Sally-Ann Creed

What Sally-Ann Creed does

Sally-Ann Creed is a privately held, founder-owned South African wellness company founded in 1995 and headquartered in Cape Town. It positions itself as 'South Africa's leading women's wellness company' and sells a catalog of 185+ health, nutrition, and personal care products directly to consumers through a Shopify e-commerce storefront with national delivery, supported by a single physical pickup location at 1 Stibitz Street, Cape Town. The product mix centers on clean-label collagen (bovine, chicken, and marine), micronised creatine monohydrate, whey protein isolate, and a broad nutraceutical range covering vitamins, minerals, menopause, gut health, bone health, iron deficiency, and intimate care, supplemented by a Grace Skincare sub-brand and a curated marketplace of nine third-party brands (Coyne Healthcare, AIM, HairgenX, Panaxea, Phytoceutics, Viridian, A. Vogel, Dr. Hauschka, Gentle Day). Sourcing is quality-differentiated — non-GMO grass-fed bovine, MSC-certified marine, MJCHT halaal and kosher certified collagen, and SAHPRA Category D registration. The business runs a product-led growth model with content marketing, social media (Facebook, Instagram, TikTok, YouTube), an email newsletter offering R150 off first order, a brand ambassador program featuring fitness and professional sports figures, and an in-house dietitian (Carrie-Ann) offering personalized nutritional advice. Pricing is pay-as-you-go, ranging from R43 (Ginger Powder) to R1,895 (Gut Restore Bundle) with multiple sizes per SKU, and PayNow BNPL is accepted. The company is bootstrapped with no external funding, no parent, and eight employees, making it a micro-cap lifestyle/health brand rather than a venture-backed scale business.

Name

Sally-Ann Creed

Legal name

Sally-Ann Creed

Website

https://sallyanncreed.co.za

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Sally-Ann Creed is a Cape Town-based, founder-owned South African wellness company founded in 1995 that sells clean-label collagen, nutraceuticals, creatine, whey protein, skincare, and curated third-party wellness brands direct-to-consumer via Shopify. Its primary customer base is health-conscious South African women, with extensions into sports nutrition, menopause, kids, men's wellness, and pet care.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

akta.pro primary industry

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

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Sleep, Stress & Mood OTC (Sleep Aids, Melatonin OTC, Calm/Stress Relief) (CRADAMAJ), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• Women's health supplements
• Collagen supplements
• Nutraceuticals retail
• Skincare wellness
• Sports nutrition

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online retail sales of proprietary supplement and wellness products through Shopify e-commerce platform. Customers purchase directly via website with national South African delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Sally-Ann Creed is a direct-to-consumer retailer of branded health supplements, women's wellness formulations, skincare, sports nutrition, and pantry products, operating primarily through a Shopify e-commerce storefront with national South African delivery and a Cape Town pickup location. The catalog combines proprietary Sally-Ann Creed products (collagen, creatine, whey protein, vitamins, minerals, Grace Skincare) with a curated selection of third-party brands (Coyne Healthcare, AIM, HairgenX, Panaxea, Phytoceutics, Viridian, A. Vogel, Dr. Hauschka, Gentle Day).

Product overview

Sally-Ann Creed is South Africa's leading women's wellness company offering a comprehensive portfolio of health supplements, skincare, and pantry products. The core product lines include collagen supplements (bovine, chicken, and marine sources in various formats including powder, capsules, and ready-to-drink), creatine monohydrate, whey protein isolate, and an extensive range of vitamins, minerals and nutraceuticals. The company operates through a Shopify e-commerce platform and distributes through multiple South African regions. Key brands include the Sally-Ann Creed house brand spanning Collagen, Creatine, and Whey sub-lines, the Grace Skincare sub-brand, and a curated selection of third-party brands including AIM, Coyne Healthcare, Phytoceutics, HairgenX, A. Vogel, Panaxea, and Viridian. The product portfolio is organized around wellness categories including bone health, gut health, menopause support, intimate health, immune support, and sports nutrition, serving primarily women with targeted supplement solutions backed by scientific research.

