Formula

Formula

Personalized nootropic blends for cognition

Overview

Find My Formula creates personalized nootropic supplements to boost cognitive performance. It serves adults 18+ and uses a proprietary assessment to identify individual baseline cognitive functions and goals, then designs customized supplement blends. The products work by combining ingredients with cognitive benefits (for example choline sources to support memory and learning) into tailored formulas, delivered direct-to-consumer through a subscription model for ongoing use. What sets Find My Formula apart is its emphasis on highly personalized solutions backed by scientific research and customer testimonials, plus transparent information about ingredients and dosages and guidance to consult healthcare professionals before starting any regimen. The company’s goal is to help people improve mental performance and overall well-being while building a steady subscription-based business in the growing nootropics market.

About Formula

Simplify's Rating
Why Formula is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Healthcare

Consumer Goods

Company Size

51-200

Company Stage

Seed

Total Funding

$140K

Headquarters

New York City, New York

Founded

2017

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Simplify's Take

What believers are saying

  • Thesis raised $13.5 million by May 2023, supporting marketing and R&D.
  • The 2025 new-formulations hub shows ongoing product development and retention efforts.
  • Personalized brain supplements fit rising demand for subscription wellness products among knowledge workers.

What critics are saying

  • Find My Formula rebranded to Thesis, signaling brand reset risk and customer confusion.
  • No fresh funding since 2023 leaves Thesis exposed if subscription growth stalls.
  • Supplement claims invite FDA scrutiny and consumer lawsuits if outcomes disappoint by 2026.

What makes Formula unique

  • Thesis personalizes nootropics with questionnaire-driven stacks and four-week testing protocols.
  • Its 2025 support center for new formulations signals active product iteration and customer feedback loops.
  • Unilever Ventures and Kevin Love backed Thesis, validating premium wellness positioning.

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Funding

Total Funding

$140k

Below

Industry Average

Funded Over

1 Rounds

Seed funding is usually the first official round after pre-seed, when a startup has a prototype or concept. It’s typically used to develop the product, test the market, and start building the team. Investors here are often angel investors or early-stage venture capitalists.
Seed Funding Comparison
Below Average

Industry standards

$3.3M
$140k
Formula
$1.5M
Slack
$2M
Netflix
$2.3M
Instacart
$3M
Robinhood

Benefits

Health Insurance

Gym Membership

Home Office Stipend

Flexible Work Hours

Remote Work Options

Professional Development Budget

Growth & Insights

Headcount

6 month growth

0%

1 year growth

0%

2 year growth

-1%

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