GLOBAL WELLNESS GROWTH MADE SIMPLE BY DUELSTONE

Since 2022, Duelstone has been helping wellness brands increase distribution and demand through social-based retail centred on the use of the Tiktok platform in 16 countries including China.

Our approach is already being used by established wellness brands including Vitabiotics (acquired for £1bn in 2026), Haliborange, Optibac and Abbott Nutrition, demonstrating the appeal of a model that combines trusted social discovery with international distribution and operational execution and, of course, proven results delivered through more than £30m in GMV from new global customers.

Turn Trust Into a Scalable Sales Channel

Traditional growth models often require brands to spend heavily on advertising, retail placement and local market infrastructure before they know whether consumers will respond. Duelstone takes a different approach: put trusted people at the centre of product discovery.

Consumers are more likely to consider a wellness product when it is recommended, demonstrated or experienced by someone they can relate to.

Duelstone turns this behaviour into a scalable retail model.

Our network of 20,000+ wellness creators across 60 countries gives brands access to creators who are actively looking for new wellness products to discover, experience and share with their audiences.

Together, these creators reach more than 100 million shoppers. For brands, this creates an alternative to relying exclusively on traditional advertising and retail distribution:

Product → trusted creator → social discovery → consumer demand → retail sale.

The objective is simple: reduce customer acquisition costs, accelerate product discovery and open new markets.

Global Expansion Without Building a Global Team

Duelstone combines its creator network with an operational infrastructure designed to manage the complexity of international expansion.

Our operations team and workflow automation can support:

Store listing and brand-store management Market and sales forecasting Product selection and retail pricing Creator identification and selection Creator campaign management and post auditing Live customer support Logistics and international fulfilment Customs and market registration Competitive market strategies Secure monthly payments to brands in their preferred currency

This gives brands the ability to test and develop new markets without having to build an equivalent local operation in every country.

Trusted by Established Wellness Brands

Duelstone’s approach has attracted brands across multiple areas of the wellness market, including:

Vitabiotics — one of the UK’s best-known specialist vitamin and supplement companies.

Emma Hardie — a premium skincare brand with an established international customer base. Optibac — a specialist probiotic brand focused on targeted gut-health solutions.

Abbott Nutrition — a global nutrition business with extensive expertise across specialist and everyday nutrition.

These relationships demonstrate the breadth of brands that can benefit from Duelstone’s social-retail model, from specialist wellness businesses to established international players.

Duelstone China

Duelstone China extends the model through a partnership with a local Chinese partner. Where appropriate, the partnership can selectively pre-purchase brand inventory for distribution through Duelstone, creating an additional route for brands seeking access to the Chinese wellness market while reducing some of the complexity associated with entering the market independently.

Duel Society

Duel Society is a global wellness community built around a new racquet sport. The community is creating another source of access to wellness consumers, creators and retail opportunities. For brands, this means the Duelstone ecosystem is expanding beyond digital creator distribution into real-world community, sport, wellness and retail. This creates additional opportunities for product discovery, sampling, creator engagement and brand growth.

Why Brands Work With Duelstone

Duelstone brings together three capabilities that are normally fragmented:

1. Trusted Social Discovery A global network of wellness creators introducing products to relevant audiences.

2. International Distribution Access to consumers, creators and retail opportunities across multiple markets.

3. Operational Execution The people, processes and workflow automation required to manage the complexity behind international expansion. The result is a simpler proposition for brands: Create great wellness products. Let Duelstone take them to more customers, in more markets, through people they trust.

Duelstone is building a new form of social retail where trust becomes a scalable route to global wellness growth. “A new era for supplements global expansion has arrived with the Duelstone model.