How To Start Your Own Supplements Brand

The supplements market is booming, and if you already have a loyal audience, it presents a powerful opportunity to expand your brand’s value while unlocking new revenue potential.

If you’re exploring how to start a supplement brand, this high-level guide covers what you need to know. You’ll learn how to:

• Understand startup costs and profit potential

• Define your supplement niche within the wellness industry 

• Launch and scale without becoming a full-time manufacturer

• Build a scalable digital foundation that meets compliance and quality requirements

What is a Supplement Brand? 

Supplement brands often sell one or a combination of vitamins, minerals, proteins, and specialty formulas across different categories, such as: 

• Greens and superfood blends

• Sleep and stress support supplements

• Performance and pre-workout formulas

• Protein powders and meal replacements

• Digestive health (probiotics, fiber, enzymes)

• Beauty and skin supplements (collagen, biotin)

• Vitamins and minerals (multivitamins, vitamin D, B-complex)

How Big is the Supplements Market? 

The supplements market is massive. In 2024, the estimated global market size was $192.65 billion, and by 2033, it’s expected to reach $414.52 billion, growing at a CAGR of 8.9% from 2025 to 2033. This growth is driven by widespread adoption, with research supporting that over 70% of individuals take more than one unit of dietary supplements daily. 

Vitamin supplements alone accounted for 28.7% of the market share in 2024, so focusing on a single niche could still be highly lucrative for influencers and entrepreneurs. 

These stats shouldn’t be surprising, as healthcare consumers, along with practitioners, recognize the importance of whole healthcare, which incorporates the value of nutrition and supplements alongside traditional medicine. 

(Grand View Research; PMC Article on supplement usage)

How Much Does It Cost to Start a Supplements Company?

Startup costs for a supplement brand depend on your chosen model and approach. Here’s what to consider: 

• FDA compliance and label review fees 

• Label design, branding, and packaging

• Website and e-commerce platform setup

• Inventory storage and fulfillment infrastructure

• Legal formation and product liability insurance

• Marketing and customer acquisition campaigns

• Product development and formulation (if creating custom formulas)

Private label supplements typically have a lower barrier to entry compared to custom formulations, making them an accessible starting point for influencers and first-time brand owners testing market demand.

How Much Money Can You Make?

Your revenue potential depends on many key factors, such as: 

• Customer and audience fit

• Product pricing and profit margins 

• Audience size and engagement rate 

• Conversion rate and customer acquisition strategy 

• Repeat purchase behavior and subscription models 

• Quality of the customer experience and fulfillment process 

The most successful supplement brands focus on turning one-time buyers into repeat customers through supplement subscriptions, product bundles, and consistent value delivery. Building or already having a loyal customer base creates predictable recurring revenue that compounds over time. 

Expand beyond supplements for greater value

Additionally, consider adding white-label clinical wellness services that often require complementary supplementation, such as weight management programs, HRT services, or longevity treatments. For example, patients using weight loss medications might benefit from protein supplements, electrolytes, and vitamins to maintain muscle mass and nutritional balance. 

This integrated approach helps increase customer lifetime value, creating multiple revenue streams from a single customer relationship. 

Why Launch a Supplement Brand? 

Today's consumers are prioritizing wellness and preventive health services, but they don’t trust everyone’s advice. However, influencers and entrepreneurs, particularly those in fitness, wellness, or lifestyle content, have an advantage in this area because their audience already trusts them. Offering supplements is just a natural extension. 

Other reasons to launch and create your own supplement brand include: 

• High margins. Margins vary widely by model, MOQs, and channel; model a range based on your costs.

• Brand alignment. You can choose products that address the specific health goals your audience cares about. 

• Recurring revenue. Supplements run out, encouraging customers to reorder, thus creating predictable income streams. 

Private Label vs. Custom Formulation Supplemental Models

Supplemental companies usually operate under one of these two models:

Start a Private Label Supplements Brand

Launching a private-label supplements model means you select from pre-formulated products that a manufacturer already produces. You just add your branding, and they handle the fulfillment. 

