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

Our Mission

At ETRIA, we believe better health shouldn’t feel like effort — it should feel intuitive. Wellness must evolve with the pace of modern life: no clutter, no confusion, no compromise.

Our mission is to remove friction from self-care. To replace outdated pills, powders and routines with something lighter, smarter, and designed for the world we live in today.
Smart Strips™ are our way of doing exactly that: thin, science-backed oral films that dissolve instantly and deliver results quickly — with up to 30% more effectiveness and 35% faster absorption than traditional forms.

But Smart Strips™ are not just about speed. They’re about precision. About turning health into a daily ritual that fits your rhythm — in your bag, in your hand, and on your tongue in seconds.

We aim to inspire one million people to care for themselves consistently — through the most elegant and effective delivery system ever created.

Smart Strips Smart Strips

Our Story

ETRIA was founded by a team of creators, innovators and wellness-minded entrepreneurs who shared one conviction: that health should be modern, elegant, and effortless.

For too long, the supplement industry relied on capsules, bottles, powders — bulky formats designed for another time. We saw an opportunity to reimagine everything.

From this vision, Smart Strips™ was born — developed in collaboration with leading biochemists, technologists and pharmaceutical experts, handpicked after months of research and rigorous testing. Together, we created ultra-thin bioactive films that deliver targeted benefits quickly and cleanly, without disruption to daily life.
Every formula is crafted exclusively to our specifications and tested in three independent laboratories to ensure optimal bioavailability and safety.

Today, Smart Strips™ represent more than just innovation — they reflect our values: scientific integrity, modern aesthetics, and deep care for how people live.

We are not just creating supplements. We are building a smarter, lighter, more intuitive future of wellness..

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

A Note from the Founder


Аs the founder of ETRIA, I’ve spent over 20 years developing brands, campaigns and entire markets — always driven by one goal: to turn great ideas into real, lasting change. I've built multiple global products and disrupted entire industries, but this project is different.
This one I wanted to invent — not because the market asked for it, but because I knew it needed to exist.

I set out to create something that would meet a very specific and demanding set of criteria:
✔ An innovative product in a high-growth category
✔ Non-harmful, non-addictive, and scientifically proven
✔ Compact, shelf-stable, and easy to manufacture
✔ Fast-moving and logistics-friendly
✔ Not just legal to advertise, but worthy of attention
✔ A format so elegant and effective, it upgrades daily habits without effort

It wasn’t easy to define — so I decided to design it.
Smart Strips™ is the result of that challenge: a modern health format that fits into life the way people actually live it.

We're building more than products. We’re building a culture of wellness — one that’s science-backed, stylish, practical and ready to reshape the way people care for their minds and bodies.

Because real innovation isn’t about making something new.
It’s about making what matters — better.

— Elina Ivanova-Atanassov
Founder & CEO, ETRIA | Smart Creative Group

Our team

Meet the talented people who make our company great.

Elina Ivanova Atanassov headshot

Elina Ivanova-Atanssov

Owner / CEO

A seasoned entrepreneur and marketing expert with 20 years of experience. Harvard Business School certified in Entrepreneurship and Innovation, she has consulted for over 200 global brands such as Toyota, Danone, Coca Cola, Bayer, and AstraZeneca. Ownеr of Princeps Group and founder of El Shisha, Vapy, and EL WELL.

Smart Strips — Alexander grilikhes

Alex Grilikhes

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

Tracy Gibbs

Head of R&D

A globally recognized technologist in the nutraceutical industry. With an academic background in organic chemistry and herbal medicine (Kampo Igaku), he has also been awarded an honorary doctorate in pharmacognosy. He is the technologist behind more than 1,100 dietary supplements and skincare products, as well as the developer of numerous patents in absorption-enhancing technologies, including liposomes, nanoparticles, oral strips, and enzyme-assisted absorption. Dr. Tracy is also the author of four books, a lecturer, and a speaker at international symposiums and conferences around the world.

Yavor Iordanov headshot

Yavor Yordanov

Sales Director

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

Bonita Yonevska

PR & Marketing Manager

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.

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

New Business Development

Vyara Ivanova Ilieva headshot

Vyara Ivanova-Ilieva

Social Media Manager

Vyara is the Social Media Manager at Smart Strips™, where she builds the brand’s digital identity and develops its connection with the audience. With a strong sense for trends and visual storytelling, she brings Smart Strips to life on social media through content that is informative, stylish, and easy to share. Her work strengthens the brand’s presence, creates a meaningful connection with consumers, and increases awareness of Smart Strips’ innovative approach to health and wellness.

Lyubomir Iliev headshot

Lyubomir Iliev

Software Developer

Lyubomir is the Software 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.