Wellness-minded women treat health as a daily practice, not a one-off fix. They take vitamins, follow gut-health and hormone advice, try adaptogens, and buy into rituals that make self-care feel good. Brands that target them include Ritual, Moon Juice, Olly, Sakara Life, The Beauty Chef, JSHealth Vitamins, and Swisse. Their ads show how to blend science, lifestyle, and community into a message that earns a daily habit. Studying them helps you see which claims, influencers, and subscription offers carry a supplement or wellness brand from a first order to a long-term routine.
Wellness is built into mornings and evenings. Products that fit a ritual, like a daily vitamin or powder, get repeat use.
They manage digestion, hormones, stress, and sleep before problems grow, and look for products that support those goals.
They read labels and favor brands that explain what is inside, as Ritual does.
They follow wellness experts and influencers, which suits brands like JSHealth Vitamins.
Premium rituals from Moon Juice or Sakara Life appeal to those who see wellness as an investment.
Gut health, glow, and skin are linked in their minds, which is how The Beauty Chef positions beauty from within.
ARMRA is a bovine colostrum supplement brand founded by Dr. Sarah Rahal, a pediatric neurologist and former Assistant Professor at the Icahn School of Medicine at Mount Sinai. Dr. Rahal launched ARMRA around 2020, with the brand gaining serious traction after seed funding in 2021. ARMRA's colostrum products focus on the immune barrier — the protective lining of the gut, lungs, and mucous membranes — using the argument that bovine colostrum's bioactive compounds can 'revive' this barrier in adults subjected to modern environmental stressors. ARMRA went massively viral on TikTok in 2023-24, where Dr. Rahal's medical credentials and the brand's scientific positioning created outsized trust relative to typical supplement brands. Annual revenue approached $150M by early 2024, a remarkable achievement for a single-ingredient-category supplement. The brand runs heavy paid media across Meta, TikTok, and Google post-virality, using Dr. Rahal as the primary spokesperson in both organic and paid content. Also searched as Armra.
Arrae is a wellness brand that sells targeted supplements for goals including gut health, sleep, hormones, metabolism, fitness, and hair and skin. Its range includes Bloat gummies, Sleep, Calm, Magnesium, Hair Protein, and Tone creatine gummies. The brand sells direct-to-consumer online and uses clean-ingredient, symptom-focused positioning.
Bamford was founded in 2004 by Baroness Carole Bamford, drawing on her passion for meditation and holistic therapy. The brand offers certified organic skincare, yoga wear, home fragrances, and spa treatments through Bamford Wellness Spas in the Cotswolds and global hotel partners. It is deeply interconnected with the Daylesford Organic farm brand, sharing values of countryside sustainability and slow luxury.
Beekeeper's Naturals is a Toronto-based bee product wellness brand founded in 2017 by Carly Stein. The brand converts hive ingredients — propolis, royal jelly, bee pollen, and raw honey — into premium DTC supplements with an immunity and cognitive focus, accelerated by a Shark Tank appearance. Also searched as Beekeeper's.
Beli was founded in 2018 by Joni Hanson Davis in Kirkland, Washington. The brand addresses both partners in the fertility journey — offering separate prenatal formulas for men and women — a differentiating move in a category that overwhelmingly markets to women only. Beli launched the first modern male prenatal vitamin in 2019, expanding to women's formulas in 2021.
Bloom Nutrition is a DTC wellness brand selling greens powders, protein, and supplements marketed toward women's health and gut wellness. It sells primarily through its own website and major retailers like Target and Walmart, positioning on approachable, flavor-forward supplement products. The brand advertises heavily across Meta placements.
Bondi Wash launched in 2013 from Bondi, Sydney, founded by Belinda Everingham. The brand uses native Australian botanicals and essential oils in home cleaning and personal care products, positioning everyday routines as premium wellness experiences. Stocked globally and sold DTC at bondiwash.com.au. Also searched as Bondi.
Capim Santo is a Brazilian eco-luxury wellness and lifestyle brand with B Corp certification (score 80.6). Rooted in Trancoso, Bahia, the brand operates a pousada (boutique hotel), restaurant, and retail store, offering organic beauty and wellness products inspired by Brazilian botanical heritage. The brand spans personal care products, hospitality, and food. Also searched as Capim.
