What Source Naturals does

Source Naturals, Inc. is a family-owned manufacturer and brand of dietary supplements founded in 1982-1983 and headquartered in Scotts Valley, California. The company operates vertically integrated manufacturing facilities in Scotts Valley under cGMP conditions, supplemented by third-party GMP manufacturers, giving it control over sourcing, formulation, production, and packaging. Its portfolio encompasses more than 600 SKUs across nine health-need categories — immune and antioxidant support, sleep and stress, energy, brain and heart, digestive, seasonal, liver and detox, bone and joint, and vision — plus specialty lines for men's health, women's health, vegan diets, and healthy aging. The flagship Wellness Formula has won 21 Vity Awards from Vitamin Retailer (2003-2007, 2010-2025). The proprietary Bio-Aligned Formula approach evaluates imbalances to deliver targeted nutrition across multiple interdependent body systems, complemented by the SystemiCare methodology that maps formulations to twelve metabolic systems.

The company sells through two primary channels. Direct-to-consumer e-commerce via sourcenaturals.com is supported by a subscribe-and-save program offering 15% off recurring 30- or 90-day deliveries and a wellness quiz funnel that yields a $10 coupon. Retail distribution covers Amazon, Walmart, Natural Grocers, Fresh Thyme, and Lassen's, giving the brand nationwide physical and online shelf presence. Pricing per unit ranges from $7.50 to $43.98, with volume discounts (5% on 2-bottle, 10% on 3+ bottle purchases) and free shipping above $75. Marketing reaches customers through the Secrets Revealed content blog, email newsletters, organic social media, video testimonials, and an affiliate program hosted at sourcenaturals.grin.live/affiliates. The company is led by founder Ira Goldberg as CEO and President and maintains exclusive family ownership with no outside capital.

Name

Source Naturals

Legal name

Source Naturals, Inc.

Website

https://sourcenaturals.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Source Naturals is a family-owned Scotts Valley, California manufacturer of more than 600 dietary supplements, including the award-winning Wellness Formula, sold direct-to-consumer online and through Amazon, Walmart, and natural-foods retailers nationwide.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Herbal & Botanical Supplements (CRADAGAD), Probiotics & Digestive Health Supplements (CRADAGAF), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Weight Management & Metabolic Supplements (CRADAGAG)

Keywords

• Dietary supplements
• Nutritional supplements
• Vitamin formulations
• Herbal supplements
• Wellness supplements

Headquarters

HQ city

Scotts Valley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through sourcenaturals.com website with subscription and recurring purchase options.
2. Retail Distribution: Products sold through major retail chains including Amazon, Walmart, Natural Grocers, Fresh Thyme, and Lassen's.
3. Affiliate Program: Partner affiliate program for marketing referrals through sourcenaturals.grin.live/affiliates.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Source Naturals manufactures and sells science-backed dietary supplements including vitamins, minerals, antioxidants, herbal formulations, and specialty wellness products. The portfolio spans over 600 formulas organized around its proprietary Bio-Aligned Formula approach, covering immune support, sleep, stress, energy, digestion, brain/heart, vision, bone/joint, liver/detox, men's and women's health, and healthy aging categories. Products are produced at the company's vertically integrated manufacturing facility in Scotts Valley, California.

Product overview

Source Naturals is a family-owned dietary supplement company founded in 1983, offering a comprehensive portfolio of over 600 science-backed nutritional supplements organized around distinct health categories. The company's product portfolio centers on its proprietary Bio-Aligned Formula® approach, which evaluates imbalances to provide targeted nutrition across multiple interdependent body systems. Key product lines include: Wellness Formula® (flagship immune support, winner of 21 Vity Awards), Serene Science® line (stress, mood, and sleep support including Theanine Serene®, GABA Calm®, Melatonin products), Sleep Science® (melatonin-based sleep support), Essential Enzymes® (digestive support), Life Force® Multiple (multivitamin line), NR Nicotinamide Riboside (healthy aging/NAD+ support), Ultra-Mag™ and Magnesium products (bone/joint and heart health), Hyaluronic Joint Complex™ and Turmeric products (joint health), Vision support products (Screen Time® Blue Light, Zeaxanthin with Lutein, Visual Eyes™), DIM (women's hormonal health), Tongkat Ali (men's health), and Vegan True® line (plant-based supplements). Products are available in multiple delivery forms including tablets, capsules, vegetarian capsules, lozenges, liquids, sprays, and gummies. The company operates vertically integrated manufacturing facilities in Scotts Valley, California under cGMP conditions.

