In a recent Health Moonshot Update, Brad Helfand, CEO of Vous Vitamin – a member of the StartUp Health community since 2022 – shared how his company uses technology and data to provide personalized vitamin routines. Founded in 2014 by two doctors from Chicago, Vous Vitamin aims to address the confusion many consumers feel when navigating the vitamin aisles. The company uses a data-based assessment to create customized, all-in-one multivitamins that meet an individual’s unique needs, all while reducing pill load and offering an affordable price — sometimes as low as a dollar a day.
Helfand highlighted that Vous Vitamin stands apart from the competition by moving away from the traditional model of offering multiple separate vitamins, opting instead for a more efficient, data-driven approach that ensures consumers only take what they truly need. He also emphasized the company’s focus on education, offering resources such as articles, webinars, and books written by Vous’s founding doctors to increase public understanding of vitamins and supplements.
Vous Vitamin is growing quickly, though it remains a small segment of the overall vitamin market. Currently, the company’s main customer base is individuals who are overwhelmed by the vast vitamin options available at retail stores. However, Vous Vitamin is also expanding into B2B partnerships, including a corporate vitamin benefit program to address gaps in employer-sponsored health plans, which often exclude vitamins and supplements.
The company is also exploring how vitamins can complement other treatments, such as the growing use of GLP-1 medications, which can lead to nutrient deficiencies. Helfand further explained that the general medical community is under-educated about the benefits of vitamins and supplements, which contributes to hesitation from doctors when it comes to recommending them to patients.
Recently, Vous Vitamin was featured on CNET as one of their top picks for vitamin subscriptions. CNET liked that users start out with a questionnaire that asks all the basics, plus questions about sleeping, eating, movement, and any health conditions or medications.
Looking forward, Vous Vitamin aims to increase its impact by continuing to build partnerships with like-minded organizations and educate the public on the benefits of personalized nutrition. The company’s mission is to reduce waste in vitamin consumption, improve health outcomes through targeted supplementation, and make vitamins more accessible and cost-effective for the average consumer.
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