InnovixLabs

What InnovixLabs does

InnovixLabs (legal entity Innovix Pharma Inc.) is a privately held, science-centric nutritional supplement company founded in 2012 by credentialed nutritionist Vin Kutty and headquartered in Calabasas, California. The company formulates and sells a portfolio of approximately twelve premium supplements spanning cardiovascular, gut, joint, bone, brain, mood, and immune health, including Triple Strength Omega-3 (900mg per softgel with IFOS 5-star certification), Full Spectrum Vitamin K2 (500mcg MK-4 plus 100mcg MK-7), Multi-Strain Probiotic (50 billion CFU, 31 strains), Advanced Magnesium, Mood Probiotic, Broad Spectrum Prebiotic, High Absorption Turmeric Curcumin, Choline, Vitamin D3+K2, Black Seed Oil Softgels, and Collagen Peptides. Notable technical components include enteric-coated softgels (plant-derived alginate/stearic acid coating to prevent fish-oil burps), molecular distillation of fish oil, and batch-level third-party testing through IFOS, Eurofins Labs, and BBB certification.

InnovixLabs operates as a direct-to-consumer e-commerce business on a Shopify storefront, supplemented by Amazon and iHerb (the latter enabling reach to 180+ countries). Revenue mechanics combine one-time purchases ($9.99-$49.99 per SKU) with a recurring AutoShip/Subscription program that issues pre-shipment reminder emails and maintains subscription pricing despite fish oil cost inflation. Marketing is content-led via the Insights blog, educational product pages, customer ratings, and SEO/category-page optimization across Heart, Mood, Gut, Joints, Bones, Brain, and Immunity collections.

The target customer is the health-conscious consumer seeking high-purity, third-party-verified supplements for targeted use cases (bone density, cardiovascular risk, gut microbiome, mood/stress, joint comfort). The company emphasizes pharmaceutical-strength dosages, science-backed ingredients, and a "family-formulated" founding philosophy. There is no evidence of external equity investment, institutional capital, M&A activity, or a parent company; ownership and decision-making appear to remain founder-controlled after 13 years of independent operation.

Name

InnovixLabs

Legal name

Innovix Pharma Inc.

Website

https://innovixlabs.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

InnovixLabs is a privately held DTC nutritional supplement company founded in 2012, selling a portfolio of ~12 third-party-tested vitamins and supplements (omega-3, probiotics, vitamin K2, magnesium, collagen, black seed oil) directly to health-conscious US consumers via Shopify, Amazon, and iHerb.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

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

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Probiotics & Digestive Health Supplements (CRADAGAF), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Nutritional supplements
• Omega-3 fish oil
• Probiotic supplements
• Vitamin K2
• Direct-to-consumer supplements

Headquarters

HQ city

Calabasas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of nutritional supplements through e-commerce website with products ranging from $9.99 to $49.99 per unit.
2. Subscription/AutoShip Program: Recurring subscription deliveries with automated billing, offering convenience and consistent revenue. Subscription customers receive reminder emails before shipment and can manage preferences online.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

InnovixLabs formulates, brands, and sells a portfolio of science-backed nutritional supplements for individual health consumers, including omega-3 fish oils, probiotics, vitamin K2, vitamin D3+K2, magnesium, turmeric curcumin, choline, omega-7, black seed oil, collagen peptides, and prebiotic fiber. Products are sold direct-to-consumer through the company's own e-commerce website and through Amazon and iHerb marketplaces, with every batch third-party tested by IFOS, Eurofins Labs, and BBB-accredited verification. The company also offers an AutoShip subscription program for recurring orders.

Product overview

InnovixLabs is a science-centric nutritional supplement company founded in 2012, offering a portfolio of high-purity, research-backed supplements across multiple health categories. The product line includes: Triple Strength Omega-3 and Purified Omega-7 for heart and cardiovascular health; Advanced Magnesium for muscle, bone, and relaxation support; Full Spectrum Vitamin K2, Vitamin D3+K2, and Choline for brain and bone health; High Absorption Turmeric Curcumin for joint support; Mood Probiotic and Multi-Strain Probiotic for gut and mood health; Broad Spectrum Prebiotic Fiber for gut microbiome support; Black Seed Oil Softgels for immune and whole-body wellness; and Collagen Peptides for skin, hair, nails, and joint mobility. All products undergo third-party testing for quality and purity, with emphasis on pharmaceutical-strength formulations and clean ingredient profiles.

