What PHD (UK) LTD does

PHD (UK) Ltd, trading as Prime Health Direct, is a privately held UK-based direct-to-consumer e-commerce business that formulates, manufactures (via UK GMP-certified partners), and retails nutritional supplements through its own Shopify storefront at primehealthdirect.com. The product portfolio comprises 22 SKUs organized into three categories — 'Perform Better' (creatine gummies, testosterone boosters, nitric oxide support, joint and protein supplements), 'Age Better' (GeroVital GH3 anti-aging, NAD+ longevity, collagen, nootropic gummies), and 'Men's Vitality' (the legacy ProstaBeta phytosterol prostate line evolved through three formulations since 1997, plus sexual wellness and hair growth). Core technology centers on proprietary multi-ingredient formulations with disclosed dosages, novel gummy delivery systems for clinical-dose creatine and nootropics, and pH-correct Kre-Alkalyn creatine; every batch is independently tested by Eurofins Scientific.

The company sells direct to individual consumers globally (UK, USA, EU duty-paid, plus worldwide shipping), with multi-currency checkout (USD/GBP/EUR) and 40+ language localization. Revenue mechanics combine one-time purchases at retail prices with a subscription model offering 20% savings, managed via Appstle, with a minimum 2-month subscription commitment and cancel-anytime flexibility. Primary customer segments are men over 50 (prostate/vitality), men aged 25+ experiencing age-related vitality decline, fitness/performance enthusiasts, and health-conscious adults seeking caffeine-free cognitive support. The business is founder/management-controlled with no disclosed external investors, operates with a 1-10 person team, and maintains parallel UK (PHD (UK) Ltd) and US (Prime Health Direct LLC) corporate structures.

Name

PHD (UK) LTD

Legal name

PHD (UK) Ltd

Website

https://primehealthdirect.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

PHD (UK) Ltd, trading as Prime Health Direct, is a UK-based direct-to-consumer e-commerce retailer of UK-manufactured nutritional supplements (prostate, vitality, longevity, performance) sold globally via its own online storefront with subscription pricing.

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

Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL)

akta.pro secondary industry

Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH)

Keywords

• Nutritional supplements
• Men's health supplements
• Prostate health support
• Nootropic gummies
• Direct-to-consumer supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (One-Time Purchase): Direct consumer purchases of supplements at listed retail prices. One-time purchases available for all products with standard pricing.
2. Subscription/Recurring Revenue: Subscribe-and-save model offering 20% discount on regular pricing. Provides predictable recurring revenue with minimum 2-month subscription commitment. Customers can skip, reschedule, or cancel deliveries anytime. Powered by Appstle subscription platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

PHD (UK) Ltd, trading as Prime Health Direct, manufactures and sells UK-made natural health and nutritional supplements directly to consumers through its own e-commerce storefront at primehealthdirect.com. The portfolio spans approximately 22 SKUs across male vitality (prostate health, testosterone support), physical performance (creatine gummies, protein, joint support), cognitive performance (caffeine-free nootropic gummies), and longevity/anti-aging (NAD+, GeroVital GH3, collagen). Products are sold via one-time purchase or a subscribe-and-save subscription model offering 20% recurring savings, shipped globally with duty paid to USA and EU markets.

Product overview

PHD (Prime Health Direct) is a UK-based health supplements company offering a comprehensive portfolio of wellness and nutritional products. The portfolio spans five key health categories: (1) Perform Better – fitness and performance supplements including Prime Creatine Gummies, Prime Power Creatine Gummies, Prime Man T Booster, NitroMax AKG, Prime Peptide Protein, Prime Flex JointSolve, and Tribulus Plus; (2) Men's Vitality – prostate and male health products including Prime ProstaBeta, Prime Prostate Super ProstaBeta, Prostabeta Advance, Prime Viga, and Prime Revive Hair Growth; (3) Age Better/Longevity – anti-aging supplements including Prime Vital H3 GeroVital, GeroVital Advance, GeroVital Gold, Prime Life+Longevity NAD+, Prime Neuro Gummies, and Prime Pure Collagen; and (4) general wellness including Prime Eyes and Prime Harmony. The company emphasizes science-backed formulations with EuroFins lab testing, GMP-certified manufacturing, and long-standing formulas refined over 26+ years since 1997. Products are available as tablets, capsules, gummies, and powders with subscription options.

Differentiator

Problem solved

Functional benefit

Brands

• Prime: Primary product brand prefix for health supplements including Prime ProstaBeta, Prime Man, Prime Neuro, Prime Power, Prime Vital H3, Prime Life, Prime Flex, and Prime Collagen.

