What Eqology does

Eqology is a Norwegian privately held direct-to-consumer health supplements company headquartered in Oslo (with operations registered under Lysaker) that manufactures and retails premium nutricosmetics and wellness products. Founded in 2003, the company operates the eqology.com e-commerce platform with subscription-based recurring delivery and serves health-conscious consumers, athletes (via Cologne List approval), vegans/vegetarians, and independent Business Partners across multiple European markets priced in EUR, DKK, NOK/SEK, CHF, PLN, and GBP.

The product portfolio centers on Pure Arctic Oil — a triglyceride-form omega-3 supplement sourced from MSC-certified Arctic wild cod, blended with organic cold-pressed olive oil and vitamin D3 — supported by marine collagen products (Marine Collagen Premium+, Collagen Booster, Anti Age Collagen), vitamin and mineral lines (K2+D3, Nordic Energy Booster, Essential), a vegan algae-derived omega-3 alternative (Pure Vegan Oil), meal replacement shakes, and the Ocean Miracle skincare range. Technical differentiation rests on full-bottle traceability to individual fishing vessels via Marinetraffic.com integration, ultra-low TOTOX oxidation values of 4-6 versus a harmful threshold of 26, products processed within six hours of catch, and at-home blood testing kits (Omega-3, K2+D3, Mineral) analyzed by partner laboratory Vitas AS.

Revenue is generated through three streams: monthly subscription sales (six-month binding commitment with NOK 600 early termination fee), one-time product purchases, and Business Partner kit sales. Distribution combines a DTC e-commerce storefront with an MLM-style Business Partner network leveraging the 3FF (3 For Free) referral program. Recent strategic activity centers on a flagship May 2026 co-development partnership with Kaneka Ubiquinol that produced Pure Arctic Oil Heart & Energy and won the Vitafoods Europe Innovation Award 2026 for Most Innovative Consumer-Ready Nutraceutical Finished Product.

Name

Eqology

Legal name

Eqology.no AS

Website

http://eqology.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Eqology is a Norwegian direct-to-consumer health supplements company selling premium omega-3, marine collagen, vitamins, and skincare products via subscription e-commerce and a Business Partner network across multiple European markets.

Ownership category

akta.pro rank

Product category

Nutraceutical Health Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Fats & Oils (2070)

akta.pro primary industry

Omega-3 & Specialty Lipids (Fish/Algal Oils, EPA/DHA, MCTs, CLA, Phospholipids) (AFAJAKAC)

akta.pro secondary industry

Omega-3 & Marine/Algal Lipids (EPA/DHA Oils, Concentrates) (AFAJALAK)

Keywords

• Dietary health supplements
• Subscription wellness
• Omega-3 supplements
• Marine collagen products
• Nutricosmetics and skincare

Headquarters

HQ city

Lysaker

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Subscription: Monthly auto-order subscription model with 6-month minimum binding period. Customers commit to recurring deliveries with discounted pricing compared to one-time purchases. Payment is processed monthly through Adyen payment platform.
2. Product Sales - One-time: Single product purchases available at higher prices without subscription commitment. Products include Pure Arctic Oil variants, Marine Collagen products, Vitamin K2+D3, Nordic Energy Booster, and skincare products.
3. Business Partner Kit Sales: Business Partners purchase starter kits and ongoing supplies to operate their independent sales business. Partners can build teams and earn commissions through the network marketing structure.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Eqology manufactures and sells premium omega-3 fish oil supplements (Pure Arctic Oil range) sourced from MSC-certified Norwegian Arctic wild cod, along with marine collagen products, vitamins and minerals, vegan alternatives, meal replacement shakes, and a dedicated Ocean Miracle skincare line. The portfolio is supported by at-home diagnostic test kits (Omega-3, K2+D3, Mineral) and distributed primarily through a direct-to-consumer subscription model via eqology.com, complemented by a Business Partner referral network. Products are positioned as science-based, sustainably sourced, and tailored via test-based personalization.

