What Naturemade does

Nature Made is a private U.S. vitamin and dietary-supplement brand owned by Pharmavite LLC, a privately held California LLC founded in 1971 and headquartered in Los Angeles. The brand operates an extensive product portfolio spanning vitamins A through K, minerals, fish oil and omega-3s, probiotics and prebiotics, collagen, biotin, CoQ10, elderberry, and specialty packs such as the Diabetes Health Pack and a GLP-1 Companion Health Pack. Sub-brands include Wellblends (targeted functional blends for sleep, stress, mood, and immunity) and Kids First Gummies; products are offered across multiple delivery formats including gummies, capsules, tablets, softgels, caplets, powders, and drink mixes.

Underlying formulation and quality technology centers on clinically studied branded ingredients — SENSORIL and KSM-66 Ashwagandha, the DigeZyme 5-in-1 enzyme blend (amylase, lipase, protease, lactase, cellulase), and the Bacillus coagulans IS-2 probiotic strain — combined with USP (United States Pharmacopeia) verification for ingredients, potency, and manufacturing process. Additional certifications include gluten-free, vegetarian, no artificial flavors, no synthetic dyes, no high-fructose corn syrup, and aspartame-free across key SKUs. Product differentiators framed by the brand include SENSORIL and KSM-66 Ashwagandha for stress and sleep, DigeZyme for digestive health, and Bacillus coagulans IS-2 for adult gummy probiotics.

Nature Made operates a hybrid revenue model combining a direct-to-consumer e-commerce storefront (naturemade.com) with a Subscribe & Save subscription program offering 10% off each eligible product, free shipping on orders $25+, and flexible 30-, 45-, 60-, or 90-day delivery cadence, alongside broad U.S. retail distribution through pharmacies, grocery, and mass-merchandiser chains. Unit pricing ranges roughly from approximately $10.99 (Vitamin D3 2000 IU) to $39.99 (SuperGreens Powder), with subscription tiers driving recurring revenue. The customer base is mass consumer and segmented across health-conscious adults, parents/children, special health needs (fertility, prenatal, diabetic), gut-health seekers, stress-management seekers, and GLP-1 medication users. Go-to-market motion combines pharmacist-endorsed credibility (#1 Pharmacist Recommended status), healthcare professional content, influencer and celebrity partnerships (Mindy Kaling, Justine Doiron), college sports sponsorships (Learfield partnerships with Alabama, Ohio State, and Oregon), and food-brand collaborations (HelloFresh, Avo). Pricing is publicly disclosed at the SKU level; consolidated revenue is not.

Name

Naturemade

Legal name

Pharmavite LLC

Website

https://naturemade.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Nature Made is a vitamin and supplement brand owned by Pharmavite LLC, founded in 1971 and based in Los Angeles. It sells USP-verified vitamins, minerals, probiotics, and specialty supplements to U.S. consumers via e-commerce and major retailer distribution.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

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

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Probiotics & Digestive Health Supplements (CRADAGAF), Herbal & Botanical Supplements (CRADAGAD), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

• Vitamin supplements
• Dietary supplements
• Omega-3 fish oil
• Probiotic supplements
• Multivitamin products

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Nature Made generates revenue through direct-to-consumer sales via its e-commerce website naturemade.com, offeringSubscribe & Save subscriptions with 10% discount and free shipping benefits.
2. Retail Distribution: Products are sold through major retailers nationwide both in physical stores and through retail partners' online channels.
3. Subscription Services: Subscribe & Save program offers 10% off each eligible product, free shipping on every subscription delivery, and flexible 30, 45, 60 or 90-day delivery schedules.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Nature Made manufactures and sells a broad portfolio of USP-verified dietary supplements including multivitamins, individual vitamins (A, B, C, D, E, K), omega-3 fish oils, probiotics, prebiotic fiber, digestive enzymes, ashwagandha and other adaptogens, joint support formulas, collagen, and specialized packs such as the Diabetes Health Pack and GLP-1 Companion. Products are available in multiple formats (gummies, capsules, tablets, softgels, powders, drink mixes) and sold direct-to-consumer through naturemade.com and through major U.S. retail chains.

