The Better Being Co.

What The Better Being Co. does

The Better Being Co. (formerly Nutraceutical Corporation) is a vertically integrated manufacturer, marketer, and distributor of dietary supplements and personal care products headquartered in Salt Lake City, Utah. Founded in 1993 and operating with 501-1,000 employees, the company owns a portfolio of more than 15 wholly-owned brands — including heritage names KAL (the first multivitamin, 1932), Solaray (first cranberry extract supplement, 1997), Zhou Nutrition, Heritage Store, Nature's Life, ZAND Immunity, and Nu U Nutrition — and produces over 3,000 SKUs from its Nutraceutical Corporation manufacturing facility in Park City, Utah, with more than 90% of products made in-house.

The core technology and operating model is built on vertical integration: in-house manufacturing, global sourcing of 4,000+ raw materials, state-of-the-art internal laboratories staffed by Ph.D. scientists, and rigorous testing protocols covering ingredient potency, contaminant screening, identity, and stability testing. The manufacturing arm holds NSF cGMP, NSF/ANSI 455-2, and ISO 22716 certifications, with products also certified organic by CCOF and kosher by the Orthodox Union. Recent product development has emphasized trending functional ingredients — creatine variants, gummy formats with Colostrum, Shilajit, and Magnesium Glycinate — reflecting a response to consumer interest in beauty-from-within and performance categories.

The business model is primarily B2B, selling branded products to health food retailers (Natural Grocers, Sprouts Farmers Market, Vitamin Shoppe, and independents) via dedicated sales representatives focused on education, merchandising, and retail partnership. International distribution reaches 65+ countries through authorized distributors and dedicated regional entities in Canada, the UK, and the EU, supplemented by direct-to-consumer e-commerce through individual brand websites. In December 2025, the company was acquired by a syndicate of global investors led by Snapdragon Capital Partners, exiting HGGC's prior ownership and signaling intent to fund further brand portfolio and global expansion through M&A.

Name

The Better Being Co.

Legal name

Better Being Co.

Website

https://betterbeing.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Better Being Co. is a vertically integrated manufacturer and distributor of dietary supplements and personal care products, operating 15+ wholly-owned brands and 3,000+ SKUs sold primarily through health food retailers and international distributors across 65+ countries.

Ownership category

akta.pro rank

Product category

Dietary Supplements and Personal Care Manufacturing

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Multivitamins & Daily Packs (CRADAGAC), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

• Dietary supplements manufacturing
• Nutraceutical product distribution
• Personal care products
• Wellness brand portfolio
• Vitamins and supplements

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Dietary Supplements B2B Sales: Better Being Co. manufactures and distributes dietary supplements and personal care products to health food retailers and natural product stores. Revenue is generated through bulk product sales to retailers who resell to consumers.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

The Better Being Co. manufactures, markets, and distributes dietary supplements and personal care products through a portfolio of 15+ owned brands (Solaray, Zhou Nutrition, KAL Vitamins, Heritage Store, Nature's Life, ZAND Immunity, Honey Gardens, Dynamic Health, Action Labs, Nutra Biogenesis, Natural Balance, Body Gold, Life Flo, LifeTime, Theraneem Naturals, Nu U Nutrition), producing 3,000+ SKUs primarily sold to health food retailers and natural product stores, with complementary direct-to-consumer brand websites and international distribution across 65+ countries.

Product overview

Better Being Co. is a vertically integrated manufacturer, marketer, and distributor of dietary supplements and personal care products. The company operates a portfolio of over 15 brands including Solaray, Zhou Nutrition, KAL Vitamins, Heritage Store, Nature's Life, ZAND Immunity, Honey Gardens, Dynamic Health, Action Labs, Nutra Biogenesis, Natural Balance, Body Gold, Life Flo, LifeTime, Theraneem Naturals, and Nu U Nutrition. The portfolio produces 3,000+ products distributed across 60+ countries. Key heritage brands include KAL (which produced the first multivitamin in 1932) and Solaray (pioneer of cranberry extract supplements in 1997). Recent product expansions include Zhou Nutrition's creatine line (Creatine for Her, Creatine Calm + Focus, Creatine + HMB) and new gummy formulas featuring trending ingredients like Colostrum, Shilajit, and Irish Sea Moss.

Differentiator

Problem solved

Functional benefit

Brands

• Solaray: Pioneering brand offering dietary supplements and nutritional products. Known for first cranberry extract supplement for urinary tract health and first complete bone matrix formula.
• Zhou Nutrition
• Heritage Store
• KAL Vitamins
• Nu U Nutrition
• Nature's Life
• ZAND Immunity
• Honey Gardens
• Dynamic Health
• Action Labs
• Nutra Biogenesis
• Natural Balance
• Body Gold
• Life Flo
• LifeTime
• Theraneem Naturals

