A founder-run house of consumer brands and commerce software. It started with a better multivitamin, grew into the tools we needed to sell it, and became products for every merchant who needs the same.
Whole FoodsRoot'dHer MULTICustomer
CompostableimPASTACocktail strawsEvery ad,
GNCRoot'dHis MULTIKeep your
Never soggyimPASTADrinking straws
AmazonRoot'dPrenatal MULTIBuilt in
SmoothieimPASTASmoothie strawsWhole FoodsRoot'dHer MULTICustomerCompostableimPASTACocktail strawsEvery ad,GNCRoot'dHis MULTIKeep yourNever soggyimPASTADrinking strawsAmazonRoot'dPrenatal MULTIBuilt inSmoothieimPASTASmoothie strawsLife Vitamin Co. began as a supplement company. Root'd — a complete multivitamin that dissolves in water, with electrolytes, probiotics and superfoods in one stick — earned shelf space at Whole Foods, GNC and Amazon by being the product we wanted for ourselves. imPASTA Straws followed the same instinct: two years with North Dakota farmers and food scientists to make a plant-based straw good enough for a hotel bar.
Selling those products taught us what merchants actually need. The survey on our thank-you page, the ad archive we kept for ourselves, the outreach tool that stopped breaking our email threads — each was built inside Root'd first, run on real orders and real ad spend, and only then offered to other operators. That is the whole thesis: consumer brands that fund and test the software, and software that makes the brands sharper.
Everything is built in-house and run by a small founder-led team in California.
Physical products sold direct, on Amazon and through national retail.
Tools for brands and merchants, born inside our own storefront and ad account.
One stick pack, absorbed: a complete multivitamin plus electrolytes, probiotics, enzymes and superfoods that dissolves in water. Sugar-free, gluten-free, 15 calories, and built for people who are tired of choking down a handful of pills.
A 100% plant-based, compostable straw made from a blend of non-GMO seeds and grains — not pasta, despite the name. Stays firm for hours, clinks against glass, tastes like nothing. Forty-six iterations with North Dakota farmers and food scientists to get there.
A family of Shopify apps for store owners who are tired of bloated suites and revenue-share pricing. Every app installs on its own, has a free plan, and charges by what you use. Born on Root'd's own checkout, running live on real orders.
Every ad a tracked competitor runs, archived permanently with its run duration — the closest public proxy for what actually converts — next to your own Meta results and store revenue. Read it in a dashboard, or ask it questions from Claude or ChatGPT. Built because we were paying for three tools that forgot everything.
Cold outreach for founders selling their own product. Follow-ups are replies in the same thread, every sequence stops the moment anyone at the company replies, and mailboxes ramp slowly so the mail actually lands. Quality of reply over volume of send.
Each brand has to earn its keep. That keeps pricing honest, roadmaps short and the company answerable to customers first.
Every piece of software runs on our own store, our own ad account and our own inbox before a merchant ever sees it.
One small team designs, builds and supports everything, with AI in the loop from research to release. Speed is the moat.
Founded Root'd and every company that followed. Runs product, growth and engineering across the portfolio — the person who built the tools because he was the merchant who needed them.
Co-founder of Life Vitamin Co. and the voice of the Root'd brand — customer experience, community and the standard every product has to meet before it ships.
For investment, wholesale, retail, press or partnership inquiries about any of our brands, one inbox reaches the founders directly.