What Lifeable does

Lifeable is a Brooklyn, New York-based direct-to-consumer brand that manufactures and sells pectin-based gummy vitamins for adults and children. The product portfolio spans 25+ SKUs across four merchandising axes: customer segment (women's, men's, children's health), product type (vitamins, supplements, minerals, herbs), health benefit (immune support, bone health, digestive health, sleep, stress relief, etc.), and life stage (general adult, kids, prenatal, postnatal). The core technical differentiator is the use of pectin (a citrus-derived plant-based gelling agent) instead of gelatin, which yields a 100% vegetarian product with distinctive texture and sweetness characteristics. Lifeable also operates a comprehensive sugar-free product line sweetened with chicory root fibers and xylitol, and all products are certified kosher, halal, non-GMO, gluten-free, and produced in allergen-free (peanut-free, tree-nut-free) facilities.

The company operates a self-serve e-commerce model on a Shopify-powered website (lifeable.com) supplemented by the iHerb marketplace for international distribution to 180+ countries. Pricing is positioned at $14.99–$24.99 per bottle (60–90 count), with multi-pack discounts of 3–5% on 2-pack and 3-pack purchases and a 10% Subscribe & Save discount on monthly, bi-monthly, or quarterly recurring deliveries. The Subscribe & Save program is the primary recurring-revenue mechanic. The marketing stack is digital-first: organic social (Facebook, Pinterest, Instagram), SEO-optimized category and benefit landing pages, blog content, email/newsletter (including abandoned-cart recovery), and on-page customer reviews.

Operationally, Lifeable is a privately-held company with no disclosed headcount, no disclosed management team, no funding history, and no revenue figures. Contact channels consist of a support email and a toll-free number, with HQ and shipping operations co-located at 6119 17th Ave, Brooklyn, NY. Customer segments include women (including prenatal/postnatal), men, children (age 2+), and sugar-free health-conscious consumers (including diabetics). The competitive positioning emphasizes pectin-based vegetarian formulation, comprehensive sugar-free options, religious-dietary certifications, allergen-free production, and third-party lab testing with doctor endorsement.

Name

Lifeable

Legal name

Lifeable

Website

https://lifeable.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Lifeable is a Brooklyn, NY-based direct-to-consumer brand selling pectin-based, 100% vegetarian gummy vitamins for adults and children through its own Shopify website and the iHerb marketplace (180+ countries). The catalog spans multivitamins, minerals, herbal supplements, and a comprehensive sugar-free line with kosher, halal, and non-GMO certifications.

Ownership category

akta.pro rank

Product category

Vitamin & Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Gummy vitamin supplements
• Dietary supplements
• Sugar-free vitamins
• Nutritional supplements
• Vegetarian gummy vitamins

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Lifeable sells directly to consumers through their Shopify-powered e-commerce website. Customers can purchase individual products or multi-packs with volume discounts. Standard one-time purchase pricing.
2. Subscription/Recurring Revenue: Lifeable offers a Subscribe & Save program where customers can set up recurring deliveries (monthly, bi-monthly, or quarterly) at a 10% discount. This provides predictable recurring revenue and customer retention.
3. Marketplace Distribution (iHerb): Products are available through the iHerb marketplace, enabling international sales to customers in 180+ countries with global shipping. This represents a B2B2C channel partnership for distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Lifeable manufactures and sells pectin-based (100% vegetarian) gummy vitamin and dietary supplements directly to consumers via its e-commerce website. The portfolio covers multivitamins, single vitamins, minerals, probiotics, prebiotics, herbal and specialty supplements for adults, men, women, prenatal/postnatal users, and children, including a dedicated sugar-free line. Sales are fulfilled from Brooklyn, NY with international distribution through the iHerb marketplace.

Product overview

Lifeable is a direct-to-consumer gummy vitamin company offering a comprehensive portfolio of supplements across multiple health categories. The product line includes multivitamins (for kids, adults, men, and women including prenatal/postnatal formulations), B-complex vitamins, minerals (magnesium, zinc, calcium, iron), vitamins (A, C, D, E, K), specialty supplements (probiotics, prebiotics, melatonin, elderberry), herbal supplements (ashwagandha, ginseng, moringa, turmeric, aloe vera), omega fatty acids, collagen, and superfood gummies. Products are available in both standard and sugar-free formulations, with separate lines for adults and children. All products are characterized as 100% vegetarian/vegan, made with pectin (not gelatin), non-GMO, gluten-free, peanut-free, tree-nut-free, and certified kosher and halal.

Differentiator

Problem solved

Functional benefit

Products and services

• Multivitamin Gummies for Kids

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• iHerbcoreChannel Partner/ Reseller/ DistributorLifeable products are available for international purchase through the iHerb.com marketplace, enabling worldwide shipping to customers in 180+ countries. This partnership extends Lifeable's geographic reach without requiring direct international infrastructure investment.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Others

• iHerb: iHerb is both a distribution partner and a marketplace where many comparable supplement brands compete. Relevant as a channel peer: companies listed alongside Lifeable on iHerb face similar marketplace dynamics.

Emerging players

• Care/of: Care/of is a DTC personalized vitamin brand that sells through its own e-commerce site and subscription packs. Comparable to Lifeable on the DTC subscription model and target health-conscious consumer.
• Ritual Vitamins: Ritual is a digitally-native supplement brand focused on traceable ingredients and DTC distribution. Comparable to Lifeable on the DTC-first model and ingredient transparency, though it operates primarily in capsule format.

Direct peers

• Garden of Life: Garden of Life sells certified-organic, non-GMO, and vegetarian supplements including gummy formats. Comparable to Lifeable on clean-label, plant-based, and certification-led positioning.
• Olly: Olly sells gummy vitamins and supplements directly to consumers with a similar positioning around taste, beauty, sleep, and immunity. Strong direct overlap with Lifeable on gummy format, DTC channel mix, and life-stage segmentation.
• MegaFood: MegaFood produces whole-food-based vitamins and supplements with Non-GMO and similar certifications. Comparable to Lifeable on natural, certification-led positioning, though it spans multiple formats beyond gummies.
• Vitafusion: Vitafusion is a leading gummy vitamin brand owned by Church & Dwight, selling multivitamins, sleep, and specialty gummies through mass retail. Direct competitor on gummy format and SKU breadth, with significantly larger distribution.
• SmartyPants Vitamins: SmartyPants sells gummy multivitamins for kids and adults via DTC and retail, emphasizing clean-label and third-party tested formulations. Closely comparable to Lifeable on gummy format, all-family positioning, and quality messaging.

Broad incumbents

• Nature's Bounty: Nature's Bounty is a mass-market vitamin and supplement brand with a wide gummy line, broad retail distribution, and significantly larger marketing budget. Comparable on product format but operates at vastly greater scale.
• Nature Made: Nature Made is a large, established vitamins and supplements brand distributed through mass retail and pharmacy. While primarily capsule/softgel, it competes for the same daily-supplement consumer dollars as Lifeable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LifeableHealth
• Instagraminstagram.com/lifeablehealth
• Pinterestpinterest.com/Lifeablehealth
• LinkedInlinkedin.com/company/lifeable-gummies-vitamins-and-supplements

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 Lifeable