VitaminMe
VitaminMe is a South African direct-to-consumer vitamin and supplement brand founded in 2019, selling 14 targeted SKUs plus a monthly subscription through e-commerce and physical retail (Dis-Chem, Sorbet, Faithful to Nature) to health-conscious adults across South Africa.
- Company typePrivate
- Founded2019
- HeadquartersJohannesburg, South Africa
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What VitaminMe does
VitaminMe is a South African direct-to-consumer vitamin and supplement brand founded in 2019 by Daniel and Jenna Mirkin. The company sells a portfolio of 14 targeted core products — spanning energy, stress and anxiety, digestion, hair growth, skin clarity, sleep, libido, weight management, hormone balance, and daily multivitamins — alongside a Build Your Own Monthly Pack subscription offering. Products are formulated with a focus on high bioavailability (e.g., methylated B12, 9-strain probiotic blends with prebiotics) and are manufactured in SAPRA and FDA registered facilities in South Africa under Schedule Zero (S0) compliance of the Medicines and Related Substances Act.
The company serves health-conscious South African adults seeking results-driven supplementation for common everyday concerns such as bloating, hair loss, fatigue, anxiety, and skin issues. Customer segments are horizontally segmented across beauty/self-care-focused consumers and general wellness adults, with no significant B2B or enterprise customer base disclosed.
VitaminMe operates a hybrid go-to-market model. The primary revenue streams are a monthly subscription at R262.65/month (with a 90-day money-back guarantee on first subscription) and one-time product purchases, supplemented by a Vitcoin loyalty rewards program. Distribution combines direct e-commerce (vitaminme.co.za) with physical retail through Dis-Chem pharmacies, Sorbet salons, Faithful to Nature, Pick n Pay Express, and independent stockists spanning 37 pages of locations. Marketing is driven by social media (Facebook, Instagram, TikTok, LinkedIn), email capture with a 15% first-order discount, blog content, and the loyalty program. The company is privately held with no disclosed institutional funding, parent company, or subsidiaries.
VitaminMe firmographics
Firmographics- Name
- VitaminMe
- Legal name
- Vitaminme
- Website
- https://vitaminme.co.za
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- VitaminMe is a South African direct-to-consumer vitamin and supplement brand founded in 2019, selling 14 targeted SKUs plus a monthly subscription through e-commerce and physical retail (Dis-Chem, Sorbet, Faithful to Nature) to health-conscious adults across South Africa.
- Ownership category
- akta.pro rank
VitaminMe industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
- akta.pro secondary industries
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)
Keywords
Where VitaminMe is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
VitaminMe business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Monthly Subscription (Category 1): Recurring monthly subscription model offering bespoke vitamin combinations delivered on a month-to-month basis. Subscribers receive 30 tablets/capsules per bottle with monthly deliveries. Earn 100 VitCoin for every new online subscription.
- One-Time Purchase (Category 2): Single non-repeating transaction purchases of individual vitamin products. Customers can purchase standalone products without a subscription commitment.
- Vitcoin Loyalty Program: Reward points system where customers earn VitCoin for purchases (50 points per product), subscriptions (100 points), account creation (200 points), and reviews (200 points). Points can be redeemed for discounts on future purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription from R262.65 per month for Hair Growth + Strength |
| Unit Pricing | Pay-as-you-go | One-time product purchases with standard per-unit pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
VitaminMe product offering
Product offeringCore offering
VitaminMe sells a portfolio of 14 targeted dietary supplement products covering energy, anxiety/stress, daily nutrition, digestion, weight management, hair growth, skin clarity, hormonal balance, sleep and sexual health, plus a customisable monthly subscription bundle (Build Your Own Monthly Pack). Products are formulated for high bioavailability and manufactured in SAPRA and FDA-registered South African facilities, sold direct-to-consumer via vitaminme.co.za and through pharmacy, salon and health-store retail partners.
Product overview
VitaminMe is a South African direct-to-consumer vitamin and supplement brand offering a portfolio of 14 distinct core products plus subscription offerings. The product line addresses targeted wellness needs including energy, stress/anxiety, daily nutrition, digestive health, weight management, hair growth, skin clarity, hormonal balance, sleep, and sexual health. Products are sold as individual supplements and through a monthly subscription program (Build Your Own Monthly Pack). The brand emphasizes high bioavailability formulations, vegan-friendly ingredients (except Marine Collagen and Omega 3), and a 90-day money-back guarantee. Distribution includes e-commerce (vitaminme.co.za) and retail partnerships with Dis-Chem, Faithful to Nature, and Sorbet stores across South Africa.