Differentiator

Problem solved

Functional benefit

Products and services

• Pure Hydrolysed Collagen (Grass Fed Bovine) 100% pure hydrolysed collagen peptides sourced from non-GMO, grass-fed bovine cattle, available in 200g, 500g, and 650g sizes with multiple packaging formats. Tasteless and odourless, intended to support skin, hair, nails, joints, and gut health. Halaal (MJCHT) and kosher certified at source.
• Pure Hydrolysed Super Chicken Collagen Type 2 collagen sourced from chicken sternum, formulated to support cartilage repair and regeneration, particularly for arthritic complaints and bone/cartilage-related pain and inflammation.
• Hydrolysed Marine Collagen Type 1 collagen sourced from 100% wild-caught, Marine Stewardship Council (MSC) certified marine whitefish, supporting skin elasticity and connective tissue health.
• Creatine Monohydrate 300g Micronised, 99.9% pure creatine monohydrate with no flavours, sweeteners, or fillers. Marketed to support muscle function, strength, recovery, mental clarity, cognitive performance, energy production, and bone density during menopause.
• Creed Whey Isolate Premium whey protein isolate available in unflavoured and chocolate variants, 400g and 1kg sizes, marketed for muscle recovery and sports performance.
• Grace Skincare Womens-focused skincare sub-brand including Daily Cleanser, Vitamin C Serum, Collagen Serum, Retinol Serum, and Collagen Moisturiser.
• Omega-3 Solution Omega-3 fatty acid supplement available in 60 and 120 capsule sizes, with an enteric-coated option, marketed for heart health, brain function, and inflammation management.
• Gentle Daily Iron Iron supplement providing 22mg elemental iron as ferrous bisglycinate, with 100mg vitamin C and 1mg copper to support absorption, designed for everyday tolerability.
• MenoKind Menopause support supplement in 30-capsule format, targeting symptoms associated with perimenopause and menopause.
• Magnesium Chelated Premium Chelated magnesium supplement (60 capsules) supporting stress resilience, nerve health, insulin regulation, and hair health.
• Zinc Picolinate Zinc supplement (100 capsules) supporting normal hair growth, skin health, immune function, and tissue repair.
• Vitamin D3 Capsules Vitamin D3 supplement at 1000IU potency, 60 capsules, supporting bone health, immune function, and calcium absorption.
• Berberine Complex Berberine supplement (100 capsules) positioned for blood sugar balance and insulin sensitivity, often associated with PCOS/PMOS-type patterns.
• Akkermansia Postbiotic Postbiotic supplement containing Akkermansia muciniphila bacteria strain, marketed for gut health and immune function.
• Combo Bundles Curated multi-product bundles including JointRelief Pack, Happy Hormones Bundle, Gut Restore Bundle, Gut Health Kickstart, Gut Balance Bundle, Fizzy Booster Bundle, and CBD Balm & Muscle Relief Rub Combo, sold as single units.
• Other Brands Portfolio (multi-brand reseller assortment) Curated assortment of third-party wellness brands distributed through the Sally-Ann Creed storefront via channel/distribution partnerships, including A. Vogel, AIM Specialty Products, Coyne Healthcare, HairgenX, Panaxea, Phytoceutics, Viridian, Dr. Hauschka, and Gentle Day.

Quantifiable outcome

• 4.2% decrease in relative stress levels associated with daily gardening (external research reference from Chalmin-Pui et al 2021 survey of 6,000+ adults)

Named customers5 records

Segments5 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

Ten partnerships are on record, tiered minor.

