What Equelle does

Equelle is the consumer brand of Bonafide Health, LLC — a subsidiary of dietary supplement manufacturer Pharmavite LLC — that sells a single, hormone-free, non-prescription dietary supplement aimed at perimenopausal, menopausal, and postmenopausal women. The product is built around S-equol, a plant-based metabolite produced from non-GMO soy germ through a proprietary, patented fermentation process held by Otsuka Pharmaceutical's Saga Nutraceuticals Research Institute and protected under U.S. Patent No. 9,386,786. S-equol shares molecular similarity to estrogen but preferentially binds to estrogen receptor beta (ER-β), which is rarely expressed in breast, ovarian, or uterine tissue, allowing it to mimic select estrogenic effects without containing human or animal hormones. The supplement is dosed at two tablets daily (5mg S-equol per tablet, plus 120mg calcium) and is supported by four randomized placebo-controlled clinical trials conducted in Japan and the U.S.

Equelle operates a direct-to-consumer (DTC) business model, selling exclusively through equelle.com with no retail distribution and no international shipping. Revenue is generated via one-time purchases ($42/bottle) and two subscription tiers (30-day at $39.90/month and 90-day quarterly at $37/month, billing monthly), all with free U.S. shipping and a 90-day money-back guarantee. A secondary healthcare professional (HCP) channel supports recommendations through a medical advisor panel (including Dr. James A. Simon, Dr. Maria Sophocles, and Nurse Barb Dehn) and a sample-request workflow. The brand reports high engagement indicators: an 86% satisfaction rate, 8/10 of users willing to recommend, and approximately 2,526 product-page reviews of which 1,600+ are five-star. Marketing is concentrated on content (Menopause Learning Center blog), SEO, email, Facebook/Instagram organic social, PR placements (Forbes, Mind Body Green, Rachael Ray Every Day, Parade), and an interactive symptom-fit quiz used for mid-funnel qualification.

The company is privately held and structurally lean: Bonafide Health, LLC is the U.S. entity, headquartered in Harrison, NY, with disclosed headcount of 1–10. Equelle was originally launched in Japan in 2014 under an Otsuka-affiliated entity and entered the United States in 2019. No venture financings, acquisitions, or public-market events are recorded in the available data; operations are funded and supported through the parent Pharmavite relationship.

Name

Equelle

Legal name

Bonafide Health, LLC dba Equelle

Website

https://equelle.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Equelle (Bonafide Health, LLC, a Pharmavite subsidiary) sells a hormone-free, non-prescription S-equol dietary supplement directly to perimenopausal, menopausal, and postmenopausal women via equelle.com subscriptions and one-time purchases, backed by four randomized clinical trials and an HCP recommendation channel.

Ownership category

akta.pro rank

Product category

Menopause Dietary Supplements

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sleep, Stress & Mood Support (HLAIADAG)

akta.pro secondary industry

Menstrual Pain Relief & Period Care Supplements (CRABAIAJ)

Keywords

• Menopause supplements
• Dietary supplements
• Women's health products
• S-equol supplement
• Hormone-free relief

Headquarters

HQ city

La Jolla

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Operations

Revenue model

1. Direct-to-Consumer Supplement Sales: Equelle generates revenue primarily through direct-to-consumer sales of its S-equol menopause supplement via equelle.com. It offers subscription plans (30-day monthly at $39.90/month and 90-day quarterly at $37/month, saving 26%) and one-time purchases at $42 per bottle. All orders include free US shipping. The brand also accepts HSA/FSA payments with a Letter of Medical Necessity for reimbursement.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Equelle manufactures and sells a hormone-free, non-prescription dietary supplement powered by S-equol, a plant-based metabolite derived from fermented soy germ. The product provides multi-symptom menopause relief—including reduced hot flashes, improved sleep quality, relief from muscle aches, and support for healthy bones—and is sold directly to consumers via the equelle.com e-commerce site under subscription and one-time purchase plans.

