Eve Wellness

What Eve Wellness does

Eve Wellness is a New Zealand-based women's health supplement brand operated under BePure Health Limited, focused on hormonal health and related women's wellness conditions. Its product portfolio comprises branded supplements (with disclosed price points ranging from NZ$29 to NZ$112.90) targeting hormonal balance, with at least one adjacent product line launched into the skin/beauty-from-within segment. The company also offers an at-home hormone testing kit that assesses 18 biomarkers, providing a diagnostic complement to its supplement range.

The business model is multi-channel. Eve Wellness sells direct-to-consumer through a Shopify-based e-commerce site and offers a subscription program ('Friends With Benefits') at a 20% discount to drive repeat purchasing. It complements DTC with a wholesale footprint of 300+ stockists across New Zealand and has extended into Australia via a Sydney warehouse and international shipping to approximately 22 countries. The core customer is the New Zealand (and increasingly Australian and international) woman seeking over-the-counter hormonal and wellness support; no enterprise or B2B customer segments are disclosed.

The company operates with a small team (approximately 8 employees) and is founder-led. It has secured editorial coverage across New Zealand consumer media (Woman's Weekly, ZM, Remix, Woman's Day, Good Magazine), which it leverages in lieu of disclosed paid acquisition infrastructure. No external funding rounds, revenue figures, or partnership agreements are disclosed in the available data.

Name

Eve Wellness

Legal name

BePure Health Limited

Website

https://evewellness.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Eve Wellness is a New Zealand-based women's health supplement brand (operated under BePure Health Limited) selling hormonal-health supplements and an at-home hormone test through DTC e-commerce, a subscription program, 300+ NZ retail stockists, and international shipping.

Ownership category

akta.pro rank

Product category

Women's Health Supplements

NAICS

Food (Health) Supplement Retailers (456191)

akta.pro primary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

Keywords

• Women's health supplements
• Hormonal balance supplements
• Probiotic gut health
• Subscription wellness brand
• Functional superfood lattes

Headquarters

HQ city

New Zealand

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of supplements and wellness products through the e-commerce website. Products range from single supplements ($29-$64.90 NZD) to bundled packs ($74.90-$112.90 NZD).
2. Subscription Revenue (Friends With Benefits): Recurring subscription model offering 20% discount on all repeat orders, free NZ/AU shipping on repeat orders, free gifts with first order, and ability to pause/skip/swap orders. Customers can skip up to 4 months.
3. Referral Program: Give $15, Get $10 referral program: existing subscribers can refer friends who receive a $15 voucher on first $80+ order, and the referrer receives a $10 credit on their next subscription order.
4. Wholesale/Retail Distribution: Products sold through over 300 physical retail stores across New Zealand including major pharmacy chains.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Eve Wellness designs, formulates and sells science-backed women's hormonal health supplements, including single-condition products (e.g., Blood Sugar Babe, Period Pal, V Good Probiotics, Clear Skin Drink), single-ingredient Juicy Dose supplements, functional superfood lattes, and curated Better Together bundled packs. Products are sold direct-to-consumer via its Shopify e-commerce site, through a 'Friends With Benefits' subscription program offering 20% off repeats, and through 300+ physical retail stockists across New Zealand with international shipping to Australia, the USA, the UK, Canada and additional markets.

Product overview

Eve Wellness is a New Zealand-based women's health supplement brand offering science-backed, high-strength nutritional supplements designed for women at every stage of their hormonal health journey. The core product portfolio includes standalone supplements (Blood Sugar Babe, Period Pal, V Good Probiotics, Clear Skin Drink, All Systems Glow, Brighter Mood, Chill Pills, Turn Me On, Bloat Buddy, Gut Drink Probiotics, Women's Multi + Iron, and various Juicy Dose single-ingredient supplements), functional beverage superfood lattes (Hot Choc with Ashwagandha, Matcha Latte, Functional Mushroom Latte, Unwind Latte), and Better Together bundled packs that combine complementary products for targeted wellness goals (Glowing Skin, Hormones and Metabolism, Cravings, Bloat, Libido, Sleep, Burnout, Ovulation, PMS, Strong AF, Gut Feelings, Mood, Preconception, Intimacy, Down There, On Birth Control). The company also offers a Friends With Benefits subscription program providing 20% discounts and free shipping on recurring orders. Products are vegan/vegetarian-friendly, free from common allergens, and manufactured by leading global manufacturers while being 100% NZ owned and formulated.

