Perfectly Healthy Store

What Perfectly Healthy Store does

Perfectly Healthy Store is a privately held direct-to-consumer e-commerce retailer of nutritional supplements and wellness products, founded and operated by Dr. Leigh Erin Connealy, MD, and headquartered at 6 Hughes Suite 100 in Irvine, California. The company was established alongside the 2009 publication of Dr. Connealy's first book, 'Be Perfectly Healthy', and sells through a Shopify-based storefront (perfectlyhealthy.com) to consumers worldwide. The catalog combines a proprietary 'Perfectly Healthy Brand' line of physician-formulated supplements — including Vitamin D3-K2, Active B Complex, Magnesium Malate, IQ Max, Camu Camu, Magnesium Complete, 4 Sleep, and Curcumin 95% — with third-party products resold under an authorized arrangement with Standard Process Inc., and extends into adjacent categories such as topical magnesium, EMF protection devices, botanical oral care, and organic skin care. Books authored by Dr. Connealy (Be Perfectly Healthy; The Cancer Revolution, including a 2nd edition) are also sold through the storefront.

The business runs on a unit-pricing, pay-as-you-go model with no disclosed subscription layer; individual SKUs are priced roughly $12 to $148, with free standard shipping on orders over $199 and a 30-day return policy on unopened items. Go-to-market is exclusively DTC via the Shopify storefront, supplemented by organic social channels (Instagram, TikTok, Facebook operated under the affiliated Center for New Medicine accounts), an email newsletter, SEO-optimized category pages, and Dr. Connealy's external media presence including 'Dr. Detective TV' on JUL-TV and contributions to Townsend Letter. The company is privately held with no venture or institutional capital disclosed, no parent company, no subsidiaries, and a minimal team of 5 employees; the affiliated Center for New Medicine and Cancer Center for Healing clinics (separate legal entities that together serve approximately 47,000 patients across 30,000 square feet) provide brand authority and top-of-funnel demand but are not part of the store's revenue base.

Revenue is not publicly disclosed, there are no funding rounds or M&A activity on record, and the company has no AI/ML, API, or integration ecosystem disclosed. Customer concentration is structurally low given the DTC long-tail distribution model, and there are no named enterprise or wholesale accounts. The strategic center of gravity is Dr. Connealy's personal brand and clinical authority, which the store monetizes through a narrow but expanding proprietary catalog and curated third-party SKUs.

Name

Perfectly Healthy Store

Legal name

Perfectly Healthy

Website

https://perfectlyhealthy.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Perfectly Healthy Store is a privately held, Irvine-based DTC e-commerce retailer of physician-formulated supplements and wellness products founded by Dr. Leigh Erin Connealy, MD, selling its own proprietary line plus third-party brands via Shopify to individual consumers worldwide.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Retail-Food Stores (5400)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Dietary supplements
• Wellness products
• Integrative medicine
• Holistic health
• Vitamin supplements

Headquarters

HQ city

Irvine

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

Revenue model

1. Product Sales: Direct retail sales of supplements, vitamins, health products, and wellness items through their e-commerce platform. Products include their own Perfectly Healthy branded supplements as well as third-party health products from various vendors. Sales appear to be one-time purchases with potential for repeat business.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Perfectly Healthy Store is a direct-to-consumer online retailer selling dietary supplements, vitamins, topical magnesium products, hygiene items, skin care products, EMF protection devices, and health books. The catalog includes a proprietary "Perfectly Healthy Brand" line developed under the direction of Dr. Leigh Erin Connealy, MD, alongside curated third-party health products. Sales occur exclusively through the Shopify-based perfectlyhealthy.com storefront, with worldwide shipping and a free-shipping threshold of $199.