Product overview

Equelle is a single, unified menopause support supplement product rather than a platform with multiple modules. The core offering is the Equelle dietary supplement capsules powered by proprietary S-equol, a plant-based soy metabolite produced through a patented fermentation process. The product is available exclusively online through the company's website via one-time purchase or subscription plans (30-day or 90-day subscriptions), and comes with a 90-day money-back guarantee. S-equol is the key active ingredient (5mg per tablet, 10mg daily dose) combined with 120mg calcium per tablet. The company also provides educational resources including a Menopause Learning Center blog and healthcare professional support materials. Equelle is manufactured by Bonafide Health, LLC (dba Equelle), a subsidiary of Pharmavite.

Differentiator

Problem solved

Functional benefit

Products and services

• Equelle S-equol Menopause Supplement Hormone-free, non-prescription dietary supplement containing 5mg S-equol per tablet (10mg daily dose) plus 120mg calcium, taken as 2 tablets daily to relieve hot flashes, improve sleep, relieve muscle aches, and support bone health in perimenopausal, menopausal, and postmenopausal women.

Quantifiable outcome

• 86% satisfaction rate among Equelle users
• +6 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Pharmavite LLCcoreOthersPharmavite LLC is the parent company of Equelle (operated as Bonafide Health, LLC dba Equelle). Pharmavite manufactures dietary supplements and is a well-known health products company. Dr. Susan Mitmesser, Chief Science Officer at Pharmavite, is also an Equelle Medical Advisor and has authored research on S-equol.
• Otsuka Pharmaceutical (Saga Nutraceuticals Research Institute)coreTechnology or IntegrationOtsuka Pharmaceutical's Saga Nutraceuticals Research Institute in Japan developed the patented S-equol fermentation process. Key researchers Tomomi Ueno, MS (plant chemist with 26 years of research) and Shigeto Uchiyama, Pharmacist, are based at the Saga Institute. S-equol originates from Japan and Equelle was first launched there in 2014 by the Otsuka-affiliated entity before entering the US market.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ritual: Ritual is a direct-to-consumer supplement brand with a similar subscription model, clinical transparency, and clean-label positioning. It is a broad incumbent in DTC women's supplements and competes for the same health-conscious female consumer.
• Care/of: Care/of is a direct-to-consumer personalized supplement brand with subscription-based delivery and a quiz-driven purchase flow. It is a broad incumbent in DTC supplements and competes for the same digitally engaged female consumer as Equelle.
• Nutrafol: Nutrafol is a clinically positioned, doctor-recommended supplement brand sold via DTC and professional channels. It is a broad incumbent in clinically-backed women's wellness supplements, sharing Equelle's evidence-based, HCP-endorsed go-to-market motion.
• Hims & Hers Health: Hims & Hers is a large direct-to-consumer telehealth and wellness platform that has expanded into women's health, including perimenopause and menopause. It is a broad incumbent competing for the same digitally native women's health consumer with both supplements and prescription offerings.

Direct peers

• Elektra Health: Elektra Health is a digital menopause platform combining clinician care, education, and community for women in midlife. It is a direct competitor to Equelle in the U.S. menopause care category, addressing the same customer with a telehealth-plus-education model.
• Midi Health: Midi Health is a virtual care clinic focused specifically on perimenopause and menopause, offering clinician-led treatment plans that often include non-hormonal and hormonal options. It is a direct competitor in the U.S. menopause category, targeting the same perimenopausal and menopausal women with an alternative care model.
• Evernow: Evernow is a telehealth company providing menopause care, including prescriptions and supplements, to women in midlife. It is a direct peer competing for the same menopausal consumer, with an overlapping non-hormonal supplement business.
• Alloy Women's Health: Alloy is a direct-to-consumer menopause brand offering prescription treatments, supplements, and telehealth. It is a direct peer to Equelle, serving the same perimenopausal and menopausal demographic with overlapping supplement and clinical offerings.
• Amberen: Amberen is a menopause dietary supplement brand sold direct-to-consumer and through retail, targeting relief of hot flashes, night sweats, and energy. It is a direct competitor in the OTC menopause supplement category.
• Estroven (i-Health): Estroven is a long-standing OTC dietary supplement line for menopause symptoms, including hot flashes, sleep, and mood. It is a direct peer to Equelle in the U.S. non-prescription menopause supplement shelf, competing for similar symptom relief outcomes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EquelleOfficial
• Instagraminstagram.com/equelleofficial
• Xx.com/EQUELLEofficial
• LinkedInlinkedin.com/company/equelle

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Equelle