Companies disrupt the vitamin and supplement industry

The vitamin and supplement industry is the latest to see a shake-up from outsiders. With more appealing packaging and messaging, new brands are shedding the mystique surrounding the space and focusing on the issues that matter most to young consumers, such as product origins, customization and effectiveness, and technological advancements.


Backed by Y Combinator, Multiply Labs is using 3D printing to personalize the supplement space. The technology enables the company to layer one pill with all the vitamins and nutrients specified by the patient. The layers are timed for release in a specific order throughout the day, alleviating issues with certain supplements competing with each other when taken together and ultimately improving the potential for effectiveness. While the company currently focuses solely on vitamins and supplements, in the future it could customize pills to include other medications, so a patient could theoretically take a single pill that delivers the necessary doses for all their prescriptions.  


Ritual founder Katerina Schneider realized the supplement world was ripe for an overhaul when she couldn’t find a list of ingredients on the bottle of prenatal vitamins she was taking, much less where the nutrients came from. She worked with a team of scientists to identify to most essential supplements for women, including Omega-3, K2, D3, B12, E, boron, iron, folate, and magnesium. The resulting dollar-a-day pills are non-GMO, vegan, gluten-free, soy-free, and have no synthetic fillers or colors. To keep the price down, Ritual operates as a direct-to-consumer business, cutting out the middleman and shipping directly to the buyer’s doorstep.


Olly gummi vitamin brand recently added beauty supplements largely targeted at women that address the condition and appearance of one’s skin, hair, and nails. The capsulated treatment comes in two forms, Undeniable Beauty and Vibrant Skin. The first, which is grapefruit flavored, includes vitamins C and E, as well as biotin—all common ingredients to strengthen hair and nails. The second are formulated with hyaluronic acid, collagen, and sea buckthorn, regular features of advanced skincare products, and come in a blueberry flavor. The two products are just the latest in a line of supplements that include anti-stress, restful sleep, and super foods varieties.