Lucovitaal vitamins and supplements

Lucovitaal is a prominent Dutch health and wellness brand that has become a household name in the Benelux region. Established in 1989, the brand is centered around a philosophy of providing 'powerful and affordable' health solutions. Its extensive product range includes everything from vitamins and minerals to specialized supplements for sleep, joints, and beauty, as well as OTC medical devices.

The brand was originally developed by PK Benelux, a company founded by the Peters family in Uden, Netherlands. Over the decades, Lucovitaal grew into the leading vitamins, minerals, and supplements (VMS) brand in the Dutch market. In late 2025, the brand underwent a significant ownership transition when Avista Healthcare Partners, a New York-based private equity firm, acquired PK Benelux in partnership with the Damier Group. Despite this change in ultimate ownership, the brand maintains its strong Dutch identity, with its headquarters and core operations remaining in the Netherlands to serve its vast European consumer base.