LiveGood

What LiveGood does

LiveGood is a direct-to-consumer health and wellness company that sells premium nutritional supplements, skincare, and branded apparel through an affiliate-driven e-commerce model. Founded in 2022 and headquartered in Jupiter, Florida, the company claims a customer base exceeding 2 million across 100+ countries, supported by a product catalog of more than 60 SKUs spanning multi-vitamins, organic superfoods, protein powders, CBD products, transdermal patches, and household-targeted bundles. Manufacturing is conducted in an FDA-registered facility, and the company publishes third-party test results (toxicity, heavy metals, glyphosate) as a core transparency differentiator, with USDA organic certification on select lines.

The business model combines a membership-gated pricing structure with an affiliate/referral network as the primary acquisition channel. Members receive 33-50% discounts off retail prices in exchange for ongoing subscription purchasing, while independent affiliates promote products through personalized referral links and provide customer support — functioning as a distributed sales force that replaces traditional retail and advertising spend. This cost structure is the basis for the company's value proposition: eliminating celebrity endorsements, influencer commissions, and retail middlemen to deliver premium supplements at materially below-market prices, backed by a 60-90 day money-back guarantee.

The company is privately held and appears to be founder-led, with CEO Ben Glinsky prominently representing the brand. No venture capital, private equity, or institutional investment is referenced, and no revenue, funding, or headcount disclosures (beyond a stated 1-10 employee range) are present in the available data. Customer segments are horizontal — health-conscious consumers and wellness enthusiasts — with product-level segmentation across men's, women's, children's, and pet health. The competitive strategy emphasizes transparency, organic certification, third-party testing, and price as substitutes for the brand-building spend typical of incumbent supplement manufacturers.

Name

LiveGood

Legal name

LiveGood

Website

https://shoplivegood.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

LiveGood is a Jupiter, Florida-based direct-to-consumer e-commerce company selling premium nutritional supplements, skincare, and branded apparel through a membership pricing model and a global affiliate/referral network, serving health-conscious consumers in 100+ countries.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Other Health and Personal Care Retailers (45619)

SIC

Retail-Catalog & Mail-Order Houses (5961), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Consumables Replenishment Subscriptions (CRAFAIAG)

Keywords

• Nutritional supplements
• Direct-to-consumer supplements
• Membership wholesale pricing
• Organic superfood powders
• Affiliate-referral wellness

Headquarters

HQ city

Jupiter

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, Infrastructure

Revenue model

1. Product Sales: LiveGood generates revenue through direct product sales to customers. The company operates a membership model where members receive significant discounts (33-50% savings) on supplements compared to retail prices. Products include vitamins, superfoods, CBD products, protein supplements, and bundled packs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

LiveGood develops, markets, and sells a portfolio of premium nutritional supplements, organic superfoods, CBD products, protein powders, transdermal patches, skincare items, and branded apparel through its own e-commerce site at shoplivegood.com. Customers can purchase at retail or join the LiveGood membership for 33-50% discounted member pricing. Distribution is supported by an affiliate/referral network that provides customer acquisition and support on a global basis.

