Vitamin

What Vitamin does

Vitamin, legally Vitamail AS and operating under the brand name 4 HIM & HER, is a Norwegian vitamin and dietary supplement brand founded in 2009 and headquartered in Oslo. The company develops and distributes a portfolio of supplements across three product lines: 4 HIM & HER (general wellness products for both men and women including Omega 3, Magnesium, Creatine, Ashwagandha, and Vitamin D3 variants), 4 HIM (specialized formulations for men such as TestoBalance and ProstaCare), and 4 HER (targeted formulations for women such as Hormonal Balance, Menopause, and Collagen). Its core technical approach is thoughtful formulation — careful selection of ingredient forms (for example, three forms of magnesium: bisglycinate, citrate, and malate) with precise dosing and transparent labeling that links each claimed effect to a specific nutrient.

The business model is direct-to-consumer through third-party retail distribution. Products are manufactured under GMP standards and tested for purity and heavy metals by Eurofins, an independent laboratory. Revenue is generated from one-time retail sales of finished supplement SKUs, with pricing not publicly disclosed. The company targets three primary consumer segments: general wellness consumers, men seeking specialized male-health formulations, and women seeking hormonal and menopause support products. Geographic reach spans 13 European countries, with localized websites in 11 languages across Norway, the UK, Germany, France, Spain, Italy, the Netherlands, Sweden, Denmark, Finland, and Portugal.

Distribution is executed through pharmacy chains (Apotekhjem, Apotera, Farmasiet) and health food store chains (Life, Sunkost, Vita) in Norway, with broader European distribution through partner pharmacies and online retailers. The company is privately held, with 11–50 employees, and no external investors, parent entities, or funding rounds are disclosed. The firm's competitive positioning rests on its Nordic brand heritage since 2009, GMP certification, third-party lab testing, and transparent ingredient-labeling practices.

Name

Vitamin

Legal name

Vitamail AS

Website

https://vitamail.no

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Vitamin (Vitamail AS, dba 4 HIM & HER) is a Norwegian vitamin and supplement brand founded in 2009, selling gender-segmented and general wellness products across 13 European countries through pharmacies, health food stores, and online retail partners.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Multivitamins & Daily Packs (CRADAGAC), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Vitamin supplements
• Dietary supplements
• Health supplements
• Nutritional supplements
• Wellness products

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct Product Sales: Revenue generated from selling vitamins and supplements directly to consumers through pharmacies, health food stores, and online retail channels. Products include daily vitamins, minerals, and specialized formulations for men and women.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Vitamin (operating as 4 HIM & HER under Vitamail AS) develops and supplies vitamin and dietary supplement products for health-conscious consumers. The company offers three product lines: 4 HIM & HER for daily vitamins and minerals, 4 HIM for men's health formulations, and 4 HER for women's health formulations. Products are manufactured under GMP standards and independently tested by Eurofins for purity and heavy metals, and are distributed across 13 European countries.

Product overview

4 HIM & HER is a Nordic vitamin and dietary supplement brand offering three product lines: 4 HIM & HER (daily vitamins and minerals for general wellness), 4 HIM (specialized formulations for men including TestoBalance and ProstaCare), and 4 HER (targeted supplements for women including Hormonal Balance, Menopause, and Collagen). The portfolio includes Omega 3, Magnesium, Creatine, Ashwagandha, Vitamin D3 variants, and gender-specific products. Products are manufactured according to GMP standards and tested by Eurofins laboratory, sold through pharmacies and health food stores across 13 countries.

Differentiator

Problem solved

Functional benefit

Brands

• 4 HIM: Vitamin and supplement formulations developed specifically for men.
• 4 HER

