Flora

What Flora does

Flora Inc. is a Lynden, Washington-based manufacturer and distributor of premium herbal and natural health supplements, founded in 1965 and operating as a privately held company with 101-250 employees. The company manufactures and sells a 53-SKU catalog spanning probiotics (life-stage-specific formulations from toddlers to seniors), plant-based omega oils (the Udo's Oil 3•6•9 line), iron supplements (Ferritin+ delayed-release and Flora Iron liquid), digestive enzymes, herbal cleanses (Flor•Essence), the Efamol evening primrose line, Manuka honey across MGO/UMF tiers, and a range of specialty oils, vitamins, and elderberry products. Core proprietary technologies include Rigel Evening Primrose seeds (11% GLA content, 40+ years of research, 350+ clinical studies) and plant-based ferritin-iron extracted from organic peas using a protein-cage mechanism that enables timed release without typical gastrointestinal side effects; oils are processed using cold-pressed, oxygen-free extraction.

Flora's go-to-market is built primarily on direct-to-consumer e-commerce through its Shopify-based florahealth.com storefront, supported by a wholesale program (with retail presence in stores such as Sprouts), an affiliate program, and a separate Canadian storefront (ca-en.florahealth.com). Revenue is generated across three streams: direct product sales (one-time and subscription), wholesale distribution, and affiliate commissions. Pricing is per-unit with products ranging from approximately $15 to $100, supplemented by a Subscribe & Save program offering 10% on recurring orders, a Flora Health Rewards loyalty program (5 points per $1), and Sezzle interest-free installment payments. The customer base is horizontal and consumer-oriented, segmented into health-conscious adults, families and children, and consumers following specialized dietary lifestyles (vegan, vegetarian, keto, gluten-free, kosher, organic). No B2B enterprise customers, no disclosed revenue, and no funding rounds are referenced in the available data.

Name

Flora

Legal name

Flora Inc.

Website

https://florahealth.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Short description

Flora Inc. is a Lynden, Washington-based manufacturer founded in 1965 that sells premium herbal supplements, probiotics, plant-based omega oils, iron supplements, and Manuka honey direct-to-consumer through florahealth.com, serving health-conscious adults, families, and specialized dietary lifestyle consumers in North America.

Ownership category

akta.pro rank

Product category

Herbal and Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833), Food And Kindred Products (2000), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Probiotics & Digestive Health Supplements (CRADAGAF), Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD), Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF), Dried Herbs & Herb Blends (AFAJANAC)

Keywords

• Herbal supplements
• Natural health products
• Omega oil blends
• Probiotic supplements
• Plant-based vitamins

Headquarters

HQ city

Lynden

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Flora generates revenue through direct-to-consumer e-commerce sales via florahealth.com. Products are sold at various price points ranging from approximately $15 to $100, with both one-time purchase and subscription options available. The company offers subscribe-and-save programs with 10% discounts.
2. Wholesale Distribution: Flora offers a wholesale program for retailers and distributors, allowing third-party retailers to carry Flora products in their stores. The company has a store locator feature suggesting presence in physical retail locations.
3. Affiliate Program: Flora maintains an affiliate program allowing partners to earn commissions for referring customers to the Flora website.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Flora manufactures and sells premium herbal and natural health supplements, including whole food supplements, full-spectrum botanical extracts, and unrefined seed oils. The portfolio spans probiotics, omega fatty acid blends, iron supplements, digestive enzymes, herbal cleanses, Manuka honey, and specialty oils marketed to health-conscious consumers through direct-to-consumer e-commerce, wholesale, and affiliate channels.

Product overview

Flora is a premium herbal and natural health supplement company founded in 1965, offering a diverse portfolio of whole food supplements, full-spectrum botanical extracts, and unrefined seed oils. The product lineup includes multiple product lines: (1) Probiotic supplements spanning all life stages from toddlers to seniors, including specialized formulations like Women's Care and Super 8 Hi-Potency; (2) Plant-based omega oils including Udo's Oil® 3•6•9 blends in both liquid and capsule forms, DHA-enhanced variants, and high lignan formulations; (3) Iron supplements available in delayed-release capsule (Ferritin+®) and liquid forms (Flora Iron™) with B-vitamin complex; (4) Digestive enzyme blends for daily maintenance, immediate support, and urgent care needs; (5) Herbal cleanses including Flor•Essence® traditional 8-herb formula; (6) Mānuka honey products with UMF/MGO certification ratings ranging from MGO 30+ to MGO 830+; (7) Specialty oils including evening primrose oil (Efamol®), MCT oil, flax oil, pumpkin oil, and sesame oil; (8) Core supplements including multivitamins, vitamin C (acerola), red beet crystals, elderberry products (Sambu®Guard), and grape seed extract. The company emphasizes organic, non-GMO, kosher, and vegan formulations across most products, with distribution through e-commerce, retail stores, and subscription programs.

