Vitamine-se

Vitamine-se operates as a nutritional wellness company in Brazil, positioning itself through a direct-to-consumer and retail model. Founded in 2021 by Augusto Cruz Neto, a professional with a background in marketing and the financial markets, the company was established to address a gap in the consumer's understanding and use of supplements. Cruz Neto's career includes experience at advertising agencies and as the marketing director for the pharmaceutical company Cimed, which provided him with insights into brand building and the pharma market.

The company’s core business revolves around personalizing vitamin and supplement recommendations using data intelligence. Initially, it used an AI-powered online quiz that analyzed a user's lifestyle, goals, and needs to suggest a tailored combination of nutrients. This approach aimed to simplify the process of selecting supplements, moving away from generic multivitamin formulas to more targeted solutions. To further demystify its products, Vitamine-se developed the "Quero" (I Want) line, with names that directly correspond to consumer needs like "Quero Imunidade" (I Want Immunity) and "Quero Concentração" (I Want Concentration).

The business generates revenue through the sale of its products via its e-commerce platform and, increasingly, through physical retail channels. A significant milestone was its rapid expansion into retail, growing from a presence in around 300 drugstores in 2022 to over 5,000 in 2023. The product portfolio includes approximately 30 to 40 items, such as vitamins, minerals, and specialty supplements like collagen and melatonin, manufactured in partnership with third-party plants. In April 2022, the company secured R$8 million in a seed funding round. A pivotal moment in the company's history occurred in July 2024, when it was acquired by EMS, Brazil's largest pharmaceutical company. This acquisition is set to accelerate Vitamine-se's growth, leveraging EMS's extensive distribution network of over 90,000 points of sale. Following the acquisition, Augusto Cruz Neto took on a role as head of marketing at EMS.

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