Argentina‘s economic volatility presents unique hurdles for entrepreneurs, yet a growing number of startups are flourishing by tapping into evolving consumer priorities. Matter Supplements, founded by siblings Rosario and Santiago Gianola, is one such example, quickly becoming a leading player in the country’s burgeoning wellness sector. The company, which launched with $100,000 in seed funding, has already surpassed $80,000 in monthly revenue within its first year by focusing on a comprehensive, all-in-one supplement and a streamlined business model.
A new Argentinian startup, Matter Supplements, has quickly gained traction in the rapidly expanding wellness market, reaching over $80,000 in monthly revenue within its first year. The company’s success highlights a growing trend of consumers prioritizing preventative health and personalized nutrition, fueled in part by lessons learned during the COVID-19 pandemic.
Founded by siblings Rosario and Santiago Gianola, Matter Supplements is capitalizing on the global boom in dietary and nutritional supplements. The global supplement industry is projected to exceed $385 billion in size by 2025, with the Latin American market estimated at $51.317 billion in 2024 and a projected 8.2% growth rate over the next five years.
The idea for Matter Supplements originated, fittingly, during an asado – a traditional Argentinian barbecue – where the founders began discussing a business concept. Santiago, returning from Australia, recognized the maturity of the supplement market there, while Rosario, an engineer with an MBA, brought scientific expertise to the table. “The first step was taken at the asado, and the second when we managed to raise the initial capital: $100,000,” the founders explained.
Matter Supplements’ flagship product, Green Boost, is a comprehensive supplement formulated with 58 functional ingredients designed to replace over a dozen individual supplements. The company claims Green Boost offers a range of benefits, including improved digestion, enhanced gut health, detoxification support, a strengthened immune system, cardiovascular health benefits, antioxidant and anti-inflammatory properties, hormonal balance, improved energy and cognitive function, muscle and bone health support, and clearer skin.
The supplement contains vitamins, minerals, superfoods, probiotics, plant-based proteins, and digestive enzymes. Increasingly, supplement manufacturers are integrating these ingredients into everyday products like water, yogurt, and even snacks.
The founders credit their complementary skillsets and a focus on simplicity and transparency for their early success. “We had incredible feedback, not only in sales, but in something even stronger: people really felt the benefits,” said the Gianola siblings. “The messages, the stories, and the energy they gave us were a wake-up call.”
Within two months of launch, sales volume “slapped us in the face” and demonstrated the potential for a real business, they added. Both founders transitioned from traditional employment – Rosario from the corporate world to consulting, and Santiago from startups in Australia – to pursue Matter Supplements full-time. “Entrepreneurship was a natural evolution of that search for freedom and purpose,” Rosario stated, adding that she recently became a mother and values the flexibility of her work schedule.
Santiago echoed this sentiment, noting that the startup environment aligns with his experience in Australia: “building, iterating, failing fast, and trying again.” He and Rosario emphasize the dynamic nature of their roles as entrepreneurs. “Today, as entrepreneurs, we feel that our functions are much more dynamic than in a corpo. We touch all areas, make decisions every day, and see the impact immediately. There are no eternal processes or bureaucracy that slows things down. That agility makes us feel more alive, more creative, and with the possibility of constantly improving,” they explained.
Rapid growth presents challenges for any startup, and Matter Supplements is focused on building a solid foundation. “From day one, we took the structure very seriously. We knew we wanted to grow, but we also wanted to do it in an orderly, efficient, and sustainable way. That’s why we automated and professionalized much of the process from the beginning, which allowed us to absorb the growth,” they detailed.
However, economic stability remains a key concern. “The challenge, without a doubt, is economic. In Argentina, it’s part of the rules of the game: operating with constant changes, adapting quickly, and learning to work with a certain permanent uncertainty,” the founders said. They acknowledge the difficulty of long-term forecasting given the volatile economic and political landscape, but strive to maintain flexibility and resilience.
Despite these challenges, Matter Supplements has experienced significant growth, with a 45% increase in sales over the last three months and a 60% customer retention rate. The company attributes its success to tapping into a growing consumer interest in wellness, prevention, and healthy habits within Argentina.
