Vitaviva

What Vitaviva does

Vitaviva is a privately held, founder-led direct-to-consumer dietary supplement retailer founded in 1998 and headquartered in Copenhagen (with a Malmö-listed address), selling premium vitamins, minerals, amino acids, probiotics, herbal extracts, and targeted formulations across more than 20 sub-brands including the flagship Vitamax™ multivitamin, the daydose packs Vitadaily, Vitamama, Vitaman, and Vitasport, the Vitakids children's line, and beauty-from-within products such as Vitaglow and the 3-in-1 Beauty Booster. The company sells exclusively through its own Shopify-powered e-commerce storefront at vitaviva.com and ships to 30+ countries across Europe, Asia Pacific, North America, and the Middle East.

The product strategy emphasizes bioavailability and absorption optimization, with proprietary formulation choices such as the inclusion of NovaSOL® liquid curcumin (a clinically tested, water-soluble micellar form) in the Powerful Turmeric product and the use of extra virgin olive oil as a fat-soluble carrier for Vitamin D3. Formulations are described as developed in collaboration with doctors and health professionals, and the company supports the purchase funnel with a personalized product quiz, free weekday live chat with wellness experts, free online consultations via Google Meet, and a 15+ person ambassador program of athletes, healthcare providers, and lifestyle personalities.

The business model is DTC e-commerce with two revenue mechanics: one-time unit-priced purchases (€19-73 per item) and a Subscribe & Save subscription program offering 15% discount on 30/60/90-day recurring deliveries. A tiered VV+Members loyalty program (Friend, Family, Ambassador, Inner Circle) supports retention, with 25,000+ active members, a 4.8/5 satisfaction rating, and 98% referral intent. The company is lean (1-10 employees), discloses no institutional funding or acquisition activity, and is led by CEO Bianca Brangstrup. The primary customer base is health-conscious adults across Europe, with secondary segments for athletes, expecting mothers, children, and men aged 30+.

Name

Vitaviva

Legal name

Vitaviva

Website

https://vitaviva.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Vitaviva is a Denmark-based DTC dietary supplement retailer founded in 1998, selling premium vitamins, minerals, and targeted formulations (multivitamins, beauty, sports, prenatal, children) via its Shopify platform with subscriptions and a 25,000+ member loyalty program.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Children’s Vitamins & Supplements (CRADAGAJ), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Herbal & Botanical Supplements (CRADAGAD), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Dietary supplements
• Multivitamins and minerals
• Bioavailability formulations
• Wellness products
• Vitamin subscriptions

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchases of individual supplements ranging from €19-73. Customers buy through Shopify e-commerce platform.
2. Subscription Revenue: Recurring subscription model offering 15% discount on regular deliveries. Customers choose frequency of 30, 60, or 90 days. Drives predictable recurring revenue and customer retention.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Vitaviva is a direct-to-consumer retailer of premium dietary supplements, offering a comprehensive range of vitamins, minerals, multivitamins, omega-3, probiotics, amino acids, collagen-based beauty supplements, and targeted life-stage formulations (prenatal, men's health, children's, athletic). The company develops its branded formulations in collaboration with doctors and health professionals, focusing on bioavailability, higher potency dosages, and natural ingredients, and sells them via its own e-commerce platform with subscription and loyalty options.

Product overview

Vitaviva is a premium supplement retailer offering a comprehensive portfolio of dietary supplements designed for absorption. The product line is organized as a unified brand with multiple product categories: core multivitamin and daydose products (Vitamax™, Vitadaily, Vitamama, Vitaman, Vitasport), individual standalone supplements (Omega 3, Vitamin D3, Magnesium, Amino Acid Complex, Vitaflora, Powerful Turmeric), beauty-from-within products (Vitaglow, 3 in 1 Beauty Booster, Great Hair Complex), specialized formulations (15 Day Cleanse), and a sub-brand for children (Vitakids: Vitamin D3, Omega 3, Multivitamin, Probiotics). Products are also offered in value bundles (Daily Digestive Support Bundle, 15 Day Cleanse Pack). The company emphasizes science-backed formulations developed with doctors, high bioavailability, natural ingredients, and personalized customer guidance. A subscription model (Subscribe & Save) and loyalty program (VV+Members) complement the product offering.

