Deal worth up to $150m comes as supplementation market expected to become ‘more personalized and informed by data.’
Supplements giant Herbalife has today announced an agreement to acquire Bioniq, a London-based company that offers personalized supplements based on its customers’ blood biomarkers and health data. The deal, which carries a total potential value of $150 million, is expected to complete in the second quarter of 2026, pending regulatory approvals. Under the terms of the agreement, Herbalife will pay Bioniq $55 million over five years, including $10 million at closing, plus up to $95 million in performance-based payments.
Founded in 2019, Bioniq claims standard supplementation falls short for most individuals, and has developed a system that combines blood test data, lifestyle inputs and a proprietary biomarker database to generate tailored nutrient formulations. The company’s platform is designed not only to correct deficiencies but to optimize micronutrient levels over time, with formulations that adapt as users’ biological markers change.
Herbalife CEO Stephan Gratziani and Bioniq founder Vadim Fedotov.
In a previous interview with Longevity.Technology, Bioniq founder Vadim Fedotov explained the relevance of the company’s model in longevity. “We’re not a medical company, we’re supporting people’s path to optimize themselves, which will allow their body to perform better at a later point in their lifespan, and which I believe will lead to anti-aging,” he told us.
Bioniq’s approach has attracted consumers as well as elite athletes, including global soccer star Cristiano Ronaldo, who became an investor in 2024. The company claims it has already created unique formulas for hundreds of thousands of customers and built one of the largest personalized nutrition datasets of its kind.
Herbalife, which reported more than $5 billion in sales last year, indicated that Bioniq’s approach is increasingly relevant in a supplements market that is gradually shifting away from generic products. The company also retains the option to acquire Bioniq LAB, a separate platform focused on small molecules and peptides, providing a potential entry point into areas often associated with next-generation longevity interventions.
“The future of health and wellness is becoming more personalized and informed by data,” said Herbalife CEO Stephan Gratziani. “By combining Bioniq’s personalized supplement technology with Pro2col and the power of our global distributor network, we are expanding our ability to deliver personalized wellness at global scale.”
Bioniq’s personalized supplement products are expected to roll out through Herbalife’s distributors in select European markets and the United States later this year, with further geographic expansion planned.
Photographs courtesy of Bioniq.