Products and services

• Prime ProstaBeta Advanced nutritional prostate support supplement with 1,000mg Phytopin beta-sitosterol and 20+ active ingredients including saw palmetto, lycopene, green tea, zinc, and botanical extracts, designed for men over 50 seeking urinary function, flow, and hormonal balance support.
• Prime Prostate Super ProstaBeta Enhanced prostate health supplement with 800mg Phytopin beta-sitosterol complex, Graviola, vitamin D3, zinc, selenium, and 20+ nutrients for men's natural prostate function and urinary flow.
• Prostabeta Advance Prostate health support supplement with 600mg beta-sitosterol, 200mg saw palmetto, lycopene, zinc, and 20 vitamins/minerals/botanicals delivered as one tablet daily for urinary flow and comfort.
• Prime Man T Booster Natural testosterone support supplement combining Ajuga Turkestanica (turkesterone), Tribulus Terrestris, Mucuna Pruriens (L-Dopa), Ashwagandha, Fenugreek, L-Arginine AKG, and vitamins D3, zinc, magnesium, and B6 for men's hormonal balance, strength, and vitality.
• Prime NitroMax AKG 1,500mg Men's vitality supplement built around L-Arginine Alpha-Ketoglutarate (AAKG) for nitric oxide support, circulation, energy, and daily performance in a once-daily tablet format.
• Prime Viga Natural sexual wellness and performance supplement for power, performance, and passion in men.
• Prime Revive Hair Growth Formula Hair growth formula supplement for men and women supporting hair regrowth and vitality (upgraded from the HGC3 formula).
• Prime Power Creatine Gummies Creatine performance gummies combining 5,000mg micronised creatine monohydrate with nootropics including Lion's Mane, Tongkat Ali, and L-Theanine for strength, focus, and recovery without powders or stimulants; EuroFins lab tested, vegan, and sugar-free.
• Prime Creatine Gummies 1,700mg Pure micronised creatine monohydrate gummies delivering 5.1g daily serving (three 1,700mg gummies), sugar-free, vegan, EuroFins lab tested, GMP-certified for strength and performance support.
• Prime Neuro Gummies Caffeine-free nootropic gummies with Lion's Mane, Alpha-GPC, N-Acetyl L-Tyrosine, ALCAR, Bacopa Monnieri, phosphatidylserine, saffron, ginkgo, pine bark, and essential vitamins for calm focus, mental clarity, and cognitive performance.
• Tribulus Plus Capsules Muscle and performance supplement with Tribulus Terrestris for natural potential and physical strength support in capsule form.
• Prime Peptide Protein Powder Protein powder with pH-correct Kre-Alkalyn creatine for muscle support and physical performance.
• Prime Flex JointSolve Joint supplement in chewable format combining JointSolve for mobility and joint comfort support.
• Prime Vital H3 GeroVital GH3 Advance Anti-aging supplement based on Prof. Ana Aslan's original Gerovital formula with Proc HCL, vitamin C, niacin, and antioxidants for cognitive clarity, natural energy, vitality, and healthy aging support.
• GeroVital Advance Wellness supplement with the original GH3 formula in smooth tablet format for daily vitality and balanced lifestyle support.
• GeroVital GH3 Gold Premium wellness supplement with the original GH3 formula for daily vitality and antioxidant support in smooth tablet format.
• Prime Life+ Longevity NAD+ NAD+ longevity supplement for daily cellular energy, health support, and anti-aging benefits.
• Prime Pure Collagen Collagen supplement supporting skin, hair, and nail health with beauty and strength benefits from within.
• Prime Eyes Eye health supplement for visual support and ocular wellness.
• Prime Harmony Agnus Castus 200mg Hormonal balance supplement with Agnus Castus for women's wellness support.

Quantifiable outcome

• Prostabeta supported thousands of men since 1997 with multi-ingredient prostate formulation
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• EurofinscoreOthersEurofins Scientific provides independent third-party laboratory testing for PHD's supplement products. Every batch of products like Prime Power and Prime Creatine is independently tested by Eurofins to verify ingredient percentage and purity, ensuring label accuracy and batch-to-batch consistency.
• AppstlecoreTechnology or IntegrationAppstle provides the subscription management platform powering PHD's subscribe-and-save program. Customers can skip, reschedule, edit, or cancel deliveries anytime through the Appstle-powered system.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Solgar: Premium heritage supplement brand (founded 1947) with vegan/Non-GMO positioning across men's health, cognitive, and longevity categories. Comparable on long-formulation heritage and premium DTC positioning.
• Jarrow Formulas: Specialty supplement brand focused on evidence-based formulations across cognitive, men's vitality, and longevity categories, sold through DTC and third-party retailers with GMP-certified manufacturing.
• Thorne: Premium practitioner-grade supplement brand with strong positioning in longevity, men's vitality, cognitive performance, and NSF/EuroFins-equivalent third-party testing. Comparable on premium pricing, certification stack, and DTC-first model.
• Nature's Way: Established herbal and botanical supplement brand with strong position in men's vitality (saw palmetto, prostate) and traditional botanical formulations. Comparable on phytosterol-based prostate SKUs.
• Life Extension: Premium US-based supplement retailer/brand with deep focus on longevity, NAD+, prostate health, and men's vitality. Most direct comparable on product mix, quality-testing emphasis, and subscription model.
• Swanson Health Products: Long-running US DTC supplement retailer with extensive men's health, prostate, longevity, and vitamin catalog at value-to-premium price points. Comparable on multi-decade operating history and broad SKU coverage.
• Doctor's Best: Science-positioned supplement brand offering branded ingredients (similar to PHD's Phytopin and Kre-Alkalyn sourcing) across men's health, cognitive, and longevity categories with DTC and Amazon distribution.
• NOW Foods: Large established supplement brand spanning vitamins, men's health, nootropics, and performance categories with GMP manufacturing and global DTC reach. Comparable on breadth of SKU portfolio and quality positioning.

Broad incumbents

• Haleon (Centrum): Global CPG incumbent owning the Centrum men's-health vitamin franchise and other OTC supplement brands. Indirect competitor at the mass-market tier with overlapping men's vitality and prostate-adjacent positioning.
• GNC: Mass-market supplement incumbent spanning men's health, performance, vitamins, and herbal categories through DTC and retail. Overlapping category coverage but much broader and lower-priced than PHD's niche.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/primehd_ltd
• LinkedInlinkedin.com/company/phd-prime-health-direct

Compliance9 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 PHD (UK) LTD