Vitamins is a trust-driven, subscription-friendly category where claims are tightly regulated and credibility matters. This directory includes transparency-led brands like Ritual, gummy-first names like Olly, influencer-built labels like JSHealth Vitamins, practitioner-grade brands like Thorne, and mainstream staples such as Blackmores, Swisse and Nature's Bounty. Their ads show how brands earn belief, stay within the rules and convert a one-time buyer into a monthly subscriber.
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.
Blackmores was founded in 1932 by Maurice Blackmore in Sydney and is Australia's most recognised vitamins and supplements brand. Acquired by Japan's Kirin Holdings in 2023, Blackmores sells across pharmacy, supermarket, and DTC channels, with significant export volume to Asia. The brand's DTC channel has been reinvested with personalised quiz-funnel experiences to compete with DTC-native entrants.
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.
Cenovis is an Australian vitamin and health supplement brand offering multivitamins, minerals, and specialty formulations sold through pharmacy and grocery retail. It has long been positioned as a mainstream, value-oriented supplement brand in the Australian market. Products span general wellness, immunity, and nutrition support categories.
Chicnutrix is an Indian nutrition and wellness brand selling supplements targeted at women's health, including hair, skin, and beauty nutrition products. The brand sells direct-to-consumer online across India, advertising across Meta placements.
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.
GNC is a US health and nutrition retailer founded in 1935, selling vitamins, supplements, and sports nutrition products under its own and third-party brands. It operates a large network of retail stores globally alongside ecommerce, and advertises across Meta placements.
GNC India is the Indian operation of the US-founded GNC nutrition retail brand, selling vitamins, supplements, and sports nutrition products. It operates through retail stores and e-commerce across India, advertising across Meta placements.
Goli Nutrition makes sugar-free, vitamin-packed wellness gummies, famous for its Apple Cider Vinegar gummies.
Heights is a UK braincare supplement subscription founded in 2019 by Dan Murray-Serter and Joel Freeman. The brand built a 60,000-subscriber newsletter before launching, then converted that audience with a 20-nutrient Smart Supplement stack backed by consultant dietitian Sophie Medlin and neuroscientist Dr Tara Swart. It raised a £2M+ Seedrs crowdfund in 2021.
Innermost is a London-based science-backed supplement brand founded in 2017 by former Goldman Sachs banker Shivraj Bassi. The brand structures its product range around specific goals — lean, strong, focus, calm — rather than generic product categories, making supplement selection intuitive for consumers without nutrition expertise. Products are UK-manufactured using evidence-based formulations.
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.
Vita500 is Kwangdong Pharmaceutical's flagship vitamin C drinkable ampule, one of Korea's highest-volume wellness DTC products. Launched in the 1960s and rebranded over decades, it became a pop-culture staple through celebrity endorsements including BTS, selling billions of units through Korean convenience stores and pharmacies. Also searched as KwangDong.
KIKI Health is a London-based premium wellness brand founded in 1999, offering plant-based superfoods, supplements, and beauty products manufactured in the UK to MHRA and GMP standards. The brand has expanded into the UAE market with Dubai and Abu Dhabi delivery, positioning itself as a clean-label alternative for health-conscious consumers. Also searched as Kìkì.
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.
Life Extension is a US-based dietary supplement and health testing company founded in 1980, selling vitamins, minerals, and specialty formulations aimed at longevity and wellness. It sells direct-to-consumer online and through retail partners, alongside blood testing and health information services. The brand positions itself around science-backed formulations for long-term health optimization.
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.
Myvitamins is a UK mass-market vitamin and supplement DTC brand owned by The Hut Group (THG). The brand offers a broad product range spanning vitamins, minerals, weight management, and beauty supplements at accessible price points. THG's centralised performance marketing infrastructure enables Myvitamins to run high-volume acquisition campaigns across multiple international markets.
Naturalplus is a Korean supplement DTC brand offering collagen drinks, probiotic capsules, and red ginseng products targeting the beauty-from-within market. The brand is distributed via its own website, pharmacy chains, and platforms like Olive Young.
Nature's Bounty is a US vitamin and supplement brand offering a wide range of vitamins, minerals, and specialty nutritional products. It sells through drugstores, mass retail, and ecommerce, and advertises across Meta placements.
Nature's Own is an Australian vitamin and supplement brand offering a wide range of multivitamins, minerals, and health supplements sold through pharmacy and supermarket retail. It positions itself as an accessible, trusted everyday health brand. The brand is part of the broader Australian vitamins and supplements category.
Nutrabay is an Indian sports nutrition e-commerce platform selling protein supplements, vitamins, and fitness nutrition products from multiple brands. The brand sells direct-to-consumer online across India, advertising across Meta placements.
Nutrione is a South Korean health and nutrition brand offering supplements and functional foods. It sells through retail and ecommerce channels in Korea, and advertises across Meta placements.
OZiva is a Mumbai-based plant-based nutrition and supplements brand founded in 2016 by Aarti Gill and Mihir Gadani. Positioned at the intersection of Ayurveda and clinical nutrition science, OZiva targets urban Indian women with protein powders, vitamins, and wellness supplements. It was acquired by Hindustan Unilever Limited, which completed full ownership in 2025.
