Health and fitness brands operate in a market driven by aspirational messaging, seasonal trends, and strong visual content. From supplement companies to fitness apps, the most successful advertisers combine transformation stories with credible claims. Analyzing health and fitness ad libraries reveals which creative angles, formats, and offers generate the most engagement across platforms.
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See all ads on AdLibrary →Be Bodywise is the women's health sub-brand of Mosaic Wellness, launched in 2020 in Mumbai. It addresses PCOS, hairfall, skin health, and hormonal concerns through personalised subscription regimens backed by doctor consultations — bridging the gap between clinical care and accessible DTC wellness.
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.
BoldCare is a Mumbai-based men's sexual health and wellness brand founded in 2019. Co-founded by Bollywood actor Ranveer Singh alongside Rajat Jadhav, Rahul Krishnan, Harsh Singh, and Mohit Yadav, the brand provides science-backed sexual wellness products with discreet delivery and free sexologist consultations, normalising conversations around men's sexual health in India.
Bombay Hemp Company (BOHECO) is a Mumbai-based hemp brand founded in 2013 as India's first hemp company. It offers hemp-based wellness products, nutrition supplements, and sustainable hemp textiles, operating in a complex regulatory environment and educating Indian consumers about legal hemp benefits. Also searched as Bombay.
Bonafide Health is a New York DTC women's health brand founded in 2017, offering OB/GYN-developed supplements for menopause symptoms including hot flashes, sleep disruption, mood, and vaginal dryness. It differentiates via clinical formulation standards and published evidence, sold DTC, on Amazon, and through retail. Also searched as Bonafide.
Botanika Blends is a Brisbane-based Australian plant-based nutrition brand making 100% vegan, dairy-free, gluten-free protein powders from organic pea, brown rice, and faba bean. Available in over 1,000 AU retailers and DTC online, the brand targets fitness-conscious women with a real-food, no-artificial-ingredients positioning backed by HACCP-certified production standards. Also searched as Botanika.
Comvita is a New Zealand natural health and Manuka honey company founded in 1974 by Claude Stratford and Alan Bougen in Paengaroa, Bay of Plenty. It is the world's leading Manuka honey brand, built on rigorous UMF certification, global DTC and health-retail distribution, and a science-backed wellness positioning.
Cosmix is a Bengaluru-based adaptogen and functional superfood brand founded in December 2019 by Vibha Harish and Soorya Jagadish. Vibha, an industrial engineer who studied herbalism to manage her PCOS, built Cosmix around science-backed adaptogenic blends for stress, sleep, and hormonal balance. The brand was acquired by Marico in February 2026 for approximately $24.9 million.
Deinhanf (deinhanf.de) is a German DTC online retailer specialising in cannabis seeds and cultivation accessories, sourcing from established breeders like Royal Queen Seeds. The brand targets home growers in Germany with discreet ordering and multiple payment options, operating in the evolving German cannabis legal framework post-2024 partial legalisation. Also searched as Deinhanf.
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.
Eucalyptus is a Sydney-based digital healthcare company founded in 2019 by Tim Doyle, Charlie Gearside, Benny Kleist, and Alexey Mitko. Operating brands Pilot (men's health), Juniper (women's weight), Software (dermatology), and Kin (fertility), it raised $150M+, was ACHS-accredited, and was acquired by US-listed Hims & Hers Health for AUD $1.6 billion.
Ezra is a New York DTC preventive health company offering AI-powered full-body MRI cancer screening as a subscription membership. Founded by Emi Gal in 2018, Ezra differentiates from Prenuvo through its AI radiologist layer that reduces scan interpretation time and cost, enabling a lower price point for cancer-focused screening.
Function Health is a San Francisco DTC company offering annual memberships granting access to 100+ lab biomarkers — far beyond standard annual bloodwork. Co-founded with Dr. Mark Hyman, it targets the longevity and preventive health market at approximately $500/year, growing rapidly through Hyman's large health audience. Also searched as Function.
Happy Way is an Australian health food and protein supplement brand founded in Adelaide in 2015 by Ben Germain and Hien Nguyen. Built around a happiness-led identity and influencer marketing, the brand sells protein powders, superfoods, and health snacks via DTC and 2,000+ global stockists across 64 countries.
