Small Business

Most Eligible: MAFS star Brent Vitiello’s sea-cret business success

- February 15, 2024 3 MIN READ


Brent Vitiello and Mos x Daily are revolutionising wellbeing, embracing sustainability, and positively impacting everyday Aussies’ lives.

When Brent Vitiello stumbled upon a video of Dr Sebi, a natural healer championing the therapeutic power of nature’s resources, the former Married at First Sight (MAFS) contestant was intrigued. But it wasn’t until years later that Vitiello’s fascination drove him to find a way of integrating Sebi’s principles into people’s daily lives.

Post-MAFS, the reality star decided to leave behind his former career as a hospitality manager to take the plunge into the wellness arena, founding Mos X Daily, a sustainably harvested sea moss product heralded for its health benefits.

“I’ve always wanted to help people and feel like I was positively contributing to the world,” Vitiello explains of his career change.

The health benefits of sea moss

Vitiello is not the first celebrity to tout the benefits of sea moss. Rihanna and Kim Kardashian are just a couple of celebs who believe in the product for its health attributes. But Vitiello says his passion for sea moss is no fad.

I created Mos x Daily to be far more than just a brand looking to capitalise on a wellness fad; I’m deeply committed to enhancing lives. 

Having discovered the beneficial health supplement several years ago, the MAFS star was keen to bring a better product to market. He tells Kochie’s Business Builders (KBB) that very few existing products passed muster.

His challenge, then, was to deliver a better alternative. A man with a mission, Vitiello soon came across a community of traditional sea moss farmers who have cultivated this natural product for generations. He made it his goal to bring their traditions and produce to the wider world – and Mos X Daily was born.

Mos X Daily: Where passion meets purpose

“The biggest challenge was making sure that our product was sustainable, was purer than anything in the market, and ensured we could also give back to the communities farming them,” Vitiello explains.

Vitiello emphasises that everything about Mos X Daily’s sea moss is organic, sustainably farmed, and free from preservatives, providing more vitamins and minerals than any other supplement on the market.

Vitiellos says the nutrient profile of sea moss is nothing short of extraordinary, featuring an impressive list of essential vitamins and minerals. Its incorporation into a balanced diet can serve as a cornerstone for various health improvements.

To ensure the maximum health benefits, the moss collected needs to be the freshest possible.

So, Mos x Daily turned to the expertise of the traditional farmers, recognising the wisdom of generations in preserving the purity of the product.

“Sometimes, you have to accept that the way it’s been done for generations simply is the most innovative and safest way to do it,” he says.

Vitiello says the relationship between MoX X Daily and the farmers is symbiotic, with the brand taking guidance from this direct relationship with local eco-farmers to ensure the ongoing health of the ecosystem.

Mos X Daily’s farm-fresh difference

The product’s 5-day processing window ensures freshness and quality.

“We refuse to lose all the nutrients before you get to consume it. We are six times more concentrated than anything on the market right now,” Vitiello notes.

Beyond physical health, Mos X Daily claims to enhance mental focus and overall stamina. Vitiello, who has ADHD, has personally experienced the benefits.

“Sea moss has been a game changer for me. The laser focus and energy you get from consuming our product is next to none.”

A commitment to giving back

Vitiello is committed to ensuring Mos X Daily takes its ESG values seriously. His commitment to social responsibility sees the brand donate a dollar from every purchase to the 1 Dollar One Dream Foundation. The aim is to provide food, toys, healthcare, and support to communities in need, particularly in Timor Leste, where the product is harvested.

“My focus extends to making a meaningful impact on the communities that have nurtured this marine gem for generations,” he says.

Vitiello attributes much of Mos X Daily’s success to the product’s purity and the education customers receive about its health benefits.

“By highlighting the health benefits and nutritional content of their sea moss gels, we build trust and loyalty among consumers who are increasingly health-conscious and interested in understanding the impact of their food choices on their well-being.”

Vitiello says that the response from customers who have incorporated Mos x Daily sea moss gel into their daily routines has been overwhelming.

“Our customers can truly feel the difference between fresh sea moss and dried out sea moss, with recurring changes like an energy boost, less lethargy, glowing skin, deep and restful sleep, and improved immunity.”

Given the product’s success, Vitiello says plans are underway to expand the range, and the future looks bright for Mos X Daily.

“We will continue to innovate and expand their offerings in the future with some exciting new flavours to come,” he concludes.

*** Since publishing this story, MoS X Daily has come under fire from its customers for late deliveries, poor-quality products, and poor customer service. Some customers have even gone so far as to report the business as a scam. Founder Brett Vitelo denies the allegations. You can read more about it here

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