Purolabs
Purolabs Nutrition is a UK-based direct-to-consumer e-commerce brand founded in 2020 that sells clean, premium-formulated health supplements (Collagen, Menopause Complex, Biotin, Multivitamin, etc.) to health-conscious consumers via bundles and a 20%-off subscription program targeting menopause, beauty, gut-health, and general wellness needs.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Purolabs does
Purolabs Nutrition Ltd. is a UK-based direct-to-consumer e-commerce company founded in 2020 by co-founders Adam and Marilia, operating from London and selling clean-formulated natural health supplements exclusively through its own website (purolabs.com). The product portfolio comprises individual SKUs including Collagen Complex, Menopause Complex, Vitamin D3 & K2, Biotin Complex, Vitamin B12, Turmeric, Biotic Complex (probiotic), Vegan Multivitamin, and Calcium Complex, alongside expert-curated bundles and a Subscribe & Save subscription program. Products are manufactured in UK GMP-certified facilities and positioned around premium ingredients in clinically-effective doses with no fillers, additives, or synthetic ingredients.
The business monetizes through two primary mechanics: one-time unit purchases at standard pricing (typically £25-£35 per SKU) and a subscription program offering a 20% recurring discount with VIP perks and free shipping. Bundles provide a 15% cross-sell lever. The customer base spans four primary personas — women experiencing menopause, beauty-from-within consumers (skin/hair/nails), gut-health seekers, and general wellness shoppers — with a stated cumulative count of 400,000+ customers and 10,000+ 5-star reviews. Distribution is single-channel (owned DTC storefront with free UK delivery); marketing combines content (Wellness Hub blog, quiz-based recommendation tool, email with 10% first-order incentive), customer reviews/testimonials, organic social, and earned media across 15+ UK publications including Vogue, Marie Claire, The Telegraph, and Grazia.
Operationally, the company is privately held, founder-led, bootstrapped (no funding rounds disclosed), and employs 1-10 people. There is no disclosed institutional investor, parent company, or M&A activity, and geographic reach is restricted to the United Kingdom. The company carries no disclosed patents, certifications beyond UK GMP manufacturing, or technology partnerships.
Purolabs firmographics
Firmographics- Name
- Purolabs
- Legal name
- Purolabs Nutrition Ltd.
- Website
- https://purolabs.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Purolabs Nutrition is a UK-based direct-to-consumer e-commerce brand founded in 2020 that sells clean, premium-formulated health supplements (Collagen, Menopause Complex, Biotin, Multivitamin, etc.) to health-conscious consumers via bundles and a 20%-off subscription program targeting menopause, beauty, gut-health, and general wellness needs.
- Ownership category
- akta.pro rank
Purolabs industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- akta.pro primary industry
- Fortification Ingredients (Vitamins, Minerals, Nutrient Premixes) (CRADAOAM)
- akta.pro secondary industries
- Probiotics & Digestive Health Supplements (CRADAGAF), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)
Keywords
Where Purolabs is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Purolabs 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, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase of individual supplements and bundled products at standard pricing. Products include Collagen Complex (£34.99), Vitamin D3 & K2 (£29.99), Menopause Complex, Biotin Complex, Turmeric, Biotic Complex, Multivitamin, Vitamin B12, Calcium Complex, and curated bundles.
- Subscription/Recurring Revenue: Subscribe & Save program offering 20% off recurring orders with flexible scheduling. Subscribers can mix and match products monthly and receive VIP perks and benefits including free shipping always.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual supplement products |
| Subscription | Monthly | Subscribe & Save Program |
| Unit Pricing | Pay-as-you-go | Bundle Products |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Purolabs product offering
Product offeringCore offering
Purolabs is a UK-based direct-to-consumer brand that manufactures and sells clean-label natural dietary supplements (Collagen Complex, Menopause Complex, Vitamin D3 & K2, Biotin Complex, Vitamin B12, Turmeric, Biotic Complex probiotic, Vegan Multivitamin, Calcium Complex) under its own label in UK GMP-certified facilities. It monetizes through one-time purchases of individual SKUs, expert-curated bundles offering 15% savings, and a Subscribe & Save recurring program offering 20% off every order with flexible scheduling for UK consumers.
Product overview
Purolabs Nutrition is a UK-based natural supplement company offering a portfolio of health and wellness products. The core offering consists of individual supplements including Collagen Complex, Menopause Complex, Vitamin D3 & K2, Biotin Complex, Vitamin B12, Turmeric, Biotic Complex (Probiotic), Multivitamin, and Calcium Complex. These products address various health needs including bone health, brain health, energy, eye health, gut health, hair, heart health, immunity, joints, menopause, pregnancy, sleep, skin, and stress/mood. The company also offers Bundles (expert-curated product combinations with 15% savings) and a Subscribe & Save Program (20% off recurring orders). The supplements are positioned as clean, potent formulas with no hidden fillers, featuring premium ingredients in clinically-effective doses.
Differentiator
Problem solved
Functional benefit
Products and services
- Collagen Complex A collagen dietary supplement priced at £34.99 designed to support better skin health from within, targeting adult consumers seeking beauty-from-within results.
- Menopause Complex A natural supplement providing relief from menopause symptoms including hot flashes and night sweats, targeted at women experiencing perimenopause or menopause who prefer a clean, natural alternative to HRT.
