BioActive Nutrients, Inc.

What BioActive Nutrients, Inc. does

BioActive Nutrients, Inc. is a privately held nutritional supplement company headquartered in Fridley, Minnesota, founded in 2000 by Guy Evans with his father, a nutritional biochemist. The company develops and sells a broad catalog of dietary supplements, multivitamins, probiotics, and targeted health products through three sub-brands: BioActive Nutrients (core multivitamins including the original BioPlus and Super BioPlus), Apiceuticals (PROPOWAX antioxidant skincare), and PionAIR (UV-based air treatment hardware). Its product portfolio spans 25+ health-concern categories from brain and cardiovascular support to bone, joint, digestive, immune, sleep, and stress support. Differentiated SKUs are anchored by proprietary and licensed patented ingredient technologies, including Magtein Magnesium L-Threonate (a brain-bioavailable magnesium licensed from AIDP, Inc.) and NSC Beta Glucan (U.S. Patent 6,486,003), alongside the patented PROPOWAX skincare series.

The company runs a direct-to-consumer e-commerce business at bioactivenutrients.com on a BigCommerce storefront, offering both one-time purchases and a subscription model with monthly through every-four-months cadence, free shipping over $45 for subscribers, weekly sales, and a 10% discount code for email/SMS opt-ins. In parallel, BioActive Nutrients is distributed physically through the pharmacy network of its parent company OneroRx (via Curative Shop) across four Midwestern states, with additional in-store placement at Medicap Pharmacy, Local Health Rx, and Sinks Pharmacy. The site also functions as a multi-brand wellness storefront carrying 15+ third-party brands such as Enzymatic Therapy, Natural Factors, and North American Herb and Spice. The company employs 1-10 people and was acquired by Curative Shop, a subsidiary of OneroRx, around 2020; today the brand serves health-conscious U.S. consumers seeking pharmacy-validated, formulary-grade supplements at mid-market price points.

Name

BioActive Nutrients, Inc.

Legal name

BioActive Nutrients, Inc.

Website

https://bioactivenutrients.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

BioActive Nutrients is a privately held U.S. nutritional supplement company selling multivitamins, probiotics, and targeted wellness products online and through a Midwest pharmacy network, serving health-conscious consumers seeking formulary-grade supplements at mid-market prices.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Herbal & Botanical Supplements (CRADAGAD), Probiotics & Digestive Health Supplements (CRADAGAF), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Antioxidants & Phytochemicals (Carotenoids, Tocopherols, Flavonoids, CoQ10, Resveratrol) (AFAJAKAI)

Keywords

• Nutritional supplements
• Dietary supplements
• Multivitamin formulations
• Antioxidant skincare
• Probiotic supplements

Headquarters

HQ city

Spooner

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales - E-commerce: Direct-to-consumer online sales through the company's e-commerce website. Customers purchase individual products or subscribe for recurring deliveries with discount incentives. One-time purchase and subscription options available for most products.
2. Direct Product Sales - Retail/Pharmacy: Physical retail distribution through OneroRx pharmacy network across four states and partner pharmacies including Medicap Pharmacy, Local Health Rx, and Sinks Pharmacy.
3. Subscription Services: Recurring subscription model offering products on a scheduled basis (monthly, every 2 months, every 3 months, every 4 months). Provides free shipping on subscription orders over $45.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

BioActive Nutrients, Inc. develops, brands, and sells a diversified portfolio of nutritional supplements including multivitamins/multiminerals (BioPlus and Super BioPlus), targeted health-support formulations (Magtein Magnesium L-Threonate, CinnaChrom, Eye Support with Lutein, Berry Good Greens, BiOmega 3-6-9, Chill, Zzz's, Prostate Health), beta-glucan immune support (NSC), antioxidant skincare (Apiceuticals PROPOWAX series), and UV-based air treatment devices (PionAIR). The company sells directly to consumers via its e-commerce website with subscription and one-time purchase options, and distributes through the OneroRx pharmacy network.

Product overview

BioActive Nutrients, Inc. is a nutritional supplement company offering a diversified portfolio of high-quality supplements at optimized potency. The product line centers on core multivitamin products (BioPlus and Super BioPLUS) as foundation nutritional supplements, supplemented by targeted health support products organized by health concerns including brain support (Magtein Magnesium L-Threonate), eye health (Eye Support with Lutein), blood sugar support (CinnaChrom), digestive support (probiotics, digestive enzymes), immune support (Elderberry, Beta Glucan NSC products), bone and joint support (Glucosamine & Chondroitin, MSM), stress/sleep support (Chill, Zzz's), cardiovascular support (BiOmega 3-6-9), and prostate health. The company also offers complementary product lines including Apiceuticals (antioxidant skincare under the PROPOWAX series) and PionAIR air treatment systems. Products are primarily distributed through the company's e-commerce platform and OneroRx/Curative Shop pharmacies.

