Name

Swisse Wellness (part of H&H Group)

Legal name

Swisse Wellness

Website

https://swisse.com.au

Company type

Private

Founded year

1969

Operating status

Operating

Short description

Swisse Wellness, founded in 1969 and part of H&H Group, develops and sells vitamins, supplements, gummies, and skincare products to Australian and New Zealand consumers through direct-to-consumer e-commerce and pharmacy/grocery retail.

Ownership category

akta.pro rank

Product category

Vitamins & Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Healthy Aging & Cognitive Support Supplements (CRADAGAM), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Children’s Vitamins & Supplements (CRADAGAJ)

Keywords

• Vitamin supplements
• Multivitamins
• Nutritional supplements
• Beauty supplements
• Cellular nutrition

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through swisse.com.au direct-to-consumer sales with membership program offering up to 20% off everyday. Products include vitamins, supplements, beauty & skincare, and the advanced Swisse Nutra cellular nutrition line.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Swisse Wellness develops, manufactures, and sells a broad portfolio of vitamins, supplements, gummies, beauty supplements, and topical skincare products for adults and children. The range covers general multivitamins, condition-specific supplements (immunity, gut, sleep, stress, beauty, joint, cognition), advanced cellular nutrition (Swisse Nutra), and children's health formulations (Little Swisse), available through its own e-commerce site and Australian pharmacy/grocery retail.

Product overview

Swisse Wellness is a comprehensive vitamin and supplement brand under H&H Group offering multiple product lines across wellness, beauty, and cellular nutrition categories. The portfolio includes: Swisse Ultivite (core multivitamins for different life stages and genders), Swisse Ultiboost (targeted wellness supplements), Swisse Ultibiotics (probiotic formulations), Swisse Ultinatal (prenatal/postnatal support), Swisse Beauty (beauty supplements and topical skincare), Swisse Nutra (advanced cellular nutrition with clinically studied ingredients), and Little Swisse (children's health range). The company positions itself as Australia's Most Trusted Vitamin Brand (2024-2026 Reader's Digest survey), offering supplements in various formats including capsules, tablets, gummies, effervescents, powders, and melts across categories spanning general wellness, immune support, digestive health, bone and joint health, brain health, energy, sleep, stress, beauty, and women's health. Products are backed by scientific and traditional evidence with the Nutra range featuring novel clinically studied ingredients like Quercefit, Lute-gen, Ceramosides, and UC11 Type II Collagen.

Differentiator

Problem solved

Functional benefit

Brands

• Swisse Nutra: Advanced scientifically-backed range with novel, clinically studied ingredients for cellular nutrition, beauty, and longevity.
• Swisse Ultiboost
• Swisse Ultivite
• Swisse Beauty
• Swisse Ultibiotics
• Swisse Ultinatal
• Little Swisse
• Swisse Kids

Products and services

• Swisse Ultivite Multivitamins Core multivitamin line tailored to different life stages and genders, including Men's, Women's, 50+, 65+, Teenage, and Vegan variants, available in tablet and gummy formats. Targets adult consumers seeking everyday nutritional support.
• Swisse Ultiboost Targeted Supplements Targeted single-condition supplement range covering beauty, bones and joints, brain health, energy, immunity, muscle support, sleep, stress, and women's health. Includes specific products such as Iron, Vitamin D, Zinc+, Calcium + D, High Strength Curcumin, Glucosamine, Prostate, and Menopause Balance. Pricing from approximately $12.99 to $69.99.
• Swisse Ultibiotics Probiotics Probiotic supplements including Daily Digestive Probiotic, Daily IBS Probiotic, Daily Immune Probiotic, Women's Flora Probiotic, and Daily Detox formulations for gut and immune health support.
• Swisse Ultinatal Pregnancy & Breastfeeding Prenatal and postnatal nutritional formulas including Pre-Conception & Pregnancy Multivitamin and Breastfeeding Support supplements formulated for the first 1,000 days of baby's life.
• Swisse Beauty Supplements & Skincare Beauty range including ingestible beauty supplements (Collagen Glow, Hair Skin Nails+, Marine Collagen Powder) and topical skincare (Cica B5 Barrier Repair Serum, Hyaluronic Acid Daily Glow Hydrating Cleanser) targeting skin health from within and topical application. Pricing from approximately $24.99 to $69.99.
• Swisse Nutra Cellular Nutrition Advanced scientifically-backed range with clinically studied proprietary ingredients (Quercefit, Lute-gen, Ceramosides, Berbevis, UC11 Type II Collagen) targeting cellular beauty, cellular longevity, and cellular nutrition for anti-aging and healthspan support. Includes Cellular Multivitamin Men, Cellular Hair Growth Women, Cellular Cognition, Cellular Energy, Cellular Skin Hydration, and Cellular Joint Mobility. Pricing from approximately $59.99 to $89.99.
• Little Swisse Kids Health Children's vitamins and supplements range including Multivitamin Gummies, Prebiotic + Probiotic Gummies, Iron + Vit C Gummies, Fussy Eater Greens Gummies, Fish Oil, Immune Health, Multi, Children's Multivitamin, Rest + Restore, and Bone Health, formulated for children as young as two years old.

