What YourBiology does

YourBiology is a direct-to-consumer women's wellness supplement brand operated by Live Wellness Ltd., a private limited company registered in Scotland (Company Registration SC647054) with headquarters at 314 Battlefield Road, Glasgow. The company sells four SKUs — Gut+ (the flagship 10-strain probiotic/prebiotic supplement with 20 billion CFU, three digestive enzymes, two prebiotics, vegan D3 in HPMC delayed-release capsules), Supergreens+, Creatine, and Electrolytes — manufactured in a USA GMP-certified facility and positioned as vegan, non-GMO, gluten-free, soy-free, and dairy-free.

The company's go-to-market is pure-play DTC e-commerce. Sales run exclusively through its owned website yourbiology.com and eight regional storefronts (Canada, UK, Australia, Germany, France, Italy, Spain, Netherlands) with localized currencies. Pricing is structured in three tiers ($64.99 single bottle, $129.99 three-bottle bundle, $194.99 five-bottle bundle) under both one-time purchase and subscription models, with a 15% subscription discount, multi-bottle bonus incentives, free shipping over $79.99, and a 60-day money-back guarantee as the core risk-reversal mechanism. Payments are processed through LUUP Group Limited (PCI-handled) and Sezzle (BNPL), with shipping outsourced to third-party couriers delivering US orders in 3–7 working days.

YourBiology's primary target segment is health-conscious women seeking gut-health and digestive support, with a secondary segment of general preventive-wellness consumers. Marketing is driven through owned content (an educational blog on gut health/nutrition), email and SMS (capped at 15 messages/month), paid digital advertising, and on-site testimonial social proof. The company appears bootstrapped, with no disclosed venture or private equity funding rounds and no parent company relationship.

Name

YourBiology

Legal name

Live Wellness Ltd.

Website

https://yourbiology.com

Company type

Private

Operating status

Operating

Short description

YourBiology is a DTC women's wellness supplement brand selling probiotic (Gut+), greens, creatine, and electrolyte products directly via its website and eight regional storefronts across the US, Canada, UK, Australia, and Europe through one-time and subscription models.

Ownership category

akta.pro rank

Product category

Probiotic and Digestive Health Supplements

NAICS

Food (Health) Supplement Retailers (456191)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industry

Probiotic, Prebiotic & Gut-Health Foods Manufacturing (Fermented Functional Foods, Synbiotics) (AFAKAJAH)

Keywords

• Probiotic supplements
• Women's gut health
• Digestive health products
• Direct-to-consumer supplements
• Prebiotic formulas

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: YourBiology generates revenue through direct-to-consumer e-commerce sales of its Gut+ probiotic supplement via its primary website and regional domain variants (ca.yourbiology.com, yourbiology.co.uk, au.yourbiology.com, eu.yourbiology.com, de.yourbiology.com, fr.yourbiology.com, it.yourbiology.com, es.yourbiology.com, nl.yourbiology.com). The company offers both one-time purchase and subscription options, with subscriptions providing a 15% discount to drive recurring revenue.
2. Subscription Recurring Revenue: The company offers a subscription model with 15% discount on all multi-bottle packages, encouraging customers to sign up for recurring deliveries. This subscription model provides predictable recurring revenue and higher customer lifetime value.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

YourBiology sells premium probiotic and supplement products directly to consumers through its own e-commerce website. The flagship is Gut+ Formula 2.0, a women's probiotic and prebiotic supplement combining 10 probiotic strains with 20 billion CFUs, 3 digestive enzymes, 2 prebiotic fibers, and vegan Vitamin D3 in a delayed-release HPMC vegetarian capsule. The portfolio also includes Supergreens+, Creatine, and Electrolytes supplements, sold individually or as multi-bottle bundles with subscriptions and a 60-day money-back guarantee.

Product overview

YourBiology is a direct-to-consumer women's wellness supplement brand operated by Live Wellness Ltd., offering a focused product portfolio of four core supplements: Gut+ (probiotic/prebiotic formula), Supergreens+, Creatine, and Electrolytes. The flagship product is Gut+, a premium probiotic supplement featuring 10 bacterial strains with 20 billion CFUs, digestive enzymes, prebiotics, and Vitamin D3. The company sells exclusively through its e-commerce platform with subscription options, backed by a 60-day money-back guarantee. Products are manufactured in GMP-certified facilities in the USA and are vegan, non-GMO, gluten-free, soy-free, and dairy-free.

