Vytalogy Wellness

What Vytalogy Wellness does

Vytalogy Wellness, LLC is a privately held US dietary-supplement company headquartered in Sherman Oaks, California, with manufacturing facilities in Chatsworth, CA; Santa Fe Springs, CA; and Haslet, TX. The company was formed in January 2022 by combining two established supplement brands, Natrol (founded 1980) and Jarrow Formulas (founded 1977), under a single corporate parent. It employs 501–1,000 people and reports brand-distribution footprints of 40+ countries.

Vytalogy's business centers on formulating and marketing science-backed, clean-label supplements across sleep, stress, brain health, immunity, and beauty categories. Proprietary product platforms include Natrol MelatoninMax (10mg single-serve melatonin gummy), Natrol Soothing Night (melatonin-free sleep aid featuring Lactium, L-Theanine, and KSM-66 Ashwagandha), the Natrol Magnesium supplement line, and the Jarrow MagMind franchise built around clinically studied Magtein magnesium L-threonate, with Stress Resistance and Productivity extensions. The company maintains a scientific advisory board with sleep, circadian, micronutrient, and biochemistry expertise. Brand claims include "No. 1 drug-free sleep aid brand in America" (Natrol, Nielsen xAOC 52 weeks ending 2/24/24) and "No. 1 probiotic brand for customer satisfaction" (Jarrow Formulas, ConsumerLab.com 2021).

The company operates a B2C go-to-market, selling through major US retailers (Target, Walmart, Amazon, Walgreens, CVS, Kroger), natural food channels, and brand-owned e-commerce sites at natrol.com and jarrow.com, supported by celebrity and influencer partnerships (Terry Crews, Ashley Tisdale, Jenny Marrs) and experiential activations (Barry's Wake Up Hour classes). Revenue is generated from one-time unit sales of tablets, capsules, gummies, and powders; pricing is not publicly disclosed. Distribution covers 40+ countries domestically and internationally. Recent strategic activity includes the 2022 merger, multiple product launches through 2023, a national Barry's partnership in January 2024, and a $750,000 multi-year partnership with First Descents announced in May 2026.

Name

Vytalogy Wellness

Legal name

Vytalogy Wellness, L.L.C.

Website

https://vytalogy.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Vytalogy Wellness is a privately held US dietary-supplement company operating the Natrol and Jarrow Formulas brands, selling science-backed, clean-label supplements for sleep, stress, brain health, immunity, and beauty through major US retailers and in 40+ countries.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (42421), Nonchocolate Confectionery Manufacturing (31134), Health and Personal Care Retailers (456)

SIC

Medicinal Chemicals & Botanical Products (2833), Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Sleep, Stress & Mood Support (HLAIADAG), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Herbal & Botanical Supplements (CRADAGAD), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

• Dietary supplements
• Sleep aid products
• Vitamin supplements
• Wellness supplements
• Probiotic supplements

Headquarters

HQ city

Chatsworth

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Dietary Supplement Sales: Vytalogy Wellness generates revenue through the sale of dietary supplements under its Natrol and Jarrow Formulas brands. Products are sold as tablets, gummies, capsules, and powders across multiple health categories including sleep, stress, brain health, immunity, and beauty. Revenue comes from B2C retail sales through major chains (Target, Walmart, Amazon, Walgreens, CVS, Kroger), brand e-commerce platforms, and natural food retailers. Products are distributed domestically and internationally in over 40 countries.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Vytalogy Wellness manufactures and sells science-backed dietary supplements through its two wholly-owned portfolio brands, Natrol and Jarrow Formulas. Products span sleep aids, stress relief, brain health, immunity, beauty, probiotics, and magnesium-based formulations, distributed as tablets, gummies, capsules, and powders through major retail chains, e-commerce platforms, and natural food retailers in the U.S. and over 40 international markets.

Product overview

Vytalogy Wellness is a wellness company that owns two leading supplement brands: Natrol and Jarrow Formulas. Natrol is America's #1 drug-free sleep aid brand, offering supplements across five vital health areas: Sleep, Immunity, Brain Health, Mood & Stress, and Beauty. Jarrow Formulas is America's #1 probiotic brand for customer satisfaction, supporting digestive health, mental wellness, energy, heart health, and immune health. Key products include Natrol's MelatoninMax (10mg melatonin gummy), Soothing Night (melatonin-free sleep aid), and magnesium supplements; and Jarrow's MagMind line (Brain Health, Stress Resistance, Productivity variants). The company focuses on science-backed, clean-label supplements made with non-GMO ingredients and no artificial additives.

Differentiator

Problem solved

Functional benefit

Brands

• Natrol: No. 1 drug-free sleep aid brand in America. Leading manufacturer of high quality supplements for Sleep, Immunity, Brain Health, Mood & Stress, and Beauty. Founded in 1980, distributes domestically and internationally in over 40 countries.
• Jarrow Formulas

