Venture Studio

We build brands
that become habits.

Goodness Labs is a venture studio building and owning consumer health, beauty and lifestyle brands across Australia, Singapore and the United States. We use AI, partnerships and consumer habit insight to scale brands in high-repeat categories.

2023
Founded
2M+
Customers reached
6+
Brands
3
Core markets
Australia · Singapore · United States
"The best brands become part of how people live."
Our thesis

People return to brands that solve problems they live with every day.

We focus on health, beauty and lifestyle categories where the need is persistent, the purchase is repeated and trust compounds over time.

Goodness Labs builds in those categories — with AI, healthcare access and shared infrastructure that most consumer brands cannot build alone.

Our portfolio

Brands customers love.

KetoPal
Keto weight loss people can actually stick to.
ketopal.com →
Femmy
An AI-powered women's health companion, from symptoms to care.
femmyhealth.com →
Zeutral
Everyday, zero-calorie performance hydration for people who move.
zeutral.com →
Dermavol
Precision prescription skincare, without the guesswork.
dermavol.com →
Birchu
SPF for women who take anti-ageing skincare seriously.
birchu.com →
Keto Australia
Australia's trusted home for keto weight loss.
keto.com.au →
Why Goodness wins

How we build differently.

Built around habits, powered by AI and backed by infrastructure most consumer brands can't access alone.

01
We build around repeat behaviour.
Customers return when a brand solves a problem they keep living with.
02
We use AI to make brands more useful.
AI powers coaching, personalisation, support, recommendations and faster operations across the portfolio.
03
We partner for speed and scale.
We use specialist partners across healthcare, pharmacy, diagnostics, manufacturing and fulfilment.
04
We own the upside.
Goodness Labs owns the brands, customer relationships, data and long-term value.
From demand to care
Some brands need more than content and commerce.
Goodness Labs connects consumer demand to telehealth, prescription access and fulfilment through licensed partner infrastructure.
50 states
Partner coverage across the United States.
10,000+
Medications available through pharmacy partner networks.
100,000
Daily prescription fulfilment capacity.
50,000+
Weekly consultations through telehealth partners.
Leadership

The people behind the brands.

IS
Ian Stewart
Co-Founder & CEO
KP
Kanetha Phon
Co-Founder & Innovation
AD
Ashley De Souza
Technology & AI
FM
Florencia Montes
Branding & Creative
MN
Michael Noicos
Performance & Growth
DL
Dylan Liu
Supply Chain
SY
Samantha Yeaman
Customer Experience
MX
Maximilian Lesek
AI Engineering
OT
Oscar Tong APD
Clinical Dietitian
Goodness Insider
The business of consumer health.
Weekly insights on the companies, trends and lessons shaping consumer health, beauty and brand building.
Consumer trendsHealthcareBrand buildingAIRetailFundingIngredient science
Published every Tuesday
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Work with Goodness Labs

Build with us.

Founders
Building a consumer health, beauty or lifestyle brand with repeat demand?
We partner selectively with founders where Goodness Labs can add brand, commerce, AI, operations or capital support.
Investors
Interested in the Goodness Labs portfolio?
We are building a portfolio of consumer brands in high-retention categories across Australia, Singapore and the United States.
Talent
Want to build brands people actually use?
Join a lean team working across brand, product, AI, commerce, healthcare access and operations.
Ready to build something
people keep coming back to?