Codeage is a Los Angeles-based longevity supplement brand founded in 2017 that spans multi-collagen, NAD+, vitamins, and cellular health products. The brand runs a dual-channel Amazon and DTC strategy with wide SKU coverage across the aging and performance supplement space.
Cymbiotika was founded in 2018 by Chervin Jafarieh and Chase Brandon in San Diego, California. The brand differentiates on liposomal delivery technology — a pharmaceutical-grade absorption method that wraps nutrients in fat-soluble lipid layers for superior bioavailability versus standard capsules. The clean-ingredients and luxury aesthetic positioning commands premium price points with a loyal high-AOV customer base.
Daye (yourdaye.com) is a UK femtech brand founded in 2018 by Valentina Milanova in London. It pioneered the world's first CBD-infused tampon and has expanded into gynaecological health services including STI and BV screening. Raised ~$24M and launched in the US in 2023.
Eden Health Foods is an Australian-owned organic superfood brand founded by Steven Prahin. The brand focuses on certified organic and wildcrafted ingredients—spirulina, greens powders, protein, and natural vitamin C—sourced to the highest available quality standard. A minimum of 10% of profits is donated to charitable organisations. Products are sold DTC at edenhealthfoods.com.au and through health food stores and retailers including iHerb. Also searched as Eden Health.
Edible Beauty Australia was founded in 2014 by naturopath Anna Mitsios while working in a natural fertility clinic in Sydney. The brand launched Australia's first edible skincare range—certified-organic formulations built on native Australian plant extracts pure enough to ingest. Products are sold DTC at ediblebeautyaustralia.com and through Mecca stores. Also searched as Edible.
Elektra Health is a New York-based menopause telehealth brand founded in 2019 by Alessandra Henderson and Jannine Versi. It combines telemedicine, 1:1 coaching, evidence-based education, and a private community to deliver comprehensive midlife care for women navigating perimenopause and menopause. Also searched as Elektra.
Elvie is a British femtech company selling wearable breast pumps, pelvic floor trainers, and other women's health devices direct-to-consumer online and through retail partners. It positions itself as a technology-driven brand focused on women's health and motherhood products. The brand advertises across Meta placements to support ecommerce sales.
Founded in spring 2019 in Chicago by serial tech entrepreneurs Coco Meers and Marcy Capron-Vermillion, Equilibria targets women who want more than a product—they want a CBD practice. The brand's one-on-one dosage specialist program and subscription model create unusually high retention. Organic full-spectrum CBD products include softgels, oils, gummies, and topicals.
Faace is a London-based skincare brand founded in 2019 by Jasmine Wicks-Stephens. The brand offers face masks named for specific skin states — Tired Faace, Period Faace, Sweaty Faace, Menopause Faace — all 100% naturally derived, vegan, and cruelty-free. For every mask sold, Faace donates a period product pack to Hey Girls.
Farmashop is Uruguay's leading pharmacy chain, founded in 1998 and acquired by Linzor Capital Partners in 2013. With 100+ stores and 2,100+ employees, the brand operates a full-service DTC ecommerce platform at tienda.farmashop.com.uy offering prescription medications, OTC health products, beauty, and wellness items with nationwide home delivery and pickup. Also searched as Farma.
Gorgie was founded in January 2023 by Michelle Cordeiro Grant, who previously built LIVELY lingerie into a $105M acquisition within three years. Grant launched Gorgie to fill a gap she identified personally: a clean energy drink designed with women's wellness needs in mind rather than the male-dominated 'extreme sport' positioning of legacy energy brands. The brand launched in Whole Foods on January 11, 2023 and expanded rapidly into Sprouts and other natural grocery retailers. Gorgie closed its first year with seven-figure revenue and grew 5x in year two. The brand raised $6.5M at launch and a $24.5M Series A in April 2025, bringing total funding to $37M. The product formula — 150mg green-tea caffeine, l-theanine, biotin, zero sugar, no artificial sweeteners — is designed to support energy without the jitteriness associated with conventional energy drinks.