Differentiator

Problem solved

Functional benefit

Products and services

• Blood Sugar Babe A Myo-inositol powder supplement (4000mg Myo-inositol per serving) for women designed to support healthy blood sugar metabolism, hormone balance, clear skin, and reproductive health.
• Blood Sugar Babe Double Size (60-day) A larger 60-day supply version of the Blood Sugar Babe Myo-inositol supplement, priced up to $64.90 NZD for women wanting extended use.
• Blood Sugar Babe Refill Pouch A planet-friendly refill pouch for Blood Sugar Babe providing the same Myo-inositol formula with reduced plastic packaging compared with the original jar.
• Period Pal A botanical and nutrient supplement formulated with Vitex, Ashwagandha, Ginkgo Biloba, Zinc and Iodine to support PMS symptoms, period comfort, regular cycles, and healthy ovulation.
• V Good Probiotics A probiotic supplement containing 25 billion CFU of four clinically researched strains (L. Rhamnosus HN001, L. Acidophilus La-14, B. Lactis HN019 and others) delivered via a slow-release capsule for gut balance and vaginal health.
• V Good Probiotics Refill Pouch A planet-friendly refill pouch of the V Good Probiotics formula in reduced-plastic packaging.
• Clear Skin Drink A daily drink powder in pink lemonade flavour combining Myo-Inositol, DIM and Zinc to support clear, balanced skin from within, targeting hormonal breakouts, excess oil and oestrogen metabolism.
• All Systems Glow A mineral supplement providing Zinc (15mg Gluconate), Magnesium (300mg Bisglycinate) and Iodine (150mcg) per serving for healthy hormones, hair, skin, nails and energy.
• All Systems Glow Refill Pouch A planet-friendly refill pouch version of the All Systems Glow mineral formula.
• Women's Multi + Iron A women's multivitamin supplement formulated specifically for women's nutritional needs, containing iron and essential vitamins and minerals.
• A Juicy Dose of Ashwagandha A single-ingredient Ashwagandha adaptogenic supplement targeted at stress management, relaxation and hormonal support.
• A Juicy Dose of B Vitamins A single-ingredient B vitamin supplement supporting energy, mood and metabolic function in women.
• A Juicy Dose of Iron A single-ingredient iron supplement supporting energy levels and addressing iron deficiency in women.
• A Juicy Dose of Magnesium A single-ingredient magnesium supplement supporting sleep, nervous system health and blood sugar balance.
• Brighter Mood A saffron-based mood support supplement containing Zaffronel STD Saffron Extract and Vitamin D for women.
• Chill Pills A stress and relaxation support supplement positioned as a calming daily product for women.
• Turn Me On A libido support supplement containing Tribulus, Zinc and Selenium to support healthy reproductive hormones and stress relaxation in women.
• Bloat Buddy A digestive support supplement containing Globe Artichoke, Ginger and GutGard Liquorice Root for bloating relief and digestive comfort.
• Gut Drink Probiotics A probiotic drink powder formulated for daily gut health support.
• Take Me With The Pill A supplement formulated for women on hormonal contraception to help replenish key vitamins and minerals depleted by the pill.
• Take Me With The Pill Refill Pouch A planet-friendly refill pouch version of the Take Me With The Pill formula.
• Workout With Me A pre- and post-workout supplement designed to support energy levels and exercise performance for women.
• Cranberry Active A cranberry supplement for urinary tract and vaginal health support.
• Hot Choc with Ashwagandha A functional hot chocolate mix with Ashwagandha for relaxation and stress support.
• Matcha Latte A superfood latte mix with matcha green tea for energy and focus.
• Functional Mushroom Latte A superfood latte mix with functional mushrooms for general wellness support.
• Unwind Latte with Blue Spirulina and Chamomile A calming superfood latte with Blue Spirulina and Chamomile for relaxation and sleep support.
• Superfood Lattes Bundle A bundled pack of all four superfood latte varieties (Hot Choc with Ashwagandha, Matcha Latte, Functional Mushroom Latte, Unwind Latte) for a comprehensive functional beverage experience.
• Better Together: Glowing Skin A bundled pack combining Clear Skin Drink and All Systems Glow, featuring Myo-Inositol, DIM, Zinc, Iodine and Magnesium, to support clear, healthy skin from within.
• Better Together: Hormones and Metabolism A bundled pack of Blood Sugar Babe and All Systems Glow to support normal blood sugar levels, insulin sensitivity, hormones, skin, moods and energy.
• Better Together: Cravings A bundled pack of Blood Sugar Babe and V Good Probiotics to support normal sugar cravings, healthy weight, pregnancy support and vaginal care.
• Better Together: Bloat A bundled pack of Bloat Buddy and V Good Probiotics for bloating relief, digestive support and vaginal health.
• Better Together: Libido A bundled pack of Turn Me On and Brighter Mood for sexual function support, healthy libido, stress reduction and mood enhancement.
• Better Together: Sleep A bundled pack designed to provide sleep support and relaxation for women.
• Better Together: Burnout A bundled pack formulated to support women experiencing stress and burnout.
• Better Together: Ovulation A bundled pack of Blood Sugar Babe and Period Pal for ovulation and reproductive health support.
• Better Together: PMS A bundled pack formulated to support women experiencing premenstrual syndrome.
• Better Together: Strong AF A bundled pack designed to support women's workout and exercise performance.
• Better Together: Gut Feelings A bundled pack featuring Gut Drink Probiotics and complementary products for comprehensive gut health support.
• Better Together: Mood A bundled pack formulated to support women's mood and emotional wellness.
• Better Together: Preconception A bundled pack formulated to support women preparing for pregnancy (preconception health).
• Better Together: Intimacy A bundled pack designed to support intimate health and vaginal wellness in women.
• Better Together: Down There A bundled pack designed to support vaginal and urinary tract health for women.
• Better Together: On Birth Control A bundled pack of Take Me With The Pill and V Good Probiotics for women on hormonal contraception.
• Eve Measuring Spoon A measuring spoon accessory sold as a standalone product for accurately measuring Eve Wellness supplement servings.
• Eve e-Gift Card A digital gift card sold in denominations starting from $50 for gifting Eve Wellness products.
• Friends With Benefits Subscription A subscription program providing 20% off all repeat orders, free NZ/AU shipping on repeats, surprise gifts, and flexible management including pause/skip/swap options (customers can skip up to 4 months).

