From Basement Startup to Certified B Corp®: The withinUs® Commitment to Doing Things Right

withinUs® began in a basement in 2014 with a simple goal: to offer a premium marine collagen peptide people could trust. Today, the company has reached a new milestone as a Certified B Corporation®, reflecting its long-standing commitment to transparency, responsible sourcing, and doing business with purpose.

When I started withinUs® in my basement in 2014, it was not about chasing trends or building a fast-growth brand.

I simply wanted to create something real. A company grounded in integrity, care, and trust.

I remember packing the first orders myself on a folding table and wondering if anyone else would care as much about quality as I did.

For those interested in how the company began, you can read more about the early days of withinUs in our founder story.

At the time, the wellness industry was growing quickly, and many brands were making bold claims with very little oversight, especially in the supplement category. Transparency was rare, and many products promised results they could not deliver.

Marine collagen was still new in North America, and very few products met the standards I was looking for. I wanted something responsibly sourced, backed by research, and properly regulated.

When I went looking for a collagen supplement I could trust, I could not find one.

So I set out to source the highest quality marine collagen I could find and bring it to market.

withinUs® was among the early marine collagen products in Canada to receive a Natural Product Number (NPN), meaning the product and its health claims were reviewed by Health Canada for safety, quality, and supporting evidence.

We sourced and introduced North America’s first premium-select marine collagen. It was clean, sustainably sourced, clinically researched, and designed to deliver real results. From the beginning, we also made the decision not to offer bovine collagen.

What began as hand-packing orders on a folding table slowly grew into something much bigger. As our team expanded and our community grew, one question continued to guide every decision we made.

What do we stand for?

From the beginning, our answer has stayed the same.

Do better.
Lead with intention.
Build something people can genuinely trust.

That is why I am proud to share an important milestone.

withinUs® is now officially a Certified B Corporation®.

What B Corp® Certification Means

B Corp Certification is a global standard that recognizes companies meeting high levels of social and environmental performance, transparency, and accountability.

It is not only about what a company sells. It is about how it operates and the impact it has on its employees, customers, communities, and the environment.

To become certified, companies complete the B Impact Assessment, which evaluates their practices across five key areas.

Governance
Workers
Community
Environment
Customers

Companies must earn a minimum score, provide supporting documentation, and recertify regularly to maintain their status.

For us, B Corp Certification was never about earning a badge.

It reflects the standards we have worked to uphold since the beginning.

Why This Matters

The natural health industry is still largely unregulated. Words like clean, natural, and ethical are often used without clear definitions or accountability.

B Corp Certification represents something different.

It provides an independent framework that evaluates how companies operate and the impact they have beyond profit.

withinUs® is proud to be the only female-founded North American collagen and natural health supplement brand to achieve B Corp Certification.

That recognition reflects the principles we have always believed in.

Transparency over shortcuts
Premium, traceable ingredients without compromise
Meaningful giving through our withinUs To Give® program
A culture rooted in care, inclusion, and responsibility

This certification is not a shift in our business.

It is recognition of the path we chose from the beginning.

What It Means for U

When you choose withinUs®, you are supporting more than a supplement.

You are supporting a company that believes business should be a force for good.

As we move forward, our commitments remain clear.

Fair pay and a respectful, inclusive workplace
Thoughtful product development guided by sustainability
Supporting causes that matter to our team and customers
Staying accountable to our purpose, not just performance

A Journey Years in the Making

I first began exploring B Corp Certification in 2019.

Like many businesses, the years that followed brought unexpected challenges and shifting priorities. The intention, however, never left.

In early 2023, we recommitted to the process. The dedication, along with the passion and hard work of our entire team, helped bring this milestone to life.

But this is not a finish line.

It is a framework that encourages continuous improvement and accountability.

It is a commitment to keep asking difficult questions, to keep learning, and to keep showing up for our customers, our team, and our communities.

Thank you for believing in withinUs®.

Whether you have been with us since the basement days or you have just discovered us, this milestone belongs to you as much as it does to us.

We did not set out to sell wellness.

We set out to do it differently.

And we still do.