The London-based personalised supplement startup, which uses blood biomarker data to formulate individual supplement regimens, will be integrated into Herbalife’s 95-market network. The $55M guaranteed price is paid over five years; up to $95M in additional contingent payments takes the total to $150M.
Herbalife has been searching for a credible data-driven answer to the personalisation trend that has been reshaping the supplement industry for the past five years. On Thursday it found one.
The NYSE-listed health and wellness company announced an agreement to acquire certain assets from Bioniq, the London-based startup that builds individual supplement formulas from blood biomarker data, in a deal the companies say is valued at up to $150 million.
The financial structure is worth examining carefully. The guaranteed purchase price is $55 million, paid over five years with an initial payment of $10 million at closing.
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The remaining $95 million is entirely contingent on future performance milestones, meaning the headline $150 million figure represents the ceiling if Bioniq hits every target post-integration. The transaction is expected to close in Q2 2026, subject to regulatory approvals and customary conditions.
Bioniq was founded in London in 2019 by Vadim Fedotov, a former professional basketball player who competed for the German national team before pivoting to management consulting and then entrepreneurship.
The company’s core proposition is that generic multivitamins are an inefficient substitute for supplements calibrated to what an individual’s blood actually shows. Its platform ingests blood biomarker results alongside a health questionnaire and generates a personalised daily formula, with over six million biomarker data points collected across five continents underpinning the algorithm.
Fedotov will join Herbalife’s leadership team following close; other key Bioniq staff will also transition.
The company raised a $15 million Series B in July 2024, led by European VCs HV Capital and Unbound, which valued it at $75 million. That valuation subsequently rose to $82 million when Cristiano Ronaldo made a significant investment in October 2024, Ronaldo had been a Bioniq customer since 2022.
Manchester United defender Diogo Dalot followed with an investment of over €1 million in February 2025. Ronaldo and Herbalife are already linked separately: Ronaldo is a Herbalife global nutrition partner, making the acquisition a convergence of two existing commercial relationships.
For Herbalife, the acquisition serves a clear strategic purpose. The company operates across 95 markets through more than two million independent distributors, a model that has proven effective at scale but has limited ability to deliver the kind of individualised product experience that direct-to-consumer healthtech companies have built.
Bioniq’s algorithm and formulation capabilities give it the personalisation infrastructure it has been working to develop internally. Herbalife also secured a call option to acquire Bioniq LAB, a separate platform focused on small molecules and peptides, providing optionality on a longer-term expansion into more complex bioactive compounds.
Bioniq’s personalised supplements are expected to be available through Herbalife’s independent distributor network in select European and US markets later this year.
Stephan is the sports journalist for the Maple Grove Report.
