Founded in 2024 by serial entrepreneurs Anna Sekalska and Pablo Smolders, the company harnesses a patented Personalized Capsule Machine (PCM) and an algorithm developed in collaboration with nutrition researchers at the University of Westminster‘s Centre for Nutraceuticals
The system can deliver over 1,000 variations using clinically backed ingredients with beadlet-in-capsule technology that allows ingredients to be combined without interacting. Each capsule contains hundreds of micro-beadlets that protect and deliver up to 29 active ingredients using time-release technology, releasing nutrients throughout the digestive system over an eight-hour period.
To enhance health outcomes, users are encouraged to create longitudinal health records with biomarkers taken at baseline, interventions applied and outcomes measured over time.
Subscriptions are priced at €250 per month, with Sekalska and Smolders confident that there is a significant base of biohackers, athletes and aspirational consumers willing to pay for next-level personalization.
Here, they discuss what went into founding Art of You to take the next step in personalized nutrition as the market matures towards dynamic, data-driven protocol.
NI+: Tell us about your backgrounds and how you came to work together.
Anna: I grew up in Poland, the daughter of a doctor, and health was always part of my world. I exercised regularly and considered myself health-conscious. After graduating from the Academy of Agriculture, I spent over 25 years building a career in the cosmetic industry. So when my health started to unravel in my mid-forties, it became impossible to ignore. I started suffering from a range of problems: food intolerances, IBS, leaky gut, headaches, belly aches and even panic attacks.
What frustrated me most was that every time I turned to the medical system for answers, I was offered treatments for individual symptoms—never an investigation into the root causes specific to me as an individual. I eventually discovered many of the symptoms were interlinked, with my gut impacting my hormones and my mind. That realization was the turning point. I started testing myself—bloodwork, genetic panels—and found that standard, one-size-fits-all supplements were leaving an enormous gap between what people actually needed and what was available to them.
Pablo: My background is in economics, but sustainability has been my ‘true North’ for many years. My former company was the third B-CORP in Holland. I have always been driven by the idea of building businesses that create genuine value for society, not just commercial returns.
During a previous role as managing director for a supplement brand, I was on a trip to see the manufacturer of capsules and pharmaceutical machines ACG, where they presented the PCM machine to me as an idea of future innovation. I immediately recognized it as a potential turning point for the entire personalized supplementation space.
Anna and I met while working together on another project in the supplement industry, and when we discussed what PCM made possible, the vision for Art of You came together quickly. We share a fundamental belief that preventive health is the only rational future for a healthy society—and we felt an obligation to act on that.
NI+: How did the concept of Art of You come about?
Pablo: Three forces converged. The science was maturing—nutrigenomics was becoming actionable, genetic testing had become affordable and biomarker testing was no longer just for elite athletes. Then there was the ACG beadlet-in-capsule technology: multiple active ingredients in one capsule, each in its own micro-environment, with precise release timing. No ingredient interactions, no dose dumping, targeted absorption. For personalized nutrition, that’s transformative.
Anna: And when we looked at the market, we saw questionnaire-based “personalization”—essentially guesswork dressed in an algorithm—or genetic testing done in isolation with no formulation follow-through. Nobody was building around a gold standard health and lifestyle assessment, with blood testing and DNA testing as progressive layers of personalization, all backed by pharmaceutical-grade delivery. That white space was the business.
NI+: How have you funded the company, and what is the business model?
Anna: We’ve been founder-funded through the early stage—intentionally. It forces you to validate before you scale. Our founding member model funds the initial formulations while building a community of engaged users who are genuine partners in proving the science.
The core model is subscription-based. Customers start with a gold standard lifestyle and health assessment—a comprehensive intake that captures the full picture of who you are and how you live. Blood testing can be incorporated for an even deeper layer of personalization.
From that, we build a fully personalized monthly formulation that adapts as your health evolves. As we grow, the platform will deepen further: wearable data integration is the next step on our roadmap, followed by longitudinal tracking and eventually AI-driven formulation updates responding to your biology in near real-time, and DNA testing. There’s also a B2B layer—employers and insurers are increasingly interested in proactive health intervention.
NI+: What have been the key challenges in building this business?
Pablo: Regulatory complexity is real. Making science-backed claims while staying EU-compliant requires constant navigation—you can have strong clinical evidence for an ingredient and still be constrained in how you communicate it. Consumer education is the other major challenge.
We’re asking people to reframe what a supplement is—not a product off a shelf, but a dynamic, data-driven protocol. That requires building trust at a depth most wellness brands never have to achieve.
NI+: How has the industry responded?
Pablo: Established players are watchful—they know the category is shifting toward personalization, but their manufacturing and retail infrastructure makes pivoting difficult. Within the nutrigenomics and functional medicine community, the response has been much warmer. Clinicians frustrated by the lack of evidence-based nutrition tools see Art of You as something they can genuinely integrate into their practice. Notably, Gencor, one of the world’s leading ingredient suppliers, has joined Art of You as a strategic investor.
NI+: Tell us about your collaboration with the Centre for Nutraceuticals.
Anna: This is an established collaboration and one we’re very proud of. The Centre for Nutraceuticals at the University of Westminster is one of Europe’s leading academic bodies focused on the study and clinical application of bioactive compounds. Every ingredient we consider is evaluated against the current evidence base—efficacy, dosage, bioavailability, safety at the individual level.
That rigor is what separates serious science from the noise that dominates the supplement shelf, and it gives our customers—who are sophisticated and have read the studies—a credibility anchor they can trust.
What is the pricing model and who is your target consumer?
Anna: Art of You sits in the premium tier—positioned alongside precision health services rather than generic vitamins. Our core customer is a woman in her late thirties to mid-fifties: health-conscious, intellectually curious, probably already self-tracking in some form. She’s moved past buying supplements on instinct and is ready to invest in something evidence-based. She wants a system she can trust.
The underlying science is age- and gender-agnostic, and we’ll expand across demographics as we grow, but we’re starting where the demand and willingness to invest are strongest.
NI+: What are your plans for the next 5 to 10 years, and how do you view the future of personalized nutrition?
Pablo: Near-term, we’re building our founding member community and letting outcomes data speak. Longer term, Art of You becomes a full health intelligence platform—your ongoing partner in understanding your biology, not just a monthly delivery. Geographically, Holland is our foundation, with Germany and other European countries on the horizon.
Anna: The era of the generic supplement is ending. Affordable genetic testing, accessible biomarker panels, AI-driven formulation, precision delivery—all of these converged in the same decade. The brands that lead will be the ones who take science seriously and deliver measurable outcomes.
Longer term, I believe personalized nutritional intervention has a genuine role in reducing the lifestyle-driven conditions overwhelming healthcare systems. That’s not just a commercial ambition—it’s why we started.
NI+: What advice would you give to other supplement startups?
Anna: Start with the science, not the market. The industry has a credibility problem because too many brands built the brand before building the evidence. And build for the long game—your founding customers are proof of concept. If your product changes someone’s life, they will tell everyone they know. Give people something worth talking about.