Healthkart is a Gurugram-based sports nutrition platform and DTC brand founded in 2011 by Sameer Maheshwari and Prashant Tandon. It operates as India's largest supplements e-commerce destination while also owning MuscleBlaze, the country's top domestic sports nutrition brand.
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.
Joon is a US DTC child mental health platform that matches families with licensed therapists while keeping kids engaged via a gamified companion app. The dual-track model addresses the dropout problem endemic to traditional pediatric therapy.
Juniper is a Sydney-based DTC women's weight management telehealth brand launched in 2021 under Eucalyptus Health. The platform provides evidence-based weight treatment including medical therapy, dietitian consultations, and unlimited coaching via subscription, operating in Australia, UK, Germany, Japan, and Canada.
Kapiva is a Mumbai-based modern Ayurveda brand founded in 2016 by Ameve Sharma (a third-generation Baidyanath family entrepreneur) and Shrey Badhani. The brand modernises traditional Ayurvedic formulations into accessible product formats — cold-pressed juices, herbal ghee, supplements — targeting urban Indians seeking evidence-backed traditional wellness.
Keeps is a New York DTC telehealth brand founded in 2018 by Demetri Karagas and Steven Gutentag, providing men with online physician consultations and prescription finasteride and minoxidil for hair loss treatment. It competes directly with Hims with a hair-loss-exclusive focus and science-first messaging.
Kin Fertility is a Sydney-based DTC women's reproductive health brand founded in 2019 by Nicole Liu, operating under the Eucalyptus Health umbrella. Kin launched Australia's first birth control pill subscription service and has expanded to prenatal vitamins, fertility consultations, and postpartum support via telehealth and DTC. Also searched as Kin.
CheongKwanJang is Korea Ginseng Corp's flagship DTC brand and the world's leading red ginseng label. With 120+ years of heritage and a strict 6-year root cultivation standard, it markets premium tonics, capsules, and extracts globally via DTC and retail. Also searched as Korea.
Man Matters is a Mumbai-based subscription men's health platform founded in 2019 by Revant Bhate and Dhyanesh Shah under Mosaic Wellness. It offers personalised solutions for hair loss, skin health, and male performance through a proprietary health assessment that routes users to customised product regimens, delivered as subscriptions.
Manscaped ads redefine men's grooming marketing, leveraging humor and precise product focus to dominate digital advertising across social platforms.
MitoQ was developed by biochemist Robin Smith and mitochondrial specialist Michael Murphy at the University of Otago, New Zealand, in the late 1990s. The commercial brand launched around 2009 from Auckland. MitoQ's proprietary CoQ10 molecule carries a positive charge that is drawn into the negatively charged mitochondria—achieving up to 1,000x the concentration of standard CoQ10 supplements. Sold globally DTC with a strong subscription base.
Mosaic Wellness is a Mumbai-based health-tech company founded in 2020 by Dhruv Bhushan and Revant Bhate. It operates two sub-brands — Man Matters (men's hair loss, beard, and skin health) and Be Bodywise (women's PCOS, hairfall, and skin health) — offering personalised subscription-based regimens backed by doctor consultations. Also searched as Mosaic.
MuscleBlaze is India's top domestic sports nutrition brand and a subsidiary of Healthkart, founded in 2012. It offers whey protein, mass gainers, and pre-workouts with FSSAI-verified protein content displayed via QR code — a differentiation strategy addressing rampant supplement adulteration concerns in India.
MyMuse is a Mumbai-based intimate wellness brand launched in 2021 by husband-and-wife founders Sahil and Aksha Gupta. It is India's first premium player in the sexual wellness category — offering personal massagers, intimacy oils, and accessories under branding that is deliberately elegant, non-clinical, and destigmatised.
MyProtein is the European leader in sports nutrition. Marketers frequently study MyProtein ads to understand effective strategies for scaling supplements and apparel globally.
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.
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.
Nuzest is a New Zealand clean plant protein and supplements brand founded in 2012 by Trevor Bolland, initially formulated to support his daughter Monique who was diagnosed with multiple sclerosis. The brand's flagship Clean Lean Protein uses European golden pea protein with no fillers or artificial ingredients, and has expanded to the USA, UK, Australia, and Asia.
