Holistic Sweden AB

What Holistic Sweden AB does

Holistic Sweden AB is a privately held Swedish company, founded in 2002 and headquartered at Litiumgatan 10 in Norrköping, that develops, manufactures, and sells premium clean-label dietary supplements. Its portfolio spans more than 30 SKUs across vitamins (D3, B-complex, multivitamins), minerals (magnesium in citrate, bisglycinate, malate, and liposomal forms; zinc; multimineral), probiotics and gut-health formulations (Spore Biome, Lactovitalis range, Femme Flora), specialty women's-health lines (Femme Balans, Femme Paus, Femme Fertil+), sleep, detox, hormonal, and longevity categories (NAD+, Mega B metylerad, Sömbalans, Ultradetox), plus superfoods and topical magnesium products. A core technical differentiator is its liposomal delivery platform — including a patented chemical-free dry liposomal capsule process — which encapsulates nutrients in phospholipids for near-100% cellular uptake and shelf-stable, preservative-free formats. The company also describes a wholesale activity in raw organic food alongside its supplement business.

Holistic operates a dual-channel commercial model. On the demand side it runs a direct-to-consumer e-commerce site (holistic.se) supported by a freemium "Holistic Club" membership that unlocks a 20% first-order discount and gates the subscription ("prenumeration") program for recurring purchases. A digital needs-assessment test (Digitalt behovstest) drives personalized product recommendations, and the company sells home health tests (hormone, gut, nutrition) booked through Bokadirekt, with results feeding product recommendations. On the supply side it operates a dedicated B2B portal (holistic.supply.io) that allows retailers to apply as authorized resellers and place wholesale orders directly. Pricing is positioned in the SEK 122–472 per SKU range with freemium membership gating subscription discounts and free shipping above SEK 299. Payment is processed via Klarna, with last-mile delivery handled by PostNord, Early Bird, and Airmee.

The company's go-to-market is content- and education-led: Holistic runs an in-house magazine (Holistics värld), a podcast distributed on Spotify, courses and educator programs, and maintains organic presence on Facebook, Instagram, TikTok, and LinkedIn. Marketing partnerships include Olympic-level athlete Anna Swenn Larsson as brand ambassador, practitioner Naprapatjonas for clinical recommendation of Magnesiumbisglycinat, and a co-development collaboration with breathwork brand Hale. The company has no disclosed funding events, no parent company, and no reported M&A or leadership changes in the available data; it is independently owned and operates primarily in Sweden, with a Nordic-region footprint flag.

Name

Holistic Sweden AB

Legal name

Holistic Sweden AB

Website

https://holistic.se

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Holistic Sweden AB is a privately held Swedish company that develops, manufactures, and sells premium clean-label dietary supplements via its holistic.se e-commerce store, wholesale B2B portal, and subscription program, serving health-conscious Swedish consumers.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), All Other Specialty Food Retailers (445298)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Probiotics & Digestive Health Supplements (CRADAGAF), Weight Management & Metabolic Supplements (CRADAGAG), Health Food & Supplement Stores (CRAHAEAC), Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

Keywords

• Dietary supplements
• Liposomal vitamins
• Probiotic supplements
• Organic superfoods
• Wholesale supplements

Headquarters

HQ city

Norrköping

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: B2C sales through holistic.se website. Customers purchase supplements directly online with subscription and one-time purchase options. Membership program (Holistic Club) provides 20% first-order discount and personalized recommendations.
2. Wholesale and Retail Distribution: B2B sales to retailers and resellers through holistic.supply.io B2B portal. Retailers can apply to become authorized resellers.
3. Subscription/Prenumeration Model: Recurring subscription model requiring Holistic Club membership (free). Members receive personalized information, special offers, and recurring purchase discounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Holistic Sweden AB manufactures and sells premium dietary supplements under its own Holistic brand, including vitamins, minerals, probiotics, omega-3s, superfoods, and topical magnesium products, with a proprietary liposomal delivery technology for enhanced bioavailability. The company operates a direct-to-consumer e-commerce store (holistic.se) and a B2B wholesale portal (holistic.supply.io) for retailers, alongside a subscription program and a digital needs assessment tool.

Product overview

Holistic Sweden AB is a Swedish dietary supplements company offering a comprehensive portfolio of high-quality, clean-label nutritional supplements. The product range includes vitamins (D-vitamin, B-vitamin, multivitamins), minerals (magnesium, zinc, calcium, multimineral), probiotics and digestive health products (Spore Biome, Lactovitalis, Ultratarm), specialized formulations for specific life stages (Femme series for women's health, Benstark for bone health), superfoods (psyllium husk, berry powders), and topical/topical supplements (magnesium spray, magnesium drops). The company also provides digital services including a needs assessment test and health testing services, operating under a membership program called Holistic Club. Products are developed with focus on bioavailability, clean ingredients, and scientific formulation.