Differentiator
Problem solved
Functional benefit
Products and services
- All-Day Energy
Quantifiable outcome
- Over 250,000 customers have experienced results from VitaminMe products
- +1 more outcomes
Companies that use VitaminMe
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
VitaminMe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
VitaminMe partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights8 records
VitaminMe competitors and assessment
Company assessmentDirect peers
- OLLY (Unilever): OLLY sells condition-targeted functional supplements (sleep, stress, beauty, gut) in gummy and capsule formats through DTC, mass retail, and food/drug channels. Comparable SKU architecture and channel strategy to VitaminMe, though OLLY sits within Unilever's broader portfolio.
- Care/of: Care/of is a US DTC personalized vitamin pack subscription brand. Directly comparable to VitaminMe's Build Your Own Monthly Pack and bespoke combinations model, with similar quiz-driven personalization and high-bioavailability positioning.
- Vital Proteins: Vital Proteins is a collagen and wellness supplements brand sold via DTC and premium retail (Sephora, Whole Foods). Closely comparable to VitaminMe's Marine Collagen + Radiance launch and beauty-from-within positioning.
- Ritual: Ritual is a US-based DTC essential vitamins and supplements brand built around traceability, clean ingredients, and subscription. Highly comparable to VitaminMe in model (DTC subscription, condition-targeted SKUs, premium positioning) though at much larger scale and with international expansion.
- AG1 (Athletic Greens): AG1 is a global DTC daily health drink positioned on comprehensive nutrition and high bioavailability. Comparable to VitaminMe's Daily Multivitamin and "all-in-one" wellness positioning, with similar premium subscription mechanics and influencer-led marketing.
Broad incumbents
- Solgar: Solgar is a long-standing global vitamins, minerals, and herbal supplements brand distributed through pharmacies and health food stores. Comparable in formulation philosophy (high bioavailability, premium quality) and pharmacy-channel distribution similar to VitaminMe's Dis-Chem partnership.
- Blackmores: Blackmores is an Australia-headquartered established vitamins and supplements brand with strong APAC distribution. Comparable in product breadth (condition-targeted vitamins, herbal supplements, Omega 3, probiotics) and regulatory posture, though at much larger scale and through pharmacy-led retail.
- Hims & Hers Health: Hims & Hers is a large-scale DTC telehealth and wellness brand spanning hair, skin, sleep, mental health, and supplements. Comparable in category coverage and DTC/retail omnichannel play, but operates at significantly larger scale and includes prescription offerings beyond supplements.
Regional players
- Faithful to Nature: Faithful to Nature is South Africa's leading online health and organic retailer and currently a VitaminMe stockist. Comparable as a South African health/wellness retail and brand-building platform; functions both as a customer-acquisition channel and as a regional peer in the natural health category.
Others
- Dis-Chem Pharmacies: Dis-Chem is South Africa's largest pharmacy chain and a key VitaminMe retail partner. Not a direct competitor but a critical distribution channel; comparable to other pharmacy-led health retail platforms that shape supplement market access in SA.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
VitaminMe social profiles
Digital presenceVitaminMe financial estimates
Financial estimateRevenue estimate
Valuation estimate
VitaminMe leadership team
Management profileNumber of profiles
Profiles2 records
VitaminMe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VitaminMe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VitaminMe
What does VitaminMe do?
VitaminMe sells a portfolio of 14 targeted dietary supplement products covering energy, anxiety/stress, daily nutrition, digestion, weight management, hair growth, skin clarity, hormonal balance, sleep and sexual health, plus a customisable monthly subscription bundle (Build Your Own Monthly Pack). Products are formulated for high bioavailability and manufactured in SAPRA and FDA-registered South African facilities, sold direct-to-consumer via vitaminme.co.za and through pharmacy, salon and health-store retail partners.
Is VitaminMe a public or private company?
VitaminMe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was VitaminMe founded?
VitaminMe was founded in 2019. It employs 1 to 10 people.
Where is VitaminMe based?
VitaminMe is headquartered in Johannesburg, South Africa, in the Africa region.
How does VitaminMe make money?
Three revenue lines are on record. Monthly Subscription (Category 1) is the primary driver. The others are one-Time Purchase (Category 2) and vitcoin Loyalty Program.
Who are VitaminMe's main competitors?
Direct peers on record are OLLY (Unilever), Care/of, Vital Proteins, Ritual and AG1 (Athletic Greens). Broad incumbents are Solgar, Blackmores and Hims & Hers Health. Faithful to Nature is listed as a regional player. Dis-Chem Pharmacies is listed as an others.
Does VitaminMe have an API?
No public API is recorded for VitaminMe.
What industry is VitaminMe in?
VitaminMe's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements, with a secondary code of CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity). Its NAICS code is 456191 and its SIC code is 2833.