Our Story · D3X · Why Vitamin D, Why Now
don't have
enough Vitamin D
Nobody's talking about it. We are.
A problem
hiding in plain sight
Most Americans don't have enough Vitamin D.1 Almost none of them know it. It rarely gets tested for, and the supplement aisle treats it as an afterthought.
goes toward prevention9
The system waits for people to get sick. D3X starts before that.
One bottle. One habit. Every day.
"70% of Americans are low on Vitamin D. Only 3% of US healthcare spending goes to prevention. I saw it firsthand in pharma and decided to do something about it."
I came from pharma. The finance and business side. From there you see fast where the industry's money goes, and where it doesn't. About 3% of total US healthcare spending goes toward keeping people healthy in the first place.9 The rest is built around treating people once they are already sick.
I found out I was low on Vitamin D from a routine blood test. I had no idea. Once I started looking, the picture got bigger. 70% of Americans are in the same spot.1 Vitamin D acts more like a hormone than a vitamin, central to how the body functions.2 And it is almost never tested for in a standard checkup.
The shelf told the same story. Plastic bottles, seed oil bases, fillers, proprietary blends. A foundational nutrient treated as an afterthought.
So I built the opposite. Liquid D3 with K2 as MK-7. Three ingredients. An organic olive oil base. Glass, not plastic. Made in the USA, third-party tested. One product. The whole company.
Five reasons
this happens
Most people are short on Vitamin D for more than one of these reasons at once. Here are the five that matter most.
01
Indoors most of the day3
Desks, screens, cars. Direct sun on bare skin is rare in a typical week, and Vitamin D synthesis only happens when UVB hits exposed skin.
02
Diet doesn't provide much2
Almost no foods naturally contain meaningful amounts of Vitamin D. Fatty fish and egg yolks contain some, but you'd need to eat them daily to come close to enough.
03
Frequent sunscreen use3
Even SPF 15 blocks the majority of the UVB rays your skin needs to produce Vitamin D. The dermatology guidance to wear sunscreen daily is necessary for skin cancer prevention, and it's a major reason Vitamin D status has dropped in the population.
04
Skin pigmentation2
Higher melanin levels naturally reduce how efficiently the skin produces Vitamin D from sunlight. Insufficiency rates are especially high in populations with darker skin tones living at higher latitudes.
05
Winter and latitude3
Above approximately 37° latitude, the sun's angle in winter is too low for UVB rays to penetrate the atmosphere effectively. Most of the United States, including all of New England, the Midwest, the Pacific Northwest, and much of California, sits above that line.
What we're doing
about it
Making daily
Vitamin D
effortless
The supplement only works if you actually take it. We design every part of the product around that one fact.*
- Take it anywhere, anytime. No meal needed.
- Add it to your coffee, smoothie, or directly under the tongue.
- Auto-renews on a schedule, so you never run out.
- Perks for staying consistent.
Raising
awareness
at scale
Most people don't know they're low. We talk about Vitamin D the way friends talk about it. Short, clear, and where people actually scroll.
- We translate the science into everyday language.
- We partner with creators to spread the message.
- We build content for TikTok and Instagram first.
- We interact directly with our community.
Why Vitamin D
matters
Vitamin D has been studied for over a century. The core science is settled, and there's a lot more being learned every year.*
What we know
- Hormone-like mechanism.Your body converts Vitamin D into an active form that acts like a signaling hormone.2*
- Receptors across the body.It works through receptors found in many tissues, not just one organ.2*
- Gene regulation.It influences gene activity and cellular behavior across the body.2*
- Core functions established.Calcium absorption, bone health, immune function, muscle function.2*
Where it's heading
- Mental health.Researchers continue studying how Vitamin D status relates to mood and stress resilience.4*
- Sleep.Ongoing work looks at links between Vitamin D and sleep quality and recovery.5*
- Physical performance.Studies explore Vitamin D's role in muscle performance and athletic outcomes.6*
- Focus and cognition.Researchers are looking at potential links to focus and brain health.7*
- Longevity signals.Large studies are exploring biological aging markers, including telomeres.*
Want the latest science and study breakdowns?
Read the science →
Sources
Every health claim on this page is backed by peer-reviewed research. Tap any reference to read the original study.
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1
Vitamin D deficiency and insufficiency among US adults: prevalence, predictors and clinical implicationsView study →
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2
Vitamin D DeficiencyView study →
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3
Sunlight and Vitamin D: A global perspective for healthView study →
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4
Vitamin D and Depression: meta-analysis of 31 trials, 24,189 participantsView study →
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5
Vitamin D and Sleep: A Systematic ReviewView study →
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6
Effect of vitamin D supplementation on muscle strength: systematic review and meta-analysisView study →
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7
Vitamin D and Cognitive Performance in Adults: A Systematic ReviewView study →
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8
Comparison of D2 and D3 supplementation in raising serum 25-hydroxyvitamin D: systematic review and meta-analysisView study →
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9
What do we know about spending related to public health in the U.S. and comparable countries?View source →
Time to get
serious about
your D.
Three ingredients. One daily habit. A bottle and a blueprint, shipped free.
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