Product overview

Perfectly Healthy Store is an e-commerce supplement and wellness products platform founded by Dr. Leigh Erin Connealy, MD. The company offers its own proprietary supplement line (Perfectly Healthy Brand) including vitamins, minerals, and specialized formulations like Vitamin D3-K2, Active B Complex, Magnesium Malate, IQ Max, Camu Camu, Magnesium Complete, 4 Sleep, and Curcumin 95%. Additionally, the company curates third-party products across categories including Daily Supplements, Gut Health, Immune Support, Cardiovascular Support, Detox, Hormone Support, Stress & Sleep, Cognitive Support, Hygiene, Skin Care, EMFs, and Home Care. The product portfolio also includes health-related books authored by Dr. Connealy (Be Perfectly Healthy and The Cancer Revolution), EMF protection devices (Smart Dot, Y-Fry Bag), topical magnesium products, and organic/natural skin care items. The store operates as a direct-to-consumer e-commerce platform without a technical integration ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Perfectly Healthy Brand: The company's proprietary supplement line branded under the Perfectly Healthy name, including products like Vitamin D3-K2, Active B Complex, Magnesium Malate, and Curcumin 95%.

Products and services

• Vitamin D3-K2 60 Capsules PH Vitamin D3 supplement combined with K2 to support metabolism, hormone balance, calcium absorption, and bone and teeth health. Sold to health-conscious individual consumers.
• Active B Complex PH B-complex supplement using active forms of Folic Acid, Vitamin B12, Thiamin, and Niacin to support energy synthesis and overall well-being. 60 capsules; recommended dosage of 2 capsules.
• Magnesium Malate PH Magnesium supplement in malate form marketed for energy support and muscle function.
• IQ Max 30 Softgels PH Cognitive-support supplement formulated with 10 Chinese and Ayurvedic plants for neurological well-being, memory support, and brain function; marketed as "The Perfect Brain Food" for individuals experiencing stress, depression, confusion, or forgetfulness.
• Camu Camu 120 Capsules PH Pure Vitamin C sourced from the Amazonian Camu Camu berry, supporting healthy immune system function. Documented to provide over 750% of recommended daily Vitamin C intake in a single dose.
• Magnesium Complete Complete magnesium supplement positioned for overall health support.
• 4 Sleep Sleep-promoting formula combining Magnolia Bark Extract, Passionflower Aerial Powder, Hops Extract, Lemon Balm Extract, Valerian Extract, L-Theanine, Lavender Extract, and Melatonin to support falling asleep and restful, deep sleep.
• Curcumin 95% by Dr. Connealy High-dose two-ingredient curcumin formula combining Turmeric C3 Complex and BioPerine, positioned as an antioxidant for aging and oxidative stress, with anti-inflammation and pain support and use in integrative oncology.
• Vitality C High-dose, neutral pH, buffered Vitamin C with GMS-Ribose formulation for enhanced absorption; mixable with water or juice.
• Omega Plus 1000 60 soft gels Concentrated, purified omega-3 fish oil supplement in triglyceride form for maximum absorption, made from sustainably sourced, wild-caught fish delivering 710mg EPA and 290mg DHA per dose.
• COQ10 120mg 60 Capsules PH Coenzyme Q10 120mg supplement, the naturally occurring compound found in virtually every cell in the human body, with a primary role as an intermediate of the electron transport chain.
• Magnesium Bath Flakes 1.65 LB Ultra-pure magnesium chloride crystals sourced from the ancient Zechstein seabed in Europe, intended for use in baths or footbaths for transdermal magnesium absorption.
• Magnesium Oil Ultra with MSM Topical magnesium oil with MSM for joint and muscle health, supporting healthy joints, muscles, tendons, hair, skin, nails, inflammation relief and cellular detoxification.
• Magnesium Oil 8oz Spray Magnesium oil spray for transdermal application, positioned as the primary skin-based magnesium supplementation format.
• Dentalcidin 3oz Botanical toothpaste containing Biocidin for removing biofilms; cleans and whitens teeth while supporting healthy microbial balance.
• Smart Dot EMF harmonizing device programmed to retune electromagnetic frequencies emitted by electronic equipment, since each cell in the body acts as an antenna sensitive to electromagnetic radiation.
• Y-Fry Bag Radiation protection bag that allows users to sit near routers with minimized radiation exposure.
• Monoi Age Corrective Exfoliating Multi-action exfoliating cleanser infused with exotic monoi oil that removes surface debris and smooths skin.
• SPF 30 Mineral Liplux Lipbalm Mineral sunscreen lip balm with subtle color from naturally-derived pigments, formulated with organic Cupuacu Butter and Mongongo Oil for nourishment and hydration.
• Be Perfectly Healthy (Book) Book compilation of healthy living articles by Dr. Leigh Erin Connealy, MD, recommended for individuals with chronic health issues and those seeking non-toxic protocols.
• The Cancer Revolution (2nd Edition) Book addressing cancer treatment approaches, discussing conventional methods versus integrative approaches for cancer care and prevention.