Quantifiable outcome

• Australia's Most Trusted Vitamin Brand - voted by Australians in Readers Digest Most Trusted Survey 2024, 2025 & 2026
• +4 more outcomes

Segments10 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Dream Plus (Pumpkin Seed Oil Research)minorOthersDream Plus is referenced as the sponsor of research supporting Pumpkin Seed Oil (Curbitastan) ingredient used in Swisse Nutra hair growth products. Based on Cho et al. (2014) study published in Evidence-Based Complementary and Alternative Medicine.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Blackmores: Australia's largest direct VMS competitor offering vitamins, supplements, and wellness products across similar categories (multivitamins, kids, women's health, beauty) through pharmacy and DTC channels—Swisse's closest domestic rival for category leadership.
• Vitabiotics: UK-headquartered VMS brand offering multivitamins (Wellman/Wellwoman), specialist supplements, and kids' ranges with similar life-stage segmentation strategy and clinical research backing on formulations.
• Jamieson Wellness: Canadian VMS manufacturer with global distribution offering vitamins, supplements, and wellness products. Similar comprehensive product breadth across multivitamins, women's health, and specialty supplements in pharmacy/grocery retail.
• Nature's Own: Australian VMS brand under Sanofi Consumer Health offering multivitamins, fish oil, and specialty supplements. Competes head-to-head with Swisse in Australian pharmacy channels across similar price points and category coverage.
• Life-Space: Australian probiotics and microbiome brand also under H&H Group's portfolio, offering probiotic supplements with multi-strain formulations—comparable gut-health positioning and overlapping target consumer base with Swisse Ultibiotics.

Broad incumbents

• Nature's Way: Established global supplement brand owned by Schwabe Group, offering vitamins, herbal remedies, and children's supplements. Comparable broad VMS portfolio with similar pharmacy retail presence and trust-based brand positioning.
• Centrum (Haleon): Mass-market multivitamin leader from Haleon (GSK spinoff), offering age- and gender-specific multivitamins globally. Comparable broad multivitamin range but competes at lower price tier with mass-market distribution.
• Bayer Consumer Health (Elevit, Berocca): Global pharma consumer health division whose Elevit (pregnancy) and Berocca (energy/B-vitamins) compete directly with Swisse Ultinatal and energy/stress ranges in Australian pharmacy channels with similar clinical-claim positioning.

Emerging players

• Ritual: Direct-to-consumer multivitamin brand with clean-label positioning, subscription model, and clinically-traceable ingredients—compares to Swisse Nutra line as a digitally-native challenger targeting health-conscious premium consumers.
• Olly: Modern gummy-format supplement brand acquired by Unilever, offering vitamins and wellness products in approachable formats. Comparable gummy and functional-format supplement strategy targeting younger, lifestyle-focused consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/swisse-wellness

Compliance1 record

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 Swisse Wellness (part of H&H Group)