Grüns is a US gummy supplement brand founded in 2023 by Chad Janis that collapsed 10+ daily supplements into a great-tasting gummy packed with 60+ ingredients. The brand reached $300M ARR in 24 months and was acquired by Unilever for $1.2B in 2026, making it one of DTC wellness's fastest exits.
Healf is a UK-based wellness marketplace co-founded in 2020 by Max Clarke and Lestat McCree, curating clinically-vetted supplements and health products across four pillars: Eat, Move, Mind, Sleep. Bootstrapped to $100M, the brand is expanding to the US and competing with Erewhon for the premium wellness buyer.
Hilma is a New York-based supplement brand founded in 2019 that combines plant and clinical ingredients in formulas designed specifically for women's digestion, immunity, and stress. The brand has grown through ingredient-transparency storytelling and a loyal DTC subscriber base.
JSHealth Vitamins was launched in 2018 by clinical nutritionist and wellness influencer Jessica Sepel and her husband Dean Sepel in Sydney. The brand converted Jessica's large digital following into a supplement business now valued at approximately $600 million and stocked in over 1,800 Australian retail outlets and 1,000+ UK stores. DTC subscription is a core revenue pillar. Also searched as JSHealth.
Lemme is a gummy vitamin and supplement brand founded by Kourtney Kardashian Barker and launched in September 2022. The brand debuted DTC with three SKUs — Matcha, Chill, and Focus — built on five years of research with scientists, MDs, and botanists. Lemme's products are formulated with clinically-studied ingredients, packaged in 100% post-consumer-recycled materials, and priced to sit between mass and prestige wellness. Distribution expanded rapidly from lemmelive.com to Target, and by early 2026 the brand reached over 2,000 Walmart stores. Kris Jenner serves as a visible brand partner, extending the Kardashian-Jenner media flywheel to new product launches including creatine gummies. The brand has since expanded into weight management, hair growth, and functional wellness SKUs, establishing Lemme as one of the most commercially scaled celebrity supplement launches of the 2020s.
MaryRuth Organics is a vegan liquid vitamin and supplement brand founded in 2014 by MaryRuth Ghiyam, who built the company from scratch while managing personal financial hardship after her father's death. The brand's 130+ SKU range covers liquid vitamins for infants, toddlers, children, and adults — all vegan, non-GMO, and gluten-free — sold primarily DTC and on Amazon. MaryRuth's is notable for its explosive TikTok Shop performance in 2024-25: the brand experienced 220% year-over-year growth with 58% of views linked to TikTok Shop content, participating in TikTok Super Brand Day in January 2025. The brand has grown to over $100M in annual revenue, entirely bootstrapped with no outside investment. Target, Whole Foods, and Amazon round out the retail presence. MaryRuth Organics became the canonical case study of a legacy DTC supplement brand successfully reinventing its growth engine through social commerce.
Moon Juice is a Los Angeles-based wellness brand founded in 2011 by Amanda Chantal Bacon. Starting as a Venice Beach juice bar, it grew into a DTC supplement and adaptogen brand known for products like SuperYou, Magnesi-Om, and Brain Dust. The brand sits at the intersection of wellness science and luxury lifestyle aesthetics, attracting a millennial female core audience. Also searched as Moon.
Naked Harvest is an Australian women's wellness supplement brand founded by Georgie and Coopa Stevenson and headquartered in Burleigh Heads, Queensland. Built on Georgie's large Instagram and TikTok following, the brand sells natural protein powders, collagen, and functional wellness products (Moon Mylk, Thrive Plant Protein) through DTC and selective health retailers, with a strictly no-refined-sugar, no-filler formulation approach. Also searched as Naked.
Nello is a stress-relief drink powder brand founded in 2021 whose flagship product Supercalm — formulated with magnesium glycinate, ashwagandha, L-theanine, and vitamin D3 — became a viral TikTok phenomenon in 2024-25. The brand's timing was almost uniquely fortuitous: cortisol and anxiety content on TikTok grew 340% year-over-year during 2024-25, and Nello Supercalm was positioned as the direct supplement solution for 'cortisol face' — the viral trend describing physical symptoms of chronic stress. The brand sold more than 1 million units of Supercalm, starting at $40, largely through TikTok. Celebrity endorsers including model Jasmine Tookes and TV personality Bethenny Frankel amplified the brand's visibility. The product has since expanded to Target retail locations, transitioning from TikTok-native demand to mainstream retail. Specific founder information is not publicly documented.