Product overview

LiveGood is a direct-to-consumer health and wellness company offering a comprehensive portfolio of premium supplements, skincare products, and branded apparel. The product line centers on individual supplements (multi-vitamins, CBD products, organic superfoods, collagen, protein powders, and specialty compounds like NAD+, Methylene Blue, and Shilajit), complemented by bundled product packs (Daily Essentials, Ultimate Wellness, Maximum Energy, and others) that combine multiple products for specific health goals. The company also offers transdermal patches for energy, focus, and sleep support, topical skincare products, and a membership program providing discounted pricing. LiveGood positions itself on value (premium quality at affordable prices), third-party testing transparency, and organic certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• LiveGood Membership Subscription membership that unlocks discounted pricing across LiveGood's supplement catalog, supported by an affiliate network and a 60-day money-back guarantee.
• Bio-Active Complete Multi-Vitamin - Men A comprehensive daily multi-vitamin formulated specifically for men's nutritional needs, sold through the LiveGood e-commerce site.
• Bio-Active Complete Multi-Vitamin - Women with Iron A comprehensive daily multi-vitamin formulated for women's health with added iron, sold through the LiveGood e-commerce site.
• Organic D3-K2 2000 Vitamin D3 and K2 combination supplement marketed for bone and immune support, sold through the LiveGood e-commerce site.
• Ultra Magnesium Complex Magnesium complex supplement supporting muscle function, energy production, and overall wellness, sold through the LiveGood e-commerce site.
• Organic Complete Plant-Based Protein Organic plant-based protein powder for muscle support and daily nutrition, sold through the LiveGood e-commerce site.
• Organic Super Greens Organic green superfood powder providing comprehensive nutritional support, sold through the LiveGood e-commerce site.
• Organic Super Reds Organic red superfood powder containing antioxidants and phytonutrients, sold through the LiveGood e-commerce site.
• Organic Coffee Organic coffee product for daily consumption, sold through the LiveGood e-commerce site.
• CBD Oil Full-spectrum CBD oil for general wellness support, sold through the LiveGood e-commerce site.
• CBD Oil - For Pets Full-spectrum CBD oil formulated specifically for pet health and wellness, sold through the LiveGood e-commerce site.
• CBD Pain Relief Cream Topical CBD cream intended for localized pain relief, sold through the LiveGood e-commerce site.
• CBD Gummies CBD-infused gummy supplements marketed for general wellness, sold through the LiveGood e-commerce site.
• CBN Sleep Gummies Sleep-support gummies containing CBN (cannabinol), sold through the LiveGood e-commerce site.
• E3 - Energy, Endurance, Electrolytes Energy and endurance supplement with electrolytes designed for athletic performance and active lifestyles, sold through the LiveGood e-commerce site.
• Essential Aminos Essential amino acid supplement supporting muscle recovery and performance, sold through the LiveGood e-commerce site.
• Whey Protein Isolate - With Colostrum Whey protein isolate enhanced with colostrum for combined muscle and immune support, sold through the LiveGood e-commerce site.
• Creatine + HMB Muscle-building supplement combining creatine and HMB to support strength training and recovery, sold through the LiveGood e-commerce site.
• LEAN - Body Composition Improvement Formula Supplement designed to support body composition improvement and weight management, sold through the LiveGood e-commerce site.
• Collagen Peptides Collagen peptide protein supplement supporting skin, joint, and connective tissue health, sold through the LiveGood e-commerce site.
• Factor4 - Advanced Inflammation Management Anti-inflammatory supplement designed to manage inflammation, sold through the LiveGood e-commerce site.
• Hydration Amplifier Hydration supplement enhancing hydration and electrolyte balance, sold through the LiveGood e-commerce site.
• Organic Children's Multi-Vitamin Gummies Organic multi-vitamin gummies formulated for children's nutritional needs, sold through the LiveGood e-commerce site.
• Organic Pet Multi-Vitamin Organic multi-vitamin formulated for pet health, sold through the LiveGood e-commerce site.
• Hormonal Balance for Women Supplement supporting hormonal balance specifically in women, sold through the LiveGood e-commerce site.
• Vitality - Men's Hormone Support Supplement supporting male hormonal health and vitality, sold through the LiveGood e-commerce site.
• NAD+ NAD+ supplement supporting cellular energy and anti-aging, sold through the LiveGood e-commerce site.
• Methylene Blue Nootropic Nootropic supplement containing methylene blue for cognitive support, sold through the LiveGood e-commerce site.
• Himalayan Shilajit & Organic Sea Moss Natural mineral supplement combining Himalayan Shilajit and organic sea moss, sold through the LiveGood e-commerce site.
• Probiotic Gut Support Probiotic supplement supporting digestive and gut health, sold through the LiveGood e-commerce site.
• Organic Fiber Organic fiber supplement supporting digestive health, sold through the LiveGood e-commerce site.
• Chlorophyll and Zeolite Detox Detoxification supplement combining chlorophyll and zeolite, sold through the LiveGood e-commerce site.
• Liver Support Supplement supporting liver health and detoxification, sold through the LiveGood e-commerce site.
• Parasite Cleanse Supplement designed to support a parasite cleansing protocol, sold through the LiveGood e-commerce site.
• Black Seed Oil Organic black seed oil supplement for general wellness support, sold through the LiveGood e-commerce site.
• Osteo Complete Comprehensive bone health supplement, sold through the LiveGood e-commerce site.
• Essential Oils A collection of essential oils for aromatherapy and wellness, sold through the LiveGood e-commerce site.
• Daily Essentials Pack Bundled daily supplement essentials offered in men's or women's variants, sold through the LiveGood e-commerce site.
• Ultimate Wellness Pack Comprehensive wellness bundle combining multiple supplements, sold through the LiveGood e-commerce site.
• Maximum Energy Pack Energy-focused supplement bundle designed for enhanced vitality, sold through the LiveGood e-commerce site.
• Maximum Wellness Pack Comprehensive wellness supplement bundle, sold through the LiveGood e-commerce site.
• Maximum Build Muscle Pack Muscle-building supplement bundle designed for athletic performance, sold through the LiveGood e-commerce site.
• Ultimate Weight Management Pack Comprehensive supplement bundle targeting weight management goals, sold through the LiveGood e-commerce site.
• Foundational Five Pack Core supplement bundle combining five foundational products, sold through the LiveGood e-commerce site.
• AM/PM Pack Day and night supplement pack combining energy and sleep support patches, sold through the LiveGood e-commerce site.
• Greens and Reds Pack Bundle combining organic Super Greens and Super Reds supplements, sold through the LiveGood e-commerce site.
• Detox Pack Supplement bundle supporting body detoxification protocols, sold through the LiveGood e-commerce site.
• Sampler Value Pack Value bundle featuring sample sizes of multiple products, sold through the LiveGood e-commerce site.
• International Pack Supplement bundle configured for international customers, sold through the LiveGood e-commerce site.
• Skin Care Pack Bundle of skincare products for comprehensive skin health, sold through the LiveGood e-commerce site.
• Energy and Focus Patches Transdermal patches providing sustained energy and mental focus, sold through the LiveGood e-commerce site.
• Sleep Patches Transdermal patches designed to support healthy sleep, sold through the LiveGood e-commerce site.
• VitaGlow Hydrating Moisturizer Hydrating facial moisturizer supporting skin health, sold through the LiveGood e-commerce site.
• Herbal Radiance Enriched Toner Facial toner formulated with herbal ingredients for skin radiance, sold through the LiveGood e-commerce site.
• Instant Youth Anti-aging skincare product targeting youthful skin appearance, sold through the LiveGood e-commerce site.
• Ageless Renewal Skincare product targeting visible signs of aging, sold through the LiveGood e-commerce site.
• Whipped Tallow Balm Moisturizing balm made with tallow for skin nourishment, sold through the LiveGood e-commerce site.
• BioCleanse Facial Cleanser Facial cleanser for daily skin cleansing, sold through the LiveGood e-commerce site.
• LiveGood T-Shirts Branded t-shirts featuring the LiveGood logo, sold through the LiveGood e-commerce site.
• Limited Time Tee Limited edition branded t-shirt, sold through the LiveGood e-commerce site.
• LiveGood Hats Branded hats featuring the LiveGood logo, sold through the LiveGood e-commerce site.
• LiveGood Polos Branded polo shirts featuring the LiveGood logo, sold through the LiveGood e-commerce site.
• LiveGood Tank Tops Branded tank tops featuring the LiveGood logo, sold through the LiveGood e-commerce site.
• LiveGood Hoodie Branded hoodie featuring the LiveGood logo, sold through the LiveGood e-commerce site.
• LiveGood Beanie Branded beanie hat featuring the LiveGood logo, sold through the LiveGood e-commerce site.
• Shaker Bottle Bottle for mixing and consuming supplement powders, sold through the LiveGood e-commerce site.
• Mixer/Frother Beverage mixing device for preparing supplement drinks, sold through the LiveGood e-commerce site.
• Gift Certificates Gift certificates usable toward LiveGood product purchases, sold through the LiveGood e-commerce site.

