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Biogena Good Vibes AG
Biogena sells dietary supplements and micronutrient products, mostly to people in Austria and Germany who want to stay healthy or fix specific health complaints.
Biogena is an Austrian maker of dietary supplements — vitamins, minerals, and other micronutrients — sold mainly through its own shops, its online store, and a network of pharmacies and doctors in Austria and Germany. Customers buy its capsules and powders to fill what they see as gaps in their diet or to support a specific health goal, and what sets it apart is the focus on quality and testing rather than the cheapest possible pills on the shelf.
The company started in Salzburg in 2006 and grew by treating supplements less like supermarket impulse buys and more like something you'd pick with advice. Many customers come through pharmacies and doctors who recommend a product, and Biogena has built its brand around saying exactly what's in each capsule and why. It opened its own shops in Austrian and German cities, ran testing labs, and used a "micronutrient" vocabulary that sounds more clinical than the average vitamin bottle. The appeal is trust: people pay a premium because they believe the ingredient quality and testing are better than discounted rivals. The business is much smaller and more focused than the big global supplement players, which is both its strength and its weakness. It's strong because loyal customers keep coming back and the brand has a clean, science-flavored reputation in the German-speaking market. It's vulnerable because supplements are a crowded, heavily regulated space, advertising claims get scrutinized by authorities, and a niche brand with premium prices has limited room to grow before it needs new markets or new product lines.
Biogena Good Vibes AG is listed on the Vienna Stock Exchange, which gives outside investors a way to own a piece of a family-founded Austrian company. The bigger picture: this is a company selling trust in a bottle — small, premium, and tightly tied to the German-speaking world, with all the upside and the ceiling that comes with that.
Saved answer · last researched 10 Nov 2026
BIG PICTURE
Biogena is known by 42% of Austrians but only 8% of Germans
- 42% People in Austria who know Biogena
- 58% People in Austria who do not know Biogena
Biogena sells most of its supplements in Austria, Germany and Switzerland, and Germany is the market it calls its biggest growth chance. Yet only 8 percent of Germans recognize the brand, against 42 percent of Austrians. That gap is the company's opening: a larger neighbor where most people still have not heard of it. Source: 4investors interview with Biogena Good Vibes, data from 2026
Timeline
A Doctor's Supplement Brand
Albert Schmidbauer started Biogena in 2006 with a simple idea: sell nutritional supplements only to doctors and therapists, not to the public. The business grew out of a community of practicing physicians, and those close ties stayed at the heart of the model. With just three employees, it was a small, trusted brand built on expert recommendation.
Opening the Door to Consumers
A year later, Biogena added mail-order sales straight to customers and began opening foreign markets, stepping beyond its doctors-only roots. That move laid the groundwork for what would become a mostly online business.
The First Biogena Store
In 2009 the first Biogena Store opened in Vienna, adding physical retail to mail order. The company also pushed further along its value chain, into research and development, education through the Biogena Academy, and eventually diagnostics.
Letting the Community Invest
Demand from the brand's fans led Biogena to create Biogena Group Invest AG in 2019, a vehicle that let its community share in the group's future growth.
Group Invest Lists
A year later, Group Invest, which held part of the Biogena group, listed on the Vienna Stock Exchange. That gave the group its first taste of capital markets, years before the main holding would follow.
Good Vibes Goes Public
In 2026, the top holding of the Biogena Group, Biogena Good Vibes AG, sold new shares to the public and listed on the Vienna Stock Exchange. More than 2,300 new shareholders came in, raising nearly 18 million euros and pushing group equity above 300 million. Founder and CEO Albert Schmidbauer kept just over 87 percent, so Biogena stayed a founder-led family business while gaining access to the capital markets.
Merging the Two Listings
The boards of the new holding and Group Invest signed a draft merger agreement to fold the listed Group Invest into Biogena Good Vibes AG. The plan would tidy the group's structure under one listed company, with a set exchange ratio for Group Invest shareholders.
A Plan to Reach 500 Million
The fresh money has a job: opening the pharmacy market in Germany, Austria and Italy, and adding new BIOGENA PLAZA locations in Munich and Frankfurt. The group aims to grow from roughly 125 million euros in revenue toward 500 million by 2030, using production capacity it already has in Koppl.