After studying law and physics at Leiden University, Mischa Strijder started his career in the pharmaceutical industry at Astra Pharmaceutica (today AstraZeneca), a research driven global pharmaceutical company. Before becoming a serial entrepreneur, Mischa worked a short time as global business development director for Excerpta Medica/Elsevier Science. As his main ambition was to become an independent business entrepreneur, Mischa took complete ownership of Nutramin in 2001. In those days Nutramin was a distributor of mainly US produced food supplements, selling these products mainly in the Netherlands. Over the years, Nutramin was developed from a distributor into a brand owner, responsible for the research and development of distinctive natural products with scientific supported claims. Today Nutramin is focussing mainly on the professional, prescribing market in the Benelux and Germany. Next to Nutramin, a dedicated research company was recently founded: Vitalnext. To strenghten the position in the consumer market, Plantina was acquired in 2015. After the oprational integration, Laviesage and Rejuvenal was in 2017 acquired to add a strong pisition in the nutricosmetics market. As Laviesage is focussing on the beauty market, in 2019 Dr. Van der Hoog, a leading Dutch cosmetic brand with a 100 year heritage was acquired and integrated. With these brands, we created dominant pisitions in both the professional as well in the consumer market, and both in health and beauty.