$100M BRAND STORY

💊 How Seed Built a $100M+ Brand on Gut Science

Seed Health is not your average wellness brand. Founded in 2016 by serial entrepreneur Ara Katz and microbiologist Raja Dhir, Seed Health is a microbial sciences company redefining how we think about health—both human and planetary. Their mission? To harness the power of microbes to improve well-being, from gut health to environmental sustainability. With a flagship product, DS-01™ Daily Synbiotic, Seed has become a leader in the probiotic space, blending cutting-edge science with a consumer-friendly approach.

What sets Seed apart is its commitment to rigorous research, innovative delivery systems, and a brand ethos that prioritizes education and transparency. Oh, and they’ve also developed probiotics for honeybees and coral reefs. Yes, you read that right.

Are They Funded or Bootstrapped?

Seed began with personal investment and early seed capital but really scaled in 2021 with a $40M Series A led by The Craftory. The raise helped them grow R&D, scale clinical trials, and acquire Auggi, a digital health startup specializing in AI-powered gut health diagnostics 

Their Origin Story

Ara Katz’s journey into microbial science was deeply personal. After experiencing a miscarriage, she began exploring early pregnancy science, which led her down the rabbit hole of the microbiome. Around the same time, she met Raja Dhir, a scientist tracking microbiome research since 2006.

The “aha” moment came when they saw how the microbiome could serve as a bridge between science and consumer health. Seed was born out of a desire to translate complex microbiome research into accessible, effective products. Their first product, DS-01, was designed to address not just gut health but also skin, immune, and cardiovascular health—all through the lens of microbial science.

Core Customer Base

Seed’s customers are health-conscious individuals who value science-backed solutions. They’re typically aged 25-45, urban professionals, and wellness enthusiasts who are tired of pseudoscience and gimmicks. What makes them loyal? Seed’s commitment to transparency, education, and innovation. Customers trust Seed because they can see the science behind every product.

How Did They Grow So Sustainably?

Seed’s growth strategy is a masterclass in balancing science and storytelling. They’ve built a direct-to-consumer (DTC) model that emphasizes education, with a robust content strategy that includes Instagram, newsletters, and even a “Seed University” for influencers.

One of their standout innovations is their influencer marketing approach. Instead of just handing out affiliate links, Seed requires influencers to complete an educational course and pass a test before they can promote the brand. This ensures that their messaging is consistent and science-based.

They’ve also leaned into sustainability, using compostable packaging and refill systems to reduce waste. Their environmental initiatives, like probiotics for honeybees and coral reefs, further align with their mission of planetary health.

Key Milestones

• 2016: Seed Health is founded by Ara Katz and Raja Dhir.

• 2018: Launch of DS-01 Daily Synbiotic, their flagship product.

• 2021: Raises $40 million in Series A funding.

• 2022: Announces clinical trials for IBS, antibiotic recovery, and alcohol-related gut health.

• 2023: Expands into pediatric probiotics and announces groundbreaking work on the vaginal microbiome.

Their Influencer Marketing Mix

Seed’s influencer strategy is as innovative as their products. They’ve partnered with a mix of macro and micro-influencers, but with a twist: every influencer must complete Seed University, an educational course that ensures they understand the science behind the brand. This approach has not only built trust but also created a community of informed advocates.

They’ve also collaborated with organizations like the American Gut Project and academic institutions to further their research and credibility.

Their Marketing X-Factor

Seed has managed to make science aspirational. Their brand isn’t crunchy—it’s minimal, modern, and intentional. Their messaging is clear and educational, and their products are backed by rigorous research.

From their sleek packaging to their Instagram carousels, Seed invites consumers to learn, not just buy. But what really sets them apart is their commitment to transparency. They don’t shy away from saying, “We don’t know yet,” when the science isn’t clear. This honesty builds trust and sets them apart in a crowded market.

Takeaways for Wellness Brand Operators

1. Educate, Don’t Just Sell: Seed’s success shows the power of educating your customers. When people understand the science behind your product, they’re more likely to trust and stick with your brand.

2. Innovate with Integrity: Seed’s commitment to rigorous research and transparency has set them apart in a market full of pseudoscience. Don’t cut corners—invest in the science behind your product.

3. Think Beyond Profit: Seed’s environmental initiatives, like probiotics for honeybees, show that a brand can do well by doing good. Consider how your brand can contribute to a larger mission.

4. Leverage Influencers Wisely: Seed’s influencer strategy proves that quality matters more than quantity. Focus on building relationships with advocates who truly understand and believe in your brand.

Seed Health is more than a probiotic company—it’s a movement. By blending science, sustainability, and storytelling, they’ve created a brand that’s as impactful as it is innovative. For wellness operators, Seed’s journey is a reminder that the future of health is not just about what we consume, but how we connect—to our bodies, our communities, and our planet.

Did Seed’s story inspire you?

P.S. Thinking about implementing some of these strategies in your own brand?
Let’s talk.

The Conscious Collective Private Supper Club → In Collaboration with Klaviyo

I’m excited to announce The Conscious Collective Private Supper Club: a curated, invite-only dinner series for UK-based Better-for-You CPG founders driving toward an 8-figure+ exit within 5 years.

This is a high-impact, no-fluff space for founders scaling brands with both eCommerce and retail ambitions, alongside select investors and strategic enablers.

📅 First Supper: May 1, 2025
📍 Secret SW London location 🤫

Know someone who fits the bill?
Let them know to reach out to out - kunle@2xecommerce.com to apply.

Spots are strictly limited!

On the Pod 🎧

Lastest episodes:

• Why B2B eCommerce is BOOMING – Lessons from Carrier a $20B Climate Tech Giant! → Steven Duran

• Amazon Wholesale Secrets: How to Find Suppliers & Scale to Millions → Corey Ganim

• From $200K to $4M in 3 Years 🦷 How This Dentist Couple Crushed Kickstarter, Amazon & IP Wars → Brynn Snyder

• Scorecards: The Key to Accountability and Managing High-Performing eCommerce Teams → Matt Putra

• The Playbook for Breakthrough Growth in 2025 → Dr. Rebecca Homkes

• 2025 eCommerce Predictions: 25 Things to Expect

• Closing Out 2024

• 6 Essential Actions to Win Q1 and Crush 2025 → Kunle Campbell