What Naturade does

Naturade is a U.S.-based nutritional products manufacturer founded in 1926 and headquartered in Irvine, California (operating legal entity Prevention, LLC). The company develops and sells plant-based protein shakes, meal replacements, and colostrum supplements, with a core product portfolio spanning VeganSmart (20g plant protein, all-in-one nutritional shake), Weight Loss Shake (25g plant protein with proprietary CLA and ChromeMate chromium blends), Total Soy (13g soy protein with 24 vitamins and minerals), Symbiotics Colostrum Plus (bovine colostrum with guaranteed 25% IgG antibodies, available in powder, capsule, and chewable formats), and Weight Gain Shake. The underlying technology centers on multi-source plant protein formulations combining non-GMO plant proteins with fiber, prebiotics, digestive enzymes, vitamins, and minerals to deliver complete amino acid profiles in convenient shake formats.

The company operates a direct-to-consumer e-commerce storefront at naturade.com with subscription options (10-20% savings) and a loyalty program ("Earn $5"), supplemented by content marketing across hub.naturade.com (recipes, lifestyle, weight loss, Ozempic diet guidance) and active social channels (Twitter, Facebook, Instagram, TikTok). In February 2026, Naturade announced a strategic partnership with Growvana (omnichannel distribution) and Rebelution (operations), backed by investors Magic Johnson and Grant Hill, to expand into Amazon, Sprouts, Whole Foods, and Costco. The company also operates a wholesale program and ships internationally via iHerb.

Naturade was acquired in February 2026 by Beauty Farm Medical and Health Industry Inc., a Hong Kong Stock Exchange-listed beauty and wellness company (RMB 3.0 billion 2025 consolidated revenue), making Naturade part of Beauty Farm's "dual beauty + dual wellness" portfolio alongside the Siyanli brand. The company primarily targets health-conscious women seeking weight management, daily nutrition, immune support, and active lifestyle solutions, with product price points ranging from $0.21 to $2.99 per serving and free shipping on orders over $100.

Name

Naturade

Legal name

Prevention, LLC

Website

https://naturade.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturade manufactures plant-based protein shakes, meal replacements, and colostrum supplements from its Irvine, California headquarters. Founded in 1926, the company serves health-conscious consumers—particularly women—seeking weight management, daily nutrition, and immune support solutions, and is now a Beauty Farm subsidiary.

Ownership category

akta.pro rank

Product category

Plant-Based Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

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

akta.pro primary industry

Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)

akta.pro secondary industries

Plant-Based Ready-to-Drink Dairy-Alternative Beverages (Protein Shakes, Flavored RTD) (AFAHAJAF), Herbal & Botanical Supplements (CRADAGAD)

Keywords

• Plant-based protein shakes
• Nutritional supplements
• Meal replacement shakes
• Bovine colostrum supplements
• Weight management products

Headquarters

HQ city

Irvine

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

Revenue model

1. Direct Product Sales: Revenue generated from direct sales of plant-based nutritional products including meal replacement shakes, protein supplements, and colostrum products through e-commerce and retail channels. Products sold in various sizes with one-time purchase and subscription options.
2. Gift Cards: Digital gift cards sold in denominations of $20, $50, $75, and $100, generating revenue at point of sale.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Naturade manufactures and sells plant-based nutritional supplement products including all-in-one nutritional shakes, meal replacement shakes, weight management shakes, weight gain shakes, and bovine colostrum supplements. Products are formulated with multi-source plant proteins, vitamins, minerals, fiber, prebiotics, and proprietary blends (CLA, ChromeMate chromium). The brand also offers digital gift cards and sells products through its own e-commerce site, Amazon, specialty retailers, and wholesale channels.

Product overview

Naturade is a science-driven hydration and performance beverage brand founded in 1926, offering a portfolio of plant-based nutritional products designed for women's wellness, weight management, and everyday nutrition. The core product lines include: VeganSmart (all-in-one nutritional shakes with 20g plant protein, fiber, vitamins), Weight Loss Shake (25g plant protein meal replacement with CLA and chromium), Total Soy (soy-based meal replacement with 13g complete protein and 24 vitamins), Symbiotics Colostrum (immune support with 25% IgG), and Weight Gain (calorie-rich shakes with protein and carbohydrates). Products are available through e-commerce, traditional retail, Amazon, Sprouts, Whole Foods, and Costco. In February 2026, Naturade announced a strategic partnership with Growvana and Rebelution to modernize and expand U.S. distribution, backed by investors Magic Johnson and Grant Hill.

