Herbalife has purchased Bioniq in a transaction valued at as much as $150 million.

      The London-based personalized supplement startup, which creates individual supplement plans using blood biomarker data, will be absorbed into Herbalife's network spanning 95 markets. The guaranteed payment of $55 million will be distributed over five years, with potential additional payments of up to $95 million, bringing the overall total to $150 million.

      Herbalife has been seeking a credible, data-driven solution to the personalization trend reshaping the supplement market for the last five years. On Thursday, they found a solution.

      The publicly traded health and wellness company announced an agreement to acquire specific assets from Bioniq, the London startup that formulates personalized supplements based on blood biomarker data, in a deal valued at up to $150 million, according to the companies.

      The financial arrangement is particularly noteworthy. The guaranteed price of $55 million will be paid over five years, starting with an initial $10 million payment at the deal's closing. The remaining $95 million will depend entirely on future performance milestones, meaning the total $150 million figure is the maximum achievable if Bioniq meets all its targets post-integration. The transaction is poised to finalize in the second quarter of 2026, pending regulatory approvals and standard conditions.

      Bioniq was established in London in 2019 by Vadim Fedotov, a former professional basketball player who previously played for the German national team before moving into management consulting and later entrepreneurship.

      The company’s primary offering is that generic multivitamins are an inadequate alternative to supplements tailored to an individual’s specific blood analysis. Its platform processes blood biomarker results along with a health questionnaire to create a personalized daily formula, utilizing over six million biomarker data points collected from five continents to support its algorithm.

      Fedotov will join Herbalife's leadership team after the deal is finalized, along with other important Bioniq staff.

      The company secured a $15 million Series B funding round in July 2024, led by European venture capital firms HV Capital and Unbound, which valued it at $75 million. That valuation increased to $82 million following a significant investment from Cristiano Ronaldo in October 2024, who had been a Bioniq customer since 2022.

      Manchester United defender Diogo Dalot subsequently invested over €1 million in February 2025. Ronaldo and Herbalife already have a separate connection, as he is a global nutrition partner for Herbalife, making this acquisition a fusion of two existing commercial relationships.

      For Herbalife, this acquisition is strategically significant. The company operates in 95 markets through more than two million independent distributors, a model that has scaled effectively but lacks the capacity to provide the individualized product experience that direct-to-consumer health tech companies have developed.

      Bioniq’s algorithm and formulation expertise will provide the personalization infrastructure that Herbalife has been attempting to cultivate internally. Furthermore, Herbalife has secured a call option to acquire Bioniq LAB, a distinct platform centered on small molecules and peptides, allowing for future expansion into more complex bioactive compounds.

      Bioniq’s personalized supplements are anticipated to be available through Herbalife’s independent distributor network in selected European and US markets later this year.