Recognition and Media

  • Smart Strips — Cosmopolitan
    “Like something out of a science fiction novel.”
  • Smart Strips — Forbes
    “The easiest way to take supplements, ever.”
  • product lifestyle photo
    “A revolution in nutrition technology.”
Smart Strips — Cosmopolitan
“Like something out of a science fiction novel.”
Smart Strips — Forbes
“The easiest way to take supplements, ever.”
product lifestyle photo
“A revolution in nutrition technology.”
team photo team photo

Нашата мисия

В ETRIA вярваме, че грижата за себе си не трябва да е тежко задължение – тя трябва да бъде лека, интуитивна и в крак с темпото на модерния живот. Нашата мисия е да елиминираме всичко излишно и остаряло от ежедневния уелнес. Да заменим капсулите, прахчетата и ампулите с нещо по-умно, по-леко и по-ефективно.

Smart Strips™ са точно това: иновативни биоактивни ленти, които се разтварят директно върху езика и доставят активните съставки до 30% по-ефективно и 35% по-бързо от класическите форми.
Но Smart Strips™ не са просто по-бързи. Те са точни, удобни и навременни. Те превръщат грижата за здравето в лесен, естетичен и модерен ритуал – навсякъде и по всяко време.

Целта ни е да вдъхновим 1 милион души да се грижат редовно за себе си – чрез най-елегантната и ефективна форма, създавана досега.

Smart Strips — Strips5 Smart Strips — Strips5

Нашата история

ETRIA е създадена от екип визионери, предприемачи и уелнес ентусиасти, обединени от едно убеждение: че здравето трябва да бъде модерно, леко и интуитивно.

Светът на добавките дълго време беше закотвен в миналото – шишенца, капсули, прахчета. Ние решихме да променим това.

Така се родиха Smart Strips™ – разработени в партньорство с водещи технолози, фармацевти и нутриционисти, които подбрахме след месеци на проучвания и тествания. Всяка формула е създадена по наша спецификация, тествана в три независими лаборатории и създадена в САЩ по най-високи GMP стандарти.

Smart Strips™ са не просто продукт. Те са нашето изявление – за качество, естетика и ново поколение грижа за себе си.

Woman holding a white flower against a gray background Woman holding a white flower against a gray background

Писмо от основателя


Като основател на ETRIA, през последните над 20 години съм изграждала брандове, кампании и цели пазари — винаги водена от една цел: да превръщам добрите идеи в реална и устойчива промяна. Създавала съм глобални продукти и съм участвала в трансформирането на цели индустрии, но този проект е различен.

Този път исках да създам нещо от нулата — не защото пазарът го търсеше, а защото вярвах, че трябва да съществува.

Поставих си задачата да разработя продукт, който отговаря на конкретни и високи изисквания:

- Иновативен продукт в бързо развиваща се категория

- Безопасен, неводещ до зависимост и научно обоснован

- Компактен, стабилен при съхранение и лесен за производство

- Подходящ за динамичен пазар и ефективна логистика

- Не просто допустим за реклама, а заслужаващ внимание

- Формат, който е едновременно елегантен и ефективен — и естествено се вписва в ежедневието

Не беше лесно да бъде дефиниран — затова реших да го създам.

Smart Strips™ е резултатът от това търсене: съвременен формат за здраве, съобразен с начина, по който хората реално живеят.

Ние създаваме не просто продукти. Създаваме култура на грижа за здравето — основана на наука, с усещане за стил, практичност и готовност да промени начина, по който хората се грижат за ума и тялото си.

Защото истинската иновация не е просто да създадеш нещо ново. А да направиш това, което има значение — по-добро.

— Елина Иванова-Атанасова

Основател и главен изпълнителен директор, ETRIA | Smart Creative Group

Нашият екип

Запознайте се с талантливите хора, които правят нашата компания страхотна

Elina Ivanova Atanassov headshot

Елина Иванова-Атанасов

Собственик / Изпълнителен директор

Опитен предприемач и експерт по маркетинг с 20 години професионален опит. Сертифицирана от Harvard Business School в областта на предприемачеството и иновациите, тя е консултирала над 200 глобални бранда, сред които Toyota, Danone, Coca-Cola, Bayer и AstraZeneca. Собственик на Princeps Group и основател на El Shisha, Vapy и EL WELL.

