Mivolis is a health and wellness brand owned by dm-drogerie markt, one of Europe’s largest drugstore retailers. It serves as dm’s principal private-label brand for health-related products, covering dietary supplements, vitamins and minerals, cold and respiratory-care products, wound care, self-tests, and other items related to everyday health and wellbeing.1

The brand is particularly associated with affordable vitamins and nutritional supplements sold through dm stores, especially in Germany and other European markets where dm operates. As of 2025, dm described Mivolis as having more than 250 products, making it one of the company’s major health brands.

Before Mivolis: DAS gesunde PLUS

Mivolis did not originally begin under the Mivolis name. For more than 20 years, dm marketed many of its health products under the private label “DAS gesunde PLUS” (“The Healthy Plus”). The range included dietary supplements, over-the-counter health products, and medical devices. Around 2019, the portfolio contained roughly 200 products.

On 19 March 2019, dm officially announced that DAS gesunde PLUS would be renamed Mivolis. The company described the change as a rebranding rather than a fundamentally new product line: the products’ formulations and characteristics were initially intended to remain unchanged, while the name and visual identity were modernized.

Reasons for the Name Change

According to dm, two major reasons drove the rebranding:

1. Legal considerations: Health-related claims in brand names played a role. The German name DAS gesunde PLUS directly contains the word gesunde (“healthy”), which created issues in the context of European health-claim rules.
2. International usability: dm wanted a name that would be easier to use internationally. The company specifically stated that “Mivolis” was more internationally usable and pronounceable than the previous German-language name.3

The transition began in 2019, with old and new branding appearing together during the changeover. In Germany, the new Mivolis products were introduced progressively across dm’s stores and online shop.

Mivolis occupies a position distinct from dm’s better-known beauty brands such as Balea. While Balea is primarily associated with personal care and cosmetics, Mivolis is essentially dm’s health-and-wellness brand. dm categorizes Mivolis under its health portfolio.

The brand’s philosophy centers on making health products:

• Accessible
• Easy to understand
• Practical to use
• Reasonably priced
• Widely available
• Reliable in quality

dm describes Mivolis as a “health partner” that combines experience and product expertise with an emphasis on carefully developed and regularly tested products. This positions Mivolis closer to a mass-market health/wellness private label than to a premium supplement company.

Mivolis has developed into a broad health portfolio rather than simply a vitamin brand.

1. Vitamins and Minerals

This is arguably Mivolis’s most recognizable category. The current range includes products containing:

• Vitamin C
• Vitamin D
• Vitamin B complex
• Folic acid
• Iron
• Zinc
• Calcium
• Magnesium
• Multivitamins
• Electrolytes

For example, dm lists multiple magnesium products, including magnesium tablets, magnesium citrate sticks, and an eight-form magnesium complex. Mivolis also sells various formats, including tablets, capsules, powder, granules, effervescent tablets, gummies, and liquid/stick formats. This format diversity supports mass-market positioning by allowing consumers to choose products based on convenience.

2. Dietary Supplements

Beyond basic vitamins and minerals, Mivolis produces supplements aimed at particular lifestyle or nutritional needs. Examples include products positioned around energy metabolism, immune support, sleep, muscles, women’s health, men’s health, eye health, skin and beauty, weight management, and electrolytes. The portfolio sits at the intersection of nutrition, preventive health, and everyday wellness.

3. Cold and Respiratory Care

Mivolis offers products for common cold-related problems, including lozenges, nasal sprays, cold balms, and products for coughs and sore throats. These are intended to help consumers deal with common symptoms such as coughing, runny noses, and sore throats.

4. Wound Care

The portfolio includes everyday first aid products such as adhesive plasters, bandages, wound-healing creams, and wound-care sprays. This gives Mivolis a presence in the household-health category in addition to nutritional supplementation.

5. Self-Tests and Diagnostics

Mivolis has expanded toward at-home health monitoring. In August 2025, dm announced five new self-tests with laboratory analysis under Mivolis. These products expanded the brand beyond traditional supplements into prevention and diagnostics, including testing related to vitamin D, vitamin B12, and selected food reactions.2 This shift indicates a move from simple consumption products toward a broader consumer health ecosystem.