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.
Optimum Nutrition (ON) ads provide critical insights into how this global supplement leader promotes flagship products like Gold Standard Whey and new innovations like Pro Quench. Study the Optimum Nutrition (ON) ads library now.
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.
Pee Safe is a New Delhi-based feminine hygiene and personal care brand founded in 2013 by Vikas and Srijana Bagaria. Starting with India's first toilet seat sanitiser spray — developed after Srijana contracted a UTI at a public toilet — the brand has expanded into menstrual hygiene, intimate care, and sexual wellness, with $32 million in Series C funding raised in 2026. Also searched as Pee.
Pilot is an Australian DTC men's health telehealth brand operated under Eucalyptus Health, launched in 2019 and based in Sydney. The platform provides online clinical consultations and subscription treatment for hair loss, ED, weight management, and PE, and has treated over 100,000 Australian men.
Prenuvo is a Vancouver-founded DTC preventive health company offering full-body MRI scans at $2,500 as an annual health screen. Celebrity endorsements from Kim Kardashian and Tony Robbins drove viral awareness; the brand operates clinics across North America targeting high-income longevity-focused consumers.
Sequence was a clinician-led telehealth platform connecting patients to GLP-1 medications (Ozempic, Wegovy) for medically supervised weight loss. Founded in 2021 in New York, it grew rapidly on the back of GLP-1 demand and was acquired by WW International (WeightWatchers) in 2023 for $132 million.
SteadyMD is a St. Louis-based telehealth company operating as both a white-label clinical infrastructure provider for DTC health brands and a direct-to-consumer primary care service. Founded in 2018, it powers clinical operations for dozens of health companies while maintaining its own consumer practice.
Surf Hardware International (SHI) is the Gold Coast company behind FCS, the world's most widely used surfboard fin system. Founded in 1987, SHI built a global business supplying professional and recreational surfers through a combination of specialty retail distribution and DTC e-commerce. FCS fins are used by the majority of professional surfers on the WSL tour. Also searched as Surf.
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.
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.
Tonal ads leverage data-driven resistance training and flexible financing options to dominate the connected fitness market. Analyze Tonal's core messaging and creative strategies here.
Vida Glow was founded in 2014 by Anna and Kieran Lahey in Sydney, after Anna's personal discovery of collagen supplements in Japan produced transformative results. The brand built its initial growth through influencer seeding and is now the world's number one marine collagen brand, selling a unit every four seconds globally. DTC subscription is core to the model, with international retail distribution expanding rapidly. Also searched as Vida.
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.
Zenyum is a Singapore-founded dental DTC brand offering telehealth-enabled clear aligners and premium oral care products. Founded in 2018 by Julian Artopé, the brand operates across 8 Asian markets — connecting patients with a network of certified dentists and offering treatment at a fraction of traditional orthodontic costs.
The highest-performing health and fitness ads use before-and-after transformations, user-generated content, and influencer endorsements. Video content dominates this vertical, particularly short workout clips, recipe demonstrations, and product unboxings. Seasonal campaigns around New Year resolutions, summer fitness, and back-to-school periods create predictable demand spikes that top brands capitalize on with targeted ad bursts.
UGC-style video ads consistently outperform polished brand content in health and fitness. Testimonial ads featuring real customer results build credibility, while educational content about ingredients, workout techniques, or nutrition science establishes authority. Subscription and trial offers reduce the commitment barrier for fitness apps and supplement brands, making them a staple in high-converting ad funnels.
The best health and fitness ads feature real transformation stories, UGC-style video content, and clear product benefits. They often include influencer endorsements and seasonal messaging. Browse our health & fitness ad library for proven creative examples.
Fitness brands use short-form video on TikTok and Instagram Reels, influencer partnerships, and community-driven content. Workout challenges, transformation stories, and educational content about nutrition and exercise are among the most engaging formats.
Instagram, TikTok, and YouTube are top platforms for health and fitness advertising due to their visual and video-first formats. Facebook remains strong for retargeting and reaching older demographics, while Google Ads captures high-intent search traffic.
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