Hiya Vitamins is a health-focused brand founded in the United States by Darren Litt and Adam Gillman. The brand was created to provide a healthier alternative to traditional children's multivitamins, which often contain high amounts of sugar and synthetic additives. Hiya is known for its subscription-based model and eco-friendly approach, utilizing refillable glass bottles and compostable pouches to reduce plastic waste.

The products are manufactured in the United States within FDA-compliant facilities to ensure high quality and safety standards. The brand maintains a direct-to-consumer approach, focusing on transparency regarding ingredients and sourcing. Hiya remains an independent venture, owned and operated by its original founders, positioning itself as a premium disruptor in the pediatric wellness market.