Differentiator

Problem solved

Functional benefit

Brands

• Serene Science®: Stress and mood support product line featuring L-theanine, GABA, and relaxation formulas
• Wellness Formula®
• Sleep Science®
• Bio-Aligned Formula®
• SystemiCare®
• Wellness Formula®

Products and services

• Wellness Formula® Advanced immune support supplement with over 30 vitamins, minerals, adaptogens, and herbs including elderberry, echinacea, garlic, and mullein; for health-conscious consumers seeking comprehensive immune defense.
• Ultra-Mag™ Magnesium supplement for heart health support, part of Source Naturals' magnesium product line.
• Serene Science® Theanine Serene® with Relora® Stress and mood support supplement combining L-theanine, GABA, magnesium, holy basil, and the Relora® blend for everyday stress management.
• Sleep Science® Melatonin Melatonin-based sleep support available in timed-release tablets, lozenges, liquid, vegetarian capsules, and gummies in various potencies to normalize sleep-wake cycles.
• MitoNight® with Melatonin Healthy aging supplement combining melatonin with mitochondrial support ingredients.
• Essential Enzymes® Bio-Aligned Formula digestive enzyme supplement delivering 8 enzymes that break down proteins, fats, milk sugar, fiber, and carbohydrates across a wide pH range.
• NR Nicotinamide Riboside Healthy aging supplement providing nicotinamide riboside (NR), a form of vitamin B-3 that converts to NAD+ to support mitochondrial energy production and cellular rejuvenation.
• BerberTrim® Sport and weight management supplement featuring berberine for metabolic support.
• Serene Science® GABA Calm® Stress and mood supplement combining GABA with glycine, taurine, and N-acetyl L-tyrosine in a lozenge form to support calm mind and restful sleep.
• Tongkat Ali Men's health supplement using LJ100® Eurycoma longifolia extract to support peak performance, hormonal balance, stamina, endurance, and healthy libido.
• Life Force® Multiple Comprehensive multivitamin delivering broad-spectrum nutritional support for energy, vitality, and overall health.
• Magtein® Cognitive health supplement featuring magnesium L-threonate (Magtein) for brain and cognitive function support.
• DIM (Diindolylmethane) Women's health supplement featuring diindolylmethane (DIM) for hormonal balance support.
• Wellness Elderberry Immune support gummy supplement featuring elderberry for antioxidant and immune support.
• Hyaluronic Joint Complex™ Bone and joint health supplement featuring hyaluronic acid, glucosamine, and other ingredients for joint flexibility and comfort.
• Screen Time® Blue Light Support Vision support supplement formulated to protect eyes from blue light exposure during screen time, day and night.
• Life Force® Vegan Multiple

Quantifiable outcome

• 21 Vity Awards for Wellness Formula (2003-2007 and 2010-2025)
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• AmazoncoreChannel Partner/ Reseller/ DistributorMajor e-commerce distribution partner providing nationwide product availability through Amazon's retail platform.
• WalmartcoreChannel Partner/ Reseller/ DistributorNational retail chain partner for product distribution through Walmart's physical stores and online platform.
• Natural GrocerscoreChannel Partner/ Reseller/ DistributorNatural foods grocery chain partner specializing in health and wellness products, with stores across the US.
• Fresh ThymecoreChannel Partner/ Reseller/ DistributorNatural foods grocery chain partner for Source Naturals products.
• Lassen'scoreChannel Partner/ Reseller/ DistributorRegional natural foods grocery chain partner for Source Naturals products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Life Extension: Science-driven supplement brand focused on healthy aging, longevity (NAD+, resveratrol), and disease prevention. Closely comparable to Source Naturals in wellness positioning, scientific content marketing, and DTC subscription model.
• NOW Foods: One of the largest family-owned natural products companies in the US, offering 1,400+ SKUs across vitamins, minerals, supplements, and sports nutrition. Directly comparable in product breadth, family-owned status, and multi-channel distribution.
• Thorne: Premium practitioner-grade supplement brand with strong science/healthcare practitioner channel and a growing DTC business. Comparable to Source Naturals in formulation rigor, healthy aging/NAD+ positioning, and premium price architecture.
• Solgar: Premium vitamin and mineral supplement manufacturer with a science-backed positioning similar to Source Naturals' Bio-Aligned approach. Comparable in target consumer (health-conscious adults), premium pricing, and specialty retail presence.
• Nature's Way: Established botanical and dietary supplement brand with broad portfolio spanning immune, sleep, stress, and digestive health. Highly comparable to Source Naturals in category coverage and retail distribution through drug, mass, and natural channels.
• Pure Encapsulations: Hypoallergenic, research-based nutritional supplement brand (NESTLÉ Health Science subsidiary) widely used by healthcare practitioners. Comparable in science-backed positioning and premium formulation quality.
• Garden of Life: Organic and Non-GMO certified supplement and probiotic brand owned by Nestlé Health Science. Comparable in whole-food, plant-based, probiotic, and women's health categories, with similar natural foods retail partnerships.
• Jarrow Formulas: Science-based nutritional supplement company offering vitamins, minerals, probiotics, and specialty products. Directly comparable in product breadth, science-driven positioning, and natural/specialty retail distribution.
• Natural Factors: Canadian family-owned supplement manufacturer with broad portfolio across vitamins, minerals, and herbal products. Comparable in family ownership, vertically integrated manufacturing model, and broad supplement category coverage.
• Gaia Herbs: Vertically integrated herbal supplement company with its own farm-to-capsule supply chain. Directly comparable in botanical herbal focus, vertically integrated manufacturing, and sustainability-led brand positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sourcenaturals
• LinkedInlinkedin.com/company/source-naturals

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Source Naturals