Natural Partners

What Natural Partners does

Natural Partners was a B2B wholesale distributor of practitioner-grade dietary supplements, founded in 1995 by Tye Smith in Scottsdale, Arizona, together with his wife Dianna Smith and several former PetSmart colleagues. The company sourced and distributed hundreds of practitioner-trusted supplement brands to healthcare providers across all US states, enabling integrative and functional medicine practitioners—including doctors and naturopaths—to dispense professional-grade products to patients either in-office or through virtual supplement stores. Natural Partners operated as a wholesale supplier, earning transaction-based revenue as practitioners purchased supplements at wholesale prices for in-office dispensing or direct-to-patient delivery. The company grew from a regional supplier serving two doctors to a national player carrying hundreds of brands over more than two decades.

Following a 2018 merger with Canada's Fullscript, Natural Partners' supply chain and merchandising expertise were combined with Fullscript's virtual dispensing technology on a unified platform under Fullscript's CEO Kyle Braatz. By 2020, both wholesale ordering and virtual dispensing were consolidated under the Fullscript brand, and in August 2023 Natural Partners fully migrated its operations to the Fullscript platform, effectively sunsetting the Natural Partners and NP Script brands. The combined Fullscript entity now serves 100,000+ healthcare providers through a browser-based platform that combines wholesale ordering, virtual dispensing, automated adherence tools, shareable protocols, marketed patient promotions, and lab testing services following the acquisition of Rupa Health. The Fullscript platform reached $1 billion USD in trailing-12-month revenue at a $2.5 billion USD valuation, supported by a $300 million USD secondary share sale backed by HGGC, Snapdragon Capital Partners, and Leonard Green & Partners.

Name

Natural Partners

Legal name

Natural Partners

Website

https://naturalpartners.com

Company type

Private

Founded year

1995

Operating status

Closed

Headcount range

11–50 employees

Short description

Natural Partners was a B2B wholesale distributor of practitioner-grade dietary supplements, founded in 1995 to serve integrative and functional medicine practitioners across the US. It merged with Canada's Fullscript platform in 2018 and fully migrated to the Fullscript brand by August 2023.

Ownership category

akta.pro rank

Product category

Professional Supplement Distribution

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (424210), Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industries

Health, Wellness & Pharmacy Online Retailers (CRAFADAG), Multivitamins & Daily Packs (CRADAGAC)

Keywords

• Professional supplement distribution
• Integrative medicine supplies
• Wholesale supplement ordering
• Virtual supplement dispensing
• Practitioner-grade supplements

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Supplement Sales: Practitioners purchase supplements at wholesale prices through the Fullscript platform, either for in-office dispensing to patients or for direct-to-patient shipments via virtual dispensing.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Natural Partners supplied practitioner-grade dietary supplements at wholesale to licensed healthcare professionals for in-office dispensing to patients, and later offered NP Script, a virtual supplement store that let practitioners extend that dispensing online to patients' homes. Following the 2018 merger with Fullscript, the combined entity consolidated both wholesale ordering and virtual dispensing onto the Fullscript platform, with the Natural Partners brand and NP Script sunsetted by August 2023.

Product overview

Natural Partners operated as a practitioner-grade supplement sourcing company from 1995 until its migration to Fullscript. The portfolio consists of Natural Partners (the legacy brand), NP Script (a virtual supplement store that was discontinued), and Fullscript as the unified platform. Following the 2018 merger and 2020 platform melding, Fullscript serves as the core platform offering both virtual dispensing and wholesale ordering in one solution, with Natural Partners and NP Script functionality consolidated into the Fullscript brand.

Differentiator

Problem solved

Functional benefit

Brands

• NP Script: A virtual supplement store from Natural Partners that lets providers offer patients access to high-quality, professional-grade products. This product was sunsetted along with Natural Partners as operations moved to Fullscript.