Pros:

• Lower upfront investment

• Lower minimum order quantities

• No formulation expertise needed

• Pre-formulated SKUs with established demand signals

• Fast to market (weeks, not months)

Cons:

• Less product differentiation

• Same formulas available to competitors

• Limited ability to customize ingredients or dosages

Best for: Testing demand, validating your audience's interest, or launching quickly with lower risk.

Build a Custom Formulation Supplements Brand

Opting for a custom formulation means working with a manufacturer to develop unique products customized to your brand vision. 

Pros:

• True product differentiation

• Premium positioning and pricing potential

• Ability to patent or trademark unique formulas

• Complete control over ingredients and dosages

Cons:

• Higher upfront costs

• Higher minimum order quantities

• Requires more regulatory and testing work

• Longer development timeline (3-12 months)

Best for: Established brands ready to invest in long-term differentiation and premium positioning.

What Types of Supplements Can You Offer?

The amount of supplement options is nearly endless. The key is to focus on categories that already align with your brand and audience. 

Beauty & Anti-Aging

• Collagen peptides 

• Antioxidant complexes 

• Biotin and hair/skin/nails formulas 

• Hyaluronic acid and beauty blends 

Daily Wellness 

• Omega-3 and fish oils

• Immune support blends 

• Vitamin D, C, and B-complex 

• Adaptogen and stress support formulas 

• Multivitamins (men’s, women’s, age-specific) 

Performance & Fitness 

• BCAAs and amino acids

• Post-workout recovery blends 

• Pre-workout and energy formulas 

• Creatine and performance boosters 

• Protein powders (whey, plant-based, collagen)

Specialty & Lifestyle

• Greens and superfood powders 

• Energy and focus (nootropics, caffeine alternatives) 

• Gut health (probiotics, prebiotics, digestive enzymes) 

• Sleep support (melatonin, magnesium, herbal blends) 

Supplements can also be offered in different forms, adding to the variety: 

• Tablets

• Liquids  

• Soft gels

• Powders

• Capsules

• Gummies

Step-by-Step: How to Start a Supplement Brand

1. Define Your Niche and Audience

Before selecting products or manufacturers, clarify who you’re serving. 

Ask yourself: 

• What outcomes do they want? (build muscle, lose weight, feel better) 

• What does my audience struggle with? (energy, recovery, sleep, focus, aging) 

• What values matter most to them? (transparency, clean ingredients, sustainability) 

Your brand positioning should speak directly to a specific group. Avoid the “supplements for everyone” pitch, as it won’t work. Instead, think “clean pre-workout for busy moms” or “science-backed sleep support for high performers.” 

2. Choose Your Business Model

Decide whether to start with a private label or a custom formulation. 

Aim to find the right manufacturer by: 

• Requesting samples to evaluate quality 

• Verifying third-party testing for purity and potency 

• Asking about minimum order quantities and lead times 

• Confirming they offer fulfillment services if you don’t want to handle shipping 

• Looking for FDA-registered facilities with GMP (Good Manufacturing Practices) certification 

3. Develop Your Product Line

Remember, start small. Launch 1 to 3 core products that solve specific problems for your audience. 

For private label: 

• Review the manufacturer's catalog 

• Select formulas that match your brand positioning 

• Ensure dosages align with research-backed efficacy standards 

For custom formulation: 

• Budget for stability testing and shelf-life studies

• Work with a formulist or contract manufacturer's R&D team 

• Provide clear briefs on desired outcomes, ingredients, and dosages 

4. Design Your Brand Identity and Packaging 

Think of your packaging as your sales pitch on the shelf or in someone’s Instagram feed. 

Key elements to consider include: 

• Compliance statements and warnings 

• Supplement facts panel (required by the FDA) 

• QR codes linking to test results or educational content 

• Logo and color palette that reflect your brand personality 

• Clear product names that communicate benefits (but avoid making direct health claims) 

Ensure to invest in professional design. Poor packaging signals quality to consumers, even if your formula is excellent. 

