Libby

What Libby does

Libby & Co. LLC operates a direct-to-consumer women's wellness and beauty brand out of Corona del Mar, California, selling exclusively through a Shopify storefront to customers in the United States. The core supplement platform consists of three SKUs built around cellular-level health claims: Signal (a patented women's sexual whole-body wellness supplement for mind, body and mood), High Maintenance (a microbiome supplement combining prebiotics, probiotics, postbiotics, parabiotics and biophages — claimed to be the only supplement on the market with all five biotic types), and Power Trip (a multi-nutrient formula for hair, skin and nails built on clinically-researched ingredients such as Maqui Berry and hyaluronic acid). These three are sold individually at $90 for a 30-day supply or bundled as 'The Libby System' at $270 (30-day) and $519 (90-day). The company also markets Volulip, a line of patented plant-peptide plumping lip glosses in five shades plus collection sets, and the AMS sub-brand of metabolic products (ClearDrops, Thermo, Hunger, GLP-1 Cleanse, ketone hydration).

The business model is subscription-friendly DTC e-commerce, with the recurring revenue backend operated through Shopify and ReCharge, supported by email and SMS funnels and Google/Facebook paid acquisition. Average order values sit between $90 and $519 for supplement bundles and $24-$49 for lip glosses, with free shipping over $49. A notable commercial lever is the TrueMed HSA/FSA integration, which enables qualified customers to use pre-tax health savings and reportedly reduces effective cost by an average of ~30%. Customer segments are entirely consumer-facing: women seeking wellness solutions, beauty-conscious women, women with digestive concerns, and professionals (military, first responders, medical workers) who qualify for discounts. The company is privately held, has 14 employees, ships US-only, and reports no institutional investors or parent-company affiliations in the source data. The brand holds two granted U.S. patents (Signal formulation, Volulip peptide formula) and operates only through owned digital channels, with no third-party retail or marketplace presence disclosed.

Name

Libby

Legal name

Libby & Co. LLC

Website

https://withlibby.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Direct-to-consumer women's wellness supplement and beauty brand selling patented formulations for sexual wellness, microbiome health, and hair/skin/nails through its Shopify e-commerce platform, serving individual female consumers in the United States via subscriptions and one-time purchases.

Ownership category

akta.pro rank

Product category

Women's Wellness Dietary Supplements

NAICS

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

SIC

Medicinal Chemicals & Botanical Products (2833), Perfumes, Cosmetics & Other Toilet Preparations (2844)

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

Keywords

• Women's wellness supplements
• Dietary supplements
• Microbiome health supplements
• Beauty nutrition supplements
• Plumping lip gloss

Headquarters

HQ city

Corona Del Mar

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of wellness supplements and beauty products through Shopify e-commerce platform. Individual products and bundled systems sold at fixed prices with subscription/refill options for customer retention.
2. One-time Product Purchases: Individual product purchases at fixed price points for supplements and beauty products with no minimum commitment

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Libby sells proprietary women's wellness supplements and beauty products directly to U.S. consumers through its Shopify storefront. The flagship offering is The Libby System™, a bundled three-supplement regimen (Signal™, High Maintenance™, and Power Trip™) targeting cellular health, microbiome balance, sexual wellness, mood, sleep, and beauty-from-within. The company also markets Volulip™ plumping lip glosses and an AMS line of detox, metabolism, craving-control, and ketone hydration supplements.

Product overview

Libby is a women's wellness supplement company offering a platform of three core supplement products designed to support health at the cellular level: Signal™ (patented women's sexual whole-body wellness supplement for mind, body and mood optimization), High Maintenance™ (microbiome health supplement with Pre-, Pro-, Post-, Parabiotics and Biophages for gut health), and Power Trip™ (multi-nutrient beauty supplement for hair, skin and nails). These are sold individually or as The Libby System™ bundle, with 30-day and 90-day supply options. The company also offers Volulip™ plumping lip gloss products in multiple shades, and additional wellness supplements under the AMS brand including ClearDrops detox, AMS Thermo metabolism support, AMS Hunger craving control, AMS GLP-1 Cleanse, and ketone hydration products. The products are primarily sold through the Shopify e-commerce platform with HSA/FSA payment integration via TrueMed.

Differentiator

Problem solved

Functional benefit

Brands

• The Libby System: A comprehensive system combining High Maintenance, Signal, and Power Trip for holistic women's wellness including gut health, sexual wellness, and beauty support.
• Signal
• High Maintenance
• Power Trip
• Volulip