6. Weight-Management Products

Mivolis has products designed to accompany weight-management efforts, including nutritional shake products. dm positions these as supplementary solutions to a balanced, weight-controlled diet and healthy lifestyle rather than substitutes for normal nutrition.

Representative Products

Some representative Mivolis products currently listed by dm include:

• Magnesium 400 tablets
• Magnesium 8-fach Komplex
• Vitamin D3 1000 I.E.
• Vitamin C Depot
• Vitamin B-Komplex
• Multivitamin gummies
• Multivitamin effervescent tablets
• Electrolytes
• Zinc + Vitamin C
• Iron + Vitamin C + B vitamins
• Calcium + D3 + K1 + K2
• Vitamin D3 products for children

The exact assortment changes over time and varies between dm markets.4

One of Mivolis’s defining characteristics is value-oriented pricing. The brand is designed as a private-label alternative to many established supplement and consumer-health brands. dm’s broader private-label strategy emphasizes a combination of quality and fair price-performance, and Mivolis is part of that strategy.5

For example, at dm Germany, products currently listed include:

• Vitamin D3 1000 I.E. — around €2–3
• Magnesium 400 — around €3
• Vitamin B complex — around €1.75
• Multivitamin effervescent tablets — around €0.50

Prices naturally vary by product, market, and time.6 Affordability is a core component of Mivolis’s overall brand proposition.

Mivolis is positioned as an affordable brand, not necessarily a “cheap” brand. dm states that Mivolis products are developed carefully and regularly tested, describing the brand in terms of reliability, product expertise, and quality.7

A historical indication of consumer perception comes from a 2019 survey by the German Society for Consumer Studies (DtGV). The survey evaluated ten supplement brands across product quality, price-performance, labeling, availability, and consumer trust. DAS gesunde PLUS/Mivolis ranked first overall, with particularly strong assessments for consumer trust and price-performance.8 This illustrates why the predecessor—and subsequently Mivolis—developed a strong value-for-money reputation.

Mivolis is not an independent supplement company but a dm private-label brand. dm operates a large portfolio of proprietary brands across different categories. Its corporate information identifies Mivolis as one of its own brands in the health category, alongside Visiomax.

Other well-known dm own brands include:

• Balea — personal care/cosmetics
• alverde — natural cosmetics
• babylove — baby products
• dmBio — organic food
• Denkmit — household cleaning
• Dontodent — dental care
• Sportness — sports nutrition
• Mivolis — health and wellness

Thus, Mivolis plays the health equivalent of the role that Balea plays in cosmetics within dm’s overall brand architecture.

Mivolis is strongly linked to the dm retail network. Its products are sold through dm stores and dm’s online shopping infrastructure. When the brand was launched in 2019, dm said the transition would take place across more than 1,950 German dm stores and dm.de.9

The brand subsequently became part of dm’s wider European private-label portfolio. dm operates in multiple European countries, and Mivolis is listed among its proprietary brands in corporate material covering the European group. However, the exact Mivolis assortment is not identical in every country; local regulations, product registrations, and market requirements can affect what is sold.

The choice of the name Mivolis reflects dm’s international ambitions. dm explicitly stated in 2019 that the new name was chosen partly because it could be used and pronounced more easily in international markets.10 This was a strategic shift away from a distinctly German name toward a language-neutral European brand identity. By 2026, dm reported operations in 14 European countries, making a common brand identity commercially useful.

Mivolis addresses a deliberately broad target audience:

Everyday Wellness Consumers

People who want inexpensive vitamins, minerals, or supplements for everyday use.

Families

The assortment includes children’s vitamins and other family-oriented health products.

Active Consumers

Products such as magnesium and electrolytes are relevant to people interested in exercise and physical activity.

Older Consumers

The portfolio includes products targeting common nutritional needs involving vitamins, minerals, bones, eyes, and general wellbeing.

Women and Men with Specific Nutritional Needs

Mivolis has dedicated products such as women’s and men’s nutrient complexes.

Price-Conscious Consumers

This is a key audience, as the brand benefits from dm’s private-label/value proposition.

Mivolis is a brand owned by dm, but this does not mean every Mivolis product is physically manufactured by dm itself. Like many large private-label retailers, dm works with manufacturing and supply partners for its own-brand products. The actual manufacturing country can differ from product to product.