Product overview

Nature Made is a vitamin and supplement brand owned by Pharmavite offering a comprehensive portfolio of dietary supplements across multiple formats (gummies, capsules, tablets, softgels, powders). The product line centers on core wellness categories including multivitamins, vitamins (A-K), minerals, probiotics, prebiotics, digestive health (including SuperGreens and Digestive Enzymes 5-in-1 Blend), fish oil/omega-3, joint health, stress support (Ashwagandha, Wellblends), beauty supplements (collagen, biotin, Lustriva), and specialized formulations (Diabetes Health Pack, GLP-1 Companion). Sub-brands include Wellblends for targeted blends, Kids First for children's gummies, and Zero Sugar Gummies for sugar-free options. The brand holds USP verification and is positioned as the #1 pharmacist recommended vitamin and supplement brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Multivitamins Comprehensive multivitamin supplements providing essential vitamins and minerals for daily nutritional support, available in gummies, tablets, softgels, and caplets for various age groups and gender-specific formulations including men's and women's multivitamins and advanced multis.
• SuperGreens Greens supplement line made from real vegetables including kale, spinach, and broccoli, available in a powder drink mix form with prebiotic fiber and in capsule form with 2 billion CFU probiotics, designed to support digestion and immune health.
• Digestive Enzymes 5-in-1 Blend Chewable tablet supplement featuring a clinically studied 5-enzyme blend (amylase, lipase, protease, lactase, cellulase) sourced as the DigeZyme blend that breaks down carbs, fats, protein, dairy, and fiber to support digestive health and reduce occasional bloating and abdominal discomfort.
• Vitamin D Supplements Vitamin D3 supplements supporting immune health, bone health, and muscle function, available in various dosages including 1000 IU, 2000 IU, 5000 IU, and 10000 IU in softgel, tablet, and gummy forms, plus combination Vitamin D3 + K2.
• Probiotics Probiotic supplements containing live microorganisms to support a balanced gut microbiome and digestive health, including clinically studied strains such as Bacillus coagulans IS-2 and various CFU counts, available as gummies and capsules.
• Prebiotic Fiber Prebiotic fiber supplements that feed gut microbes to support a healthy digestive tract, available as gummies and drink mix powder forms.
• Fish Oil and Omega-3 Supplements Omega-3 fatty acid supplements derived from fish oil supporting heart health, brain function, and overall wellness, available in softgel and gummy forms, plus Flaxseed Oil and Triple Omega 3-6-9 options.
• Vitamin B Supplements B vitamin supplements including B12, B6, B-Complex, biotin, and folic acid supporting energy metabolism, nervous system function, and red blood cell formation.
• Ashwagandha Supplements Adaptogenic herb supplements using clinically studied KSM-66 and SENSORIL Ashwagandha extracts to help reduce cortisol and perceived stress, support sleep quality, and promote stress resilience, available in capsules, gummies, and drink mix powder forms.
• Wellblends Blend-based supplement line including Sleep and Recover, Stress Relief, Calm and Relax, Calm Mind and Body, and Immune MAX for targeted wellness support.
• Adult Gummies Gummy vitamin and supplement formulations for adults ages 18+, available in various formulations including multivitamins, vitamin C, B12, melatonin, elderberry, and CoQ10.
• Zero Sugar Gummies Sugar-free gummy supplements for adults looking to limit added sugar intake, including multivitamin, vitamin D3, vitamin C, melatonin, and hair skin nails formulations.
• Kids First Gummies Gummy vitamins and supplements formulated for children ages 4-18, including multivitamin plus omega-3 options, designed for kid-friendly daily nutritional support.
• Diabetes Health Pack Comprehensive daily supplement packet scientifically formulated for people with diabetes or prediabetes, providing multivitamin, fish oil, magnesium, vitamin C, alpha lipoic acid, chromium, and green tea extracts.
• Triple Flex (Glucosamine Chondroitin Complex with MSM and Vitamin D3) Joint support supplement combining glucosamine for cartilage support, chondroitin for joint cushioning, and MSM for dietary sulfur, plus vitamin D3 for muscle and bone health.
• Collagen Supplements Collagen peptides and formulas with vitamin C and zinc supporting beauty, hair, skin, and nail health, available in gummy and peptide forms.
• CholestOff Cholesterol management supplement designed to support healthy cholesterol levels within normal ranges.
• Lustriva Hair Growth Hair growth supplement with vitamin A and vitamin C in softgel form, featuring the clinically studied Lustriva ingredient for hair growth and thickness.
• EnergyWell Drink Mix Zero sugar energy drink mix in stick pack format with caffeine and L-theanine for focus and energy support.
• Metabolyze Metabolism Support Metabolism support supplement with chromium, green tea phytosome, and B12 in capsule form.
• Focus Boost Capsules Cognitive support supplement combining caffeine and L-theanine in capsule form for mental focus.
• 3-in-1 Joint Comfort Joint support capsule combining multiple ingredients for comprehensive joint comfort and mobility support.
• Ashwagandha + Reishi Mushroom Adaptogens Adaptogen blend combining clinically studied Ashwagandha and Reishi Mushroom for stress reduction, calm, relaxation, and healthy mood support.
• GLP-1 Companion Health Pack Daily pack supplement designed to support nutritional needs during GLP-1 medication use, featuring a 4-in-1 formula for users on GLP-1 therapies.
• Creatine Powder Creatine monohydrate powder supplement supporting muscle strength, power, and athletic performance.
• Triple-Action Biotic Gummies 3-in-1 blend probiotic gummies combining multiple types of beneficial bacteria for comprehensive gut health support.
• CoQ10 Supplements Coenzyme Q10 supplements in gummy and softgel forms supporting heart health and cellular energy production.
• Vitamin E Supplements Fat-soluble vitamin E supplements (d-Alpha and dl-Alpha forms) providing antioxidant support, immune support, and healthy skin support.
• Elderberry Supplements Black elderberry fruit extract supplements with vitamin C and zinc for immune support, available in gummy and capsule forms.
• Subscribe and Save Subscription Program Subscription service on naturemade.com offering 10% off each eligible product, free shipping on every subscription delivery, and flexible delivery schedules (30, 45, 60, or 90 days) for ongoing customer replenishment.

