OUR STORY

VITAL is a product-led direct-to-consumer health and wellness brand that operates under the umbrella of MEDIKEA AFYA APP LTD.

We started VITAL with a mission to make high quality personal care products are affordable and accessible to everyone. To us, health is not the absence of disease, but a state of being confident with how you live, feel, look and perform. All this translates to SELFCARE. As humans, we engage in some form of self-care daily with food choices, exercise, sleep, skincare and dental care. But still practicing self care could be hard, expensive or somehow don’t know where to begin.

As life is already complicated. Taking care of yourself shouldn't be. We decided to build VITAL out of the necessity that there should exist a company that pioneers SELFCARE and makes it easy for everyone to practice. Starting with - Skin health.

So, why did we start with skin health?

Few months ago we launched our primary care services, with dermatology being one of them. We had clients with skin conditions such as acne and they wanted treatment from us. It turned out that the treatment we prescribed, only few could afford, leaving them not able to start their treatment because of cost. And while some were able to afford their first treatment cycle, they couldn't afford to refill.

But, affordability was not the only problem, even accessibility of the products we prescribed was a pain. Clients had to wait for 3-4 weeks from the time they consulted our doctor to begin their treatment. This was because we had to help our client source the products from Europe and US. Although the product price was affordable the shipping cost was enormously high, making the total price go up by 3 to 5 folds.

We also realized that all the brands we ordered the products from, they don't have formal operations in Africa, so there are only few retailers and prices are high due to scarcity of the products.

This created a necessity for us to find ways that we can sufficiently serve the demand. After months of research on ingredients and product formulations, manufacturing, and supply chain, we decided it was clear to us that we can make high quality global standard products and make the affordable and accessible to everyone. The success we had with managing and treating various skin conditions became our source for inspiration and information.

Now, we’re building the future selfcare company, with respect to TRANSPARENCY where everything we make starts with you. We create the products you tell us you wish existed. This is the only way we can stay true to our mission of "Empowering everyone to be the best version of themselves so they can feel, look, perform and live better"

Please join us in this journey!