Differentiator

Problem solved

Functional benefit

Products and services

• D3-vitamin 2000 Vitamin D3 supplement with 2000 IE (50 µg) per capsule for immune and bone health support, sold in packs of 90 capsules to health-conscious consumers.
• D3-vitamin 5000 High-dose vitamin D3 supplement with 5000 IE (125 µg) per capsule, sold in packs of 90 capsules.
• D3-vitamin vegan 2000 Vegan vitamin D3 supplement derived from lichen with 2000 IE (50 µg) per capsule, sold in packs of 90 capsules.
• K2+D3 i olja Combined vitamin D3 and K2 supplement delivered in oil form, sold in packs of 60 capsules for bone and muscle health.
• D3-vitamin droppar Liquid vitamin D3 in oil with flexible dosing, sold in 50 ml bottles for children and adults.
• D3-vitamin flytande Liquid vitamin D with tropical fruit flavor, sold in 500 ml bottles.
• Multivitamin Daily multivitamin with optimal, well-balanced doses of essential vitamins, sold in packs of 90 capsules.
• Multivitamin metylerad Daily multivitamin delivered in active, methylated forms for enhanced bioavailability, sold in packs of 90 capsules.
• B12 liposomal Liposomal methylcobalamin B12 supplement with high absorption, sold in packs of 60 capsules.
• B6 B12 Folat metylerad Directly active and bioavailable forms of B6, B12 and folate, sold in packs of 60 capsules.
• Mega B-komplex Full-spectrum B-complex vitamin supplement for energy, skin, hair and hormonal health, sold in packs of 90 capsules.
• Mega B metylerad Full-spectrum B vitamins in methylated forms for enhanced absorption, sold in packs of 90 capsules.
• NAD+ NAD+ supplement for cellular energy and repair support, sold in 30 or 60 capsule packs.
• Magnesium liposomal Liposomal magnesium enclosed in phospholipid bubbles for superior cellular absorption, sold in packs of 60 capsules.
• Magnesium/Kalcium 80/40 mg Combined magnesium and calcium supplement with balanced mineral combination for bones and muscles, sold in packs of 90 capsules.
• Magnesiumdroppar Ionic liquid magnesium drops sourced from Great Salt Lake containing over 70 minerals and trace elements, sold in 100 ml bottles with flexible drop dosing.
• Magnesiumspray Topical magnesium spray with over 70 natural trace minerals from Great Salt Lake, approximately 145 mg magnesium per 10 sprays, sold in 100 ml bottles.
• Multimineral Complete mineral supplement containing 13 essential minerals and 70 trace elements, sold in packs of 90 capsules.
• Zink 25 mg Zinc supplement combining three easily absorbable forms for skin, immune system and hormonal balance, sold in packs of 90 capsules.
• Basbalans Mineral powder containing zinc, magnesium, potassium and sodium for acid-base balance, sold in 250 g containers.
• Spore Biome Premium probiotic supplement with 4.5 billion spore bacteria for gut balance, sold in packs of 30 capsules.
• Lactovitalis daily Daily probiotic supplement supporting balanced gut flora, sold in packs of 30 capsules.
• Lactovitalis pro Advanced probiotic for immune system support and balanced gut flora, sold in packs of 30 capsules.
• Lactovitalis kids Chewable probiotic tablets for children with 6 bacterial strains, sold in packs of 30 chewable tablets.
• Lactovitalis IB Support Advanced gut flora and intestinal barrier support containing butyric acid, sold in packs of 30 capsules.
• SIBOBA Berberin and allicin supplement for microbial balance in the gut, sold in packs of 60 capsules.
• Femme Flora Probiotic supplement specifically formulated for vaginal flora balance and gut health, containing Saccharomyces cerevisiae and boulardii, sold in packs of 30 capsules.
• Psylliumfröskal ekologisk Organic psyllium husk powder rich in fiber for healthy gut and natural bowel movements, sold in 275 g packages.
• Ultradetox Herbal and fiber drink for detox support with psyllium husk and dandelion root, sold in 270 g packages.
• Femme Paus Hormonal balance supplement designed to support women during menopause, sold in packs of 90 capsules.
• Femme Balans Hormonal balance supplement supporting women through the menstrual cycle, sold in packs of 100 capsules.
• Femme Fertil+ Complete multi-supplement for use before, during and after pregnancy, sold in packs of 120 capsules.
• Benstark Bone health support supplement with 7 minerals and 3 vitamins in bioavailable forms, sold in packs of 60 capsules.
• Sömbalans Sleep support supplement combining GABA, chamomile, saffron, hops, lemon balm, magnesium and vitamin B6, sold in packs of 60 capsules.
• Holistic Sun Support New 2025 product from Holistic formulated to support the skin and body during summer sun exposure.
• Elektrolyter citrusfrukter New 2025 citrus fruit flavor of the Elektrolyter electrolyte supplement.
• Holistic Club Membership Free membership program offering customers personalized information, special offers, and a 20% discount on first order; also required for accessing the subscription model.
• Digital Behovstest (Needs Assessment Test) Free online needs assessment tool that recommends personalized supplement regimens based on individual health needs.
• Hälsotester (Health Tests) Home-use health testing services including hormone tests, gut and intestinal tests, and nutrition tests, with results used to inform personalized supplement recommendations; bookings via Bokadirekt.

