Irwin Naturals
Irwin Naturals is a U.S. liquid soft-gel supplement brand offering 100+ vitamins, herbals, and CBD products through 100,000+ retail stores, DTC e-commerce, and Amazon, serving health-conscious consumers across categories like sleep, men's health, and sexual health.
- Company typePrivate
- Founded1997
- HeadquartersLos Angeles, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Irwin Naturals does
Irwin Naturals is a U.S. consumer supplements company founded in the mid-1990s and headquartered in Culver City, California, offering more than 100 liquid soft-gel dietary supplements organized across targeted health categories including better sleep, brain/mood/stress, cleanse+detox, immune support, men's health, women's health, weight management, sexual health, testosterone support, multi-vitamins, heart health, and beauty, plus a sub-brand of full-spectrum and broad-spectrum CBD products in oils, soft-gels, gummies, and topicals. Its core technology is an all-liquid soft-gel delivery system paired with a signature BioPerine Complex (licensed from Sabinsa Corporation) intended to enhance nutrient bioavailability and absorption; CBD products use CO2-extracted hemp with third-party testing for purity and under 0.3% THC. The company's revenue model is omnichannel consumer goods: wholesale distribution to over 100,000 retail stores nationwide (including Whole Foods), direct-to-consumer e-commerce via a Shopify storefront and Amazon, a Yotpo-powered loyalty program (Irwin Rewards), and an Awin affiliate program, with unit prices ranging roughly $14.99–$68.99 and free shipping over $49. In August 2025, Irwin Naturals' assets were acquired by FitLife Brands (NASDAQ:FTLF) for $42.5 million, doubling FitLife's revenue base to over $120 million; the brand continues to operate within FitLife's distribution footprint.
Irwin Naturals firmographics
Firmographics- Name
- Irwin Naturals
- Legal name
- Irwin Naturals
- Website
- https://irwinnaturals.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Irwin Naturals is a U.S. liquid soft-gel supplement brand offering 100+ vitamins, herbals, and CBD products through 100,000+ retail stores, DTC e-commerce, and Amazon, serving health-conscious consumers across categories like sleep, men's health, and sexual health.
- Ownership category
- akta.pro rank
Irwin Naturals industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), CBD/Hemp Specialty Stores (Tinctures, Oils, Edibles) (CRANAHAA), CBD/Hemp Topicals & Beauty Retail (CRANAHAB)
Keywords
Where Irwin Naturals is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Irwin Naturals business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Vitamins and Supplements Sales: Direct product sales of vitamins, supplements, and CBD products to consumers through e-commerce and retail channels. The company offers over 100 supplement products across categories including brain health, sleep, immune support, men's health, women's health, weight management, and sexual health.
- Wholesale Distribution: B2B wholesale distribution to over 100,000 retail stores nationwide, including major chains like Whole Foods. Products sold through traditional retail distribution channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single unit pricing for supplements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Irwin Naturals product offering
Product offeringCore offering
Irwin Naturals develops, manufactures, and markets branded liquid soft-gel dietary supplements, herbal blends, and CBD/hemp-based wellness products for U.S. consumers. Its portfolio spans mood/mental health, weight management, men's health, multivitamins, and specialty formulations, with more than 100 SKUs sold across 100,000+ retail doors and its own e-commerce site. The company emphasizes proprietary BioPerine Complex for enhanced nutrient absorption and full-spectrum hemp extract across relevant SKUs.
Product overview
Irwin Naturals is a nutritional supplement company offering over 100+ liquid soft-gel dietary supplements organized into targeted health categories including Better Sleep, Brain/Mood/Stress, Cleanse+Detox, Immune Support, Men's Health, Women's Health, Weight Management, Sexual Health, Testosterone Boosters, Multi-Vitamins, Heart Health, and Beauty. The company's flagship delivery technology is the liquid soft-gel format with their proprietary BioPerine Complex for enhanced absorption. The product portfolio includes branded product lines such as Steel-Libido (sexual health), Testosterone UP (testosterone support), Power to Sleep (sleep support), and a comprehensive CBD sub-brand offering full-spectrum and broad-spectrum hemp extracts in oils, soft-gels, gummies, and topicals. Irwin Naturals also offers Nature's Secret (acquired cleansing brand) and a gummy-formatted line of supplements. The company operates a loyalty program (Irwin Rewards) powered by Yotpo.
Differentiator
Problem solved
Functional benefit
Products and services
- Mood / Mental Health Liquid Soft-Gel Supplements Branded liquid soft-gel supplements supporting mood balance, stress management, and mental wellness for adult consumers; sold via retail channels and Irwin.com.
- Weight Management Liquid Soft-Gel Supplements Liquid soft-gel supplements formulated for weight management support; targeted at U.S. adult consumers seeking over-the-counter weight-management nutraceuticals.
- Men's Health Liquid Soft-Gel Supplements Soft-gel supplements targeting men's wellness goals such as prostate, vitality, and daily vitality; sold to U.S. male consumers through retail and DTC channels.
- Daily Multi Liquid Soft-Gel Multivitamins Liquid soft-gel daily multivitamin formulations positioned as a foundational supplement for adult consumers seeking broad nutritional coverage in a soft-gel format.
- Specialty Health Liquid Soft-Gel Formulas Targeted liquid soft-gel supplements covering specific health goals outside core mood, weight, men's health, and multivitamin categories; aimed at consumers with defined specialty wellness needs.