5. Set Up Legal, Compliance, and Insurance 

The FDA regulates the supplement industry under the Dietary Supplement Health and Education Act (DSHEA). 

Legal Requirements: 

• Obtain product liability insurance 

• Ensure all label claims are compliant 

• Form your business entity (LLC or corporation) 

• Register with the FDA as a facility if you’re handling product 

• Create terms of service and privacy policies for your website 

Marketing Compliance: 

• Keep testimonials truthful and include disclaimers 

• Avoid making medical claims (don’t use terms like “cures”, “treats”, “prevents disease”) 

• Use structure/function claims instead (“supports immune health”, “promotes restful sleep”) 

Work with an attorney familiar with supplement regulations to review your labels and marketing copy.

6. Build Your E-commerce Store

Today, most supplement brands sell direct-to-consumer (D2C) online. As a result, your website needs to handle product sales, subscriptions, and customer education seamlessly. 

Must-have features: 

• Customer reviews and social proof 

• High-quality product photography and videos 

• Detailed ingredient breakdowns and benefits 

• Educational content to build trust (blog posts, FAQ, ingredient guides) 

• Trust signals and certifications (SSL certificate, LegitScript seal if pursuing certification, secure payment badges)

7. Price Your Products for Profit

Pricing ultimately depends on your positioning, production costs, and competitive landscape. 

Common pricing models: 

• Bundle pricing. Package multiple products together at a value price to increase average order value. 

• One-time purchase. Offer a simple checkout, which is good for testing demand and first-time buyers

• Subscription pricing. Provides recurring revenue with discounted rates for auto-delivery 

Don’t forget to factor in shipping costs, platform fees, and marketing expenses when setting your prices. Many brands offer free shipping thresholds to increase conversion rates. 

8. Create a Go-to-Market Strategy 

Your audience already knows you and is confident about your suggestions, so use that to your advantage. To achieve the best results, consider the following: 

Pre-launch Tactics

• Build an email waitlist with early-bird discounts 

• Partner with micro-influencers in your niche for authentic promotion 

• Tease your products on social media with behind-the-scenes content 

• Create educational content explaining why you’re offering these specific supplements 

Determine Your Launch Channels

• Make email announcements to your list

• Offer affiliate or referral programs to reward customers for sharing 

• Place paid ads on Meta and Google to retarget your existing audience first

• Post social media content via Instagram, TikTok, YouTube, or whichever channels most align with your brand 

Post-Launch

• Collect and showcase customer reviews 

• Share transformation stories and testimonials 

• Offer subscription options for recurring orders 

• Create product bundles to encourage larger purchases

• Track what’s working and double down 

Also, don’t forget to monitor these key metrics: 

• Conversion rate 

• Lifetime value (LTV)

• Average order value 

• Repeat purchase rate 

• Customer acquisition cost (CAC) 

Your Supplement Brand Launch Checklist

• Define your niche and target customer

• Decide on private label or custom formulation

• Find a GMP-certified manufacturer

• Develop 1-3 hero products

• Design compliant labels and packaging

• Set up your business entity and insurance

• Build your e-commerce website with subscriptions

• Create pre-launch buzz and a waitlist

• Launch with email, social, and paid ads

• Collect reviews and optimize based on data

Launch Your Supplement Brand with OpenLoop®

People are health-conscious now more than ever before, so meet them where they’re at. 

Whether you’re launching a supplement brand or ready to expand into virtual clinical wellness services, OpenLoop can help. We can provide the robust, white-label telehealth infrastructure required to quickly add clinical services when you’re ready to scale. 

OpenLoop offers: 

• Compliance built-in

• 24/7 patient support 

• 50-state clinician network 

• Supplement and pharmacy partnerships 

Trusted by more than 3 million patients annually and 300K visits per month, OpenLoop helps wellness brands launch faster and scale nationwide. 

Ready to launch? Contact us today! 

*This content is intended for general informational purposes only and should not be construed as legal advice. For guidance on your specific situation, please consult a licensed attorney.