Nature's Plus
Nature's Plus is a privately held US nutritional supplements company (founded 1972, HQ Melville, NY) offering 420+ whole-food-based vitamins, minerals, protein, and specialty formulas across 20+ brands via DTC e-commerce, major online health retailers, and independent health food stores.
- Company typePrivate
- Founded1972
- HeadquartersMelville, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nature's Plus does
Nature's Plus (legal entity Natural Organics Inc.) is a privately held US nutritional supplements company founded in 1972 and headquartered in Melville, New York. It manufactures and sells a catalog of more than 420 dietary supplement products spanning multivitamins, minerals, protein powders, herbal formulas, probiotics, collagen, magnesium complexes, and condition-specific lines (men's, women's, children's, healthy aging). Core formulations are positioned around whole-food-based nutrition drawing from over 120 organic fruits and vegetables, manufactured under cGMP with third-party testing for purity and potency, and offered across tablets, capsules, chewables, liquids, powders, and softgels.
The company operates a portfolio of 20+ branded sub-lines including Source of Life, Animal Parade, SPIRU-TEIN, AgeLoss, GI Natural, KalmAssure, HEMA-PLEX, and NaturesPlus PRO. Its go-to-market is product-led: it sells direct-to-consumer through a Shopify-powered website with subscription options, distributes through major online health retailers (Amazon, iHerb, Swanson, Vitamin Shoppe, Vitacost), and maintains a network of independent US health food stores. Marketing is content-driven via the Daily Dose blog (14 health categories), email newsletter, and active social presence on TikTok, Instagram, Facebook, and YouTube. The company is privately held with no disclosed parent, institutional investors, or funding rounds in the available data.
Nature's Plus firmographics
Firmographics- Name
- Nature's Plus
- Legal name
- Natural Organics Inc.
- Website
- https://naturesplus.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Nature's Plus is a privately held US nutritional supplements company (founded 1972, HQ Melville, NY) offering 420+ whole-food-based vitamins, minerals, protein, and specialty formulas across 20+ brands via DTC e-commerce, major online health retailers, and independent health food stores.
- Ownership category
- akta.pro rank
Nature's Plus industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food Manufacturing (311)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
- akta.pro secondary industries
- Probiotics & Digestive Health Supplements (CRADAGAF), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)
Keywords
Where Nature's Plus is headquartered
LocationHeadquarters
- HQ city
- Melville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nature's Plus business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: The company sells directly to consumers through its Shopify-powered e-commerce platform naturesplus.com, offering subscription options and one-time purchases
- Online Retailer Distribution: Products sold through major online health retailers including Amazon, iHerb, Swanson, Vitamin Shoppe, and Vitacost
- Health Food Store Retail: Products distributed through local health food stores across the United States via store locator tool
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Whole-Food Multivitamins |
| Unit Pricing | Pay-as-you-go | Collagen Supplements |
| Unit Pricing | Pay-as-you-go | Specialized Health Formulas |
| Subscription | Monthly | Subscription Option |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Nature's Plus product offering
Product offeringCore offering
Nature's Plus manufactures and distributes over 420 nutritional supplements and vitamins across 20+ branded product lines (Source of Life, Animal Parade, SPIRU-TEIN, GI Natural, AgeLoss, KalmAssure, HEMA-PLEX, Collagen, HempCeutix, BrainCeutix, Dreaminol, FurBaby, KetoLiving, NaturesPlus PRO, and others). Its formulations emphasize whole-food based nutrition drawing from 120+ organic fruits and vegetables, hydrolyzed collagen peptides, and allergen-free variants, produced under cGMP standards with third-party testing for purity, potency, and safety. The portfolio is sold direct-to-consumer via its own Shopify e-commerce platform and through major online health retailers (Amazon, iHerb, Swanson, Vitamin Shoppe, Vitacost) plus independent health food stores.
Differentiator
Problem solved
Functional benefit
Brands
- Source of Life: Whole food-based multivitamin and supplement line featuring organic fruits and vegetables.
- Source of Life GOLD
- Source of Life Garden
- Animal Parade
- SPIRU-TEIN
- NaturesPlus PRO
- GI Natural
- AgeLoss
- KalmAssure
- HEMA-PLEX
- HempCeutix
- Herbal Actives
- BrainCeutix
- Dreaminol
- FurBaby
- Advanced Therapeutics
- Collagen
- KetoLiving
- Immune
- Gummies
Products and services
- Source of Life® GOLD Multivitamin Liquid Premium whole-food based liquid multivitamin featuring over 120 organic fruits and vegetables, plus D3, K2, and probiotics, targeted at health-conscious adult consumers seeking comprehensive daily nutritional support.