Product overview

Eqology is a Norwegian direct-to-consumer health supplements company offering a portfolio of premium, science-backed dietary supplements, nutricosmetics, and skincare products sourced from natural Nordic ingredients. The core offering centres on Pure Arctic Oil — a range of triglyceride-form omega-3 oils sourced from MSC-certified Arctic wild cod — supplemented by marine collagen products, vitamins and minerals, vegan alternatives, meal replacement shakes, and a dedicated skincare line (Ocean Miracle). The portfolio is structured around a core product line supplemented by add-on modules (speciality formulas, delivery formats, and bundled value packs) and supported by diagnostic test kits (Omega-3 Test, Mineral Test, Vitamin K2+D3 Test) that enable personalised supplementation. Products are available primarily via subscription (auto-order) through the eqology.com e-commerce platform, with business partner distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Pure Arctic Oil Omega-3 supplement in triglyceride form sourced from 100% fresh, traceable, sustainable Arctic wild cod; formulated with organic cold-pressed olive oil and vitamin D3; available in lemon, orange, and natural flavours. Designed for adult consumers seeking premium cardiovascular and brain health support.
• Pure Arctic Oil Heart & Energy Premium omega-3 formula combining Arctic wild cod oil with Coenzyme Q10 (ubiquinol) from Kaneka, cold-pressed organic olive oil, and vitamin D3; intended for cardiovascular health and cellular energy support, with dual supplement and culinary-oil use.
• Pure Arctic Oil Gold Full-spectrum omega-3 oil from Arctic wild cod enriched with cold-pressed organic olive oil, lutein, vitamin A, and vitamin D; formulated for brain and vision support in adult consumers.
• Pure Arctic Oil Natural Unflavoured omega-3 supplement derived from 100% fresh, sustainable Arctic wild cod; enriched with cold-pressed organic olive oil and vitamin D3; free from added flavourings.
• Pure Arctic Oil for Kids Full-spectrum omega-3 supplement for children with 880 mg EPA and DHA per 5 mL dose from MSC-certified Norwegian Arctic wild cod; lemon flavour.
• Pure Vegan Oil 100% vegan omega-3 supplement derived from Schizochytrium microalgae; blended with cold-pressed organic olive oil, natural orange flavour, and lutein; V-Label certified for vegan consumers.
• Marine Collagen Premium+ Second-generation hydrolysed MSC-certified marine collagen supplement with premium ingredients; supports skin elasticity, nail strength, and hair thickness in adult consumers.
• Collagen Booster Ready-to-drink liquid collagen booster with hydrolysed MSC-certified marine collagen, Astaxanthin, and Hyaluronic acid; arctic berry flavour; clinical trial showed visible skin improvement after 10 days.
• Anti Age Collagen First-generation hydrolysed collagen supplement launched by Eqology in 2015; original collagen offering, subsequently succeeded by Marine Collagen Premium+ in 2022.
• Vitamin K2 + D3 Food supplement combining vitamin K2 and vitamin D3 to support bones and blood vessels; available in capsule and liquid drops forms.
• Vitamin K2 + D3 Gold Premium food supplement combining natural vitamin K2 (MenaQ7), natural astaxanthin (Astalif), and vitamin D3; synergistic formulation for bones, muscles, and blood vessels; available as subscription upgrade (EUR 33 / 319 DKK / 330 NOK/SEK).
• Vitamin K2 + D3 Drops Liquid food supplement combining vitamin K2 and vitamin D3 in drop form for bone and blood vessel health.
• Vitamin D3 Drops Standalone vitamin D3 supplement in liquid drops form for consumers requiring isolated D3 supplementation.
• Nordic Energy Booster Dietary supplement complex with five minerals (zinc, copper, magnesium, iodine, selenium), B-complex vitamins, vitamin C, Ester C, Aquamin marine magnesium, Quatrefolic, and Norwegian bilberry; supports energy metabolism, immune system, and nervous system.
• Essential Multivitamin and mineral supplement providing a comprehensive daily range of essential nutrients for adults.
• Shake Complete meal replacement shake available in Vanilla and Chocolate flavours; contains 50% high-quality protein (milk protein isolate), BCAA, 12 vitamins, 11 minerals, low-GI complex carbohydrates, fibres, and essential fatty acids.
• Pure Vegan Shake 100% plant-protein meal replacement shake with pea protein isolate, rice protein, quinoa flour, and Baobab powder; suitable for vegetarians and lactose-intolerant consumers.
• Ocean Miracle Cleansing Gel Facial cleanser from the Ocean Miracle skincare line; dermatologist tested; made with Norwegian fjord-sourced ingredients; removes dirt, makeup, and impurities without stripping natural oils.
• Ocean Miracle Day & Night Cream Dual-use moisturiser for morning and evening use; dermatologist tested; lightweight formulation suitable for all skin types; boosts moisture and regenerates skin.
• Ocean Miracle Plumping Serum Lightweight, oil-free facial serum; improves skin elasticity, smoothness, and skin cell regeneration; provides moisture and supports skin barrier integrity; dermatologist tested.
• Omega-3 Test Kit At-home blood test kit measuring omega-6 and omega-3 ratio; results accessed online at omegaratiotest.com after 20-25 business days; analysis handled by partner laboratory Vitas AS.
• Mineral Test At-home mineral deficiency test kit; used in conjunction with Nordic Energy Booster to identify mineral levels and guide supplementation.
• Vitamin K2+D3 Test Self-administered at-home test measuring serum concentration of vitamin K2 (MK7) and vitamin D3 (25-OH vitamin D3); indicates dietary intake and utilisation of K2 and D3.
• Subscription Auto-Order Plan Monthly auto-order subscription plan offering discounted pricing on the full product range with a 6-month binding period; four delivery windows per month (2nd-7th, 8th-13th, 14th-19th, 20th-25th); can be frozen up to one month per year; processed monthly via Adyen payment platform.
• Business Partner Program Independent sales business opportunity where partners purchase starter kits and ongoing supplies, recruit customers and team members, earn commissions through team sales, and leverage the 3FF referral program (free product when customer and three friends buy same product in one calendar month).

