GoodnessMe
GoodnessMe is an Australian direct-to-consumer online retailer and subscription box operator selling nutritionist-approved, curated health food, drinks, supplements, beauty, and home products to over 500,000 health-conscious Australian consumers since 2013.
- Company typePrivate
- Founded2013
- HeadquartersBanksmeadow, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What GoodnessMe does
GoodnessMe is an Australian direct-to-consumer online retailer and subscription box operator focused on nutritionist-approved health, wellness, and natural-food products. Founded in 2013 by Peta Shulman in Banksmeadow, the company curates its catalog across food, drinks, body & beauty, supplements, and home categories through a proprietary vetting framework called the "Real Food Code," under which in-house nutritionists (Malissa Fedele and Shahna Sarpi) review every product label before it is offered for sale. The platform serves over 500,000 cumulative customers and supports specific dietary segments including gluten-free, dairy-free, vegan, vegetarian, organic, keto, paleo, low-sugar, soy-free, grain-free, lactose-free, AIP, and FODMAP-friendly consumers, as well as gift buyers and corporate customers.
The business operates a hybrid revenue model combining transactional e-commerce (individual product sales with a free-shipping threshold of AUD $120, AUD $149 for remote areas) and recurring subscription revenue from Monthly Goodness food boxes, Beauty & Lifestyle quarterly boxes, and occasion-based gift boxes. Pricing tiers include 6-month subscription commitments with promotional incentives (free $20 gift) and free-gift thresholds on larger orders (AUD $399+). Distribution is exclusively domestic (Australia) via the company's own e-commerce storefront at goodnessmebox.com, supplemented by an Instagram-led organic social channel, an affiliate partnership program, a brand-partnership program, content marketing, email newsletters, and PR coverage in major Australian publications.
In February 2026, Reliance Consumer Products (RCPL), the FMCG arm of India-based Reliance Industries, acquired a majority stake in Goodness Group Global, the parent entity of GoodnessMe — marking RCPL's first overseas acquisition and bringing GoodnessMe under the ownership of a global conglomerate. The deal also covers sibling brands Nexba and PACE and signals a roll-up strategy in Australian health-focused consumer goods. Headcount remains small (1-10 employees per firmographic data), and no technology platform, AI/ML capabilities, or proprietary logistics infrastructure are disclosed.
GoodnessMe firmographics
Firmographics- Name
- GoodnessMe
- Legal name
- GoodnessMe
- Website
- https://goodnessmebox.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GoodnessMe is an Australian direct-to-consumer online retailer and subscription box operator selling nutritionist-approved, curated health food, drinks, supplements, beauty, and home products to over 500,000 health-conscious Australian consumers since 2013.
- Ownership category
- akta.pro rank
GoodnessMe industry classification
Industry- Product category
- Online Health Food Retail
- NAICS
- All Other Specialty Food Retailers (445298), Food (Health) Supplement Retailers (456191)
- SIC
- Retail-Food Stores (5400)
- akta.pro primary industry
- Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)
Keywords
Where GoodnessMe is headquartered
LocationHeadquarters
- HQ city
- Banksmeadow
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
GoodnessMe business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- E-commerce Product Sales: GoodnessMe operates an online retail store selling health-focused food, beverages, beauty, supplements, and home products. Customers purchase individual products at listed retail prices. The company also offers subscription boxes on a recurring monthly or quarterly basis, generating recurring revenue from subscribers.
- Subscription Boxes: Monthly and quarterly subscription boxes (Monthly Goodness, Beauty & Lifestyle boxes) offered on a recurring basis. Subscription tiers include 6-month commitments with promotional incentives such as free gifts. One-time gift subscriptions are also available for special occasions.
- Affiliate/Referral Revenue: The company operates an affiliate partnership program, suggesting a referral/affiliate revenue stream where partners earn commissions for driving sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard E-commerce Pricing |
| Subscription | Monthly | Monthly Subscription Box |
| Subscription | Multi-year contract | Beauty & Lifestyle Quarterly Box |
| Subscription | Pay-as-you-go | Gift Subscriptions |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
GoodnessMe product offering
Product offeringCore offering
GoodnessMe is a direct-to-consumer online health food retailer that sells nutritionist-approved natural, organic, and artificial-free products across food, drinks, body & beauty, supplements, and home categories. Every product is vetted against the company's proprietary "Real Food Code" standard by in-house nutritionists before being stocked. The company complements its à la carte e-commerce store with monthly and quarterly subscription boxes, curated gift boxes, and e-Gift Cards, shipping directly to Australian consumers.
Product overview
GoodnessMe is an Australian nutritionist-approved online health food store and subscription box service offering over 500,000 happy customers. The company operates a dual business model: (1) an e-commerce platform selling curated health-focused products across food, drinks, body & beauty, supplements, and home categories; and (2) subscription box products including Monthly GoodnessMe Boxes with full-sized and fun-sized wholefood products, Quarterly Beauty & Lifestyle Boxes, and various Gift Boxes for one-off purchases or subscription gifting. The platform differentiates through its 'Real Food Code' - a strict vetting process where nutritionists scrutinize every food label before products are stocked. The company was founded by Peta Shulman and serves customers seeking artificial-free, natural, organic, and specialty diet products (gluten-free, vegan, keto, paleo, etc.).
