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Leading health and wellness company Amway today announced a strategic investment and partnership with South Korea-based Holzapfel Effective Microbes (HEM).

Amway partners with microbiome startup HEM to develop personalized probiotic supplements

ADA, MI, July 22, 2020 — Leading health and wellness company Amway today announced a strategic investment and partnership with South Korea-based Holzapfel Effective Microbes (HEM). Together, the companies will develop personalized probiotics with the goal of supporting wellness through gut-health-related benefits such as immunity, weight management, brain health, skin health and more.

Nutrition innovation is a key strategy and growth driver for Amway’s future.

“Amway is uniquely positioned to deliver personalized recommendations through the more than one million Amway Business Owners (ABOs) around the globe who live to serve their customers and who have already built vibrant wellness communities both online and offline,” said Amway CEO Milind Pant. “We have been helping people live better, healthier lives for more than 60 years, and have closely watched the evolution of, and growing trust in, personalized wellness and health. The science and innovation behind HEM’s at-home microbiome test matches our goal of accelerating the delivery of innovative wellness products to the world.”

The HEM at-home microbiome test will assess the gut microbiome, allowing for a personalized recommendation that is specific to the individual needs of the customer. The product will first become available in South Korea.

“For HEM, the partnership is an opportunity to reach customers through Amway’s trusted network of ABOs and fulfill our shared mission of helping people live healthier lives,” said HEM co-founder and CEO Dr. Yosep Ji. “We are thrilled that the benefits of our science will find its way to Korean consumers and believe this partnership will fulfill our goal of helping people realize the holistic advantages of having a healthy gut microbiome.”

For Amway, this is the first strategic partnership focused on providing personalized wellness solutions. The company is actively pursuing collaboration with startups in this space with an initial focus on scouting partners in South Korea, US, and China. For more information regarding strategic partnerships, please contact Dr. Paul Seehra, head of new ventures at Amway.

About HEM
Established in 2017 out of Handong Global University in Pohang, South Korea, by Research Professor Dr. Yosep Ji and Chair Professor Holzapfel Wilhelm Heinrich, HEM supports people with incurable diseases related to microbiome disfunction. The company is headquartered in Pohang with a research lab in Suwon.

About Amway
Amway is a family-owned, $8.4 billion consumer goods manufacturer and direct selling company based in Ada, Michigan, USA that is committed to helping people live better, healthier lives. Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics, eSpring™ water treatment systems and XS™ energy drinks – all sold exclusively by independent Amway Business Owners. Global sales in 2019 made Amway the No. 1 direct selling business in the world, according to the 2020 Direct Selling News Global 100. The company’s annual sales figure includes revenue from direct selling operations and other business holdings. For company news, visit