Differentiator

Problem solved

Functional benefit

Brands

• Symbiotics: Colostrum-based wellness products including powders, capsules, and flavored chewables with guaranteed 25% IgG antibodies for immune and gut wellness support.
• VeganSmart
• Total Soy

Products and services

• VeganSmart All-in-one plant-based nutritional shake providing 20g of plant-based protein, 6g dietary fiber, 22 vitamins and minerals, plus prebiotics and digestive enzymes in one daily shake. Designed for complete plant-based nourishment supporting energy, everyday wellness, and nutritional consistency. Combines 5 non-GMO plant protein sources.
• Weight Loss Shake Plant-based meal replacement shake with 25g of plant-based protein and 6g of dietary fiber, formulated to support healthy weight management goals. Contains a proprietary weight loss blend with fruits, botanicals, CLA, ChromeMate chromium, and digestive enzymes. Low glycemic and diabetic-friendly positioning.

Quantifiable outcome

• 100 years of brand history since 1926
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• GrowvanacoreChannel Partner/ Reseller/ Distributor · 10 February 2026Strategic partnership with omnichannel distribution platform Growvana to modernize and scale U.S. distribution infrastructure. The partnership will unify logistics, platform strategy, and operational execution across all sales channels including e-commerce, traditional retail, Amazon, Sprouts, Whole Foods, and Costco. This represents a comprehensive overhaul of Naturade's commercialization strategy.
• RebelutioncoreChannel Partner/ Reseller/ Distributor · 10 February 2026Partnership with operator Rebelution to manage Naturade's complete channel ecosystem. Rebelution provides operational infrastructure to support distribution modernization and expansion across e-commerce, retail, and wholesale channels.
• Beauty FarmcoreStrategic or Co-development PartnerBeauty Farm, a Hong Kong-listed beauty and wellness company, acquired Naturade as part of its 'dual beauty + dual wellness' expansion strategy. Beauty Farm reported revenue of RMB 3.0 billion in 2025 with strong growth driven by its wellness services and consumer healthcare segments.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Orgain: Plant-based protein shakes, powders, and nutritional products sold via DTC, Amazon, and mass retail. Directly comparable to Naturade on product format (RTD/powder plant protein) and target use cases (meal replacement, weight management, everyday nutrition).
• Vega (Danone): One of the earliest plant-based protein and nutrition brands, now under Danone. Overlaps Naturade's VeganSmart/Weight Loss positioning with multi-source plant protein blends sold through DTC, natural, and mass channels.
• OWYN (Only What You Need): Plant-based RTD protein shakes distributed heavily through convenience and club channels (Costco, 7-Eleven). Directly comparable on plant-protein RTD format and pursuit of mainstream retail listings, the same channels Naturade is targeting via Growvana.
• Ka'Chava: Plant-based meal replacement shake marketed through influencer and DTC channels with subscription pricing. Direct overlap with Naturade's Weight Loss/Total Soy meal replacement use case and DTC subscription model.
• Soylent: Meal replacement shakes and nutrition products sold via DTC and retail. Directly comparable to Naturade's meal replacement positioning and convenience-focused value proposition.
• PlantFusion: Plant-based protein powders, ready-to-drink shakes, and supplements sold through natural and DTC channels. Closely comparable product mix and plant-protein positioning to Naturade's core lines.

Broad incumbents

• Garden of Life (Nestlé Health Science): Broader plant-based nutrition, protein, and supplement portfolio owned by Nestlé Health Science. Comparable to Naturade on plant-based positioning with much greater scale and shelf presence in natural and conventional retail.
• Premier Protein: High-volume RTD protein shakes (dairy-based) with dominant club and convenience channel presence. Adjacent to Naturade's Weight Loss/Weight Gain RTD shakes; competes for the same meal-occasion and retail-shelf real estate.
• Herbalife: Large multi-channel nutrition and meal replacement brand using direct selling and global distribution. Comparable to Naturade in the protein shake / meal replacement category but operates at vastly greater scale with a fundamentally different distribution model.

Emerging players

• Ritual: DTC supplement brand with subscription model and clinical/transparency positioning. Comparable to Naturade on DTC-first subscription strategy and certain ingredient-credibility levers, though focused on vitamins rather than RTD shakes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/naturadelife
• Facebookfacebook.com/naturadelife/?newtab=true
• Instagraminstagram.com/naturadelife/?newtab=true
• TikToktiktok.com/@naturade_life/?newtab=true
• LinkedInlinkedin.com/company/naturade

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Naturade