Products and services

• Omega 3 Concentrated fish oil (80%) with EPA, DHA and DPA for daily nutritional support. Part of the 4 HIM & HER daily wellness line.
• Magnesium Three magnesium forms — bisglycinate, citrate and malate — for comprehensive mineral supplementation. Part of the 4 HIM & HER daily wellness line.
• Creatine Pure micronized creatine monohydrate for physical performance support. Part of the 4 HIM & HER daily wellness line.
• Ashwagandha Ashwagandha root extract with vitamin B5 and B6 for stress and vitality support. Part of the 4 HIM & HER daily wellness line.
• Vitamin D3 2000 IE Colecalciferol (D3) supplied as 365 small tablets for daily vitamin D supplementation. Part of the 4 HIM & HER daily wellness line.
• Vitamin D3 + K2 Vitamin D3 (800 IE) with vitamin K2 (MK-7) for bone health support. Part of the 4 HIM & HER daily wellness line.
• TestoBalance Zinc, magnesium, B6 and herbal complex formulated for men's hormonal and health support. Part of the 4 HIM sub-brand for men.
• ProstaCare Pumpkin seeds, nettle, zinc and lycopene formulated for prostate health support. Part of the 4 HIM sub-brand for men.
• Hormonal Balance Multivitamin with ginseng, damiana and saffron formulated for women's hormonal wellness. Part of the 4 HER sub-brand for women.
• Menopause Red clover, sage and hops with B-vitamins formulated for menopause symptom support. Part of the 4 HER sub-brand for women.
• Collagen Hydrolyzed collagen peptides type I and III for skin and joint health. Part of the 4 HER sub-brand for women.
• Liver Health Supplement for liver health support available in the product catalog.
• Vitamin D3 Family Family-oriented vitamin D3 supplement range available in the product catalog.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• ApotekhjemcoreChannel Partner/ Reseller/ DistributorMajor Norwegian online pharmacy chain where 4 HIM & HER products are sold. Products featured on Apotekhjem's website with direct links from product pages.
• ApoteracoreChannel Partner/ Reseller/ DistributorNorwegian pharmacy chain distributing 4 HIM & HER vitamin and supplement products.
• FarmasietcoreChannel Partner/ Reseller/ DistributorNorwegian online pharmacy offering 4 HIM & HER products to consumers.
• LifecoreChannel Partner/ Reseller/ DistributorNorwegian health food store chain featuring 4 HIM & HER brand vitamins and supplements.
• SunkostcoreChannel Partner/ Reseller/ DistributorNorwegian health food store chain offering 4 HIM & HER products.
• VitacoreChannel Partner/ Reseller/ DistributorNorwegian health food store chain distributing 4 HIM & HER vitamins and supplements.
• EurofinscoreTechnology or IntegrationWorld-leading independent laboratory that tests 4 HIM & HER products for purity and heavy metals. Products are produced according to GMP standards and tested by Eurofins for quality assurance.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Wassen: Wassen is a UK heritage supplement brand offering vitamin and mineral products targeting specific health conditions (joint, brain, eye health). Comparable to 4 HIM & HER in pharmacy distribution across Europe and condition-specific product positioning.
• New Nordic: New Nordic is a Scandinavian dietary supplement brand offering herbal and vitamin-based products across Europe. Directly comparable to 4 HIM & HER as a Nordic-rooted supplements brand with multi-country European distribution and gender/lifestyle-segmented product lines.
• Pharma Nord: Pharma Nord is a Danish manufacturer and distributor of vitamins, minerals, and herbal supplements sold across Europe via pharmacy and health food channels. Closely comparable to 4 HIM & HER in Nordic heritage, GMP-certified manufacturing, and pharmacy-led distribution.

Broad incumbents

• Solgar: Solgar is a long-established global vitamin, mineral, and herbal supplement brand sold through health food stores and pharmacies worldwide. Comparable to 4 HIM & HER in product category (single-nutrient and specialty condition supplements) and pharmacy/health food distribution model.
• NOW Foods: NOW Foods is a large US-based supplement manufacturer offering a broad portfolio of vitamins, minerals, and specialty supplements sold globally through health food retailers. Comparable as a multi-category supplement brand with health-food channel distribution, though at significantly larger scale.
• BioGaia: BioGaia is a Swedish probiotic supplement company selling clinically-supported probiotic strains globally through pharmacy and health retail channels. Comparable in Nordic origin, GMP-based production, and pharmacy distribution, though specialized in probiotics rather than broad-line vitamins.
• Centrum: Centrum is the global mass-market multivitamin brand owned by Haleon (formerly GSK/Pfizer consumer health). Comparable to 4 HIM & HER in vitamin and mineral product category and broad retail distribution, but Centrum is a global incumbent at materially larger scale.
• Orkla Health: Orkla Health is the health and nutrition arm of Nordic conglomerate Orkla, owning supplement brands such as Möller's, Kosttilskudd, and Gerimax. Comparable to 4 HIM & HER as a Nordic supplement player with multi-country distribution, but operates at much larger scale with a broader portfolio.

Regional players

• Apotekarnes (Apotek Hjärtat): Apotekarnes is the private-label supplement brand of Swedish pharmacy chain Apotek Hjärtat. Comparable to 4 HIM & HER as a Nordic pharmacy-channel supplement brand, though operated regionally within Sweden by a single retailer.

Emerging players

• BetterYou: BetterYou is a UK-based supplement brand specializing in premium vitamin sprays and topical formulations, sold through European pharmacy and health retail. Comparable to 4 HIM & HER in targeting European health-conscious consumers via pharmacy channels, with differentiated delivery formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Vitamail.no
• LinkedInlinkedin.com/company/vitamail-as

Compliance1 record

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 Vitamin