Helhetshälsa AB

What Helhetshälsa AB does

Helhetshälsa AB is a Swedish dietary supplement manufacturer founded in 2010 and headquartered in Borghamn, Sweden, operating as a privately held Aktiebolag. The company develops, produces, and sells a broad portfolio of capsule-based nutritional supplements spanning vitamins (B-complex, beta-carotene, D-vitamins), minerals (selenium, zinc, iodine), specialty actives (CoQ10, MSM, chlorella, propolis, rosehip powder), beauty support formulas (Hår Hud & Naglar, Vollagen Plus, KollagenBoost), gut-health products (psyllium husk), and pediatric supplements (Dunderpulver). Its customer base is horizontal, addressing health-conscious adults, the 55+ demographic, pregnant and nursing women, children, vegans (over 90% of products are Vegan Society registered), and athletes/active individuals.

The company's technology foundation rests on in-house Swedish manufacturing certified to ISO 9001, ISO 22000, BRC, and IFS, using natural cellulose capsules designed to avoid tablet-mass additives. Notable proprietary or co-developed ingredients include Vollagen (a registered plant-based collagen alternative with a bio-identical amino acid profile), Phytodroitin (a seaweed-derived vegan chondroitin substitute), and use of third-party branded actives such as OptiMSM (Balchem Corporation) and HAPLEX Plus (Bloomage Biotechnology). Over 90% of products are registered with the Vegan Society, and a subset carries EU Organic certification from HS Certifiering (SE-EKO-04); the company was one of the first in Sweden to receive the 'Säkra kosttillskott till konsument' quality mark in October 2010.

Helhetshälsa earns revenue through one-time/perpetual product sales distributed across a multi-channel GTM model: a direct-to-consumer e-commerce website and a network of over 1,000 retailers in Sweden and Finland, including health food chains (Hälsokraft, Life), pharmacy chains (Apotea, Apohem, Apoteket, Kronans apotek), trained therapists (SCIO-terapeuter), and specialist e-commerce platforms. Marketing relies on content-driven assets, including detailed product information pages, a vitamin deficiency test (vitamintestet), and a recipe bank, while distribution is augmented by a local Borghamn storefront. Pricing is not publicly disclosed and follows standard retail supplement price-points set by individual channel partners.

Name

Helhetshälsa AB

Legal name

Helhetshälsa AB

Website

https://helhetshalsa.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Helhetshälsa AB is a Swedish dietary supplement manufacturer that produces capsule-based vitamins, minerals, and specialty nutritional supplements in its own certified Swedish facility, sold directly and through over 1,000 retailers across Sweden and Finland serving health-conscious consumers across multiple life stages.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food Manufacturing (311), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Medicinal Chemicals & Botanical Products (2833)

akta.pro industry

PRIMARYCRADAGAE

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAB

Vitamins & Minerals (Single Nutrients)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAC

Multivitamins & Daily Packs

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAF

Probiotics & Digestive Health Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Dietary supplements
• Vegan supplements
• Capsule formulations
• Nutritional supplements
• Swedish manufacturing

Headquarters

HQ city

Borghamn

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Dietary supplement sales: Helhetshälsa generates revenue through the manufacture and sale of dietary supplements. Products are sold through a network of over 1,000 retailers across Sweden and Finland, including health food stores, pharmacies, therapists, and e-commerce platforms, as well as directly to consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

Helhetshälsa AB manufactures and sells dietary supplements in capsule form, including vitamins, minerals, and specialized formulations for beauty, gut health, immunity, sports, and age-specific needs. Products are made in the company's own certified production facility in Borghamn, Sweden, with an emphasis on highest possible purity, easy absorption, no unnecessary additives, and over 90% Vegan Society-registered formulations.

