Personalized supplement brands tailor what they sell to the individual, using a quiz, a blood test, a DNA kit or a gut microbiome analysis. The category includes quiz-led names like Care/of, Thesis, Gainful and Persona Nutrition, test-led brands such as InsideTracker, Vitl, Bioloop and Viome, and SuppCo, which scores products with an app. Their ads have a built-in hook, the promise that this is made for you. Studying them shows how brands turn an assessment into a lead magnet, and how they explain science without overreaching.
BioLoop is a US DTC health platform delivering quarterly at-home blood tests, AI-assisted biomarker analysis, and personalized supplement packs that adapt as results change. Targeting longevity-focused individuals and biohackers, it competes with InsideTracker and Function Health on comprehensiveness and AI personalization.
Care/of was founded in 2016 by Craig Elbert and Akash Shah in New York. The brand popularised quiz-driven personalized vitamin subscriptions with individually labeled daily packs, making supplement routines feel personal and Instagram-worthy. Bayer AG acquired Care/of in 2020 for a reported ~$225 million, recognising the brand's DTC consumer data and quiz-funnel expertise.
Gainful was founded in 2017 by Jahaan Ansari and Eric Ji Sun Wu, initially at Georgetown University and later through Y Combinator. The brand offers personalized protein powder blends matched to each customer's fitness goals, dietary restrictions, and body metrics via an assessment quiz. Access to a registered dietitian for ongoing support is a key retention differentiator that reduces churn.
InsideTracker was founded in 2009 by Gil Blander (MIT/Harvard-affiliated researcher), David Sherris, and Rony Sellam in Cambridge, Massachusetts. The platform analyzes over 40 blood and DNA biomarkers to generate a biological age score and personalized diet, supplement, and lifestyle recommendations. Originally targeting elite athletes, the brand has expanded to longevity-focused consumers.
Persona Nutrition is a Seattle-based personalized supplement brand founded in 2017. The company differentiates through its dietitian-guided quiz and a high-profile Nordstrom retail partnership — an unusual channel for a DTC supplement brand that lends legitimacy with a premium shopper demographic. Customers receive personalized daily packs based on their health assessment. Also searched as Persona.
SuppCo is a New York-based supplement intelligence platform co-founded in 2022 by serial entrepreneur Steve Martocci (GroupMe, Splice). The app scans and rates 160,000+ supplements using a TrustScore system, helping users build optimized stacks. It was acquired by Function Health in 2025.
Thesis (takethesis.com) is a New York-based personalized nootropic brand founded in 2019 by Dan Freed. Rather than selling a single stack, Thesis uses a cognitive assessment quiz to match customers to one of several custom blends targeting energy, clarity, creativity, or motivation. The brand ranked #3 on the Financial Times Americas Fastest-Growing Companies list in 2024, reflecting its rapid DTC scale.
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.
Vitl is a London-based personalised vitamin subscription brand founded in 2015 by Jonathan Relph. The brand uses at-home blood and DNA nutrition tests to recommend bespoke supplement packs, delivered monthly. Available through Boots and across Europe, Vitl occupies the premium end of the personalised nutrition market with a data-driven approach that commodity vitamin brands cannot replicate.
The core mechanism is the funnel, not the pill. Ads promise a personal result and send viewers into a quiz or test, so creative often shows the quiz itself: questions on screen, a results page, a pack with the customer's name on it. That makes the interaction part of the pitch. Two tones dominate. Quiz brands like Care/of, Gainful and Persona Nutrition keep things friendly and accessible, focused on goals like energy, fitness or daily wellness. Test-led brands like InsideTracker, Vitl, Viome and Bioloop sound more clinical, with biomarkers, data and lab language doing the work. Because supplement claims are regulated, careful brands keep health promises general and let the personalization carry the message. Expect hooks such as stop guessing what you need, built around your results, and one pack a day. Subscription is the default offer, since a personalized plan only works if the customer keeps going.
First, find the entry point. Is the ad sending people to a quiz, a test kit or a product page? Quiz-first funnels lower the barrier, while kit-first funnels qualify buyers harder. Compare how Thesis frames its cognitive quiz against how Viome frames a gut test. Second, study how each brand shows proof: founder credentials, dietitian or doctor involvement, lab results, or user dashboards. Persona Nutrition leans on dietitian guidance, and Vitl on nutrition testing, so you can see how different trust signals support the same promise. Third, check the compliance posture. Look at how claims are worded, what disclaimers appear and how results are described. Saving examples by funnel type, quiz or test, gives you a clean reference for your own creative briefs and landing page structure.
They usually promise a plan built for the individual and drive viewers to a quiz or test. Care/of, Vitl and Persona Nutrition all use assessment-based funnels, and the ads often show personalized packs and results screens. Browsing the brands above side by side in AdLibrary shows which of these approaches each advertiser actually runs and repeats.
InsideTracker, Vitl and Bioloop use blood-based or biomarker testing, and Viome uses at-home gut microbiome testing. Their ads lean on data and measurement, which sets them apart from quiz-only brands. Save examples from several brands to compare creative, offers and landing pages before you brief your own tests.
Subscription is the standard offer, since personalization works best over time. Look for first-order discounts, free assessments or bundled test kits in the ads and landing pages of brands like Thesis and Gainful. Filter by platform and date to see which versions are still running and which have been retired.
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