Products and services

• Natrol MelatoninMax A 10mg maximum-strength melatonin sleep aid delivered in a single gummy, marketed as a drug-free, non-GMO, clean-label formula for adults having difficulty falling asleep. Available in natural blueberry flavor.
• Natrol Soothing Night A melatonin-free sleep aid supplement line designed for adults seeking drug-free sleep support. Available as capsules with Lactium, L-Theanine and a chamomile-lavender-lemon balm botanical blend, and as blueberry-flavored gummies with KSM-66 Ashwagandha, both non-GMO.
• Natrol Magnesium Supplement Line A magnesium supplement line including Magnesium Powder (325mg cherry flavor), Magnesium Night Powder (325mg for sleep support), and Magnesium Citrate Gummies (165mg per 2 gummy serving, raspberry flavor), all drug-free and non-GMO with no artificial ingredients.
• Jarrow Formulas MagMind (Brain Health) A Magtein (magnesium L-threonate) supplement that crosses the blood-brain barrier to support brain health, cognition, memory, and increased REM sleep. Non-GMO, vegan, and gluten-free for adults seeking cognitive support.
• Jarrow Formulas MagMind Stress Resistance A stress-support supplement combining Magtein magnesium L-threonate, Rhodiolife Rhodiola rosea, and l-theanine to support mood, relaxation, and the body's resistance to occasional stress while reducing mental fatigue.
• Jarrow Formulas MagMind Productivity A cognition and productivity supplement combining Magtein with EnXtra (clinically studied Thai Ginger herb), designed to start working within one hour and sustain mental alertness for up to five hours.

Quantifiable outcome

• Natrol is the No. 1 drug-free sleep aid brand in America (Nielsen, xAOC, 52 weeks ending 2/24/24)
• +1 more outcomes

Named customers7 records

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

Four partnerships are on record, tiered core and minor.

• First DescentscoreStrategic or Co-development Partner · 19 May 2026Vytalogy Wellness announced a multi-year partnership with First Descents, committing $750,000 in funding to expand access to the nonprofit's free outdoor adventure programs for young adults impacted by cancer, multiple sclerosis, and other serious health conditions. The partnership incorporates employee volunteerism and experiential programming, with activations already completed in Boulder, Colorado; Haslet, Texas; and Chatsworth, California. Both organizations aim to advance their shared mission of holistic wellness through movement, community connection, and expanded program reach.
• Barry'scoreGTM or Marketing Partner · 11 January 2024Natrol partnered with Barry's as an official partner for the January 'Find Your Strength' challenge. Barry's locations across the country host Natrol-themed 'Wake Up Hour' workout classes designed to equip attendees with tools for optimizing sleep to conquer health resolutions. Actor and TV host Terry Crews partnered with Natrol to kick off the campaign. The partnership supports consumers prioritizing sleep as part of their wellness goals.
• Ashley Tisdale / Being FrensheminorGTM or Marketing Partner · 14 August 2023Natrol partnered with actress/entrepreneur Ashley Tisdale and her clean wellness brand Being Frenshe to launch the 'Back on Track Giveaway' encouraging Americans to reclaim lost sleep ahead of the fall season. The partnership combined Natrol's sleep support products with Being Frenshe's Lavender Cloud self-care ritual products. 50 individuals won 'Back on Track Packs' with Natrol products, Being Frenshe items (Hair, Body & Linen Mist, Reset Candle, Milky Hydrating Lotion), and $50 Target gift cards.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 9 January 2023Natrol and Walmart partnered on the Natrol Habitat campaign and sweepstakes, running January 2 - February 12, 2023. The campaign delivered expert bedroom design advice from TV personality Jenny Marrs for building the ultimate sleep sanctuary. One grand prize winner received $10,000 for a bedroom makeover and design consultation with Marrs. Walmart served as the retail distribution partner for Natrol products featured in the campaign.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Life Extension: Premium science-positioned supplement brand focused on healthy aging, cognition, and longevity categories that overlap with Jarrow's clinical, science-backed positioning. Comparable premium DTC and retail supplement go-to-market.
• GNC Holdings: Major specialty retailer and branded supplement manufacturer with similar product categories (sleep, cognition, immunity). Comparable branded supplement portfolio and mass-market consumer base, with overlapping retailers.
• NOW Foods: Privately held supplement manufacturer with deep retail and natural foods distribution, vertically integrated manufacturing, and broad SKU portfolio. Closely comparable in private CPG supplement positioning, scale, and channel mix.
• Nature's Bounty (The Bountiful Company / Nestlé Health Science): One of the largest US vitamins and supplement manufacturers with broad mass-market retail distribution across drug, grocery, and club channels. Directly comparable multi-brand CPG supplement platform serving the same end consumers with similar sleep, stress, and wellness categories.

Emerging players

• Ritual: Premium DTC subscription supplement brand targeting health-conscious consumers with science-led storytelling. Comparable end consumer profile and clean-label positioning, with a contrasting direct-to-consumer-first motion.
• Olly (Unilever / Welltech): Modern wellness brand with strong sleep (Melatonin Sleep), stress, and beauty supplement SKUs in gummy formats. Highly comparable to Natrol's MelatoninMax and Soothing Night positioning with mass and DTC retail presence.

Broad incumbents

• Herbalife: Large global nutrition and supplement company with broad wellness categories including sleep, stress, and cognition. Comparable multi-channel supplement platform, though distributed primarily through a direct-selling model rather than mass retail.
• Haleon (Centrum, Caltrate): Major global consumer healthcare company whose vitamins and supplements portfolio (Centrum, Caltrate) competes head-to-head with Natrol/Jarrow at mass retailers. Comparable scale, retail relationships, and global distribution.
• Nature Made (Otsuka Pharmaceutical): Mass-market US supplement brand owned by Otsuka, sold through drug, grocery, and mass channels. Comparable mass-retail sleep, stress, and multivitamin positioning with strong household penetration.

Regional players

• Nordic Naturals: Specialty supplement brand focused on omega-3 and adjacent wellness categories, distributed through natural food retailers and select mass channels. Comparable premium positioning and natural foods retail presence to Jarrow Formulas.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vytalogy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

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 Vytalogy Wellness