NEOM Wellbeing (originally NEOM Organics) was co-founded in 2005 by journalist Nicola Elliott and Oliver Mennell, taking its name from the founders' initials. Starting with four natural-wax candles, the brand grew into a complete wellbeing product range addressing sleep, stress, and energy through the science of scent. It is backed by Piper Private Equity and sold through DTC, John Lewis, Boots, and global spa partners. Also searched as Neom.
Nutrafol is a hair wellness supplement brand founded in 2016 by Giorgos Tsetis and Roland Peralta in New York. The brand pioneered a physician-recommended approach in the DTC supplement space, positioning its nutraceutical formulas as clinically credible alternatives to pharmaceutical hair-loss treatments. By partnering with dermatologists and OB-GYNs and offering gender-specific formulas, Nutrafol built a subscription business that reached $200M+ in annual revenue before Unilever acquired it in 2022 for up to $1.7 billion — one of the largest DTC supplement exits on record. The brand continues to operate with expanded retail distribution through Sephora and Ulta.
Obvi is a bootstrapped DTC collagen supplement brand co-founded on June 1, 2019, by Ronak Shah, Ash Melwani, and Ankit Patel — three e-commerce operators who previously ran the DTC agency Ghost3Media. The founders identified a gap in the collagen supplement market: existing products were flavorless or unpalatable powders, meaning consumers either mixed them into drinks and tolerated the taste or gave up on the routine. Obvi's answer was to make collagen genuinely delicious in nostalgic flavors (Fruity Cereal, Hot Cocoa, etc.) and build a community of female buyers around the product. Within two years, Obvi surpassed $10M in sales, built the world's second-largest collagen community (36K active Facebook group members), and amassed 100K+ customers across 75 countries. By 2023, the brand crossed $40M in revenue — all bootstrapped with no outside investment. Co-founder Ash Melwani became one of the most-followed DTC marketing educators on X (formerly Twitter), creating additional brand credibility through his public documentation of Obvi's marketing strategy.
Olly (olly.com) is a US gummy vitamin brand co-founded in 2015 by Eric Ryan and Brad Harrington in San Francisco. Acquired by Unilever in 2019, it redefined the supplement aisle with design-forward lifestyle packaging. Available at Target, CVS, Costco, Amazon, and DTC.
Organifi is a San Diego-based supplement brand founded in 2014 by Drew Canole and Djamel Bettahar. Known for its organic green powder blends, Organifi built its brand through podcast advertising and a robust affiliate network. With estimated annual revenue exceeding $29M, it's one of the most recognized names in the DTC wellness supplement space.
Ovira is a Sydney-based femtech brand founded in 2020 by Alice Williams, who developed a TENS-based period pain relief device after suffering from endometriosis. The brand went viral on TikTok, building a following of 6.5 million, and has sold to hundreds of thousands of women globally through its DTC site and Amazon.
Pendulum (formerly Whole Biome) is a San Francisco-based precision probiotic company founded in 2012 by Colleen Cutcliffe (CEO, PhD Biochemistry from Johns Hopkins), John Eid, and Orville Chichester. The company spent nearly a decade developing proprietary probiotic strains with published peer-reviewed clinical evidence before launching its flagship Pendulum Glucose Control product in 2020 — the first probiotic classified as a medical food for the dietary management of type 2 diabetes. The probiotic strains are designed to restore gut microbiome functions that produce butyrate and stimulate natural GLP-1 release, positioning Pendulum directly in the metabolic health category at the exact moment GLP-1 drugs like Ozempic dominated cultural conversation. A subsequent GLP-1 Probiotic product extended this positioning. Pendulum scaled DTC through performance marketing and physician recommendation channels, building a subscription business around premium-priced clinical-grade formulations.