Quantifiable outcome

• Camu Camu provides over 750% of recommended daily intake of Vitamin C in a single dose

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Standard Process Inc.minorChannel Partner/ Reseller/ DistributorPerfectly Healthy is authorized to sell Standard Process Products but is explicitly noted as not being a partner, franchisor, joint venturer, agent, or employee of Standard Process Inc. This is a reseller arrangement rather than an official partnership.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Seed: DTC-first synbiotic and supplement brand built around subscription auto-replenishment and clinical storytelling. Comparable to Perfectly Healthy on DTC supplement framing; contrasts sharply on its subscription revenue engine.
• Momentous: Premium DTC supplement brand with subscription model and high-profile athletic partnerships. Comparable on DTC-first premium supplement positioning; represents how a subscription-led version of Perfectly Healthy could scale.

Direct peers

• Amy Myers MD: Doctor-founded DTC supplement brand selling own-label protocols around thyroid, gut and autoimmune health. Comparable to Perfectly Healthy as a physician-led, branded-protocol supplement store.
• Gaia Herbs: Vertically integrated herbal supplement brand sold direct and via natural-product retail. Comparable to Perfectly Healthy on DTC-led supplement sales with practitioner-positioned formulas.
• Standard Process: Whole-food supplement company with practitioner distribution model. Perfectly Healthy is an authorized reseller of Standard Process products, making it a hybrid partner/channel competitor — directly comparable on product range and practitioner customer base.
• Thorne: Premium DTC and practitioner-grade supplement brand offering a broad portfolio of own-label formulations. Comparable to Perfectly Healthy as a doctor-recommended, science-positioned supplement retailer with high own-brand SKU count and global e-commerce distribution.
• Designs for Health: Integrative/functional-medicine practitioner supplement brand with curated SKUs across gut, hormone, immune and metabolic health. Closely comparable model to Perfectly Healthy's clinical-credentialed, condition-targeted positioning.
• Pure Encapsulations: Practitioner-only supplement brand specializing in hypoallergenic, research-backed formulations. Directly comparable to Perfectly Healthy on positioning, clinical-grade framing, and reliance on physician trust to drive demand.

Broad incumbents

• Life Extension: Large, long-standing DTC supplement retailer with broad condition-targeted SKU coverage. Overlaps with Perfectly Healthy on category breadth and direct-to-consumer channel, but at much larger scale and with an established broader assortment.
• iHerb: Global online retailer of supplements, natural health and wellness products. Comparable to Perfectly Healthy on DTC supplement e-commerce mechanics and global shipping, though iHerb operates as a multi-vendor marketplace rather than a curated practitioner brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xfacebook.com/CenterForNewMedicine
• Facebookfacebook.com/CenterForNewMedicine
• Instagraminstagram.com/centerfornewmedicine
• TikToktiktok.com/@centerfornewmedicine
• LinkedInlinkedin.com/company/perfectly-healthy

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 Perfectly Healthy Store