Just Started – Tim Samuels: Karmacist

Karmacist provides supplements based on nutrigenomics research - an innovative branch of science that tells us exactly what we should eat to optimise our health.

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Written and reviewed by:
Helena Young

Names of founder: Tim Samuels
Age of the founder: 46
Location: London
Date launched: 25 October 2021
Number of employees: 2

What does your business do?

[We make] Botanical Supplements based on Nutrigenomics science – which explores the relationship between genes and nutrient. Karmacist is the world’s No.1 Nutrigenomics Supplement (with a slice of media on the side).

Where did the idea for your business come from?

I was making/presenting the BBC’s wellness podcast, All Hail Kale, when I came across a fascinating new branch of science and some brilliant scientists. I decided to team up with them and start producing our own supplements. It really wasn’t something I’d expected to do after 20 years in TV/radio/journalism!

How did you know there was a market for it?

Through my wellness broadcasting, I knew this is a burgeoning market

What were you doing before launching your business?

[I was a] TV/radio documentary maker and broadcaster

Have you always dreamed of starting a business?


How did you finance your business?

We received an initial investment from Founders Factory, the world leading tech incubator and accelerator – followed by a further fundraise

Explain your business model and how you make money.

We are a D2C business that is using media and content to drive our brand and sell directly through our website currently. We will be exploring other avenues and partnerships too.

What are the main challenges you have faced? And how did you overcome them?

Having no experience of business before! It’s been like entering a decathlon where you know how to do 2 or 3 events – but have to rapidly learn how to do the others. [I overcame them] by applying my journalistic inquisitory skills and finding great people to work with and learn from

What has your experience been of starting a business during a pandemic?

Launching a startup from the kitchen table during lockdown has been a test of mental resilience – fortunately we’re making supplements for that!

Describe your first breakthrough.

The collaboration of top scientists from Harvard and Stanford in an area no one else has brought to supplements

How has Brexit impacted your business? Do you think it will in the future?

Selling to EU countries seems to be a serious hassle now

What is one resolution you have for your business this year?

To sell out without selling out.

How do you see your business developing in the next three years?

To launch in the UK, demonstrate market fit, then get ourselves over to the US – the mecca of supplements.

If you’re a business owner with a startup that’s less than six months old, apply now to feature as one of our Just Started business profiles.

Written by:
Helena Young
Helena is Lead Writer at Startups. As resident people and premises expert, she's an authority on topics such as business energy, office and coworking spaces, and project management software. With a background in PR and marketing, Helena also manages the Startups 100 Index and is passionate about giving early-stage startups a platform to boost their brands. From interviewing Wetherspoon's boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK.

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