Differentiator

Problem solved

Functional benefit

Products and services

• Triple Strength Omega-3 (90ct) Fish oil supplement providing 900mg of omega-3s (480mg EPA, 360mg DHA) per softgel — three times more than standard fish oil supplements. IFOS 5-star certified, enteric-coated to prevent burps, supports heart, brain, and joint health for general health-conscious consumers.
• Triple Strength Omega-3 (30ct Softgels) 30-count variant of Triple Strength Omega-3 with the same 900mg omega-3 formula, enteric coating, and IFOS 5-star certification as the 90-count version. Targeted at first-time buyers and trial use.
• Purified Omega-7 Omega-7 fatty acid supplement for triglyceride management and cardiovascular support, targeted at consumers addressing cardiovascular risk factors and arterial health.
• Advanced Magnesium Magnesium supplement containing magnesium glycinate and magnesium malate for heart, muscle, and bone health, supporting relaxation, sleep, and digestive regularity in health-conscious consumers.
• High Absorption Turmeric Curcumin High-absorption curcumin supplement derived from turmeric for joint mobility support and inflammatory response management, targeted at consumers with joint comfort concerns.
• Full Spectrum Vitamin K2 Vitamin K2 supplement containing 500mcg MK-4 and 100mcg TRANS MK-7 per capsule for bone health, cardiovascular function, and brain health support, targeting consumers seeking comprehensive K2 coverage.
• Vitamin D3 + K2 (with Vitamin A) Combination supplement of vitamin D3, vitamin K2, and vitamin A for immune system function, bone density support, and overall wellness, targeted at consumers seeking synergistic fat-soluble vitamin coverage.
• Mood Probiotic Probiotic supplement with 15 billion active cultures selected for stress-related digestive support and mood regulation through the gut-brain axis, targeting mental wellness seekers.
• Multi-Strain Probiotic High-potency probiotic with 50 billion CFU and 31 probiotic strains including Lactobacillus, Bifidobacterium, and Bacillus for gut diversity and digestive health, targeting consumers seeking comprehensive microbiome support.
• Broad Spectrum Prebiotic Fiber Prebiotic fiber supplement with over 15 plant-based prebiotic fibers, the first to contain all three major classes of prebiotics: soluble fibers, non-starch polysaccharides, and resistant starches, supporting gut microbiome health.
• Choline Choline bitartrate supplement delivering 100% of the daily requirement for brain health, memory support, focus, clarity, and cognitive function, third-party tested by Eurofins Labs.
• Black Seed Oil Softgels (500mg) Cold-pressed, enteric-coated Black Seed Oil softgels containing 500mg of Nigella sativa (black cumin) seed oil with thymoquinone, supporting immune health, hair skin and nails, joint comfort, digestive balance, and overall wellbeing.
• Collagen Peptides Hydrolyzed bovine collagen powder supplement containing Type 1 and Type 3 collagen, supporting healthy skin, hair and nails, joint mobility and flexibility, and muscle recovery after exercise. Unflavored, 10g of collagen per serving.

Quantifiable outcome

• Triple Strength Omega-3 ranked best-value fish oil by Labdoor.com in 2016, 2017, and 2018
• +4 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform hosting the company website and enabling online sales, payment processing, customer accounts, and subscription management functionality.
• iHerbcoreChannel Partner/ Reseller/ DistributorInternational marketplace distribution partner shipping to more than 180 countries. Authorized retailer for InnovixLabs products including Black Seed Oil and Full Spectrum Vitamin K2.
• AmazonminorChannel Partner/ Reseller/ DistributorAuthorized third-party marketplace retailer. Note: Amazon takes approximately 55 cents per dollar from supplement purchases, significantly higher than historical ~20 cents.
• IFOS (International Fish Oil Standards)coreStrategic or Co-development PartnerThird-party certification program for fish oil products. IFOS tests and certifies Triple Strength Omega-3 for purity, potency, and freshness with public Certificate of Analysis available.
• BBB (Better Business Bureau)coreStrategic or Co-development PartnerBBB Accredited Business maintaining A+ rating. Serves as third-party verification of business legitimacy and customer service standards.
• Eurofins ScientificcoreStrategic or Co-development PartnerThird-party laboratory testing partner for product purity, potency, and freshness verification. Used for Choline and other supplement products.

Scale indicators3 records

Recent moves2 records

Expansion highlights4 records

Direct peers

• Designs for Health: Science-based supplement company selling practitioner-grade and DTC nutritional products across cardiovascular, gut, bone, and metabolic health. Closely comparable on pharmaceutical-strength formulations and educational content marketing.
• Pure Encapsulations: Premium hypoallergenic supplement brand distributed through practitioners and DTC with emphasis on purity and clinical formulations. Comparable on science-led positioning and supplement category overlap including probiotics, magnesium, and omega-3.
• Life Extension: Long-established science-based supplement brand with broad catalog across heart, gut, brain, and immune health, sold DTC and on Amazon. Comparable on third-party testing emphasis and category breadth that overlaps InnovixLabs' portfolio.
• Jarrow Formulas: Science-driven nutritional supplement company with strong probiotic, omega-3, and vitamin K2 lines sold through DTC, Amazon, and iHerb. Comparable on third-party testing emphasis and gut/health-focused SKU overlap.
• Nordic Naturals: Premium fish oil and omega-3 supplement brand sold DTC and via Amazon/iHerb with IFOS certifications. Closest direct comparable to InnovixLabs' hero Triple Strength Omega-3 product and fish-oil-focused differentiation strategy.
• Doctor's Best: Science-based supplement brand with broad catalog including omega-3, magnesium, curcumin, and vitamin K2, sold via Amazon and DTC channels. Direct overlap on many of InnovixLabs' hero SKUs and similar premium-potency positioning.
• Thorne: Science-centric DTC nutritional supplement brand spanning gut, sleep, mood, and cardiovascular health with practitioner and consumer channels. Direct comparable on science-backed, premium-potency positioning and subscription/DTC go-to-market.
• Swanson Health: Large catalog supplement retailer selling branded and private-label vitamins, minerals, and specialty supplements DTC. Comparable on broad multi-category supplement assortment and DTC-first distribution model.
• Sports Research: DTC supplement brand with strong Amazon presence and category overlap including omega-3, turmeric/curcumin, vitamin K2, and collagen peptides. Comparable on DTC + Amazon go-to-market and premium Amazon-first supplement positioning.

Broad incumbents

• NOW Foods: Large established supplement manufacturer with extensive catalog including omega-3, probiotics, magnesium, and vitamins sold DTC and through retailers. Broader incumbent that overlaps on nearly every category InnovixLabs competes in, but at a much larger scale and price point.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/innovixlabs

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 InnovixLabs