
Our Story
How It Started
withinUs® began in 2013, sparked by a personal discovery. When founder Tami Nasu saw how a clean, powdered marine collagen from Japan helped ease her mother’s inflammation and supported her recovery after two hip replacement surgeries, it raised a question: Why wasn’t something this effective available in Canada?
At the time, collagen peptides were not widely available here. The few options on the market were made from low-grade sources, filled with additives, and lacked transparency. That question became a mission to bring a better option to Canadians without compromise.
We chose a powdered format that dissolves easily in liquid, avoiding fillers, stabilizers, and the 10 to 20 capsules often required by pills. We sourced a Premium-Select grade marine collagen that met the highest standards of purity, sustainability, and efficacy.
Our first step was applying to Health Canada for one of the first Natural Product Numbers (NPNs) for marine collagen, backed by robust clinical research.
As awareness of collagen grew, we stayed focused on education and highlighting what made ours different, committed to helping people understand the real benefits of high-quality marine collagen long before it became mainstream. Sustainably sourced, pure, and 100% bovine-free, our collagen continues to set a new standard in wellness.
Today, our proprietary source remains exclusive to withinUs®, chosen for its unmatched quality, purity, and efficacy.
withinUs®
What Sets withinUs® Apart?
We were the first company in North America to offer a Premium-Select grade marine collagen that:
- Meets Health Canada’s Natural Product Number (NPN) requirements
- Follows Good Manufacturing Practices (GMP)
- Backed by clinical validation for every claim
- Non-GMO Project Verified across our entire product line
Built on Trust
We didn’t grow because of hype. We grew because people felt the difference; less joint discomfort, reduced pain from osteoarthritis, and healthier skin, hair, and nails. And they shared their stories.
Trust was earned one order at a time. It still is.
Giving Back
We are proud to support causes across Canada through our withinUs® To Give program, including single mothers, grassroots education, cancer research, and the Make-A-Wish Foundation.
Wellness is not just personal. It is a shared responsibility. And when we grow, we bring others with us.
Purposeful Wellness
We believe wellness should meet you where you are. That is why our products are designed for real life: clean, functional, and backed by science.
withinUs® is one of the only female-founded collagen companies in North America to become a Certified B Corporation®, reflecting our long-term commitment to quality, responsibility, and doing business the right way.
Our Why
Our work is shaped by lived experience, from supporting loved ones to listening to thousands of customer stories. We create products that reflect real needs.
We do not make products to get attention. We make them because we care.
withinUs® is more than a wellness brand; It is a promise, built on trust, grounded in honesty, and committed to helping you feel your best, every step of the way.
Our History
Our Journey to Success

2013
Since its inception in 2013, withinUs® has evolved from an emerging startup to a notable presence in Canada's health and wellness landscape.

2018
Our growth journey was spotlighted when Canadian Business and Maclean’s magazine recognized us on the 2018 Startup 50 ranking as one of Canada’s fastest-growing new companies.

2019
And in 2019, they placed us 65th on the Growth 500 list. We've been honoured to be among the select group featured in the Globe and Mail’s ranking of Canada’s Top Growing Companies for five consecutive years.

2020 - Present
With our products now accessible in over 2000 stores across Canada, withinUs® has become more available to those who share our dedication to wellness and environmental sustainability. Our ambition is to make premium, sustainable wellness solutions a standard option for consumers everywhere.

Looking Forward
The Future of withinUs®
Our name reflects the ethos at the heart of the company. For Tami, starting a business was never about following convention, it was about doing things differently.
As we grow, our purpose remains the same:
To deliver exceptional quality, lead with integrity, and create wellness solutions that are accessible, effective, and sustainable.
Because the future of wellness isn’t out there, it’s within us.
TruMarine® Collagen vs. Leading Collagen Brands
The TruMarine® Difference
withinUs® TruMarine® Collagen is a premium-select grade marine collagen peptide, known for its exceptional purity, quality, and effectiveness. Using natural enzymes, not heat or harsh chemicals, TruMarine® preserves its integrity and ensures superior bioavailability for maximum absorption.
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withinUs®
TruMarine® Collagen:
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Ultra Pure, Single-Source
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50% Better Absorption (High bioavailability, smaller peptides)
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Sustainably Sourced, Wild Caught
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Sourced from wild caught fish
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No added sugars
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No artificial flavours
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No preservatives
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Non-GMO Project Verified
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Virtually tasteless and odorless
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Health Canada Approved
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Pescatarian friendly
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5 gram serving size (due to high absorption rate)
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Leading Collagen Brands
Collagen Peptides:
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Blended with fillers or additives
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Lower absorption (larger peptides, lower bioavailability)
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Not sustainable, farmed source
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Sourced from farmed cow hide/bones
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Added sweeteners
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Uses artificial flavours
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Contains preservatives
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Contains GMOs
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Unpleasant taste and smell
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Not Health Canada Approved (some are)
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Not vegetarian or pescatarian friendly
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10–20 gram serving size (must consume more to experience benefits)
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Testimonials