Top 16 Personalized Supplement Brands [2026 Update]

Last checked: May 2026. We removed Care/of (Bayer wound down operations in June 2024), updated ownership and product changes across the surviving brands, and added Bioniq as its own entry (it acquired LOEWI in 2022 and now operates as the parent brand in the European premium segment).

Personalized supplements have matured into a real category. The brands below take different paths to personalization — health quizzes, microbiome sequencing, blood biomarkers, DNA, wearable data, and 3D-printed delivery — and operate across consumer subscriptions, practitioner channels, and white-label partnerships. This is a current snapshot of the personalized supplement brands worth knowing in 2026.

Personalized supplement brands at a glance

Brand	HQ	Personalization input	Format	Notable 2025-2026
Baze	USA (Nature’s Way)	At-home blood test (8 nutrients)	Bottled supplements	FDA-cleared blood collection device
Bioniq	UK / Germany	Blood test + lifestyle	Daily granular sachets	Acquired LOEWI; expanded to DE/AT/CH/NL
Cuure	France	Quiz + optional DNA	Daily sachets	Added teleconsultations
Elo Health	USA	Biomarkers + wearable data	Daily packets + protein	Series A March 2025; Outside partnership
Everly Wellness	UK	Quiz (50+ factors)	Daily pouches	Continued UK expansion
HUM Nutrition	USA	3-min quiz + RD review	Bottled supplements by goal	Expanded women’s health line
LOEWI	Germany	Blood + lifestyle	Daily sachets	Powered by Bioniq since 2022
MixFit	USA	App-driven daily mix	Smart drink dispenser + B2B	DSM strategic partnership (Sept 2024)
MyLab Nutrition	Italy	AI quiz, sport-focused	Capsules, powders, gummies	4.6 Trustpilot, sport supplement leadership
Nourished	UK	Quiz	3D-printed gummy stacks	Boots + Holland & Barrett launches; US orders paused Aug 2025
Persona	USA (Nestle Nutrition)	Quiz	Daily packs	Founders returned in 2024; Persona Pro now 400+ practitioners; launched white-label service
Rootine	USA	DNA + blood + quiz	Capsules + functional drinks	Paused Smart Multivitamin microbeads Feb 2025; pivoting to drink mixes
Sundose	Poland	Quiz + optional blood test	Daily sachets	Active across PL, UK, DE, IT
Viome	USA	Gut + oral microbiome + blood	Daily capsules	FDA Breakthrough Device Designation (oral cancer screening)
Vitally	New Zealand	Quiz	Daily compostable packs	Continued NZ/AU presence
VitaminLab	Canada	Quiz + lab compounding	Custom capsules or powders	Series A May 2023 (Nimbus, DSM Venturing)

Baze

Baze offers personalized supplements informed by an at-home blood test that measures eight nutrient levels. The company received FDA clearance for its at-home blood collection device and was acquired by Nature’s Way in December 2020.

Strengths:

• FDA-cleared at-home blood collection device.
• Tests for vitamin D, B12, magnesium, omega-3, ferritin, and other nutrients.
• Monthly subscription with retesting cadence.
• Backed by Nature’s Way (Schwabe Group).

Best fit: USA-based consumers wanting blood-driven supplementation with retest cadence.

Last checked: May 2026.

Bioniq

Bioniq is a European premium personalized supplement brand that builds formulations from blood biomarkers and lifestyle data. The company acquired LOEWI in 2022 and operates across Germany, Austria, Switzerland, the Netherlands, and the UK.

Strengths:

• Blood-test driven formulation across 120+ possible ingredients.
• Daily granular delivery (sachets) for absorption.
• Pro tier for medical practitioners.
• Acquired and operates LOEWI as a sub-brand.

Best fit: European consumers seeking premium, biomarker-led supplementation.

Last checked: May 2026.

Cuure

Cuure is a French personalized supplement subscription using a health questionnaire and optional DNA testing. The company has expanded beyond subscriptions into teleconsultations and advisory services for nutrition.

Strengths:

• Formulated in France with traceable ingredients.
• Daily sachet format, customizable month to month.
• Added teleconsultations and nutritionist support.
• Raised $10.2M Series A (July 2022) for European expansion.

Best fit: French and broader European consumers wanting quiz-based subscription supplements with optional advisory.

Last checked: May 2026.