Products and services

• Solaray Pioneering dietary supplement brand offering vitamins and herbal nutritional products, including the first cranberry extract supplement for urinary tract health (1997) and the first complete bone matrix formula (2019). Targeted at health-conscious consumers shopping health food retail channels.
• Zhou Nutrition Performance and wellness supplement brand offering creatine, gummy formulas, and lifestyle-friendly supplements featuring trending ingredients such as Colostrum, Shilajit, Irish Sea Moss, Beetroot, and Magnesium Glycinate. Targeted at wellness consumers seeking clean, plant-based, and affordable products.
• KAL Vitamins Heritage vitamin and dietary supplement brand that produced the first multivitamin and calcium supplement in 1932, offering a wide range of nutritional supplements under the tagline 'It Feels Good to Be Good'. Targeted at health-conscious consumers in health food retail.
• Heritage Store Personal care and beauty-from-within brand offering soul-to-skin wellness products, previously known for hydrogen peroxide-based mouthwash and topical products. Targeted at consumers seeking natural beauty and personal care solutions.
• Nature's Life Radical wellness dietary supplement brand offering comprehensive health and wellness supplements. Targeted at consumers seeking full-spectrum nutritional support.
• ZAND Immunity Immune support and wellness products brand with a 'wisdom from nature' positioning. Targeted at consumers seeking herbal and natural immune system support.
• Honey Gardens Honey-based health products brand offering natural wellness products. Targeted at consumers seeking honey-based nutritional and immune support products.
• Dynamic Health Health supplement and juices brand offering dietary supplements focused on health and wellness. Targeted at consumers seeking liquid and juice-based nutritional products.
• Action Labs Health supplement brand offering nutritional supplements within the Better Being portfolio. Targeted at general health-conscious consumers in health food retail.
• Nutra Biogenesis Nutritional supplement brand within the Better Being family. Targeted at consumers seeking professional-grade nutritional supplements.
• Natural Balance Dietary supplement brand offering balanced nutrition products. Targeted at consumers seeking everyday nutritional balance products.
• Body Gold Health supplements brand within the Better Being portfolio. Targeted at general health-conscious consumers.
• Life Flo Health and beauty products brand offering personal care and supplement products. Targeted at consumers seeking topical and beauty supplements.
• LifeTime Vitamin and supplement brand offering daily health products. Targeted at consumers seeking everyday multivitamins and supplements.
• Theraneem Naturals Natural supplement brand offering neem and plant-based wellness products. Targeted at consumers seeking natural and herbal health solutions.
• Nu U Nutrition Nutritional supplement brand under the Better Being Co. family of brands. Targeted at consumers seeking beauty, skin, and lifestyle nutritional supplements.
• Zhou Nutrition Creatine Line (Creatine for Her, Creatine Calm + Focus, Creatine + HMB) Expanded creatine supplement product line under Zhou Nutrition offering three SKUs: Creatine for Her (with L-carnitine and women's wellness focus), Creatine Calm + Focus (with Cognizin and Korean ginseng for cognitive support), and Creatine + HMB (with myHMB for muscle and endurance benefits). Targeted at performance and wellness consumers seeking creatine with functional ingredient combinations.
• Zhou Nutrition Gummy Supplement Collection Expanded gummy supplement collection under Zhou Nutrition featuring trending ingredients such as Colostrum, Shilajit, Irish Sea Moss, Beetroot, and Magnesium Glycinate. Targeted at wellness consumers preferring gummy delivery format with clean, plant-based, and affordable positioning.
• Nutraceutical Contract Manufacturing Services Vertically integrated nutraceutical contract manufacturing services operated by the Nutraceutical Corporation subsidiary, providing GMP-certified (NSF/ANSI 455-2 and ISO 22716) production of dietary supplements and cosmetics. Used to produce over 90% of Better Being's product portfolio in-house.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NOW Foods: Family-owned vertically integrated manufacturer and distributor of dietary supplements with thousands of SKUs sold through health food and natural product retailers — the most direct strategic analog to Better Being's business model, channel mix, and certification emphasis.
• Nature's Sunshine Products: Publicly-traded vertically integrated herbal and supplement manufacturer with multi-decade heritage brands distributed globally; shares Better Being's heritage-multi-brand operating model and international footprint.
• Standard Process: Whole-food supplement manufacturer with vertically integrated farming and production serving health practitioners and natural product retailers; comparable as a vertically integrated supplement manufacturer focused on quality and third-party certifications.
• Thorne: Premium dietary supplement brand and contract manufacturer with NSF-certified facilities sold through health practitioners and DTC channels; comparable premium-quality positioning and category leadership in select specialty segments.
• Country Life Vitamins: Heritage multi-brand dietary supplement manufacturer distributed through natural food retailers; directly comparable operating model with multiple sub-brand portfolios targeting the natural channel.
• Jarrow Formulas: Formulation-driven dietary supplement manufacturer sold primarily through natural and health food retailers with a similar channel-heavy and condition-specific positioning approach.
• Life Extension: Premium-condition-focused dietary supplement brand sold through health food retailers and DTC with scientific-claims emphasis; overlaps with Better Being's premium positioning and channel mix.

Broad incumbents

• Herbalife: Large global nutrition company with broad supplement and weight-management portfolio; comparable product category but distinct MLM distribution and wider portfolio scope make it a broad incumbent rather than a channel-direct peer.
• Pharmavite (Nature Made): Mass-market vitamin manufacturer behind Nature Made distributed through mass retail, drug, and grocery; adjacent incumbent in the same product category but focused on mass, not specialty, channels.

Emerging players

• GNC Holdings: Specialty supplement retailer and brand house going through post-bankruptcy restructuring; partial overlap in product category and historically shared health food retail channel with Better Being.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/groups/8327701
• Instagraminstagram.com/betterbeingco.alumni

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries21 records

Funding overview

Funding rounds2 records

Investors6 records

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

M&A3 records

Investments

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

Frequently asked questions about The Better Being Co.