- Full-Spectrum Hemp Extract (CBD) Soft-Gels Full-spectrum hemp extract soft-gel products delivering CBD in the brand's signature liquid soft-gel format; targeted at adult consumers seeking hemp/CBD wellness options.
- Irwin Club Loyalty / Subscription Program Brand-run loyalty and subscription-style repeat-purchase program for direct consumers, offering perks and reorder discounts on Irwin Naturals supplements purchased via Irwin.com.
Companies that use Irwin Naturals
Customer profileSegments5 records
Ideal customer profiles2 records
Irwin Naturals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Irwin Naturals partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Irwin Naturals competitors and assessment
Company assessmentDirect peers
- Nature's Bounty (The Bountiful Company): One of the largest U.S. vitamins and supplement manufacturers with broad mass-market retail distribution across drug, grocery, and club channels. Directly comparable to Irwin Naturals on liquid soft-gel formats, broad multi-category SKU portfolios, and mainstream retail placement.
- NOW Foods: Family-owned supplement manufacturer offering a broad catalog of vitamins, herbal/botanical supplements, and CBD products sold through health food and mass channels. Comparable on multi-category SKU breadth, herbal/botanical positioning, and direct-to-consumer plus wholesale model.
- Nature Made (Pharmavite): Mass-market vitamin and supplement brand with deep penetration across U.S. drugstores, grocery, and club retailers. Comparable to Irwin Naturals on retail channel dominance, multivitamin and condition-specific SKUs, and pharmacist/endorsement-driven trust positioning.
- Garden of Life: Premium organic and whole-food supplement brand (owned by Nestlé Health Science) sold through natural and conventional retail including Whole Foods. Comparable to Irwin Naturals on Whole Foods distribution, botanical and condition-specific positioning, and CBD/whole-food sub-brands.
- Life Extension: Direct-to-consumer vitamins and supplements brand emphasizing condition-specific formulations and premium pricing. Comparable to Irwin Naturals on targeted health category SKUs (brain, sleep, sexual health, testosterone), loyalty/subscription model, and high-touch DTC marketing.
- Pure Encapsulations (Atrium Innovations): Premium practitioner-grade supplement brand offering condition-specific formulations including cognitive, sleep, immune, and hormone health. Comparable to Irwin Naturals on targeted health category depth, quality/testing standards, and professional-plus-consumer channel mix.
- Charlotte's Web Holdings: Leading U.S. CBD wellness brand selling full-spectrum hemp extract tinctures, soft-gels, gummies, and topicals through DTC and natural retail including Whole Foods. Directly comparable to Irwin Naturals' CBD sub-brand on extraction methodology, third-party testing, and retail channel overlap.
Broad incumbents
- Herbalife Nutrition: Global nutrition company with broad meal replacement, protein, vitamin, and herbal supplement portfolio. Comparable on herbal/botanical and weight management SKUs, though distributed primarily via multi-level marketing rather than mass retail.
- GNC Holdings: Specialty health and nutrition retailer and brand owner with broad sports nutrition, vitamin, and supplement portfolio. Comparable on male vitality (Steel), testosterone, and condition-specific supplements, plus CBD exposure through prior partnerships.
Emerging players
- CV Sciences (PlusCBD Oil): CBD-focused brand selling hemp extract supplements in oil, capsule, gummy, and topical formats. Comparable to Irwin Naturals' CBD line on full-spectrum positioning, retail distribution through drug and natural channels, and emphasis on third-party testing and traceability.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Irwin Naturals social profiles
Digital presenceIrwin Naturals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Irwin Naturals leadership team
Management profileNumber of profiles
Profiles1 record
Irwin Naturals subsidiaries and ownership
Company hierarchySubsidiaries2 records
Irwin Naturals funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Irwin Naturals M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Irwin Naturals
What does Irwin Naturals do?
Irwin Naturals develops, manufactures, and markets branded liquid soft-gel dietary supplements, herbal blends, and CBD/hemp-based wellness products for U.S. consumers. Its portfolio spans mood/mental health, weight management, men's health, multivitamins, and specialty formulations, with more than 100 SKUs sold across 100,000+ retail doors and its own e-commerce site. The company emphasizes proprietary BioPerine Complex for enhanced nutrient absorption and full-spectrum hemp extract across relevant SKUs.
Is Irwin Naturals a public or private company?
Irwin Naturals is a private company. It is classified as corporate owned and is currently acquired.
When was Irwin Naturals founded?
Irwin Naturals was founded in 1997. It employs 101 to 250 people.
Where is Irwin Naturals based?
Irwin Naturals is headquartered in Los Angeles, United States, in the North America region.
How does Irwin Naturals make money?
Two revenue lines are on record. Vitamins and Supplements Sales are the primary driver. The others are wholesale Distribution.
Who are Irwin Naturals's main competitors?
Direct peers on record are Nature's Bounty (The Bountiful Company), NOW Foods, Nature Made (Pharmavite), Garden of Life, Life Extension, Pure Encapsulations (Atrium Innovations) and Charlotte's Web Holdings. Broad incumbents are Herbalife Nutrition and GNC Holdings. CV Sciences (PlusCBD Oil) is listed as an emerging player.
Does Irwin Naturals have an API?
No public API is recorded for Irwin Naturals.
What industry is Irwin Naturals in?
Irwin Naturals's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements, with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2833.