Differentiator

Problem solved

Functional benefit

Brands

• Vitamax: Flagship multivitamin enriched with greens, spirulina, wheatgrass; the first formula created 25+ years ago
• Vitadaily
• Vitamama
• Vitaman
• Vitaglow
• Vitaflora
• Vitasport
• Vitakids
• Vitateen
• VV+Members

Products and services

• Vitamax Flagship multivitamin enriched with greens (spirulina, wheatgrass) combining 54+ ingredients including vitamins, minerals, amino acids, Coenzyme Q10, and greens powders; targeted at adults seeking comprehensive daily nutrition with high bioavailability.
• Vitadaily Complete daydose pack with a multivitamin designed to support everyday nutritional intake via pre-packed daily sachets combining multiple supplements.
• Omega 3
• Vitaglow
• Vitamama
• Vitaman
• Vitasport
• Vitaflora
• Amino Acid Complex
• Vitamin D3 3000 IU
• Powerful Turmeric
• Great Hair Complex
• 3 in 1 Beauty Booster
• Magnesium
• 15 Day Cleanse
• VitaKids Vitamin D3
• VitaKids Omega 3
• VitaKids Multivitamin
• VitaKids Probiotics
• Daily Digestive Support Bundle
• 15 Day Cleanse Pack
• Subscribe & Save Subscription
• VV+Members Loyalty Program

Quantifiable outcome

• 25,000+ active loyalty program members
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Doctors and Health ProfessionalscoreStrategic or Co-development PartnerProducts developed in collaboration with doctors and health professionals. Formulas rooted in scientific research with evidence-based formulations designed for real, measurable results.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Care/of: Care/of pioneered personalized DTC vitamins via an online quiz and monthly supply packs, with a subscription-first model. Highly comparable to Vitaviva's quiz-driven personalization GTM and daydose-pack format (Vitadaily, Vitamama).
• BetterYou: BetterYou is a UK-based premium supplement brand specializing in nutrient absorption / bioavailability formulations (e.g., sublingual, liposomal). Comparable to Vitaviva's bioavailability-led positioning and European DTC distribution.
• HUM Nutrition: HUM Nutrition is a DTC beauty-from-within supplement brand with a personalization quiz and subscription model. Directly comparable to Vitaviva's Vitaglow and 3-in-1 Beauty Booster beauty line.
• Wild Nutrition: Wild Nutrition is a UK-based premium supplement brand focused on high-quality, bioavailable formulations developed with nutrition experts and shipped DTC across Europe. Closest European geographic and positioning peer to Vitaviva.
• Athletic Greens (AG1): AG1 is the leading premium 'greens' daily supplement DTC brand, heavily emphasizing bioavailability, taste, and a single-product subscription. Closely comparable to Vitaviva's flagship Vitamax (multivitamin with greens) on positioning and outcome-driven premium pricing, though much larger and venture-backed.
• Ritual: Ritual is a US-headquartered DTC premium multivitamin and supplement brand with a subscription model and traceability/transparency positioning. Highly comparable to Vitaviva in product (multi-stage multivitamin), GTM (DTC subscription), and target audience (health-conscious adults); key difference is US-centric scale and stronger institutional backing.

Emerging players

• Momentous: Momentous is a US premium sports and recovery supplement brand founded by athletes, comparable to Vitaviva's Vitasport line. Overlaps in athlete-targeted supplementation and premium pricing model.
• Nordic Naturals: Nordic Naturals is a premium omega-3/fish oil supplement brand with strong European ties, comparable to Vitaviva's Omega 3 product (Peruvian anchovy fish oil). Overlaps in premium-positioned, traceability-led supplements across Europe/US.

Broad incumbents

• Pharma Nord: Pharma Nord is a long-established Danish/European vitamin and supplement manufacturer and brand selling across pharmacies and retailers. Comparable as a broad incumbent European player in the same categories as Vitaviva, though distributed through different channels.
• Solgar: Solgar is a long-standing global premium vitamin, mineral and herbal supplement brand, sold through health-food retailers and pharmacies in Europe. Comparable as a broad incumbent in the same product categories; differentiated from Vitaviva by retail/wholesale distribution versus DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vitavivapage
• LinkedInlinkedin.com/company/vitaviva-b-v-
• Instagraminstagram.com/vitavivaworld
• Xx.com/vitaviva_com

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 Vitaviva