Quantifiable outcome

• Members save 33-50% on supplements compared to retail pricing
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• Olly (Unilever): Olly is a mass-market DTC vitamin/supplement gummy brand acquired by Unilever. Overlaps with LiveGood on multivitamins, sleep, and beauty-from-within supplements; competes for the same retail-shelf and online-buyer persona.
• Herbalife: Herbalife is the global benchmark for MLM-style supplement distribution with millions of distributors worldwide. LiveGood's affiliate-led model structurally resembles Herbalife, though Herbalife operates at vastly larger scale with weight-management and protein-shookled portfolios.
• Thorne: Thorne is a science-focused, premium supplement brand selling DTC and through practitioners. Overlapping product categories (sleep, gut, performance) but operates at premium-plus price points without affiliate-driven distribution.

Direct peers

• Care/of: Care/of is a personalized DTC vitamin/supplement brand selling direct online with a recommendation quiz and subscription model. Overlapping buyer (wellness-minded consumers) and overlapping differentiator (ingredient transparency, clean sourcing).
• Ritual: Ritual is a DTC supplements brand emphasizing traceable ingredients, third-party testing, and clean-label transparency — the exact differentiators LiveGood leans on. Same target persona (health-conscious women), similar subscription mechanics, comparable price-point positioning.
• Live ItUp (Mindbodygreen supplements): Live ItUp is a direct DTC competitor specifically referenced by LiveGood in its comparison marketing. Both target identical customers with greens, superfood powders, and daily-supplement bundles at similar price points.
• AG1 (Athletic Greens): AG1 is a direct DTC competitor in the daily-nutrition greens-and-supplements category. LiveGood explicitly compares itself against AG1 in marketing collateral, and both sell powdered supplements with broad-spectrum positioning at premium prices.
• Organifi: Organifi is a DTC organic greens and supplements brand with a single-product hero (green juice) expanded into a broad supplement line. Closely comparable product mix to LiveGood's Super Greens and full supplement portfolio.

Emerging players

• Hum Nutrition: Hum is a smaller DTC supplement brand focused on beauty-from-within nutrition. Partial overlap on women's supplements (collagen, hormonal balance, beauty) with comparable direct-to-consumer subscription mechanics.
• Liquid IV (Unilever): Liquid IV is a hydration-electrolyte supplement brand with strong DTC presence. Direct product overlap with LiveGood's Hydration Amplifier and E3 (energy/electrolytes) at comparable price bands.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LiveGoodMembers
• LinkedInlinkedin.com/company/livegood-products

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 LiveGood