Blackmores

What Blackmores does

Blackmores is an Australian developer, manufacturer, and distributor of vitamins, minerals, and nutritional supplements, founded in 1932 and headquartered in Sydney with manufacturing operations in Braeside, Victoria. The company offers more than 130 products spanning women's, men's, children's, and infant health, cognitive support, immunity, and joint and bone categories, incorporating proprietary or licensed ingredients such as Wellmune (a postbiotic), Cognizin Citicoline (sourced from Kyowa Hakko Bio), and Tebonin EGb761. Its portfolio is anchored by sub-brands including BioCeuticals and Blackmores Professional, with 47 halal-certified and 9 vegan-certified SKUs supporting regulated and ethically positioned market segments.

Blackmores generates revenue through a multi-channel model combining DTC e-commerce (including a Subscribe recurring program), pharmacy chains (Priceline, Terry White), supermarkets (Woolworths, Coles), and health food retailers across Australia, with international distribution across 11 Asia-Pacific markets. Retail prices span AU$10.99 to AU$99.99, positioning the brand in the premium tier of the consumer supplement category. The company spent approximately AU$75.1 million on advertising between June 2025 and May 2026, placing it among Australia's top five vitamin advertisers and supporting category leadership in a market where roughly 11.8 million Australians (51% of the adult population) consume vitamins regularly.

In August 2023, Kirin Holdings acquired Blackmores for approximately AU$1.3 billion, delisting it from the ASX and converting it into a wholly-owned subsidiary integrated with Kirin's broader Health Science platform. Post-acquisition, the company has pursued category expansion into cognitive health (Cognition Ultra, launched July 2026), longevity-adjacent formats including NMN and Rapi-Melt delivery, and microbiome therapeutics via a $15 million investment in BiomeBank. An AU$85 million AI-powered nutrition platform investment announced in February 2025 signals a planned capability layer in personalization and formulation, though no proprietary AI outputs or benchmarks have yet been disclosed.

Name

Blackmores

Legal name

Blackmores Limited

Website

https://blackmores.com.au

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Blackmores is an Australian vitamins and supplements manufacturer founded in 1932, selling 130+ products across women's, men's, children's, cognitive, and immunity health through pharmacies, supermarkets, DTC e-commerce, and 11 Asia-Pacific markets, now operating as a wholly-owned subsidiary of Kirin Holdings following its 2023 acquisition.

Ownership category

akta.pro rank

Product category

Consumer Health Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Children’s Vitamins & Supplements (CRADAGAJ), Toddler & Growing-Up Milk (12+ months) (CRADAEAC), Baby Nutrition for Special Diets (Gluten-Free, Kosher/Halal, Allergen-Controlled) (CRADAEAO)

Keywords

• Vitamin supplements
• Nutritional supplements
• Natural health products
• Herbal medicine
• Health supplements

Headquarters

HQ city

Warrimoo

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Blackmores generates revenue through direct-to-consumer sales via its e-commerce platform and retail distribution through pharmacies, supermarkets, and health food stores. The company offers a subscription program (Blackmores Subscribe) that provides discounts for recurring orders, creating predictable revenue from loyal customers.
2. Subscription/Recurring Revenue: Blackmores Subscribe program offers recurring delivery of products with discounts, creating subscription-like recurring revenue from consumers who opt into auto-delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Blackmores manufactures, markets, and distributes a broad range of vitamins, minerals, herbal and nutritional supplements across categories including women's, men's, kids', infant, brain, joint, immunity, and general health. The company operates an integrated model covering R&D, manufacturing at its Braeside (Victoria) facility, brand marketing, and omnichannel sales through pharmacy, grocery, health-food retailers, and owned e-commerce sites primarily in Australia and selected Asia-Pacific markets.

Product overview

Blackmores is an Australian natural health company offering a comprehensive portfolio of vitamins, minerals, and supplements. The product range spans multiple health categories including general wellness, immune support, joint/bone health, brain/cognitive health, digestive health, cardiovascular health, eye health, and infant/toddler nutrition. The company offers over 130 products including its core supplement lines (Bio C, Magnesium, Fish Oil, Probiotics), therapeutic formulations (Joint Formula, Cognition Ultra), and infant nutrition products (Newborn, Follow-on, Toddler formulas). The portfolio includes vegan-certified options, Halal-certified products, and specialized formats like Rapi-Melt fast-dissolving tablets and powder formats. Blackmores operates as a subsidiary of Japanese Kirin Holdings, with products available across Australia, New Zealand, and multiple international markets including China, Hong Kong, Indonesia, Korea, Malaysia, Singapore, Taiwan, Thailand, and Vietnam.