Products and services

• Natural Partners Wholesale Supplement Distribution Wholesale distribution of practitioner-grade dietary supplements to licensed healthcare practitioners for in-office dispensing to patients, with hundreds of practitioner-trusted brands and nationwide US coverage. Sunsetted as a standalone offering in August 2023 and consolidated onto the Fullscript platform.
• NP Script (Virtual Supplement Store) Virtual supplement store from Natural Partners allowing providers to offer patients online access to high-quality, professional-grade supplement products. Sunsetted in August 2023 when Natural Partners operations moved to Fullscript; equivalent virtual dispensing capability is available on the Fullscript platform.
• Fullscript Platform (Combined Wholesale + Virtual Dispensing) Unified online platform combining wholesale supplement ordering, virtual dispensary for direct-to-patient shipments, automated adherence tools, marketed patient promotions, and shareable protocols, enabling practitioners to manage and track in-office, online, and hybrid dispensing from a single browser tab. Serves 100,000+ healthcare providers.

Quantifiable outcome

• Practitioners can manage both in-office and online supplement dispensing from a single platform, reducing administrative complexity

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• FullscriptcoreStrategic or Co-development Partner · 1 January 2018Natural Partners and Fullscript merged in 2018, combining Natural Partners' tenured supply chain and merchandising expertise with Fullscript's virtual dispensing technology. The merger created a new leader in integrative health, offering a complete management solution for integrative practitioners on a unified platform.
• Rupa HealthcoreStrategic or Co-development PartnerFullscript acquired Rupa Health in October, integrating lab testing offerings as a new business segment developed in-house and expanded through the acquisition, treating each segment like a startup within the company.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Standard Process: Standard Process is a whole-food nutrient supplement company selling primarily through healthcare practitioners. Operates in the same practitioner supplement category with comparable customer base of integrative and functional medicine providers.
• Metagenics: Metagenics is a practitioner-exclusive supplement brand serving integrative and functional medicine practitioners. Comparable to Fullscript/Natural Partners in targeting the same healthcare provider segment with practitioner-grade products.
• Pure Encapsulations: Pure Encapsulations is a leading practitioner-grade supplement brand sold primarily through healthcare professionals. Comparable to brands distributed via the Natural Partners/Fullscript platform and a potential competitor as brands push direct-to-practitioner channels.
• Wellevate (Emerson Ecologics): Wellevate is Emerson Ecologics' virtual supplement dispensary platform serving integrative and functional medicine practitioners. Direct competitor to Fullscript/Natural Partners in practitioner-grade supplement dispensing with a similar wholesale-plus-virtual model.
• Integrative Therapeutics: Integrative Therapeutics is a practitioner-grade supplement brand sold exclusively through licensed healthcare professionals. Directly comparable in product positioning and customer segment to brands on the Fullscript/Natural Partners platform.
• Emerson Ecologics: Emerson Ecologics is a wholesale distributor of professional-grade supplements and parent of the Wellevate virtual dispensary. Directly comparable as a wholesale supplement distributor serving integrative medicine practitioners.
• Designs for Health: Designs for Health is a practitioner-grade supplement brand distributed through healthcare practitioners. Comparable as a brand partner and competitor in the practitioner supplement channel where Natural Partners/Fullscript operates.

Broad incumbents

• iHerb: iHerb is a large online retailer of vitamins and supplements selling directly to consumers globally. Comparable as a health and wellness online retailer but operates at a different point in the value chain (DTC consumer vs. practitioner-dispensed).
• Thorne HealthTech: Thorne HealthTech is a publicly-traded supplement company with strong practitioner channels and growing DTC. Comparable as a practitioner-grade brand and a broader wellness player with more capital and brand reach than most peers.

Emerging players

• Rupa Health: Rupa Health is a lab testing marketplace for integrative and functional medicine practitioners. Now owned by Fullscript, but historically an adjacent emerging player whose lab ordering interface complemented or competed with practitioner dispensing platforms.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/NaturalPartners
• Facebookfacebook.com/naturalpartners
• LinkedInlinkedin.com/company/146610

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural Partners