Elo Health

Elo Health is a San Francisco–based personalized nutrition company combining biomarker panels, wearable data, and AI to recommend supplements, protein, and functional foods. The company raised a Series A in March 2025.

Strengths:

• Biomarker tracking with periodic CLIA-certified panels.
• Integrates wearable and activity data.
• Goal-based product lines (recovery, sleep, energy, metabolism).
• Outside x Elo partnership announced April 2025.

Best fit: US consumers comfortable sharing wearable data and seeking goal-based nutrition rather than fixed supplements.

Last checked: May 2026.

Everly Wellness

Everly Wellness is a UK personalized vitamin brand founded in 2017 that uses a 50-factor quiz across diet, lifestyle, and environment to design a daily pouch.

Strengths:

• Quiz analyzes 50+ factors for nutritional profile.
• Daily named pouches, gluten- and lactose-free.
• Avoids unnecessary bulking agents and fillers.
• UK-focused with strong customer reviews.

Best fit: UK consumers wanting a quiz-driven daily pouch from a domestic brand.

Last checked: May 2026.

HUM Nutrition

HUM Nutrition matches users to a personalized routine via a 3-minute quiz reviewed by registered dietitians and built around goal-specific bottled supplements across skin, body, women’s health, mood, and hair/nails.

Strengths:

• RD-reviewed personalization (not just algorithmic).
• Third-party tested for purity and potency.
• Free email access to dietitians for subscribers.
• Broad goal-specific product range, $12-$60 per bottle.

Best fit: US consumers who want clinician-touched personalization with subscription pricing.

Last checked: May 2026.

LOEWI

LOEWI was a German blood-test-driven personalized supplement brand spun out of TU Munich. Since being acquired by Bioniq in 2022, LOEWI operates as a Bioniq sub-brand serving Germany, Austria, Switzerland, and the Netherlands.

Strengths:

• Finger-prick blood diagnostics + lifestyle data.
• Personalized supplements manufactured in Switzerland.
• Health platform for tracking nutrient improvement.
• Operates under Bioniq’s ownership since 2022.

Best fit: DACH-region consumers wanting blood-led supplementation through an established German brand.

Last checked: May 2026.

MixFit

MixFit’s original product was a countertop nutrition dispenser that prepared a personalized vitamin drink based on app-tracked data. The company has shifted emphasis toward B2B nutrition data partnerships, including a strategic partnership with DSM announced in September 2024.

Strengths:

• Smart countertop dispenser plus mobile app (MINA assistant).
• Real-time drink personalization based on daily intake gap.
• Strategic partnership with DSM for personalized nutrition data.
• Increasingly B2B-oriented since 2024.

Best fit: Operators evaluating personalized nutrition data partnerships rather than direct-to-consumer purchase today.

Last checked: May 2026.

MyLab Nutrition

MyLab Nutrition is an Italian personalized supplement brand built around sport and active lifestyles. The company uses an AI-driven quiz to recommend supplements across sports, wellness, herbal, and even pet categories.

Strengths:

• AI-driven supplement recommendation for sport and wellness.
• Vegan, gluten-free, lactose-free options.
• 4.6 average Trustpilot rating with high response rate.
• Italian roots, Rome-headquartered.

Best fit: European athletes and active consumers wanting sport-tuned personalization.

Last checked: May 2026.

Nourished

Nourished produces personalized 3D-printed gummy stacks built around a quiz, with each gummy containing layered nutrients. The company has expanded into UK retail (Boots, Holland & Barrett, Selfridges) and runs co-branded collections with Colgate (Nutristacks). New US import rules forced a pause on US orders in August 2025.

Strengths:

• Personalized 3D-printed gummy delivery.
• Vegan, gelatin-free, sugar-free formulations.
• UK retail expansion (Boots, Holland & Barrett, Selfridges).
• Co-branded collaborations with Colgate, Neutrogena, and others.

Best fit: UK consumers wanting a quiz-based gummy format. US customers should check current shipping status.

Last checked: May 2026.

Persona

Persona is one of the oldest personalized supplement brands, founded in 1999 as Vitamin Packs and rebranded in 2017. Nestle Health Science acquired Persona in August 2019; effective January 2026, Nestle integrated Health Science into its broader Nutrition business. In 2024, founders Jason Brown and Prem Thudia returned to lead the company, and Persona launched a white-labeling service for brands entering the personalized supplement category.