Quantifiable outcome

• 87% of surveyed women reported regularly experiencing hormonal challenges
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AG1 (Athletic Greens): Premium daily greens and supplement subscription brand with global scale and heavy performance marketing — comparable subscription/DTC motion though male-skewing.
• Olly: Mass-market gummy and powder supplement brand from Unilever covering women's wellness, sleep, stress and beauty — a broader incumbent that competes on shelf and in mass retail.

Direct peers

• Perelel: OB/GYN-founded women's reproductive health supplement brand covering cycle, fertility and perimenopause — a near-direct competitor in Eve's hormonal life-stage segments.
• Care/of: Personalised daily vitamin subscription DTC brand with quiz-based recommendations and refill pouches — overlaps Eve's subscription and quiz-driven customer experience.
• O Positiv: Women's wellness brand with a strong focus on hormonal health and vaginal microbiome, directly overlapping Eve's V Good Probiotics, hormone and intimate health lines.
• Needed: Prenatal and women's nutrition brand with practitioner-formulated supplements, overlapping Eve's preconception, pregnancy and women's multi offerings.
• Bonafide Health: Women's health company with clinically-studied products for menopause, sexual wellness and vaginal health — directly comparable to Eve's mid-life and intimate SKUs.
• Ritual: US-based DTC women's supplement brand built around science-backed essentials with a subscription model and clinical-ingredient storytelling — closely comparable to Eve Wellness's positioning and motion.
• HUM Nutrition: DTC beauty-from-within supplement brand targeting women's skin, mood and hormonal concerns with clinically-studied ingredients, similar to Eve's purpose-driven female audience.

Emerging players

• MUSH: Functional mushroom and women's wellness supplement brand with similar lifestyle-led branding, comparable to Eve's adaptogenic and functional latte range.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/evewellnessco
• Instagraminstagram.com/evewellnessco_
• TikToktiktok.com/@evewellness
• LinkedInlinkedin.com/company/eve-wellness

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 Eve Wellness