturer/brand with similar category coverage (beauty, women's health, kids, immunity) and broad D2C and retail distribution. Closest like-for-like peer in terms of product breadth and target consumer.
Emerging players
- AG1 (Athletic Greens): Premium D2C daily nutrition brand built on subscription and influencer-led acquisition. Comparable subscription/recurring model and digital-first growth strategy targeting health-conscious consumers.
- Heights: UK-based D2C braincare supplement brand using subscription and educational content. Comparable D2C motion, content-led marketing, and subscription box mechanic.
- Wild Nutrition: UK-based premium supplements brand focused on women's health and condition-specific formulations. Comparable product positioning (beauty-from-within, hormonal health) and D2C-led distribution in the UK market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Myvitamins social profiles
Digital presenceMyvitamins compliance and trust
Trust signalCompliance1 record
Myvitamins financial estimates
Financial estimateRevenue estimate
Valuation estimate
Myvitamins leadership team
Management profileNumber of profiles
Myvitamins funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Myvitamins 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 Myvitamins
What does Myvitamins do?
Myvitamins is a direct-to-consumer brand that formulates, brands and sells vitamins, minerals, and dietary supplements through its own e-commerce website and mobile app. The portfolio centres on gummy-format supplements (multivitamins, beauty, mushroom, immunity, sleep, women's health), alongside capsules, tablets, softgels, protein powders, and curated subscription boxes delivered to UK and Ireland consumers.
Is Myvitamins a public or private company?
Myvitamins is a private company. It is classified as corporate owned and is currently operating.
When was Myvitamins founded?
Myvitamins was founded in 2011. It employs 1,001 to 5,000 people.
Where is Myvitamins based?
Myvitamins is headquartered in Northwich, United Kingdom, in the Europe region.
How does Myvitamins make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are subscription Boxes.
Who are Myvitamins's main competitors?
Broad incumbents on record are Holland & Barrett, LloydsPharmacy (now Pharmacy2U/Online Doctor) and Boots (supplements range). Direct peers are Ritual, Healthspan, Nature's Best and Vitabiotics. Emerging players are AG1 (Athletic Greens), Heights and Wild Nutrition.
Does Myvitamins have an API?
No public API is recorded for Myvitamins.
What industry is Myvitamins in?
Myvitamins's product category is Vitamins and Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), 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.