Strengths:

• Quiz-based personalization with daily packs.
• Owned by Nestle Nutrition since 2019.
• Founders re-took leadership in 2024.
• Persona Pro division reaches 400+ healthcare practitioners (2025).
• Launched white-label service in 2024 for B2B partners.

Best fit: US consumers wanting an established quiz-based subscription, and brands evaluating Persona’s white-label B2B offering.

Last checked: May 2026.

Rootine

Rootine combines DNA, blood biomarkers, and a lifestyle questionnaire to recommend personalized vitamin formulations. The company paused its signature Smart Multivitamin microbead product in February 2025 and is pivoting toward functional drink mixes targeting stress, sleep, and focus.

Strengths:

• Multi-input personalization (DNA + blood + quiz).
• Accepts blood results from any lab.
• Smart Multivitamin paused February 2025; relaunch in progress.
• Functional drink mix sample packs available.

Best fit: Consumers willing to share multi-input health data, currently best served by the drink-mix line during the multivitamin transition.

Last checked: May 2026.

Sundose

Sundose is a Polish personalized supplement brand using a health quiz with optional blood test inputs, delivered as daily sachets. The company has expanded from Poland into the UK, Germany, and Italy.

Strengths:

• Daily sachets with personalized nutrient mix.
• Optional blood test inputs for deeper personalization.
• Multi-country European operations (PL, UK, DE, IT).
• Raised $6M Series A in 2021.

Best fit: European consumers (especially CEE) wanting a domestic personalized subscription.

Last checked: May 2026.

Viome

Viome combines gut and oral microbiome RNA analysis with blood biomarkers to recommend personalized supplements and foods. The company received FDA Breakthrough Device Designation for its saliva-based oral cancer screening tool.

Strengths:

• Microbiome RNA analysis (gut, oral) plus blood biomarkers.
• Full-body Intelligence Test as flagship.
• Personalized supplement pack (8 daily capsules).
• FDA Breakthrough Device Designation for oral cancer screening.

Best fit: Consumers prioritizing microbiome-informed nutrition and willing to invest in a higher-priced testing-led subscription.

Last checked: May 2026.

Vitally

Vitally is a New Zealand-based personalized vitamin subscription with daily packs delivered in compostable Econic packaging. The company emphasizes organic raw ingredients and sustainable packaging.

Strengths:

• Daily personalized sachets in compostable packaging.
• Organic raw ingredients where possible.
• Formulated by expert nutritional panel.
• Strong sustainability positioning.

Best fit: Australia/NZ consumers prioritizing sustainability alongside personalization.

Last checked: May 2026.

VitaminLab

VitaminLab is a Canadian personalized vitamin company that compounds custom formulations at its own GMP and NSF-registered facility in British Columbia. Formulas update every three months to align with changing health goals.

Strengths:

• In-house GMP and NSF-registered compounding facility.
• Pharmaceutical-grade, third-party-tested ingredients.
• Custom capsules or powders.
• Series A in May 2023 (Nimbus Synergies, DSM Venturing).

Best fit: North American consumers wanting compounded custom formulations rather than pre-blended packs.

Last checked: May 2026.

Behind the brands: the personalization stack

Most personalized supplement brands you see on the front end are built on top of three reusable layers — the data and personalization engine, the white-label manufacturer that fulfils per-user formulations, and the brand front-end itself. Knowing the layers helps when you’re evaluating a brand or considering building one.

Personalization platform (data and recommendations)

Suggestic exposes supplement assessments and recommendation endpoints via a single GraphQL API, alongside meal planning, AI food log, and an AI assistant for adherence. Telehealth, value-based-care, and wellness platforms use it to surface personalized supplement guidance against the same user profile that drives their meal plans and food log. The platform layer is where the personalization actually happens — the manufacturer ships what the algorithm decides.

White-label manufacturing and fulfilment

Tailored Scripts manufactures personalized supplements on a white-label basis from China, supporting brands that want a contract manufacturer capable of per-user formulations rather than the standard private-label SKU model.

Persona Nutrition’s white-label service, launched in 2024, packages Persona’s technology, product development, and fulfilment into an end-to-end offering for brands entering the personalized supplement category. As a Nestle Nutrition company, Persona brings the operational scale of a multinational behind the white-label offering.