- Source of Life® GOLD Multivitamin Tablets Tablet-format premium whole-food based multivitamin featuring over 120 organic fruits and vegetables with enhanced formulation including D3, K2, and probiotics for adult daily nutritional support.
- Collagen Peptides Powder Hydrolyzed collagen peptide powder formulated to support hair, skin, nails, and joints, for adult consumers seeking beauty and joint nutritional support.
- Collagen Peptides Packets Single-serve hydrolyzed collagen peptide packets providing portable beauty and joint support for adult consumers on the go.
- Vitamin D3 1000 IU / Vitamin K2 100 mcg Capsules Capsule supplement combining 1,000 IU of Vitamin D3 with 100 mcg of Vitamin K2 to support bone and cardiovascular health in adult consumers.
- Adult's Multivitamin Chewables Chewable-format adult multivitamin designed for consumers who prefer non-swallowable delivery of daily nutritional support.
- Potassium Iodide 150 mcg Iodine Tablets Potassium iodide tablets delivering 150 mcg of iodine to support thyroid function in adult consumers.
- Source of Life® Men Multivitamin Tablets Multivitamin tablet formulated specifically for men to support male-specific health concerns including hormone balance, prostate health, and cardiovascular health.
- Ultra Omega 3/6/9™ Softgels Softgel supplement providing a combined Omega 3, 6, and 9 fatty acid complex to support cardiovascular and overall health in adult consumers.
- NaturesPlus PRO Berberine 1500 MG Tablets Professional-grade Berberine 1500 MG tablets positioned within the NaturesPlus PRO line for adult consumers seeking higher-potency targeted nutritional support.
- Ultra GHT MALE™ Extended Release Bi-Layered Tablets Extended-release bi-layered tablets targeted at male consumers for sustained male health and vitality support.
- His Journey™ Teen & Her Journey™ Teen Gender-specific teen multivitamin product line introduced in 2024 in 30-count formulations, designed to address the unique nutritional needs of teenage males (His Journey) and females (Her Journey).
- Creatine Micro-Optimized™ Powder & Capsules Micro-optimized creatine supplement launched in 2024 in both powder (330g) and capsule (120-count) formats, marketed for performance support and optimized absorption.
- NaturesPlus PRO Creatine Performance System Professional-grade creatine performance supplement launched in 2024 in 150g size, positioned as the higher-tier formulation within the NaturesPlus PRO line.
- KalmAssure® Magnesium Complex 12 Magnesium complex supplement launched in 2024, available in tablets (60 count), capsules (90 count), and powder (300g) formats, combining 12 forms of magnesium for stress and sleep support.
- KalmAssure® Magtein® Magnesium L-threonate (Magtein®) supplement launched in 2024 in 90-count capsule format, positioned to support cognitive function and brain health in adult consumers.
- Animal Parade Children's Chewable Vitamins Chewable children's multivitamins and supplements in animal shapes under the Animal Parade brand, formulated for children's immunity, calcium for growing bones, and daily nutritional support.
- SPIRU-TEIN Protein Powder & Meal Replacement Shakes Protein powder and meal replacement shakes under the SPIRU-TEIN brand, formulated for adult consumers seeking meal replacement and protein supplementation.
- GI Natural Probiotic & Digestive Health Supplements Probiotic and digestive health supplements under the GI Natural brand, formulated to support gut flora balance and digestive wellness in adult consumers.
- AgeLoss Healthy Aging Supplements Healthy aging supplements under the AgeLoss brand including multivitamins, brain support, and sleep support formulas targeted at adults aged 45+ to support vitality and age-related health concerns.
- HEMA-PLEX Iron Supplements Iron supplements under the HEMA-PLEX brand, formulated to support blood health, priced from $15.95 per unit.
Quantifiable outcome
- Products support clean, sustained energy, immune function, and total-body wellness
- +1 more outcomes
Companies that use Nature's Plus
Customer profileSegments5 records
Ideal customer profiles5 records
Nature's Plus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Nature's Plus partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered major and minor.
- AmazonmajorNature's Plus products are sold through Amazon's health and wellness marketplace, providing access to Amazon's extensive customer base and fulfillment infrastructure.
- iHerbmajorProducts distributed through iHerb's specialized natural health products e-commerce platform targeting health-conscious consumers worldwide.
- Swanson Health ProductsmajorNature's Plus supplements available through Swanson's online vitamin store, a trusted retailer in the natural health products space.