Products and services

• Signal™ Women's Sexual Whole-Body Wellness Supplement Patented women's sexual whole-body wellness supplement supporting sexual wellness, mood, sleep, energy, focus, circulation, and overall vitality through cellular-level support. Sold as a 30-day supply (60 capsules) at $90, available in standard and Pahoa (jar/pouch) packaging. Formerly known as Libby Daily Wellness.
• High Maintenance™ Microbiome Health Supplement Clinically formulated microbiome health supplement combining Prebiotics, Probiotics, Postbiotics, Parabiotics, and Biophages to support gut health, reduce bloating, enhance nutrient absorption, and strengthen immunity. Sold as a 30-day supply (60 capsules) at $90, available in standard and Pahoa packaging.
• Power Trip™ Hair, Skin, and Nails Supplement Multi-nutrient supplement designed for thriving hair, skin, and nails, containing essential vitamins, minerals, and antioxidants including Maqui Berry (Delphinol), Hyaluronic Acid, Vitamin C, and B vitamins for radiant beauty from within. Sold as a 30-day supply (60 capsules) at $90, available in standard and Pahoa packaging.
• The Libby System™ (30-Day Complete Bundle) Complete women's supplement system combining Signal, High Maintenance, and Power Trip (60 capsules each, 30-day supply) for mind, body, and microbiome harmony. Foundationally formulated to restore vitality and health from the cellular level. Priced at $270 (sale $177 during Black Friday).
• The Libby System™ (90-Day Extended Bundle) Extended 90-day supply of the complete Libby System bundle containing all three core supplements with 180 capsules each, designed for sustained cellular-level wellness support. Priced at $519.
• Volulip™ Plumping Lip Gloss (Multiple Shades) Clinically proven plumping lip gloss line using a patented plant-peptide (Volulip) plus hyaluronic acid formula to deliver visibly fuller, softer lips with improvements in lip shape, surface, softness, texture, volume, and hydration after 30 days of twice-daily use. Available in individual shades — Pink ($24), Nude, Berry, Mauve, Clear, and color-transforming NYC Mood — and in 3-pack ($49), shimmer, neutral, and six-piece collections.
• Volulip™ Lip Gloss Collections (Six-Set, Pink, Shimmer, Neutral) Bundled Volulip lip gloss collections — Six Lip Gloss Set (Nude, Pink, Berry, Mauve, Clear, NYC Mood), Pink Collection (Nude, Pink, Berry), Shimmer Collection (Nude, Pink, NYC Mood), and Neutral Collection (Nude, Mauve, Clear) — offering value pricing versus individual shade purchases.
• ClearDrops Water-Soluble Zeolite Detox Drops Water-soluble zeolite detox dietary supplement positioned as the only triple-patented detox supplement available to the public, created by a Triple Board-Certified Pharmacist, MD, and Cardiovascular Surgeon; sold as a 30 ml drop format.
• AMS Thermo Metabolism Support Capsules Metabolism support supplement powered by THERMO-GLP™ that activates brown fat and supports the breakdown of stored fat for natural fat-burning; sold as 60 capsules.
• AMS Hunger Craving-Control Powder Patented, Health Canada-approved supplement powder with plant-based glycosides designed to help users feel satisfied and support balanced blood sugar for craving control; sold in 5–15 ounce sizes.
• AMS GLP-1 Cleanse Capsules Plant-powered cleanse capsules supporting the digestive system, promoting regularity, and helping the body naturally eliminate toxins and waste.
• AMS Classic Collection Bundle Clean, targeted weight-management support bundle including AMS Clean Ketone Hydration Concentrate, AMS Hunger Powder, and AMS Thermo Capsules for energy, cravings, and metabolism.
• AMS Deluxe Collection Bundle Comprehensive wellness bundle including AMS Cleanse Capsules, AMS Hunger Powder, and AMS Thermo Capsules for balanced energy, craving control, and metabolic support.
• AMS Clean Ketone Hydration Concentrate Clean ketone hydration supplement delivering nature-identical ketones for keto-style energy without strict diet requirements, featuring patented nanoencapsulation; sold in a 2-ounce bottle.

Quantifiable outcome

• Saffron ingredient shows significant effect within 2 weeks per clinical studies
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• TrueMedcoreGTM or Marketing PartnerTrueMed enables Libby customers to pay with HSA/FSA funds and potentially save an average of 30% on purchases through a Letter of Medical Necessity program. Customers complete a health survey to determine eligibility, and TrueMed issues the LMN to satisfy IRS requirements for wellness purchases as medical expenses.
• ShopifycoreTechnology or IntegrationShopify powers Libby's online e-commerce platform enabling product sales, payment processing, order management, and customer accounts. Shopify provides the technical infrastructure for the online store.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OPositiv: OPositiv is a D2C women's wellness brand focused on sexual wellness, hormones, and menopause supplements — overlapping with Libby's Signal women's sexual wellness positioning and customer.
• Care/of: Care/of is a personalized D2C vitamin and supplement brand with subscription mechanics sold direct online — comparable business model, packaging format, and women's-wellness target customer.
• Seed: Seed is a D2C microbiome/probiotic supplement brand with patented formulations and a subscription model — directly comparable to Libby's High Maintenance on microbiome science and clinical-credibility positioning.
• Hum Nutrition: Hum Nutrition is a D2C women's wellness supplement brand targeting beauty-from-within, gut, mood, and sexual health — almost identical product positioning, customer persona, and Shopify-led GTM to Libby.
• Moon Juice: Moon Juice is a D2C wellness brand selling adaptogen, beauty-from-within, and gut supplements to a wellness-oriented female consumer — comparable target persona, premium positioning, and direct e-commerce model.
• Ritual: Ritual is a venture-backed D2C women's multivitamin and supplement brand sold via subscription through its own e-commerce site — directly comparable category, target customer, and recurring-revenue model.
• Perelel: Perelel is a D2C women's health supplement brand focused on hormonal, prenatal, and cycle-related wellness — comparable women-targeted supplement positioning, premium pricing, and clinician-formulated messaging.

Broad incumbents

• Olly: Olly is a larger, established women's/wellness supplement brand (owned by Unilever) with broad retail distribution — overlapping product formats (gummies, capsules) and women's beauty/wellness positioning, but at significantly larger scale and retail presence.
• Athletic Greens (AG1): AG1 is a major D2C daily nutrition/greens supplement brand with subscription mechanics — overlapping D2C supplement category and subscription GTM, though with a broader daily-nutrition positioning rather than women's-specific focus.
• Buxom: Buxom is an established lip-plumping gloss brand owned by Shiseido — comparable product category to Libby's Volulip plumping lip gloss line, though operating at much larger scale with broad retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/withlibby

Compliance3 records

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 Libby