Private-label sourcing

Wonnda is a B2B sourcing marketplace that helps brands find private-label supplement manufacturers, particularly in Europe. It is less personalization-specific and more about general private-label discovery, but it is a useful entry point for brands sizing up the manufacturing landscape.

Brands that get to market quickly typically combine a personalization platform (data) with a white-label manufacturer (fulfilment). The constraint that separates fast launches from slow ones is rarely the front-end — it is whether the chosen manufacturer can fulfil per-user formulations at the brand’s expected volume and unit economics.

What changed in personalized supplements since 2022

Four shifts define the 2025-2026 picture:

• Consolidation has begun. Bayer wound down Care/of in 2024. Nature’s Way acquired Baze in 2020. Bioniq absorbed LOEWI. Nestle Nutrition continues to own Persona. Pure-play startups now compete against subsidiaries of multinationals.
• Inputs are deepening. Quiz-only personalization is now table stakes. The premium tier of the market — Viome, Bioniq/LOEWI, Elo Health, Baze, Rootine — relies on biomarkers, microbiome data, or wearable inputs.
• White-label is a real go-to-market. Persona Nutrition launched a white-label service in 2024 for brands that want to enter the category without building from scratch. Tailored Scripts has been operating in the white-label personalized supplement space from manufacturing in China. The data-and-recommendations layer is increasingly available via API (see “Behind the brands” below).
• Practitioner channels are growing. Persona Pro reached 400+ healthcare practitioners in 2025. Suggestic’s supplement assessments API is consumed by telehealth and value-based-care platforms that need to surface supplement recommendations alongside meal plans.

FAQ

Which personalized supplement brands are still active in 2026?

As of May 2026, the active brands in this comparison include Viome, HUM Nutrition, Nourished, Vitally, VitaminLab, Cuure, MyLabNutrition, Sundose, Everly Wellness, Persona, LOEWI (now part of Bioniq), Bioniq, Baze (Nature’s Way), Rootine, MixFit, and Elo Health. Care/of shut down operations in June 2024.

Which personalized supplement brand uses blood testing?

Several brands incorporate blood biomarkers. Baze (FDA-approved at-home blood test, owned by Nature’s Way), LOEWI and Bioniq (finger-prick blood diagnostics, Europe), Rootine (accepts results from any lab), and Elo Health (CLIA-certified panels with biomarker tracking) all use blood data as part of their personalization.

What is the difference between personalized vitamins and regular vitamins?

Regular vitamins ship the same formulation to every customer. Personalized vitamins adjust ingredient selection and dosage based on individual inputs — typically a health quiz, but increasingly blood markers, microbiome sequencing, DNA, or wearable data. The personalization is the product.

Are personalized vitamin subscriptions worth it?

Worth depends on adherence and on the inputs used. Quiz-only personalization is essentially curated stock formulations and is most useful for buyers who want a simple, vetted routine. Blood- or microbiome-based personalization is more expensive but ties supplement selection to measured biomarkers and tends to produce stronger adherence.

Can I launch my own personalized supplement brand under a white-label model?

Yes. The white-label path requires three layers: a personalization engine that maps user inputs to a formulation (e.g., Suggestic’s supplement assessments API), a manufacturer that can fulfil per-user formulations at scale (e.g., Tailored Scripts, Persona Nutrition’s white-label service), and a brand front-end. See the ‘Behind the brands’ section below for the current ecosystem.

Which personalized supplement brands are FDA-cleared?

Most personalized supplement brands sell dietary supplements, which are regulated by the FDA but not pre-approved. Specific device or diagnostic components can be FDA-cleared — for example, Baze’s at-home blood collection device has FDA clearance, and Viome received an FDA Breakthrough Device Designation for its oral cancer screening tool.

Which personalized supplement subscription is best for athletes?

MyLab Nutrition (Italy) was built around sport supplementation and trains its AI on athletic profiles. Elo Health emphasizes wearable data and recovery formulations. Rootine has expanded into functional drink mixes targeting stress, sleep, and focus. Best fit depends on the sport and the data inputs the athlete is willing to share.

How much do personalized vitamin subscriptions cost in 2026?

Quiz-based subscriptions typically run $30-$60 per month (HUM, Cuure, Everly, Vitally, VitaminLab, Sundose). Blood-test-based or microbiome-based subscriptions are higher: Viome at ~$199/year for testing plus monthly supplements, Rootine at ~$94/month, and Elo Health and LOEWI/Bioniq at premium tiers.