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.
Organika is a Canadian health and supplement brand offering vitamins, probiotics, and natural health products. It sells through health food retailers, pharmacies, and ecommerce, and advertises across Meta placements.
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.
Plix (The Plant Fix) is an Indian health and nutrition brand selling plant-based supplements, protein, and wellness products. The brand sells direct-to-consumer online across India, advertising across Meta placements.
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.
Sugarbear is a supplement brand best known for gummy vitamins marketed for hair health, alongside other wellness gummies. It positions itself as a lifestyle-oriented, direct-to-consumer vitamin brand with strong social media presence. Products are sold primarily online.
Sunday Natural is a Berlin-founded premium supplement DTC brand established in 2013. Differentiated by pharmaceutical-grade quality standards, third-party lab testing transparency, and bioavailability optimization, Sunday Natural targets health-literate German consumers who evaluate supplements by ingredient quality rather than price or branding. Distributed via sunday.de and Amazon. Also searched as Sunday.
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.
Thompson's is an Australian vitamin and supplement brand known for high-strength and specialty formulations sold through pharmacy retail. It offers products across immunity, joint health, and general wellness categories. The brand positions itself within the established Australian nutraceuticals market.
Thorne was founded in 1984 by Al Czap in Summerville, South Carolina. Originally a practitioner-only supplement brand known for exceptional clinical-grade formulations and NSF Certified for Sport credentials, Thorne pivoted to consumer DTC in the 2010s, launching a health testing and personalized supplement platform. Professional sports league partnerships (NBA, MLB, PGA) give the brand unparalleled athlete credibility.
Vitamintrend is a German manufacturer and DTC retailer of dietary supplements, operating primarily through vitamintrend.com and Amazon.de. Products are made in Germany with clean formulations (no unnecessary additives), targeting price-conscious young consumers seeking quality vitamins and minerals.
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.
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.
Wellbeing Nutrition is a Mumbai-based wellness brand founded in 2019 by Avnish Chhabria. The brand pioneered oral thin strip (melts) delivery for vitamins and supplements in India — a format that dissolves on the tongue for rapid absorption, making the product itself the most compelling creative demonstration. Hindustan Unilever made a strategic investment in the company in 2022. Also searched as Wellbeing.
Wild Nutrition is a UK supplement brand founded in 2013 by nutritional therapist Henrietta Norton in Lewes, East Sussex. The brand's Food-Grown range delivers nutrients within a whole-food matrix, a process that mirrors how the body absorbs nutrients from food. Wild Nutrition is particularly known for its women's health range and is recommended by registered nutritional therapists.
Vitamin ads sell reassurance. Ingredient sourcing, third-party testing and clear labeling stand in for the proof that cannot be seen. Ritual built its identity on traceable ingredients, Thorne on practitioner trust and certification, and Sunday Natural on ingredient quality for informed buyers. Lifestyle and format are the other big levers. Olly and MaryRuth's make the format itself the draw, through gummies or liquids for people who dislike pills. JSHealth Vitamins and Wild Nutrition use the founder or practitioner voice to carry credibility. Care/of pitched personalization, with a quiz that matches a pack to the buyer. Offers lean heavily on subscriptions and starter bundles, since the business depends on repeat orders. Creative often shows a daily routine, a pack on a kitchen counter or a creator explaining why they take it. Claims have to stay careful, so strong ads focus on ingredients, routine and quality rather than guaranteed outcomes.
Sort ads by the type of trust they build: transparency, science, practitioner endorsement, influencer voice, or mainstream familiarity. Each suits a different buyer, and the best brands keep it consistent. Examine the wording closely. Supplement advertising is regulated, so look at how brands describe benefits without overpromising. Their phrasing is a useful model for your own compliance-safe copy. Compare format hooks. Gummy, liquid, capsule and ampule products each call for different creative, from taste and texture to convenience at a store counter. Note the funnel. Quizzes, starter bundles and subscription offers appear often, and the first-order incentive tells you how the brand values lifetime customers. Finally, check regional differences. Blackmores, Swisse, OZiva and Myvitamins serve different markets, and their creative reflects local habits, retail channels and consumer expectations.
Many use routine-based video, ingredient transparency and creator or practitioner voices, with subscription offers. Ritual stresses traceable ingredients while Olly leans on taste and format. Reviewing ads across several brands at once makes it easier to see which messages are common, which are rare, and where your own positioning could stand out.
Rules vary by region, so most brands keep benefit language careful and focus on ingredients, quality and routine. Review each ad's wording for a sense of how brands stay compliant. Comparing several brands side by side shows which angles repeat across the category and which are still open, so you can spot patterns before you brief creative or plan tests.
Ritual, Care/of and JSHealth Vitamins are examples in this directory that position around daily or recurring orders, so their ads often highlight convenience and routine. Look at how long each ad has run and which formats repeat. Those signals usually separate tested, working creative from one-off experiments and help you set realistic expectations.
AdLibrary lets you search a brand and browse its active and past Meta and TikTok ads, so you can compare messaging and offers. Treat what you find as a starting point for your own hypotheses, then adapt the angle, format and offer to your product and audience rather than copying a competitor directly.
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