Quantifiable outcome

• 12 No. 1 category rankings in U.S. News & World Report 2026 Best OTC Medicine & Health Products rankings
• +1 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• AvominorGTM or Marketing Partner · 31 March 2026Nature Made partnered with Avo, a NYC-based salads and bowls chain, to launch a limited-time SuperGreens Bowl collaboration. The offering was available at all four New York Avo locations and online from March 31 through June 30, 2026. The collaboration combined functional nutrition with everyday dining.
• Mindy KalingcoreGTM or Marketing Partner · 8 October 2025Mindy Kaling partnered with Nature Made to celebrate the opening of the NYC Wellness Experience pop-up at Tenspace in SoHo, open to the public until December 2025. The event featured mocktails inspired by Nature Made gummy vitamins, branded merchandise, and wellness-focused activations curated by Kaling, who discussed her personal wellness routine.
• LearfieldcoreGTM or Marketing Partner · 27 August 2025Multi-year sponsorship partnership making Nature Made the official sponsor of three major college football programs: Alabama Crimson Tide, Ohio State Buckeyes, and Oregon Ducks. The partnership includes original content creation through Learfield Studios, Name, Image and Likeness (NIL) activations with student-athletes, and premium sponsorship assets such as in-venue signage and promotional giveaways. This is Learfield's largest national partnership in the vitamin and supplement category and represents Nature Made's first entry into college sports sponsorship.
• HelloFreshminorGTM or Marketing Partner · 3 August 2025Nature Made launched a marketing campaign in partnership with HelloFresh and influencer Justine Doiron to promote gut health products by including samples and educational content with meal kits and social media. The initiative aimed to grow brand reach, awareness, and sales, focusing on engaging consumer behavior towards holistic gut health.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Centrum: Centrum (owned by Haleon, formerly Pfizer Consumer Health) is one of Nature Made's closest mass-market multivitamin competitors, sold across the same pharmacy and grocery channels with overlapping SKUs in daily multivitamins, specialty vitamins and minerals.
• One A Day: One A Day (Bayer Consumer Health) competes head-to-head with Nature Made in daily multivitamins, prenatal and gender/lifestage-specific formulations, leveraging comparable mass retail distribution and similar price positioning.
• Vitafusion: Vitafusion (Church & Dwight) is a leading gummy vitamin and supplement brand, directly comparable to Nature Made's gummy product line in format, retail placement and target consumer.
• Garden of Life: Garden of Life (Nestlé Health Science) is a competing vitamins and supplements brand with comparable probiotics, multivitamins and sports nutrition SKUs across natural and conventional retail channels.
• OLLY: OLLY (Unilever / recent Kenvue separation) competes directly with Nature Made in gummy vitamins, sleep/stress and women's health supplements, and targets a similar millennial/Gen X female health-conscious consumer.

Emerging players

• Ritual: Ritual is a digitally-native DTC multivitamin and supplement brand competing for the same health-conscious adult demographic, differentiating through traceable ingredients and a subscription model — a structural challenger to Nature Made's premium DTC positioning.
• Thorne: Thorne is a premium supplements brand with strong clinician and practitioner recommendations, comparable to Nature Made's clinically studied ingredient positioning (e.g., branded ashwagandha) but skewed to a higher-income, professional-referred customer base.
• Care/of: Care/of is a personalized DTC vitamin and supplement subscription brand, comparable to Nature Made's Subscribe & Save model but with a personalization and digital-first GTM that competes for the same millennial wellness consumer.

Broad incumbents

• NOW Foods: NOW Foods is a large, privately held supplement manufacturer and brand competing across the same core categories (vitamins, minerals, probiotics, specialty supplements), with particularly strong natural-channel and health-food-store presence.
• MegaFood: MegaFood is a sister brand under Pharmavite (Nature Made's parent), making it a direct portfolio peer: premium whole-food multivitamins and supplements sold through natural and specialty channels, complementing Nature Made's mass-market positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/NatureMade
• YouTubeyoutube.com/user/naturemade
• Facebookfacebook.com/naturemade
• LinkedInlinkedin.com/company/nature-made
• Instagraminstagram.com/naturemadevitamins
• TikToktiktok.com/@naturemadevitamins
• Pinterestpinterest.com/naturemadevitamins

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Naturemade