Smart Strips — Alexander grilikhes

Alex Grilkhes

Co-owner / CFO

A dynamic entrepreneur and investor with experience in managing financial institutions like BM Leasing, Frontex International and Credit Trust, an early stage investor in numerous Bulgarian startups like Cloud Cart, Tiger Tech and Ethermind, and principal shareholder in PV Projects, agriculture and real estate projects through Schwabing and other companies.

Smart Strips — Tracy gibbs

Трейси Гибс

Head of R&D

Световно признат технолог в нутрацевтичната индустрия. С академично образование в областта на органичната химия и билковата медицина (Kampo Igaku), като е удостоен с почетна докторска степен по фармакогнозия. Той е технолог на над 1100 хранителни добавки и продукти за грижа за кожата, както и разработчик на множество патенти в технологии за подобряване на усвояването, включително липозоми, наночастици, орални ленти и ензимно подпомогнато усвояване. Д-р Трейси също е автор на четири книги, преподавател и лектор на международни симпозиуми и конференции по целия свят.

Yavor Iordanov headshot

Явор Йорданов

Директор продажби

Sales Director at Smart Strips™, responsible for driving sales strategy, key accounts, and revenue growth across all channels. He leads distributor and partner relationships, oversees commercial negotiations, and ensures consistent sales performance in both domestic and international markets. Yavor brings a results-driven approach that supports sustainable growth and long-term market presence.

Bonita Yonevska headshot

Бонита Йоневска

ПР и Мениджър "Маркетинг и реклама"

Bonita oversees public relations and external communications for Smart Strips™, fostering strong connections with media, partners, and the wellness community. Her expertise lies in building meaningful brand narratives and managing relationships that elevate the Smart Strips reputation. Driven by authentic storytelling and strategic visibility, Bonita ensures the brand’s voice is clear, confident, and consistently aligned with its purpose and values.

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New Business Development

Vyara Ivanova Ilieva headshot

Вяра Иванова-Илиева

Мениджър Социални Мрежи

Вяра е мениджър социални мрежи в Smart Strips™, където изгражда дигиталната идентичност на бранда и развива връзката с аудиторията. С усет към тенденциите и визуалното разказване, тя оживява Smart Strips в социалните мрежи чрез съдържание, което е едновременно информативно, стилно и лесно споделяемо. Нейната работа укрепва присъствието на бранда, създава смислена връзка с потребителите и повишава разпознаваемостта на иновативния подход на Smart Strips към грижата за здравето.

Lyubomir Iliev headshot

Любомир Илиев

Уеб разработчик

Lyubomir is the Web Developer behind the Smart Strips™ online experience. He ensures that the brand’s digital home is responsive, intuitive, and optimized for every visitor. Combining technical expertise with thoughtful design sensibilities, Lyubomir builds user-centric websites that support seamless shopping, engaging content, and a premium feel that reflects the Smart Strips ethos. His work enables the brand’s innovation to shine online.

Placeholder icon with a gray silhouette of a person on a white background

Head of Media Team

Frequently Asked Questions

Smart Strips are oral dissolvable strips that deliver carefully formulated nutritional supplements and vitamins in a thin, fast-dissolving format. The strip is placed directly on the tongue, where it dissolves completely within approximately 10–30 seconds, without the need for water.

Once dissolved, the active ingredients are absorbed through the oral mucosa. This route of absorption allows nutrients to begin entering the system immediately, without first passing through the digestive tract. Compared to traditional oral formats, this can result in faster onset and more efficient utilization of selected ingredients.

Smart Strip technology is designed to offer a convenient, discreet, and modern alternative to tablets, capsules, powders, or liquid shots.

Using Smart Strips is simple and intuitive:

  1. Remove one strip from its single-use protective foil packaging.
  2. Place the strip on your tongue and gently press it against the palate.
  3. Allow it to dissolve completely for 10–30 seconds.