Differentiator

Problem solved

Functional benefit

Brands

• Gut+: Premium probiotic and prebiotic supplement with 10 probiotic strains, 20 billion CFUs, digestive enzymes, and vitamin D3, designed specifically for women's gut health.
• Supergreens+
• Creatine
• Electrolytes

Products and services

• Gut+ (Formula 2.0) A premium women's probiotic and prebiotic supplement delivering 10 probiotic strains and 20 billion CFUs per dose, combined with 3 digestive enzymes (amylase, lipase, protease), 2 prebiotic fibers (inulin and FOS), and vegan Vitamin D3 in HPMC delayed-release vegetarian capsules. Marketed to support gut health, digestion, immunity, mood, cognitive function, skin, and weight management for women.
• Supergreens+ (Greens+) A super greens dietary supplement providing concentrated nutrient support from blended green vegetables and superfoods, designed for daily nutritional support within YourBiology's women's wellness line.
• Creatine A creatine monohydrate supplement positioned to support energy, muscle strength, and athletic performance within YourBiology's broader supplement portfolio.
• Electrolytes An electrolyte supplement formulated to support hydration, mineral balance, and optimal physical performance as part of the YourBiology women's wellness supplement portfolio.

Quantifiable outcome

• 10 probiotic strains with 20 billion CFUs per capsule
• +5 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered operational.

• LUUP Group LimitedoperationalOthersThird-party payment processing provider used for secure online payment collection. Live Wellness does not directly collect, process, or store customer debit or credit card information, outsourcing this function to LUUP Group Limited for PCI compliance and security.
• Shipping CouriersoperationalOthersThird-party shipping partners used for order fulfillment and delivery. The company uses shipping couriers for order delivery with US orders arriving in 3-7 working days. Risk of loss and title passes to customer upon delivery to the carrier.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Culturelle: Established mass-market probiotic brand owned by DSM/i-Health, distributed across drugstores, grocery, and Amazon. Comparable as a probiotic category leader but with broader retail presence and lower price point than YourBiology's premium positioning.
• Thorne: Premium practitioner-grade supplement brand with a broad DTC catalog spanning probiotics, gut health, and performance nutrition. Comparable on premium-priced, science-forward supplement positioning with practitioner and consumer channels.
• Align Probiotic: Procter & Gamble-owned mass-market probiotic brand widely distributed in drugstores and supermarkets, focused on digestive health. Comparable as an established digestive-health probiotic competitor, but at a lower price point and broader distribution.
• Garden of Life: Nestlé Health Science-owned supplements brand offering a broad portfolio of probiotics, digestive enzymes, and greens/wellness products via retail and DTC. Comparable on multi-product digestive/wellness portfolio with overlapping probiotic and greens SKUs.

Direct peers

• Athletic Greens / AG1: Premium D2C daily nutritional greens supplement with subscription model, heavy paid-acquisition, and a single hero SKU positioned around comprehensive daily wellness. Comparable on the subscription premium-supplement funnel even though format (powder vs. capsules) and category (greens vs. probiotics) differ.
• Olly: D2C and mass-retail wellness supplement brand (P&G-owned) offering probiotics, multivitamins, and beauty/wellness gummies and capsules targeted at women. Comparable on women's wellness positioning and DTC-plus-retail supplement portfolio, with broader distribution reach.
• Ritual: Direct-to-consumer women's wellness supplement brand with a transparent, traceable ingredient philosophy and subscription model across multiple SKUs (multivitamins, synbiotics, proteins). Directly comparable on women's-premium DTC supplements with a multi-product wellness stack strategy.
• Care/of: Personalized D2C vitamin and supplement brand selling customizable daily packs via a quiz-driven flow on its own e-commerce site. Comparable on direct-to-consumer supplement subscription model and quiz/content-led customer acquisition, though broader than gut health.
• Seed Health: Premium direct-to-consumer synbiotic and probiotic brand with a science-forward positioning, multi-strain formulations, and subscription model. Closest comparable to YourBiology on premium D2C probiotics targeting health-conscious consumers with named-strain, capsule-based delivery.
• Persona Nutrition: Personalized D2C vitamin and supplement subscription brand using a questionnaire to recommend supplements, including probiotics and digestive health. Comparable on direct-to-consumer supplement subscription and personalized wellness positioning.

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance6 records

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 YourBiology