Differentiator

Problem solved

Functional benefit

Brands

• Efamol: Evening primrose oil supplement brand, distributed by Flora in North America. Backed by over 40 years of research.
• Udo's Oil
• Flor•Essence
• Sambu

Products and services

• Efamol Evening Primrose Oil 1000 mg A skin health supplement containing 11% GLA (gamma-linolenic acid) derived from Rigel Evening Primrose Oil, clinically proven to improve skin moisture, elasticity, and firmness. Backed by over 40 years of research.
• Flor-Essence Herbal Cleanse A gentle herbal detox supplement inspired by a traditional Ojibwa formula, featuring an 8-herb blend that supports multiple elimination pathways for full body cleanse. Organic, gluten-free, kosher, non-GMO, and vegan.
• Ferritin+ Delayed-Release Iron Supplement A plant-based ferritin-iron supplement extracted from organic peas, providing 20mg of elemental iron per capsule with a unique protein-coated absorption mechanism that minimizes digestive upset.
• Udo's Oil Omega 3.6.9 Blend An award-winning plant-based omega blend of unrefined, cold-pressed oils providing essential fatty acids in an ideal 2-to-1 ratio of omega-3 to omega-6, containing flax, sunflower, sesame, coconut, evening primrose, rice, and oat bran oils.
• Flora Iron High-absorption Liquid Iron Supplement A liquid iron supplement featuring ferrous gluconate with B-vitamin complex to support red blood cell production and energy, in a fruit juice base. Non-GMO, vegan, gluten-free, and dairy-free.
• Super 8 Hi-Potency Probiotic A high-potency probiotic supplement with 42 billion cells designed to support healthy yeast balance and digestive health.
• Advanced Adult's Probiotic A probiotic formulation designed for adults 55+ years old, containing 34 billion cells with 7 senior-specific strains.
• Adult's Probiotic A probiotic supplement formulated for adults 19-54 years old, containing 6 adult-specific strains in 60 capsules.
• Children's Blend Probiotic A probiotic supplement formulated for children 4+ years old, containing 7 child-specific strains in 60 capsules.
• Toddler's Blend Probiotic A probiotic supplement designed for toddlers with age-specific probiotic strains.
• Women's Care Probiotic A daily probiotic supplement providing digestive system support specifically formulated for women.
• Super Bifido Plus Probiotic A probiotic supplement providing maximum intestinal health support with a bifidobacterium-focused formula in 30 capsules.
• Super 5 Lozenge Probiotic A probiotic lozenge supplement in 60-count packaging designed to support fresh breath and oral health through beneficial bacteria.
• Udo's Oil DHA 3.6.9 Blend An omega oil blend providing additional brain function support through enhanced DHA content, building on the standard 3.6.9 formula.
• Flax Oil Certified Organic Fresh-pressed and unrefined organic flax seed oil as a source of essential fatty acids.
• Flor-Essence Dry Tea Blend A dry tea blend version of the Flor-Essence herbal cleanse formula for home preparation.
• Organic MCT Oil 100% MCT oil sourced sustainably from non-GMO coconuts, packaged in glass bottles.
• Acerola Natural Vitamin C Capsules Vitamin C supplement made from acerola cherry, one of the richest plant sources of natural vitamin C.
• Red Beet Crystals An energizing superfood nitric oxide booster made from the juice of freshly harvested organic beets.
• Swedish Bitters (Alcohol-Free) A time-proven bitter tonic formula to help promote comfortable digestion.
• Daily Multi Essentials Liquid Multivitamin Formula A liquid multivitamin formula providing an excellent source of vitamins and antioxidants in a fruit juice base, supporting energy and immune health.
• Kid's Multi Essentials Liquid Multivitamin Formula A children's liquid multivitamin supporting healthy growth and development, formulated to be vegan, dairy-free, and gluten-free.
• Pumpkin Oil Certified Organic Certified organic pumpkin seed oil with a rich, distinctive nutty flavor.
• Sesame Oil Certified Organic Certified organic sesame seed oil for culinary and dietary use.
• SambuGuard Elderberry+ with Echinacea An organic liquid blend of elderberry, echinacea, and licorice for immune support.
• SambuGuard Elderberry Crystals Concentrated elderberry crystals from European elderberries providing a burst of antioxidants.
• Grape Seed Extract Plus A supplement containing grape seed extract with bioflavonoids from bilberries and cranberries for antioxidant support.
• Pro-Essence Urinary Tract Support A herbal supplement in 120 vegetarian capsules designed to support urinary tract health.
• Omega-3 Vegan Algae EPA and DHA Vegan omega-3 supplement derived from algae, providing EPA and DHA fatty acids in 60 vegetarian softgels.
• DHA Vegan Algae Vegan DHA supplement sourced from algae for brain and cognitive health support.
• High Lignan Flax Oil Certified Organic Fresh-pressed organic flax oil with added flax lignans providing natural fiber alongside essential fatty acids.
• Udo's Oil High Lignan 3.6.9 Blend An omega 3.6.9 blend with added lignans for enhanced nutritional support.
• Beyond Green Blend A fermented greens blend combination of barley, alfalfa, oat, and rye for easier digestion.
• Flor-Essence Made with Organic Turkey Tail and Turmeric The Flor-Essence formula enhanced with organic turkey tail mushroom and turmeric for added immune support.
• Immediate Support Digestive Enzymes A digestive enzyme supplement with specific enzymes for diets high in lactose, fiber, and carbohydrates, supporting optimal digestion.
• Urgent Support Digestive Enzymes Extra strength digestive enzyme blend for diets high in protein, fats, beans, and lactose, Flora's most potent enzyme formulation.
• Daily Maintenance Digestive Enzymes A daily digestive enzyme supplement supporting optimal digestion of fats, carbohydrates, proteins, and fiber.
• Manuka Honey MGO 30+ Blend A multifloral manuka honey blend with MGO 30+ rating, providing a healthy natural sweetener with unpasteurized properties.
• Manuka Honey MGO 100+/5+ UMF Entry-level monofloral manuka honey meeting UMF 5+ and MGO 100+ standards for everyday wellness support.
• Manuka Honey MGO 250+/10+ UMF Manuka honey with well-balanced MGO 250+ and UMF 10+ ratings for everyday wellness at moderate potency.
• Manuka Honey MGO 400+/12+ UMF Manuka honey with MGO 400+ and UMF 12+ ratings providing extra boost for targeted wellness support.
• Manuka Honey MGO 515+/15+ UMF Rare high potency manuka honey with MGO 515+ and UMF 15+ ratings for stronger wellness support.
• Manuka Honey MGO 830+/20+ UMF The rarest and highest potency manuka honey with MGO 830+ and UMF 20+ ratings for strongest wellness support.