Differentiator
Problem solved
Functional benefit
Products and services
- Monthly Goodness Subscription Box A monthly subscription box containing full-sized and fun-sized wholefood products, curated by in-house nutritionists and vetted against the Real Food Code to ensure all items are ethical, all-natural, and free from artificial additives. Available as a monthly recurring subscription with an option to commit to 6 months for a promotional free gift. Sold to health-conscious Australian consumers.
- Beauty & Lifestyle Quarterly Subscription Box A quarterly subscription box featuring beauty and lifestyle products, delivered seasonally to subscribers. Designed for wellness-focused Australian consumers seeking curated natural beauty and lifestyle items aligned with GoodnessMe's ethical and natural positioning.
- Curated Gift Boxes A range of curated one-off gift boxes — including Snacker's Delight Box, New Mum Self-Care Box, Celebration Box, Beauty Mystery Box, Birthday Box, Kids Party Box, Mum Care Package Box, Mystery Box, and Pamper Box — plus gift subscriptions for Australian gift shoppers purchasing for birthdays, new mums, corporate gifting, and similar occasions.
- e-Gift Card A digital gift card redeemable across GoodnessMe's product range, offered to Australian consumers as a gifting option within the gift box category.
Quantifiable outcome
- Over 500,000 customers served
Companies that use GoodnessMe
Customer profileSegments4 records
Ideal customer profiles4 records
GoodnessMe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
GoodnessMe partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights5 records
GoodnessMe competitors and assessment
Company assessmentDirect peers
- iHerb: Global online retailer of natural products, vitamins and supplements — the international benchmark for curated D2C health e-commerce and the most cited cross-border competitor for subscribers of Australian health brands.
- healthylife.com.au: Australian online curated health food and wellness retailer — closest head-to-head peer of GoodnessMe in geography, customer base (health-conscious Australian consumers), category breadth (food, supplements, beauty) and D2C e-commerce model.
- Flannerys Organic & Wholefoods: Australian natural and organic health food retailer with both stores and online presence — comparable assortment (organic, gluten-free, paleo) and customer base to GoodnessMe, with an omnichannel angle versus pure D2C.
- Thrive Market: US online membership-based natural and organic food retailer — direct business-model analogue (curated natural/organic marketplace + subscription-style retention) and a global reference point for category positioning.
- Mr Vitamins: Australian online health and supplements retailer serving health-conscious consumers across vitamins, sports nutrition and natural health products — direct e-commerce overlap with GoodnessMe's supplements and natural-food positioning.
Broad incumbents
- Chemist Warehouse: Australia's largest discount pharmacy chain, dominant in vitamins, supplements and natural health — competes with GoodnessMe's supplements/health offering through scale pricing and an expanding online channel.
- Woolworths Australia: Australia's largest grocery retailer with a growing dedicated health, organic and free-from range — and the acquirer of healthy life (Healthylife), making it a strategic incumbent with overlapping specialty online positioning.
- Vitaco Holdings: Australasian health and wellness company owning supplement and sports-nutrition brands (Musashi, Nutra-Life) — vertically integrated analogue operating in the same product categories GoodnessMe curates.
- Coles Australia: Major Australian supermarket with an expanding natural, organic, gluten-free and plant-based assortment across online and in-store — competing for the same health-conscious shopper across general-grocery touchpoints.
Emerging players
- Sakara Life: US-based meal and supplement subscription brand targeting wellness-focused women — emerging playbook for how a curated health/wellness D2C subscription brand can scale beyond an initial niche into a premium lifestyle category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
GoodnessMe social profiles
Digital presenceGoodnessMe financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoodnessMe leadership team
Management profileNumber of profiles
Profiles3 records
GoodnessMe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoodnessMe 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 GoodnessMe
What does GoodnessMe do?
GoodnessMe is a direct-to-consumer online health food retailer that sells nutritionist-approved natural, organic, and artificial-free products across food, drinks, body & beauty, supplements, and home categories. Every product is vetted against the company's proprietary "Real Food Code" standard by in-house nutritionists before being stocked. The company complements its à la carte e-commerce store with monthly and quarterly subscription boxes, curated gift boxes, and e-Gift Cards, shipping directly to Australian consumers.
Is GoodnessMe a public or private company?
GoodnessMe is a private company. It is classified as corporate owned and is currently operating.
When was GoodnessMe founded?
GoodnessMe was founded in 2013. It employs 1 to 10 people.
Where is GoodnessMe based?
GoodnessMe is headquartered in Banksmeadow, Australia, in the Oceania region.
How does GoodnessMe make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are subscription Boxes and affiliate/Referral Revenue.
Who are GoodnessMe's main competitors?
Direct peers on record are iHerb, healthylife.com.au, Flannerys Organic & Wholefoods, Thrive Market and Mr Vitamins. Broad incumbents are Chemist Warehouse, Woolworths Australia, Vitaco Holdings and Coles Australia. Sakara Life is listed as an emerging player.
Does GoodnessMe have an API?
No public API is recorded for GoodnessMe.
What industry is GoodnessMe in?
GoodnessMe's product category is Online Health Food Retail. Its primary akta.pro industry code is CRAHAEAE, Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly). Its NAICS code is 445298 and its SIC code is 5400.