• Coyne HealthcareminorChannel Partner/ Reseller/ DistributorDistributes Coyne Healthcare products including Purest Omega 3, Biomax Vitamin C Liposomal, Bio-Curcumin Advanced, and Biomax Glutathione Liposomal through the Sally-Ann Creed e-commerce platform.
• AIM Specialty ProductsminorChannel Partner/ Reseller/ DistributorDistributes AIM products including BarleyLife, CranVerry+, Peak Endurance, Herbal Fibre Blend, Frame Essentials, GarlicAIM, and Renewed Balance cream through the platform.
• HairgenXminorChannel Partner/ Reseller/ DistributorDistributes HairgenX hair growth products including shampoo, conditioner, and supplements for both men and women.
• PanaxeaminorChannel Partner/ Reseller/ DistributorDistributes Panaxea products including Sinex-Rx and K2C2D3 vitamins through the platform.
• PhytoceuticsminorChannel Partner/ Reseller/ DistributorDistributes Phytoceutics products including Nutriburst vitamin gummies for kids, menopause support, and general wellness.
• ViridianminorChannel Partner/ Reseller/ DistributorCarries select Viridian supplement products through the Sally-Ann Creed platform.
• A. VogelminorChannel Partner/ Reseller/ DistributorDistributes A. Vogel products including Herbamare Original seasoning through the platform.
• Dr. HauschkaminorChannel Partner/ Reseller/ DistributorCarries Dr. Hauschka natural skincare products through the platform.
• Gentle DayminorChannel Partner/ Reseller/ DistributorDistributes Gentle Day organic feminine care products including pads, tampons, and panty liners.
• Muslim Judicial Council Halaal Trust (MJCHT)minorOthersProvides halaal certification for Sally-Ann Creed Pure Hydrolysed Collagen. Products are also Kosher certified at source.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Holland & Barrett: Global health-and-wellness retailer with deep supplement, vitamin, and natural beauty assortment across stores and e-commerce. Comparable as a multi-category, brand-led wellness retailer focused on women and health-conscious consumers.
• Dis-Chem Pharmacies: South Africa's second-largest pharmacy chain with extensive supplement, vitamin, and wellness ranges both in-store and online. Comparable as a multi-channel SA health retailer with overlapping product categories and customer base.
• Clicks Group: Largest health and beauty retailer in South Africa with national pharmacy and wellness assortment. Comparable as the dominant SA incumbent in health-and-personal-care retail, including supplements and women's wellness.
• GNC: Global health-and-wellness brand and retailer specializing in vitamins, supplements, and sports nutrition. Comparable in sports nutrition (creatine, whey), supplements, and women's wellness categories.

Direct peers

• The Vitamin Shoppe: US-based specialty retailer of vitamins, minerals, and sports nutrition supplements via e-commerce and stores. Comparable assortment, customer demographic, and clean-label positioning.
• MyProtein: Global D2C sports nutrition and wellness brand selling whey protein, creatine, vitamins, and supplements online. Comparable in sports nutrition SKU set, e-commerce-first model, and women-focused wellness positioning.
• Wellness Warehouse: South African health and wellness retailer offering supplements, natural products, and health foods via physical stores and e-commerce. Most directly comparable SA peer given overlapping assortment in supplements, vitamins, and natural wellness.
• Faithful to Nature: South African online retailer focused on natural, organic, and wellness products including supplements, beauty, and pantry. Direct e-commerce peer with overlapping natural-wellness positioning.
• iHerb: Global online retailer specializing in supplements, vitamins, and natural health products shipped worldwide. Comparable as a pure-play D2C wellness e-commerce platform with broad catalog and content-led acquisition.

Emerging players

• Dr. Hauschka (WALA Heilmittel): German natural cosmetics and holistic skincare brand carried by Sally-Ann Creed. Comparable in clean-label, certified-natural positioning and women's wellness overlap through the Grace Skincare adjacency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC3f_fBCRqN4t77Fv8NVY7iQ
• Facebookfacebook.com/sallyAnnCreedSA
• Instagraminstagram.com/sallyann_creed
• TikToktiktok.com/@sallyanncreed
• LinkedInlinkedin.com/company/sally-ann-creed

Compliance5 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 Sally-Ann Creed