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Published May 5, 2021
Published May 5, 2021

Unilever has signed an agreement to acquire Onnit, a holistic wellness and lifestyle company based in Austin, Texas.

WHO: Onnit was founded in 2010 by Aubrey Marcus, who set out to inspire a journey towards “total human optimization”—a 360-degree philosophy to achieve optimal health and well-being through physical fitness, mental performance, and emotional wellness. Onnit’s supplements are the foundation of the brand’s offering and are made with scientifically proven and high-quality ingredients to provide improved cognitive function, mood and relaxation, gut health, and immunity support.

IN THEIR OWN WORDS: Peter ter Kulve, President of Home Care and Health & Wellbeing at Unilever, said: “Onnit is a leading brand in the fast-growing nootropics segment. With its holistic health offering and digital-first model, Onnit perfectly complements our growing portfolio of innovative wellness and supplement brands that include Olly, Equilibra, Liquid I.V., and SmartyPants Vitamins.”

Fabian Garcia, President of Unilever North America, said: “We are thrilled to welcome Onnit to the Unilever family. As a dynamic and purpose-led brand, Unilever is strongly aligned with Onnit’s vision to improve the health and wellness of consumers with scientifically proven solutions.”

Aubrey Marcus, founder of Onnit, said: “Since day one, my vision has been for Onnit to become a global movement, empowering people with the tools and information to reach their highest physical and mental potential. I am so proud of what we have accomplished, and now, with Unilever’s scale and presence, we are one step closer to inspiring millions more to take charge of their health and wellbeing.”


  • Unilever has signed an agreement to acquire Onnit. The terms of the deal were not disclosed.
  • Onnit will continue to be based in Austin, Texas, and led by CEO Jason Havey. Founder Aubrey Marcus will remain a Brand Ambassador.
  • The brand’s website is a top destination for motivational, informational, and inspirational health and wellness lifestyle digital content, and receives over one million visitors per month.
  • According to Pitchbook, the company hired investment bank Imperial Capital to help find a private equity firm to make a growth equity investment in the company, and according to The Wall Street Journal, the business reportedly brought in $10 million in annual EBITDA at that time.

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