- Vitamin ShoppemajorProducts sold through Vitamin Shoppe's retail locations and online store, a major specialty retailer of nutritional supplements.
- VitacostminorNature's Plus products available through Vitacost's online health and wellness marketplace.
Scale indicators2 records
Recent moves5 records
Expansion highlights2 records
Nature's Plus competitors and assessment
Company assessmentDirect peers
- Solgar: Premium vitamin, mineral, and herbal supplement brand (Nestlé Health Science). Comparable to Nature's Plus on premium positioning, gold-tier multivitamin lines, health food store distribution, and long operating history.
- NOW Foods: Large privately-held supplement manufacturer offering vitamins, minerals, herbal supplements, sports nutrition, and natural foods. Closest peer to Nature's Plus in terms of privately-held scale, breadth of SKUs (1,400+), and whole-food/quality positioning.
- New Chapter: Organic, whole-food fermented vitamin and herbal supplement brand (Procter & Gamble). Comparable to Nature's Plus on whole-food/fermented multivitamins, women's health positioning, and natural channel presence.
- Country Life: Family-owned U.S. supplement manufacturer offering vitamins, minerals, herbal supplements, and sports nutrition. Comparable to Nature's Plus on independent/privately-held status, broad SKU portfolio, and natural food store channel strength.
- Standard Process: Whole-food based nutritional supplement company with practitioner and retail channels. Highly comparable to Nature's Plus on whole-food sourcing philosophy, vertically integrated manufacturing, and emphasis on cGMP quality.
- Garden of Life: Organic, non-GMO supplement and nutrition brand owned by Nestlé Health Science. Closely comparable to Nature's Plus's organic whole-food positioning (Source of Life line) and Certified B Corp brand ethos.
- Pure Encapsulations: Practitioner-grade hypoallergenic supplement brand (Nestlé Health Science). Comparable to Nature's Plus on quality-tested, allergen-free formulations, professional/prosumer tier, and premium price points.
- Rainbow Light: Whole-food based multivitamin and supplement brand for women, men, kids, and prenatal. Highly comparable to Nature's Plus on whole-food formulation philosophy, life-stage segmentation, and natural channel distribution.
- Thorne HealthTech: Premium, science-led nutritional supplement brand sold DTC, through practitioners, and via select retailers. Comparable to Nature's Plus on premium positioning, professional-grade product tier (NaturesPlus PRO), and direct-to-consumer emphasis.
Broad incumbents
- Nature's Bounty: One of the largest U.S. dietary supplement manufacturers and brands (owned by Nestlé Health Science). Directly comparable to Nature's Plus in vitamins, multivitamins, herbal formulas, and broad retail distribution, though at significantly larger scale and broader category coverage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Nature's Plus social profiles
Digital presenceNature's Plus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nature's Plus leadership team
Management profileNumber of profiles
Profiles1 record
Nature's Plus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nature's Plus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nature's Plus
What does Nature's Plus do?
Nature's Plus manufactures and distributes over 420 nutritional supplements and vitamins across 20+ branded product lines (Source of Life, Animal Parade, SPIRU-TEIN, GI Natural, AgeLoss, KalmAssure, HEMA-PLEX, Collagen, HempCeutix, BrainCeutix, Dreaminol, FurBaby, KetoLiving, NaturesPlus PRO, and others). Its formulations emphasize whole-food based nutrition drawing from 120+ organic fruits and vegetables, hydrolyzed collagen peptides, and allergen-free variants, produced under cGMP standards with third-party testing for purity, potency, and safety. The portfolio is sold direct-to-consumer via its own Shopify e-commerce platform and through major online health retailers (Amazon, iHerb, Swanson, Vitamin Shoppe, Vitacost) plus independent health food stores.
Is Nature's Plus a public or private company?
Nature's Plus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nature's Plus founded?
Nature's Plus was founded in 1972. It employs 251 to 500 people.
Where is Nature's Plus based?
Nature's Plus is headquartered in Melville, United States, in the North America region.
How does Nature's Plus make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are online Retailer Distribution and health Food Store Retail.
Who are Nature's Plus's main competitors?
Direct peers on record are Solgar, NOW Foods, New Chapter, Country Life, Standard Process, Garden of Life, Pure Encapsulations, Rainbow Light and Thorne HealthTech. Nature's Bounty is listed as a broad incumbent.
Does Nature's Plus have an API?
No public API is recorded for Nature's Plus.
What industry is Nature's Plus in?
Nature's Plus's product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements, with a secondary code of CRADAGAF, Probiotics & Digestive Health Supplements. Its NAICS code is 311 and its SIC code is 2833.