We build what’s next in health.
Goodness Labs is a venture studio that helps founders launch and grow transformative companies with speed and precision.
Most health startups don’t fail on science, they fail on execution.
We bring together capital, infrastructure, research, talent, and growth expertise into a repeatable system.
Our Capabilities
Proven Venture System
You bring the insight. We bring the engine. Founders join a structured venture creation process with clear milestones, from validation to launch. backed by experienced operators who’ve done it before.
Full-Stack Product & Technology
From AI-powered tools to compliant digital platforms, we build ready-to-scale tech products fast. Our modular tech stack handles diet engines, quizzes, APIs, diagnostics, and patient-facing UX.
Brand & Customer Experience
Health is emotional and trust-driven. We craft brands that speak to real pain points and deliver clean, compliant, high-converting experiences, across web, app, packaging, and beyond.
Rapid Validation Infrastructure
We don’t wait to raise money to test. Our in-house growth team launches paid traffic funnels in weeks, not months, to validate real user demand, messaging, and CAC before full-scale launch.
Our Portfolio
Goodness Nutrition
AI-powered diet plans and supplements personalized to your DNA and biomarkers.
A precision nutrition platform combining DNA and biomarker testing with AI-generated diet plans, personalized supplementing, and lifestyle tracking solving the failure of generic diets by delivering evidence-based results.
Femmy
Hormone-driven nutrition and supplements designed for women in perimenopause.
A women’s health brand addressing the underserved perimenopause market through hormone-based diet plans, targeted supplements, and app-based symptom tracking, providing scalable, science-backed relief for a massive and growing demographic.
Keto
A functional food and tracking app that makes keto weight loss effortless.
A consumer health brand tackling the $20B+ global keto market with functional foods (shakes, chocolates, gummies) and a tracking app that ensures measurable weight loss results through testing, CGM integration, and coaching.
Boozy
Hangover prevention supplements & liver detoxification programs.
A liver health and recovery brand combining at-home liver testing, protective daily supplements, and hangover prevention kits, targeting a vast consumer base of social drinkers concerned about long-term health.
Zeutral
Zeutral helps people unlock the cellular renewal and longevity benefits of deep fasting, without the extreme discipline of long fasts.
A longevity company offering biological age testing and cellular health supplements, empowering consumers to measure, track, and actively reduce their biological age, positioning at the intersection of anti-aging and preventative health.
Carnivore Pal
Meat-based diet planning with digestive support for long-term carnivore health.
A niche nutrition brand serving the fast-growing carnivore diet community with tailored meal planning, digestive support supplements, and tracking tools, enabling sustainable health outcomes within a booming dietary trend.
Circular.org
An platform helping businesses profit by adopting circular economy practices.
A B2B sustainability platform helping companies transition to the circular economy through quiz-powered assessments, certification, and reporting, unlocking economic value from waste while meeting government and consumer ESG demands.
Over 200 tests available to power personalized plans across every venture
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
DNA Test (92 genes)
Genetic Methylation
Biological Age
Hormone Balance
Growth & Repair (IGF-1)
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Cortisol + DHEA-S
Thyroid Function
Insulin Resistance
Cholesterol & Heart Health
Vitamin & Nutrient Status
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Detox Function
Inflammation Markers
Gut Health & Microbiome
Liver, Kidney & Pancreas
Full Blood Count
Our approach
We combine clinical thinking, lean testing, and shared systems to move quickly and build with confidence.
Discover
We identify real health problems and test early demand fast.
Build
We co-create the brand, product, and business model with our expert team.
Launch
We go to market, scale what works, and support through growth or spinout.
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