Product overview

Helhetshälsa AB is a Swedish dietary supplement company offering a comprehensive portfolio of nutritional supplements primarily in capsule form. Their product range spans multiple health categories including vitamins (B-vitamins, A/C/D), minerals (SelenOptimal, ZinkOptimal, EKO-Jod), specialized formulations (Q10, MSM, Chlorella), beauty support (Hår Hud & Naglar, Vollagen Plus, KollagenBoost), gut health (Psylliumfröskal), organic products, and supplements for specific life stages (children, pregnancy, 55+). The company emphasizes highest possible purity, easy absorption, no unnecessary additives, with products manufactured in their own certified Swedish facility. Over 90% of their range is registered with the Vegan Society.

Differentiator

Problem solved

Functional benefit

Products and services

• Q10 100mg Bio-identical Coenzyme Q10 supplement with highest possible purity, fermented, 100mg per capsule, designed for general consumers seeking nutritional support.
• Q10 50mg

Quantifiable outcome

• Products contain highest possible proportion of pure raw material with minimal additives
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Balchem CorporationcoreTechnology or IntegrationBalchem Corporation is the supplier of OptiMSM, a proprietary distilled methylsulfonylmethane used in Helhetshälsa's MSM products for hair, skin, and nails. OptiMSM is a registered trademark of Balchem Corporation.
• Bloomage Biotechnology Corp., Ltd.coreTechnology or IntegrationBloomage Biotechnology supplies HAPLEX Plus, a registered trademark vegan hyaluronic acid used in Helhetshälsa's KollagenBoost and Hår Hud & Naglar products. The ingredient increases skin elasticity and moisturizes skin.
• Svensk EgenvårdcoreOthersHelhetshälsa is a member of Svensk Egenvård, the industry organization for companies in the self-care industry. The organization works to increase knowledge and understanding of dietary supplements among media, consumers, and policy makers.
• HS CertifieringcoreOthersHS Certifiering provides organic certification services for Helhetshälsa's organic products under EU organic regulations (SE-EKO-04).

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• BetterYou: UK-based premium supplement brand focused on highly bioavailable formulations and novel delivery formats. Comparable as a quality-positioned European supplement challenger with similar purity and absorption messaging.
• BioGaia: Swedish probiotics and gut-health specialist with proprietary Lactobacillus strains sold globally. Comparable as a Swedish-based, science-anchored supplement company selling premium gut-health SKUs through pharmacies and health retailers.

Broad incumbents

• Midsona: Large Nordic health and wellness products group owning multiple supplement and natural foods brands across Sweden, Norway, Denmark and Finland. Comparable as a Nordic-based health-products platform with overlapping retail channels and broader portfolio.
• Orkla Health: Division of Orkla ASA producing Nordic supplement brands (e.g., Möller's, Kosttillskott) sold through pharmacies and grocery. Comparable as a Nordic incumbent supplement manufacturer with broader portfolio and deeper marketing budgets.
• Solgar: Established global premium supplement brand with broad capsule-based portfolio sold through health food and pharmacy channels. Comparable as a global incumbent competing for similar health-conscious consumers.
• NOW Foods: Large US-based supplement manufacturer with broad vitamin, mineral and specialty supplement portfolio. Comparable as a multi-category capsule supplement manufacturer with similar purity/quality positioning.

Direct peers

• New Nordic: Swedish dietary supplement brand with similar capsule-based formulations and broad Nordic pharmacy/health-food distribution. Directly comparable as a Nordic premium supplement manufacturer competing for similar shelf space and consumer segments.
• Pharma Nord: Danish supplement manufacturer focused on premium, science-backed capsules and tablets with strong Nordic pharmacy presence. Comparable as a quality-anchored Nordic supplement maker with similar capsule-based delivery and proprietary ingredient positioning.
• Holistic: Swedish supplement manufacturer selling capsule-based nutritional products through Hälsokraft and other Nordic health retail chains. Directly comparable as a Swedish capsule supplement peer competing in similar channels and categories.

Regional players

• Vitabalans: Finnish pharmaceutical and supplement manufacturer with strong Nordic pharmacy presence. Comparable as a Nordic supplement manufacturer selling capsule-based products through pharmacy channels including the same Finnish retailers that carry Helhetshälsa.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/helhetsh%C3%A4lsa-ab

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 Helhetshälsa AB