Smart Strips Brings the First Complete Line of Supplement Strips to the US

Smart Strips, the European supplement brand built entirely on oral dissolvable strips, today announced its launch in the United States. Ten formulas, from pre-workout to sleep, now ship from the brand’s US warehouse in Florida and arrive in 1 to 5 business days. Each one comes as a thin strip that goes on the tongue and dissolves in 7 to 30 seconds. No water. No pill.

The timing is deliberate. In a survey of US and German consumers commissioned by Hermes Pharma, half of US respondents said they have difficulty swallowing tablets. Gummies took over the shelf by fixing the swallowing problem and adding sugar. Smart Strips fixes it with a format the supplement aisle has barely touched.

“For decades this industry competed on ingredients and ignored the format,” said Elina Ivanova-Atanassov, founder and CEO of Smart Strips. “Every big shift in consumer habits has been a shift in format. Pills to gummies, powder to sachets, detergent to pods. Supplements are next, and we intend to own that moment.”

A supplement cabinet, rebuilt as a strip

Smart Strips runs on QuickRelease, its patent-pending strip technology. According to the company, the format delivers up to 95% bioavailability and works up to 4 times faster and up to 30% more effectively than a swallowed tablet, capsule or powder. Every strip is individually sealed in a sachet the size of a business card, sugar-free and sweetened with stevia. The line is made in the USA, in an FDA registered, cGMP certified facility certified to NSF/ANSI 455-2, and every formula is tested by independent laboratories accredited to ISO 17025.

Where most strip brands stop at energy or sleep, Smart Strips covers the full day. Fckn Fit before training and Refuel after it. Focus for the afternoon slump. Anxiety for the moments that run tight. Z-z-Zen for the night. Immune, NMN and Beauté as daily habits. Aftr Party for the morning after, and PleasureX for intimacy. Ten formulas in one format, with new ones already in development.

“People don’t fall in love with an ingredient,” she said. “They fall in love with an experience. Convenience is why they start. Absorption is why it’s worth it.”

The people behind the brand

At 40, the serial entrepreneur behind Smart Strips already has two decades of running multimillion-euro businesses behind her, fifteen of them spent building ventures of her own. She was named one of Forbes Bulgaria’s Top 40 businesswomen and holds a Specialization in Entrepreneurship and Innovation from Harvard Business School. She developed Smart Strips personally over two years, together with a PhD-led research and development team that already has more than 1,000 of its own formulations on the market.

Her companies have already proven in other industries that an everyday product can be premium, luxurious and fashionable. Smart Strips brings the same conviction to a category that has always looked clinical: a matte black box with silver foil that opens like a book, sachets in their own signature colors, and crystal-encrusted cases the size of a card holder, made to carry the day’s strips in a handbag or a jacket pocket. It is a brand closer to fashion than to pharmacy. “A supplement doesn’t have to look like medicine,” the founder said. “We built Smart Strips to be the one people are proud to take out of their pocket.”

Momentum before the US launch

Smart Strips made its debut in April 2026 at FIBO in Cologne, the world’s largest fitness and supplement trade show. In June, its founder took the stage at the Forbes Health & Longevity Forum, where the brand launched officially in Bulgaria. Forbes Bulgaria featured it as “the game changer” in supplements, Athletech News asked whether supplement strips are the new gummies, and the brand has appeared in Biohack Yourself magazine and on Trend Hunter.

In Europe, Smart Strips is sold in every club of Pulse Fitness & Spa, the largest fitness chain in Eastern Europe with more than 30,000 active members, along with longevity centers, biohacking hubs and a pharmacy network. The brand holds a million strips in ready stock across its warehouses in Sofia and Florida.

Availability

Smart Strips is available now at smartstrips.us, with boxes of 30 strips starting at $34.