No water is required, and the strip leaves no residue once fully dissolved.

The key difference lies in how and where absorption begins.

Traditional tablets and capsules must first pass through the stomach and digestive system before their ingredients can be absorbed, a process that may take 20–30 minutes or longer and can be influenced by digestion, stomach contents, and individual variability.

Dissolvable strips begin absorption in the mouth, allowing active ingredients to enter the system more quickly. They also offer greater convenience, easier intake, and improved user experience—especially for people who dislike swallowing pills or need nutrition support on the go.

Smart Strips are designed to be convenient and accessible for a wide range of age groups and lifestyles. Because they dissolve directly in the mouth, they are particularly suitable for individuals who have difficulty swallowing tablets or capsules, including older adults and people with swallowing sensitivities.

For adults with busy schedules, Smart Strips offer a compact, portable format that can be taken anytime, anywhere—without water. Their discreet design makes them easy to use at work, while traveling, or during daily activities. The fast-dissolving format also helps support consistent daily use, as it removes many of the common barriers associated with traditional supplements.

Smart Strips dissolve in the mouth within approximately 10–30 seconds, allowing absorption to begin almost immediately through the oral mucosa. This means that active ingredients can start entering the system faster than with traditional tablets or capsules, which must first be digested.

The time at which effects are noticed can vary depending on the specific formula, the ingredients involved, and individual factors such as metabolism and sensitivity. Many users report noticing effects within minutes, while others may experience a more gradual response.

Yes, it is not only possible but often recommended to combine different Smart Strips within the same day, provided they are used according to the recommended directions. Each formula is developed with compatibility in mind, allowing them to be integrated into a daily routine based on individual needs and goals.

To ensure safe and effective use, follow the recommended daily intake listed on each product's packaging and avoid exceeding suggested dosages. If you are taking medications or have a medical condition, consulting a healthcare professional is advised.

Smart Strips are formulated using carefully selected vitamins, minerals, amino acids, plant extracts, and other functional ingredients commonly used in food supplements. All ingredients are sourced from reputable suppliers and chosen based on their safety profile, quality, and suitability for oral use.

Our products are developed and manufactured in accordance with applicable EU and USA food supplement regulations and quality standards. Each formula is designed for regular use when taken as directed.

Dissolvable strips are designed to begin absorption in the mouth, rather than relying entirely on digestion in the stomach and intestines. When placed on the tongue, the strip dissolves quickly and allows certain active ingredients to be absorbed through the oral mucosa, where absorption can begin immediately.

Traditional pills, capsules, and drinks must first pass through the digestive system, where factors such as stomach acid, enzymes, and individual digestion can influence how much of the ingredient is ultimately utilized.

Because dissolvable strips begin absorption in the mouth, they do not rely solely on gastrointestinal digestion. This can reduce the loss of certain ingredients that may occur during digestion and the body's natural metabolic processes.

As a result, some nutrients can be effective at lower nominal doses when delivered via oral strips compared to traditional tablets or capsules. Smart Strips are formulated with doses carefully calibrated to the delivery method.

For best results, Smart Strips should be used consistently and in accordance with the instructions provided on the packaging. Regular daily use helps support steady intake of the active ingredients and allows them to work as intended over time.

The frequency of use may vary depending on the specific product and its formulation. Always follow the recommended daily intake for each strip.

If you are pregnant or breastfeeding, it is recommended to consult a healthcare professional before using Smart Strips or any food supplement. Nutritional needs can vary during pregnancy and lactation, and certain ingredients may require special consideration.

Bioavailability refers to the proportion of an ingested substance—such as a vitamin, mineral, or other nutrient—that is absorbed and becomes available for use by the body.

Because Smart Strips dissolve in the mouth, absorption can begin through the oral mucosa rather than relying solely on the digestive system. This delivery method may support more efficient utilization of certain ingredients compared to traditional tablets or capsules, contributing to a faster onset and potentially improved effectiveness for selected nutrients.