For example, dm’s product information for a Mivolis Vitamin B Complex identifies Germany as the manufacturing location while also noting that the B vitamins originate outside the EU. Consequently, it is more accurate to describe Mivolis as a German-owned dm private label rather than claiming every product is “made in Germany.”

The 2019 rebranding introduced a more modern visual appearance. The transition retained elements of the existing health-brand identity while introducing the Mivolis name and a cleaner presentation. dm characterized the change as “new name, familiar quality”, emphasizing continuity rather than presenting Mivolis as a completely new company or product range.

The modern packaging generally uses a clean pharmaceutical/healthcare-inspired visual language, helping consumers distinguish Mivolis from dm’s cosmetics and food brands.

Mivolis has grown considerably since the 2019 rebrand. In a 2025 announcement, dm described Mivolis as having more than 250 products and called it a central component of dm’s health assortment. The current dm German website lists more than 250 Mivolis products overall, while individual categories contain dozens of products—for example, the vitamins and minerals category alone currently lists 39 products.11

The range continues to expand into new areas such as laboratory-supported self-testing, indicating that Mivolis is becoming broader than a traditional vitamin/supplement label.

Mivolis competes primarily with other drugstore/private-label health brands and mass-market supplement companies. Its competitive environment includes brands such as:

• Altapharma — Rossmann’s health/supplement private label
• Abtei
• Doppelherz
• Kneipp
• taxofit
• Centrum
• tetesept

These brands differ considerably in positioning, specialization, and distribution. Mivolis’s key competitive advantage is its combination of dm’s retail footprint + private-label pricing + broad assortment.

Mivolis follows the typical private-label model:

dm identifies consumer needs → develops/specifies products → works with manufacturing partners → sells products under its own brand → distributes primarily through dm.

This gives dm greater control over product specifications, packaging, pricing, assortment, retail placement, marketing, and customer experience. It also allows dm to offer products at prices that can be competitive with national brands.

Mivolis is strategically important because health is one of the core categories of a drugstore. For dm, the brand accomplishes several things simultaneously:

1. Builds customer loyalty: Customers can buy vitamins and health products during ordinary drugstore shopping.
2. Strengthens private-label penetration: Mivolis gives dm a proprietary alternative to established supplement brands.
3. Supports value positioning: Affordable health products reinforce dm’s broader price-performance proposition.
4. Expands the health category: The brand can move from supplements into diagnostics, self-testing, and other consumer-health services.
5. Works internationally: The neutral name allows the same brand concept to travel across European markets more easily than a German-language name.

Mivolis is dm-drogerie markt’s German-origin, Europe-oriented private-label health and wellness brand, created in 2019 as the successor to DAS gesunde PLUS and positioned around accessible, practical, and affordable vitamins, supplements, consumer-health products, and increasingly at-home diagnostics.

If Balea = dm’s mass-market beauty/personal-care brand, then Mivolis = dm’s mass-market health/wellness brand. Its most important characteristics are German dm heritage, private-label ownership, broad health coverage, value-for-money pricing, extensive dm distribution, and an increasingly international identity. The brand has evolved from a roughly 200-product supplement/health range inherited from DAS gesunde PLUS into a 250+ product consumer-health platform that now includes not only vitamins and supplements but also cold care, wound care, self-tests, and laboratory-supported diagnostics.

1. Mivolis – rundum gut versorgt: Alles zur Marke & ihren Produkten
2. Einfach zu präzisen Ergebnissen: Mivolis Selbsttests mit Laboranalyse
3. Značka DAS gesunde PLUS sa mení na Mivolis
4. Mivolis Products Compared: Vitamins, Magnesium & More – VivaVoss
5. Mivolis — Hersteller-Profil
6. Judy’s Daily Life｜生活日記 | 生活綜合分享
7. Mivolis: Eigenmarken-Offensive bei dm
8. Mivolis品牌介绍-Mivolis泡腾片_维生素D-买购APP
9. 독일 dm 드럭스토어: 필수 브랜드와 추천 제품
10. Beauty Blog – Beauty By DM
11. dm benennt “Das gesunde Plus” in “Mivolis” um – aus diesen Gründen