Differentiator

Problem solved

Functional benefit

Brands

• Apiceuticals: Antioxidant skincare line featuring PROPOWAX series products including body lotion, dry oil, haircare, and shower gel.
• NSC
• PionAIR

Products and services

• BioPlus Multivitamin | Multimineral Comprehensive multivitamin/multimineral supplement providing foundational nutritional support with vitamins, minerals, and antioxidants for whole body nourishment, formulated in readily absorbable forms and amounts.
• Super BioPLUS Multivitamin | Multimineral Enhanced multivitamin/multimineral with additional power nutrients including Curcumin, Alpha Lipoic Acid, NAC, Lutein, and CoQ10 for comprehensive whole body nourishment with extra support for immunity, cognitive function, vision, and bone health.
• Magtein Magnesium L-Threonate 90 capsules Patented form of magnesium (Magtein) that crosses the blood-brain barrier to support brain health, cognitive function, memory, learning, and relaxation, sold as a 90-capsule supplement.
• Eye Support with Lutein Comprehensive eye health supplement featuring Lutein, Bilberry, Astaxanthin, and other essential nutrients to support macular health, healthy vision, and protection against blue light.
• CinnaChrom Blood sugar support supplement combining cinnamon and chromium picolinate to support healthy blood sugar levels and metabolic function.
• Berry Good Greens Organic greens and berry superfood blend containing prebiotic, antioxidant-rich, and alkalizing ingredients to support whole body detoxification, immune health, healthy digestion, and optimum vitality.
• PionAIR Smart Pointe Air Treatment System UV-based air purification device that uses air-purifying technology to neutralize organic odors, microbes, and molds at their source using activated charcoal and silver.
• Apiceuticals (PROPOWAX Series) Patented antioxidant skincare and haircare line providing maximum antioxidant and anti-pollution properties, scientifically formulated with anti-ageing activity that shields skin against free radicals and external aggressors.
• NSC Beta Glucan Supplements Immune support supplements featuring NSC-24 and NSC-100 Beta Glucan products for daily immune boost for all ages and genders, including ImmuSkin Cream for topical immune fitness support.
• Chill (Stress Support) Stress support supplement formulated with Ashwagandha Root, L-Theanine, and Chamomile Flower to promote calm and healthy response to daily stress; non-drowsy and non-habit forming.
• Zzz's Natural Sleep Aid Sleep support supplement formulated to help ease the mind and relax the body for natural drift into restful sleep and waking refreshed.
• Prostate Health Prostate support supplement with vitamins, minerals, and botanical extracts designed to support healthy prostate function and urinary health.
• BiOmega 3-6-9 Essential fatty acid supplement providing balanced Omega-3, Omega-6, and Omega-9 from fish, flax, and borage oils to support heart health, cardiovascular health, balanced immune response, and healthy skin.

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Curative ShopcoreStrategic or Co-development PartnerCurative Shop is a subsidiary of OneroRx and operates out of Pleasant Hill, Iowa. Curative Shop owns BioActive Nutrients brand and oversees the company's operations and distribution through pharmacy channels.
• Medicap PharmacyminorChannel Partner/ Reseller/ DistributorIndependent pharmacy partner that carries BioActive Nutrients products in-store.
• Local Health RxminorChannel Partner/ Reseller/ DistributorIndependent pharmacy partner that carries BioActive Nutrients products in-store.
• Sinks PharmacyminorChannel Partner/ Reseller/ DistributorIndependent pharmacy partner that carries BioActive Nutrients products in-store.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Thorne: Premium supplement brand with strong practitioner and DTC distribution, emphasizing bioavailable forms and NSF/cGMP-quality positioning. Highly comparable value proposition to BioActive Nutrients' bioavailable-ingredient and pharmacy-channel thesis.
• Standard Process: Whole-food supplement company with strong practitioner and pharmacy channel presence. Comparable on practitioner-channel distribution and condition-specific catalog merchandising, though with more emphasis on whole-food/whole-herb formulations versus BioActive Nutrients' bioavailable-isolated-ingredient approach.
• Life Extension: Long-established DTC and retail supplement brand with a wide catalog of condition-specific formulations (cognitive, cardiovascular, immune). Directly comparable to BioActive Nutrients on product breadth, premium-ingredient positioning, and clinically oriented marketing, though at substantially larger scale.
• Pure Encapsulations: Professional-grade supplement brand sold primarily through healthcare practitioners and pharmacies. Closely mirrors BioActive Nutrients' pharmacy-distribution model and clean-ingredient, hypoallergenic positioning.
• Designs for Health: Practitioner-channel supplement company with broad condition-specific product range and pharmacy distribution. Comparable in its hybrid DTC/professional-channel go-to-market and similar SKU breadth across brain, immune, metabolic, and digestive support.
• Natural Factors: Canadian supplement brand carried as a partner brand on BioActive Nutrients' site, with broad condition-specific product lines including brain, immune, and digestive support. Direct product-portfolio and channel overlap with BioActive Nutrients.

Broad incumbents

• Nature's Way: Established mass-market supplement brand covering multivitamins, herbal/botanical products, and condition-specific categories. Overlaps with BioActive Nutrients on herbal/botanical and multivitamin SKUs and serves as a benchmark for the broader retail/catalog model.
• NOW Foods: Large-scale supplement manufacturer and brand with very wide product portfolio spanning vitamins, minerals, specialty nutrition, and condition-specific supplements. Comparable product mix and price positioning, though at vastly larger scale and broader retail distribution than BioActive Nutrients.
• Metagenics: Healthcare-practitioner-channel supplement and medical-food company with broad condition-specific portfolio. Comparable distribution model (pharmacy/clinics) and portfolio breadth to BioActive Nutrients, at significantly larger scale.

Emerging players

• Seeking Health: Smaller specialty supplement brand focused on bioavailable forms, methylation support, and condition-specific formulations sold DTC and via practitioners. Comparable to BioActive Nutrients on bioavailable/active-form positioning and targeted health-concern merchandising, but with more emphasis on genetic/methylation niches.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BioActiveNutrients
• Instagraminstagram.com/bioactivenutrients
• LinkedInlinkedin.com/company/bioactive-nutrients-inc-

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 BioActive Nutrients, Inc.