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SmartyPants

The Smarter Way to Healthier

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SmartyPants Vitamins is on a mission to simplify health without sacrificing quality, and with you every step of the way, providing a smarter, simpler, truer way to healthier. SmartyPants leads with knowledge and information, with a splash of humor. Because honestly, life is messy. Like that well-informed friend of yours who can share a funny story while also teaching you about methylcobalamin.

Starting with a multifunctional supplement for kids and adults formulated to meet the needs of the average American diet, SmartyPants’ portfolio expanded to include supplements custom-tailored for a range of life stages and dietary requirements. And because ingredient quality matters, SmartyPants delivers the highest-quality nutrients available in formats that are easy and enjoyable to take, day after day.

“We saw an opportunity to help us all be a bit healthier, to help our fellow humans—be they employees, customers, partners, investors or grant recipients—and to have a lot of fun along the way. That way we all profit.” - Courtney & Gordon, Co-Founders of SmartyPants Vitamins.

Founded in 2011, SmartyPants was created by a group of concerned parents and leaders in health and wellness who knew everyone deserves premium nutrients at a reasonable cost and in a convenient format. Thinking about everything that goes into their formulas, and everything that doesn’t.

Every SmartyPants product is non-GMO and third-party lab tested for purity and potency. And for every bottle of SmartyPants sold, since the first bottle sold, they make a 1-for-1 nutrient grant to Vitamin Angels to help get life-changing supplements to those in need around the world.


Smart. Simple. True.

It spares you the lecture.

The research, innovation, product development, the intelligence behind the products is what drives their effectiveness.

Two friedns dancing to music in the kitchen

Simple is the hardest thing we do.

Simple, uncompromised product design: a comprehensive array of premium nutrients delivered delightfully. And this design effort — which comes from understanding the lives of consumers, their expectations of premium, their “busyness” — is what generates their trust.

Smarty pants product display

It’s not what we say that matters. It’s what we do.

SmartyPants sources responsibly, tests extensively, minimizes its impact diligently and donates generously.

Two women sitting on the couch. One feeling the pregnant woman's tummy

Contact Unilever about SmartyPants

If you have any questions or comments about SmartyPants, please visit our contact page.

More about SmartyPants

The original gummy.

The original SmartyPants line changed the supplement industry with a simple promise – premium ingredients in a delicious gummy made without any junk that’s delightful to take, day after day. And at a multifunctional value that’s delightful for wallets, too.

Certified organic. Certified delicious.

SmartyPants Organics line features the same great taste and multifunctional format its consumers have come to love from its original line, but with additional certifications and ingredients, thanks to the latest breakthroughs in gummy science.

A multifunctional approach to functional health.

SmartyPants For delivers results-driven, comprehensive supplements that are scientifically designed for healthy sleep, immunity, and more. SmartyPants For complements the whole body multivitamin routine with thoughtful formulas including a blend of nutrients and clinically tested ingredients. They are the perfect addition to any lifestyle and multifunctional nutrition support from SmartyPants.

The capsule collection.

SmartyPants Capsules Multis are scientifically designed with over 20 premium ingredients and essential nutrients to support brain, heart, bone, eye, energy and immune health and more - all in one easy-to-take vegetarian capsule.

Continuing to innovate and deliver best-in-class supplements, SmartyPants Vitamins was acquired by Unilever in 2020 to offer wider access to its premium offerings.