Quantifiable outcome

• Efamol Evening Primrose Oil: 84% felt skin was smoother, 85% felt skin was softer, 87% felt skin looked & felt less dry, 82% agreed supports beautifully smooth & nourished looking skin (study with 77 women aged 18-65 years, 12 weeks)
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nordic Naturals: Nordic Naturals is a direct competitor in plant-based omega oils (especially Udo's Oil 3.6.9 vs. Nordic's fish/algae omega lines) and premium supplement category. Both target health-conscious consumers with clinically validated, premium-positioned essential fatty acid products.
• Nature's Way: Nature's Way is a heritage herbal supplement brand (founded 1969) with comparable product categories including herbal cleanses, probiotics, and botanical extracts. Similar DTC + retail distribution model and overlapping ingredient portfolios (elderberry, herbal blends).
• Garden of Life: Garden of Life specializes in organic, whole-food, plant-based supplements including probiotics, omega oils, and herbal formulas. Directly comparable to Flora's organic/vegan/non-GMO positioning and product line breadth across probiotics and omega categories.
• Standard Process: Standard Process is a whole-food supplement manufacturer focused on practitioner-grade nutritional supplements from raw, plant-based ingredients. Comparable to Flora in its whole-food philosophy, vertical sourcing approach, and premium positioning.
• Thorne: Thorne is a premium supplement brand with strong DTC e-commerce, NSF-certified quality standards, and a focus on clinically validated formulations. Competes with Flora in iron, probiotics, omega, and targeted condition supplements at the premium tier.
• Pure Encapsulations: Pure Encapsulations is a practitioner-grade hypoallergenic supplement brand with extensive product range across vitamins, minerals, and condition-specific formulas. Comparable to Flora's clinical/quality positioning and similar ingredient focus areas.
• Solgar: Solgar is a heritage premium supplement brand (founded 1947) with vitamins, minerals, herbal extracts, and specialty formulations. Directly comparable heritage positioning and overlap with Flora across vitamins, minerals, omega, and probiotics.

Broad incumbents

• NOW Foods: NOW Foods is one of the largest natural supplement manufacturers in North America with a broad catalog of vitamins, minerals, herbal supplements, and essential oils. Overlaps directly with Flora across probiotics, vitamins, omega oils, and herbal supplements, though at broader scale and price tiers.
• New Chapter: New Chapter is an organic, whole-food supplement brand owned by Procter & Gamble, offering probiotics, multivitamins, and herbal supplements. Comparable to Flora in organic/whole-food positioning with broader corporate backing.

Emerging players

• Manuka Health: Manuka Health is a specialist Manuka honey producer with MGO/UMF graded products. Directly comparable to Flora's Manuka honey line spanning MGO 30+ to MGO 830+, though Manuka Health focuses exclusively on this category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/florahealthy
• Facebookfacebook.com/florahealthy

Revenue estimate

Valuation estimate

Number of profiles

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 Flora