Shaping the future of wellbeing

Shaping the future of wellbeing

Vitamins that are rooting for you

We’re super picky about any products that make it into our daily routine, and we encourage you to do the same. When we struggled to find modern, effective, and transparent supplements, we decided to make our own.

Our smart-working formulas are easy to navigate and made to fit into your daily routine.

Vitamins that are rooting for you

Wellness is personal

According to our market survey, 1 in 3 people take vitamins daily, but the majority find it hard to know the difference between options and ingredients. We’re here to change that.

Our reason for being here is to listen, learn, educate, and grow our community. By opening up the conversation, not monopolising it; we’re here to demystify supplements. Because you deserve to understand the 'why' behind every product in your routine.

You deserve to know what you’re putting into your body - and how to best support it.

Wellness is personal

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

A NEW KIND OF FEELING GOOD

Feeling good should feel like you

Let’s face it. The supplement industry is overwhelming and, for the most part, built on self-doubt. We’re here to help you feel more like yourself - not someone else’s definition of it.

April is reimagining the routine of feeling good, on your terms and at your pace.

Feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

feeling good should feel like you

our philosophy

We believe in balance

We believe in balance

Feeling good is like a chameleon — taking on different forms depending on your physical and mental state and period in life. One morning you’ll have the energy to whip up a 13-ingredient smoothie; the next, a slice of leftover pizza is what your body craves.

Long-term health is built on a foundation of routines

Long-term health is built on a foundation of routines

Most importantly, a diverse and nutrient-rich diet, getting enough sleep, regular exercise, and daily stress management. And sometimes targeted supplements.

Products should be created with you and our planet in mind

Products should be created with you and our planet in mind

From a compostable refill system to climate-compensated shipping and vegan formulas - we're committed to constantly evaluating and evolving better practices that minimise our environmental footprint.