Perelel was founded in 2020 by Alex Taylor, Victoria Thain Gioia, and OB/GYN Dr. Banafsheh Bayati in Los Angeles. Frustrated by gaps in prenatal nutrition, the founders created stage-specific vitamin packs designed for each trimester plus postpartum — a model that recognizes pregnancy nutrition needs shift significantly over time. The co-founder physician credential is central to the brand's trust positioning.
Ritual is a Los Angeles-based supplement brand founded in 2016 by Katerina Schneider. The brand disrupted the multivitamin category with radical supply-chain transparency — tracing every ingredient to its source — and a distinctive product design featuring visible, floating beadlets inside a delayed-release capsule. Ritual expanded from women's multivitamins to prenatal, men's, teens', and protein products, scaling to over $100M in revenue on a subscription-first DTC model with retail expansion into Target.
Sakara Life was founded in 2012 by Danielle DuBoise and Whitney Tingle in New York City. The brand created the ultra-premium meal delivery category, serving organic, plant-based meals at price points that can exceed $1,500 per month. Celebrity associations (Gwyneth Paltrow, Karlie Kloss) and editorial placements in Vogue and Goop cemented Sakara's status as the luxury brand of functional nutrition. Also searched as Sakara.
Seabody is a County Kerry biotech company founded by cellular biochemist Dr. Helena McMahon, extracting Fucoidan from wild Atlantic ocean plants to create premium zero-waste skincare and supplements. Stocked in Brown Thomas, the brand is positioning Irish marine science as a luxury wellness credential.
Snowfox is a Korean vegan skincare brand specializing in plant-derived sheet masks and travel retail formats. The brand positions its products as flight-friendly hydration solutions, building a distinctive presence in airport duty-free alongside digital DTC sales.
Sporty & Rich is a lifestyle apparel brand blending athletic-inspired basics with a wellness-oriented aesthetic, offering items like sweatshirts, t-shirts, and accessories. The brand grew out of a media platform focused on wellness culture before launching its own clothing line. It sells direct-to-consumer online and through select fashion retailers.
Swisse was founded in Melbourne in 1969 and became Australia's best-selling vitamins and supplements brand through high-profile celebrity ambassador campaigns featuring Nicole Kidman and Pat Rafter. Acquired by Hong Kong-listed Health and Happiness (H&H) Group in 2015, Swisse has since built a dominant DTC business in China through Tmall and JD.com, positioning Australian provenance as a premium quality signal.
TRIP is a UK-based functional wellness drinks brand founded in 2019 by Olivia Ferdi and Daniel Khoury — a husband-and-wife team who discovered CBD as a recovery and stress tool and launched what became the UK's number one CBD brand (Nielsen). TRIP entered the market as a lightly sparkling CBD-infused drink before evolving its portfolio to include a Mindful Blend (Lion's Mane 100mg, Magnesium 120mg, Ashwagandha 100mg) that expands appeal to audiences in markets where CBD regulation is restrictive or where consumers prioritize functional ingredients over cannabinoids. The brand became a TikTok UK phenomenon in 2023–24, generating organic traction through authentic wellness content that aligned perfectly with platform trends around anxiety, cortisol, and stress management. TRIP holds 88% of the UK CBD drinks market and is positioned as the fastest-growing soft drinks brand in Britain.
The Beauty Chef is a Sydney DTC brand founded by Carla Oates in 2009, credited with creating the Australian ingestible beauty category. The brand's fermented probiotic powders and serums are built on the gut-skin axis science — beauty from within — and are stocked at Mecca and Net-a-Porter Beauty alongside its DTC channel. Also searched as The.
The Nue Co is a London-founded functional wellness brand founded in 2017 by Jules Miller and Charlie Gower. Starting from a personal gut health journey, the brand expanded to supplements, topical skincare, and functional fragrance. It has significant DTC presence in Australia and is frequently cited in the AU wellness operator community for its supplement funnel and premium packaging. Also searched as The.
The Outset is a minimalist clean skincare brand co-founded by Scarlett Johansson and Kate Foster, launched March 2022. Positioned around the idea of a simple, restorative starting point for any skincare routine, it entered Sephora and Goop within two months and reported 999% growth in 2025, establishing itself among the fastest-growing celebrity beauty brands. Also searched as The.