- Vitamin D3 & K2 A vitamin D3 and K2 dietary supplement priced at £29.99 combining the two nutrients to support bone health for adult consumers.
- Biotin Complex A biotin dietary supplement designed to support hair health, thickness, and growth, targeted at consumers seeking beauty-from-within hair support.
- Vitamin B12 A vitamin B12 supplement to support energy levels and combat fatigue, targeted at adults experiencing low energy or B12 deficiency.
- Turmeric A turmeric dietary supplement designed to support joint health and manage inflammation, targeted at adults with joint discomfort or active lifestyles.
- Biotic Complex A probiotic dietary supplement supporting gut health and digestion, targeted at adults managing IBS, food intolerances, bloating, or general microbiome balance.
- Vegan Multivitamin A comprehensive vegan multivitamin designed for daily nutrition support, targeted at adults seeking a plant-based broad-spectrum supplement.
- Calcium Complex A calcium dietary supplement designed to support bones and joints, targeted at adults seeking bone and joint structural health.
- Bundles Expert-curated product combinations designed to work better together, offering 15% savings versus individual SKU pricing, targeted at consumers seeking multi-product regimens.
- Subscribe & Save Program A subscription program offering 20% off every order with flexible delivery scheduling, product mix-and-match, and VIP perks including always-free shipping, targeted at repeat consumers seeking recurring supplementation.
Quantifiable outcome
- 400,000+ customers served with 60-day satisfaction guarantee
- +2 more outcomes
Companies that use Purolabs
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Purolabs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Purolabs partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Purolabs competitors and assessment
Company assessmentDirect peers
- Care/of: US DTC personalized vitamin and supplement brand with a quiz-driven recommendation experience and subscription. Comparable to Purolabs on quiz-based personalization, D2C subscription, and clean-label positioning.
- Yourbiology: DTC gut-health and probiotic supplement brand with strong UK/EU e-commerce presence and subscription mechanics. Directly comparable to Purolabs' Biotic Complex in category, pricing, and D2C subscription model.
- Form Nutrition: UK premium plant-based nutrition brand selling supplements and functional foods direct to consumers. Comparable to Purolabs on UK DTC positioning, clean-label formulation, and subscription/bundle merchandising.
- Heights: UK-based DTC braincare and performance supplement brand selling premium, subscription-led supplements direct to consumers. Highly comparable to Purolabs in go-to-market, premium positioning, and British consumer audience.
- Ritual: US DTC multivitamin and supplement brand built on traceable ingredients, clean formulations, and a subscription model. Comparable to Purolabs on 'clean / no fillers' positioning and D2C subscription mechanics, though primarily US-focused.
- Wild Nutrition: UK DTC supplement brand selling premium, expert-formulated women's and family health supplements via a direct, subscription-friendly e-commerce model. Comparable to Purolabs on premium positioning, female-focused SKUs, and UK D2C channel.
- Artah: UK DTC supplement brand focused on practitioner-formulated, high-dose nutrition sold direct to consumers. Comparable to Purolabs on premium 'clean formulation' positioning and UK D2C model.
Broad incumbents
- Vitabiotics: UK-based, largest vitamin and supplement company selling across grocery, pharmacy, and DTC channels. Comparable category footprint to Purolabs (vitamins, minerals, collagen, women's health) but at far greater scale and via mass retail.
- AG1 (Athletic Greens): Global, venture-backed daily health supplement brand with a single-SKU subscription model and strong paid social presence. Adjacent to Purolabs as a much larger premium DTC supplement incumbent with overlapping UK consumer demand.
- Holland & Barrett: UK health and wellness retailer with own-brand and third-party vitamins and supplements. Comparable category overlap with Purolabs, including premium and clean-label products, with a much larger multi-channel retail footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Purolabs social profiles
Digital presencePurolabs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Purolabs leadership team
Management profileNumber of profiles
Profiles2 records
Purolabs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Purolabs 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 Purolabs
What does Purolabs do?
Purolabs is a UK-based direct-to-consumer brand that manufactures and sells clean-label natural dietary supplements (Collagen Complex, Menopause Complex, Vitamin D3 & K2, Biotin Complex, Vitamin B12, Turmeric, Biotic Complex probiotic, Vegan Multivitamin, Calcium Complex) under its own label in UK GMP-certified facilities. It monetizes through one-time purchases of individual SKUs, expert-curated bundles offering 15% savings, and a Subscribe & Save recurring program offering 20% off every order with flexible scheduling for UK consumers.
Is Purolabs a public or private company?
Purolabs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Purolabs founded?
Purolabs was founded in 2020. It employs 1 to 10 people.
Where is Purolabs based?
Purolabs is headquartered in London, United Kingdom, in the Europe region.
How does Purolabs make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Recurring Revenue.
Who are Purolabs's main competitors?
Direct peers on record are Care/of, Yourbiology, Form Nutrition, Heights, Ritual, Wild Nutrition and Artah. Broad incumbents are Vitabiotics, AG1 (Athletic Greens) and Holland & Barrett.
Does Purolabs have an API?
No public API is recorded for Purolabs.
What industry is Purolabs in?
Purolabs's product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAOAM, Fortification Ingredients (Vitamins, Minerals, Nutrient Premixes), with a secondary code of CRADAGAF, Probiotics & Digestive Health Supplements. Its NAICS code is 456191.