Differentiator

Problem solved

Functional benefit

Brands

• BioCeuticals: Practitioner-only therapeutic supplement brand operating as a subsidiary of Blackmores
• Blackmores Professional
• Blackmores Institute
• Blackmores Subscribe

Products and services

• Women's Health Range Targeted nutritional supplement range addressing women's specific health needs across life stages, including preconception, pregnancy, and everyday wellness, sold direct to consumers via pharmacy and e-commerce.
• Men's Health Range Targeted nutritional supplement range formulated for men's health concerns such as energy, prostate, and general vitality, distributed to consumers through retail and online channels.
• Kids' Health Range Nutritional supplement range formulated for children's growth, immunity, and cognitive development, sold to parents through pharmacy and online channels.
• Infant Nutrition Range Infant and toddler nutritional products including formula and supplements, targeted at parents and caregivers and sold through pharmacy and specialty retail.
• Joint Health Range Supplements supporting joint mobility, flexibility and cartilage health, sold to adults through pharmacy, grocery, and online retail channels.
• Immunity Range (with Wellmune) Immune-support supplement range incorporating the proprietary Wellmune ingredient to support immune health, distributed to consumers through retail and online channels.
• Cognition Ultra (Brain Health) Premium brain-health supplement developed as part of Blackmores' innovation pipeline, sold to consumers seeking cognitive support.
• Ginkgo / EGb 761 Cognitive Range Supplements based on EGb 761 standardised Ginkgo biloba extract supporting cognitive function and mental performance, sold to consumers via retail and online.

Quantifiable outcome

• 11.8 million Australians (51% of population) use vitamin supplements, with Blackmores among the top 5 highest-spending advertisers in the sector

Named customers1 record

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and major.

• Kyowa Hakko Bio Co., Ltd.coreTechnology or Integration · 1 July 2026Blackmores launched cognitive function support supplements (Cognition Ultra and Blackmores Ultra Brain Care) formulated with Kirin's Cognizin Citicoline ingredient, manufactured at Blackmores' Braeside facility in Australia. This represents Blackmores' first cognitive performance product since joining Kirin.
• Wesfarmers HealthmajorChannel Partner/ Reseller/ Distributor · 1 March 2026Blackmores was named a supplier category winner at Wesfarmers Health's 2026 Supplier Forum and Awards, recognized among 300 supplier partners. Wesfarmers Health distributes through Priceline Pharmacy and InstantScripts Pharmacy Health Hub.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Elevit (Bayer): Bayer's prenatal multivitamin brand that directly competes with Blackmores' Pregnancy & Breast-Feeding Gold in the same pharmacy channel and same preconception/pregnancy consumer segment.
• Herbalife: Global nutrition and meal-replacement company with overlapping vitamins, protein, and cellular-energy categories (similar to Blackmores' NMN launch); comparable multi-channel distribution model including e-commerce and direct selling.
• Berocca (Bayer): Bayer's vitamin B-complex/energy supplement brand; competes head-to-head with Blackmores' Mega B Complex and broader energy range in Australian pharmacies and supermarkets.
• Nature's Own: Australian vitamins and supplements brand owned by Sanofi Consumer Health; competes with Blackmores across multivitamins, fish oil, and women's health in the same pharmacy and grocery channels.
• Swisse Wellness: Australia-headquartered vitamins, minerals and supplements brand with a portfolio that directly overlaps Blackmores across immunity, prenatal, and beauty-from-within categories; the two brands are routinely positioned as the top two Australian heritage supplement labels.
• Nature's Way: Herbal and vitamin supplements brand with comparable category coverage (immunity, children's health, women's health) and similar distribution through Australian pharmacies and health food stores.

Broad incumbents

• Centrum (Haleon): Global multivitamin brand owned by Haleon; competes with Blackmores' core multivitamin range but operates as part of a much broader OTC consumer-health portfolio rather than a specialist supplement focus.
• GNC: Global vitamins and supplements retailer and brand with overlapping product categories (vitamins, sports nutrition, herbal); comparable manufacturing and D2C model but much larger international footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/blackmores
• LinkedInlinkedin.com/company/blackmores
• Instagraminstagram.com/blackmoresaustralia
• TikToktiktok.com/@blackmores
• Xx.com/blackmores

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blackmores