Amway Partners with Microbiome Startup HEM

Amway has announced a strategic investment and partnership with South Korea-based Holzapfel Effective Microbes (HEM).

Together, the companies will develop personalized probiotics with the goal of supporting wellness through gut-health-related benefits such as immunity, weight management, brain health, skin health and more.

Nutrition innovation is a key strategy and growth driver for Amway’s future.

“Amway is uniquely positioned to deliver personalized recommendations through the more than one million Amway Business Owners (ABOs) around the globe who live to serve their customers and who have already built vibrant wellness communities both online and offline,” said Amway CEO Milind Pant. “We have been helping people live better, healthier lives for more than 60 years, and have closely watched the evolution of, and growing trust in, personalized wellness and health. The science and innovation behind HEM’s at-home microbiome test matches our goal of accelerating the delivery of innovative wellness products to the world.”

The HEM at-home microbiome test will assess the gut microbiome, allowing for a personalized recommendation that is specific to the individual needs of the customer. The product will first become available in South Korea.

“For HEM, the partnership is an opportunity to reach customers through Amway’s trusted network of ABOs and fulfill our shared mission of helping people live healthier lives,” said HEM Co-founder and CEO Dr. Yosep Ji. “We are thrilled that the benefits of our science will find its way to Korean consumers and believe this partnership will fulfill our goal of helping people realize the holistic advantages of having a healthy gut microbiome.”

For Amway, this is the first strategic partnership focused on providing personalized wellness solutions. The company is actively pursuing collaboration with startups in this space with an initial focus on scouting partners in South Korea, U.S. and China.