The Skinny Confidential is an ecommerce brand offering lifestyle and beauty products, including skincare tools and wellness items, extending from a lifestyle media and podcast brand. It sells direct-to-consumer online and advertises across Meta placements.
Uqora is a San Diego-based women's health supplement brand founded in 2017 by Spencer Gordon and Jenna Ryan. The brand owns UTI prevention as a supplement category, combining D-Mannose and clinically supported ingredients in a proactive daily formulation with exceptional paid search ROI.
VOYA is an Irish organic seaweed skincare brand founded in 2006 by Mark and Kira Walton in Strandhill, Co. Sligo. The world's first certified organic seaweed beauty brand, VOYA hand-harvests wild Atlantic seaweed for its results-driven facial and body ranges, drawing on the Walton family's century-old seaweed bath heritage.
Viome was founded in 2016 by Naveen Jain and Momo Vuyisich in Bellevue, Washington. The company offers at-home gut microbiome testing using metatranscriptomic RNA sequencing — the same technology originally developed at Los Alamos National Laboratory — to generate personalized dietary and supplement recommendations. Viome has expanded to oral health and full-body intelligence testing.
Vital Proteins was founded in 2013 by Kurt Seidensticker in Chicago and is credited with creating the mainstream collagen supplement category. The brand rode the paleo and clean-eating wave before appointing Jennifer Aniston as Chief Creative Officer in 2021, unlocking mass-market awareness. Nestlé Health Science acquired a majority stake in 2019, providing retail distribution muscle. Also searched as Vital.
Vitasei is a wellness and beauty supplement brand focused on US Hispanic and Latina consumers, offering collagen powders, beauty multivitamins, and liver health supplements. Products are sold DTC at vitasei.com and through Amazon. The brand uses bilingual (English/Spanish) packaging and marketing, positioning products as science-backed wellness solutions for women.
These buyers want to feel in control of their health. They buy when a product makes a daily habit simple and credible: a vitamin that is transparent about ingredients, a powder for gut health, a gummy that makes supplements enjoyable. Taste, format, and routine fit matter as much as the formula. Trust is earned through clarity and community. Women in this group follow nutritionists, founders, and peers. A brand with a visible expert or founder story, like JSHealth Vitamins or Moon Juice, gains credibility fast. Mainstream names such as Swisse and Olly build on familiarity and accessible retail. When you research ads, note how brands connect a benefit to a moment. Sleep, stress, beauty, digestion, and energy each get their own framing. Look at where claims are careful and where they lean on lifestyle. Pay attention to subscription offers, since daily products suit recurring delivery, and to how brands handle health language responsibly.
Warm, aspirational lifestyle imagery works when paired with substance. Show the ritual itself: the morning routine, the glass, the pack on the counter. Then back it with an ingredient story or expert voice. Creator content and testimonials help because this audience trusts people they follow. Education also performs: short explainers about gut health, stress, or sleep let the brand teach before it sells. Premium brands such as Sakara Life lean on a full-lifestyle promise, while Olly leans on enjoyable gummies and everyday accessibility. Mistakes to avoid include medical claims you cannot support, shaming language about bodies, and vague promises of transformation. Be specific about what the product is and how it fits the day. In AdLibrary, compare how supplement and wellness brands structure first-order offers and subscriptions. Long-running ads usually show which angle and format keep working.
Ritual, Moon Juice, Olly, Sakara Life, The Beauty Chef, JSHealth Vitamins, and Swisse all target women who invest in wellness. They offer vitamins, gummies, adaptogens, meal programs, and probiotic powders aimed at daily self-care routines. Comparing several advertisers side by side in AdLibrary makes the repeating patterns easy to spot.
They pair lifestyle imagery with ingredient transparency, expert or creator voices, and routine-based messaging. Many promote subscriptions for daily use. Brands like Ritual and JSHealth Vitamins show how clarity and community can support recurring purchases. Filtering by format and run date in AdLibrary helps separate tested creative from short experiments.
Short creator videos, educational explainers, and ritual-focused lifestyle clips are common choices. Testimonials add trust. Compare long-running ads from brands such as Olly and Moon Juice to see which formats they keep using. Reviewing these brands' live ads in AdLibrary shows which versions stay in market longest.
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