Quantifiable outcome

• TOTOX value of 4-6, far below harmful threshold of 26
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered flagship, core and supporting.

• Kaneka UbiquinolflagshipStrategic or Co-development Partner · 6 May 2026Strategic partnership with Kaneka for joint product development resulting in Pure Arctic Oil Heart & Energy, combining Kaneka Ubiquinol with CodMarine Arctic cod liver oil, olive oil, and vitamin D3. The partnership won the Vitafoods Europe Innovation Award 2026. Kaneka Ubiquinol is backed by over 100 studies and 80+ patents across 45 years of research.
• Big Blue Ocean CleanupcoreStrategic or Co-development PartnerOfficial Sustainable Partner of Big Blue Ocean Cleanup, an international non-profit organization with a mission to drive positive change towards clean oceans. Eqology joined over 50,000 Clean-up Ambassadors present in over 100 countries across 6 continents. 100% of donations go to non-profit organizations for ocean research, cleanup operations, and awareness education.
• Terra CretacoreTechnology or IntegrationSupplier of organic cold-pressed olive oil from Crete, Greece. Olive groves owned by local families with sustainable production practices. Features online tracking system with full laboratory analysis and satellite images of olive oil origin. Terra Creta testing confirms absence of heavy metals, PAH, dioxins, and halogen solvents.
• Marine Stewardship Council (MSC)coreOthersInternational non-profit organization certifying sustainable fishing practices. Both Eqology and their suppliers are MSC-certified. Norwegian cod fisheries exceed international best practice standards. Only 10% of world fisheries achieve MSC certification.
• Vitas AScoreTechnology or IntegrationLaboratory partner handling Omega-3 Test and Vitamin K2+D3 Test analysis. Only the tested individual and certified laboratory personnel have access to results, ensuring privacy and data security.
• Cologne ListsupportingOthersIndependent testing organization that tests dietary supplements for banned substances. All Eqology products are tested and approved by Cologne List, ensuring they are free from WADA-prohibited substances for athlete use.
• AdyensupportingOthersPayment services provider mediating ordinary card payments (Visa/Mastercard) for secure transactions on eqology.com. Payment details stored encrypted and securely with payment provider.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Nordic Naturals: Premium omega-3 supplement specialist with strong emphasis on freshness, purity, and sustainability certifications. Directly comparable to Eqology given its focus on triglyceride-form fish oil, third-party testing, and DTC + retail distribution.
• WHC (Whey Hey Company) / Wiley's Finest: Premium omega-3 specialist emphasizing sustainable sourcing, triglyceride form, and concentrated EPA/DHA products. Comparable to Eqology on product quality positioning and DTC channel approach.
• Carlson Labs: Family-owned omega-3 and supplement brand with strong emphasis on freshness, purity testing, and sustainable sourcing. Comparable to Eqology on premium omega-3 positioning and broad supplement portfolio extensions.
• Life Extension: Premium supplement brand with strong emphasis on scientific validation, third-party testing, and DTC subscription model. Comparable to Eqology on test-based supplement positioning, premium pricing, and subscription/auto-delivery GTM.

Broad incumbents

• Amway/Nutrilite: Large global MLM-style supplement and wellness company with extensive partner network. Comparable to Eqology on the Business Partner distribution model and supplement portfolio, though operating at significantly larger scale and broader geographic reach.
• Herbalife: Global nutrition company using MLM-style distribution with meal replacement shakes, supplements, and wellness products. Comparable to Eqology on the Business Partner network model and nutrition shake product (Shake / Pure Vegan Shake).
• NOW Foods: Large-scale supplement manufacturer with broad omega-3, vitamin, and sports nutrition portfolio. Comparable to Eqology on product category breadth and premium positioning, though with much larger scale and traditional retail distribution.
• Garden of Life: Premium supplement brand (subsidiary of Nestlé Health Science) focused on organic, non-GMO, and sustainably sourced nutrition products. Comparable to Eqology on premium positioning and sustainability credentials across omega-3 and supplement categories.
• Solgar: Established premium supplement brand with broad omega-3, vitamin, and mineral portfolio. Comparable to Eqology on premium positioning and European distribution, though with traditional retail and pharmacy channels rather than DTC.

Regional players

• Oceans Pharma / Pharma Nord: European-based supplement manufacturer with strong omega-3 portfolio and scientific research backing. Comparable to Eqology on European focus, premium positioning, and emphasis on scientifically validated omega-3 formulations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eqology_com
• Facebookfacebook.com/eqology
• LinkedInlinkedin.com/company/eqology

Compliance7 records

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 Eqology