Meet our Brands

Vitality Nutritionals - VitaminExpress's own supplement line

Vitality Nutritionals is VitaminExpress's own product line, created to set an internal quality benchmark for the rest of the catalogue.

• Delivery format: primarily capsules, using plant-based VCaps rather than compressed tablets. VCaps require no binding or coating agents
• Production: manufactured in Europe, in facilities that follow documented hygiene and safety protocols
• Ingredient sourcing: raw materials are tested for purity and potency via certificate of analysis before use
• Labeling: every ingredient, whether active or inactive, is listed on the pack with no undisclosed additions.

NutraSport - VitaminExpress's own sports nutrition line

NutraSport is VitaminExpress's second in-house brand, focused specifically on sports and fitness supplements, and has been part of the company's product range since approximately 1990.

• Production sites: certified facilities in Germany, Austria, the Netherlands, Norway, and the USA
• Testing: every batch is checked via certificate of analysis for active-ingredient content, composition, purity, and sterility
• Formulation input: developed with input from nutritionists, pharmacists, and food engineers
• Manufacturing controls: equipment is cleaned before each production run; none of NutraSport's manufacturers produce pro-hormone products
• Labeling: full ingredient and active-substance disclosure on every product, with standardized dosing per serving

Purasana - organic, plant-based nutrition

Purasana is a Belgian-founded brand producing organic, vegan superfoods and plant-based supplements.

• Product range: protein powders, plant-based blends, mushroom-based products, and single-ingredient superfoods
• Formulation: plant-based ingredients, without added artificial extras
• Sourcing: works with growers under organic-certified and sustainability-oriented sourcing practices
• Positioning within the group: one of the plant-based/organic specialists in VitaminExpress's brand portfolio, alongside nupure and BeSoHappy

nupure - gut-focused supplements

nupure is a brand specializing in supplements formulated around gut and microbiome nutrition, including probiotics, produced in Germany. It became part of Vision Healthcare's portfolio through the acquisition of AixSwiss BV, the company that commercializes the nupure brand.

• Probiotic strains: selected specifically for acid resistance, so they are able to survive passage through stomach acid
• Ingredient base: plant-based ingredients used across the range
• Production: manufactured in certified German facilities
• Distribution: sold via its own online store as well as Amazon and e-pharmacy channels, in addition to VitaminExpress
• Packaging: uses sustainable packaging materials

BeSoHappy - herbal and mineral formulas

BeSoHappy produces plant-based supplement formulas built around botanicals and minerals such as ashwagandha, magnesium, and lemon balm.

• Formulation: combinations of herbal extracts and minerals in capsule form
• Ingredient policy: no artificial additives in the formulas
• Product philosophy: clearly listed active ingredients per formula rather than proprietary blends

Flinndal - everyday vitamins and supplements

Flinndal is a Netherlands-based supplement brand headquartered in Haarlem, offering a broad range of vitamins, minerals, omega-3 products, herbal extracts, and probiotics.

• Product range spans: single vitamins, multivitamins organized by age group and life stage, sports nutrition, women's health, and bones & joints products
• Formulation approach: uses bioavailable, "active" nutrient forms where applicable — for example, the methylated/activated form of vitamin B6 (pyridoxal-5-phosphate) rather than only the standard form
• Retail model: sells direct-to-consumer online, with a subscription/repeat-delivery service ("Herhaalgemak") offering automatic reorders every 3, 4, or 6 months
• Company profile: also markets slimming, women's health, sports nutrition, and bones & joints products under the Flinndal name outside the VitaminExpress catalogue

SKINNEUM - skin nutrition

SKINNEUM produces ingestible skin-nutrition supplements built around its Skin Regeneration System (SKR), an encapsulation technology developed to deliver Epidermal Growth Factor (EGF) and related ingredients.

• Core ingredients across the range: hydrolyzed collagen (including Naticol® type I collagen), hyaluronic acid, vitamin C, retinol, coenzyme Q10, and astaxanthin
• Formats: capsules and single-dose sachets
• Formulation approach: combines cosmetic-research ingredients with nutrition-science formulation methods
• Product naming: flagship formulas include the "Pro Collagen Complex" (3-ingredient formula) and the "NeumLift Skin Complex" (7-ingredient formula)

Mylène - natural cosmetics

Mylène is a Belgian cosmetics brand headquartered in Heist-op-den-Berg, founded in 1965 with its original product, Mylène Oil, and now offering a broader Home and Beauty product range for the whole family.

• Founding product: Mylène Oil, a skin oil first launched in 1965, still sold today
• Company history: acquired by Vision Healthcare in 2019, as part of the same pan-European group that owns VitaminExpress
• Product range: spans Beauty (skincare, haircare, makeup) and Home collections, largely designed and produced in-house
• Original go-to-market model: historically associated with personal, in-home product demonstrations and advice, alongside standard retail

XTRAZE - sports performance nutrition

XTRAZE is a sports-nutrition brand producing supplements for performance, endurance, and body-composition goals.

• Production: manufactured in the EU under GMP (Good Manufacturing Practice) regulations
• Testing: raw materials and finished products are tested by an independent laboratory for purity and microbiological integrity
• Formulation policy: no GMOs; products are formulated without common allergens such as lactose, gluten, or gelatin, and without preservatives
• Product range includes: BCAA formulas (branched-chain amino acids in a 2:1:1 leucine/isoleucine/valine ratio), among other sports-nutrition formats
• Stated brand values: excellence, integrity, empowerment, innovation, community

Pure Gold - Manuka honey

Pure Gold is VitaminExpress's Manuka honey brand, sourcing honey from New Zealand and testing it for MGO (methylglyoxal) content, the compound used to characterize genuine Manuka honey.

• Testing: each batch is tested by an internationally accredited, New Zealand government–approved laboratory for MGO content
• Standards compliance: honey is certified to meet New Zealand Ministry for Primary Industries (MPI) standards for genuine Manuka honey
• Product format: sold as jarred honey, labeled by MGO rating (e.g., 525 MGO)
• Origin: single-origin sourcing from New Zealand

New Care - multivitamins by life stage

New Care is a Dutch supplement brand with more than 25 years of history in the Netherlands, distributed primarily through independent health and drugstores. It joined Vision Healthcare's portfolio, the group that owns VitaminExpress, in June 2025.

• Product range: daily multivitamins, beauty supplements, and formulas addressing digestion and muscles, bones & joints
• Formulation approach: straightforward formulas with a focus on clear labeling and quality control
• Distribution footprint: long-established presence in Dutch independent health and drugstore channels, in addition to online sales
• Company history: founded and grown in the Netherlands before being acquired by Vision Healthcare in 2025 alongside Svenskt Kosttillskott, a Swedish supplement brand