Quantifiable outcome

• 4.7 star average rating based on 31,152 verified reviews

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Anna Swenn LarssonminorGTM or Marketing PartnerOlympic/Elite athlete and brand ambassador collaborating with Holistic to optimize performance through targeted supplementation. Featured in campaigns and product recommendations.
• Naprapatjonas (Chiropractor/Naturopath)minorGTM or Marketing PartnerHealthcare practitioner collaboration recommending Holistic Magnesiumbisglycinat to patients/clients. Cross-promotion of product through professional recommendations.
• Holistic x Hale BreathworkminorStrategic or Co-development PartnerCollaboration on breathwork content and meditation resources, featured on Holistic's podcast and communication channels for holistic wellness promotion.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pure Encapsulations: US practitioner-grade hypoallergenic supplement brand focused on purity, bioavailability, and clean formulations. Comparable on premium clean-label positioning and on being a preferred brand recommended by healthcare practitioners.
• Life Extension: US premium supplement brand built on science-based formulations, high-dose nutrients, and consumer education. Directly comparable on the knowledge-driven brand model, broad vitamin/mineral catalog, and emphasis on bioavailability and formulation rigor.
• Garden of Life: US organic and Non-GMO Project Verified supplement and nutrition brand, now part of Nestlé Health Science. Comparable on organic, clean-label positioning and a broad catalog spanning vitamins, minerals, probiotics, and specialized women's and children's health.
• Designs for Health: US practitioner-channel supplement brand with a strong professional-recommendation model and emphasis on clinical-quality formulations. Comparable on practitioner endorsement (similar to Holistic's Naprapatjonas partnership) and premium positioning.
• MegaFood: US whole-food and farm-to-capsule supplement brand focused on clean, food-based nutrients. Comparable on the clean-label, additive-free promise and the cross-category catalog of vitamins, minerals, and condition-specific formulations.
• Thorne HealthTech: US-based premium supplement brand emphasizing bioavailability, purity, and practitioner-channel distribution. Closely comparable on premium quality positioning, liposomal and methylated formulations, and an educational, science-led brand narrative.
• New Nordic: Swedish dietary supplement and natural health brand headquartered in Malmö, selling vitamins, herbal remedies, and beauty-from-within supplements through pharmacies and DTC channels. Directly comparable on geography, premium Nordic positioning, and a DTC-plus-retail GTM model.

Broad incumbents

• NOW Foods: One of the largest US natural products manufacturers with thousands of SKUs across vitamins, minerals, supplements, and sports nutrition. A broad incumbent in the same category with very different scale, mass-market pricing, and breadth.
• Solgar: Long-established global vitamin, mineral, and herbal supplement brand owned by Nestlé Health Science. Comparable on the vitamins-and-minerals core and premium positioning, but with far broader international distribution.

Regional players

• Nordic Naturals: Norwegian-origin premium omega-3 and supplements brand with broad US and global distribution. Comparable on Nordic origin, premium positioning, and emphasis on quality/bioavailability, though anchored in omega-3 rather than broad supplements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeopen.spotify.com/show/6po01lPxrub8AtMRwecfSb?si=511caeadde774af3
• Facebookfacebook.com/Holisticsweden
• LinkedInlinkedin.com/company/holistic-sweden-ab
• Instagraminstagram.com/holisticsweden
• TikToktiktok.com/@holisticsweden

Revenue estimate

Valuation estimate

Number of profiles

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 Holistic Sweden AB