Naturitas

What Naturitas does

Naturitas, legally operated by AMCORE BALANCE, S.L.U. and headquartered in Barcelona, Spain, is a direct-to-consumer e-commerce platform specializing in natural health, supplement, organic cosmetics, and natural food products for the Spanish-speaking market. The company sells through its naturitas.es website, native iOS and Android applications, and an affiliate program, targeting health-conscious consumers, natural cosmetics buyers, organic food shoppers, expectant mothers, and eco-conscious households via a horizontal segmentation across five core categories: supplements (2,339+ products), food, cosmetics and hygiene, mother and baby, and home and garden. The platform aggregates over 100 third-party brands alongside three proprietary private-label brands — Naturitas Essentials (launched 2020), Zeutics (2022), and Zentrity (2022) — with the in-house brands positioned for higher-margin and category-extension growth.

The underlying technology is a Magento-based storefront hosted on AWS CloudFront, supplemented by a customer account system, a loyalty points infrastructure (Naturitas Club), and cookie-based session management. Integrated payment options include Visa, Mastercard, Maestro, PayPal, Klarna, Bizum, and cash on delivery, with social login via Google and Apple. The proprietary technology differentiator is primarily the mobile app ecosystem with app-exclusive promotions (APPLOVERS 5% discount) layered on top of the website rather than any novel platform IP.

Naturitas' business model is transaction-based one-time-product sales with a promotional-led pricing structure (10-50% promotional discounts, €5 off first orders of €60+, free shipping above €49, and app-exclusive 5% discounts). The model is distribution-light: no physical retail footprint is disclosed, and customer acquisition runs through content marketing (health guides organized by indication), email, organic social (#naturlovers), paid promotional campaigns, and an affiliate program. Customer retention is anchored on the loyalty program, an underlying base of more than 224,366 verified reviews averaging 4.42/5, and B Corp / Trusted Shops trust signals. No external funding rounds or institutional investors are disclosed.

Name

Naturitas

Legal name

AMCORE BALANCE, S.L.U.

Website

https://naturitas.es

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Naturitas is a Spain-based direct-to-consumer e-commerce platform selling natural supplements, organic cosmetics, and wellness products to Spanish health-conscious consumers. It operates the naturitas.es website, iOS/Android apps, and three private-label brands: Naturitas Essentials, Zeutics, and Zentrity.

Ownership category

akta.pro rank

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online retail of natural health products including supplements, cosmetics, organic food, and household items. Revenue generated through product transactions with pricing per unit, volume discounts, and promotional offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Naturitas is an online retailer of natural, organic, and bio-certified health, wellness, beauty, mother-and-baby, and home products, selling directly to Spanish consumers via the naturitas.es website and iOS/Android mobile apps. The catalog aggregates more than 2,339 supplement SKUs and 100+ third-party brands alongside three proprietary private-label brands (Naturitas Essentials, Zeutics, Zentrity). Orders are fulfilled with home delivery, free shipping above €49, app-exclusive discounts, and a redeemable loyalty-points program.

Product overview

Naturitas is an online natural health and wellness store operating in Spain, offering a comprehensive e-commerce platform with multiple product categories. The platform features three proprietary brands: Naturitas Essentials (essential supplements and organic food), Zeutics (expert-formulated supplements), and Zentrity (emotional wellness products). The main product categories include Supplements (phytotherapy, vitamins, minerals, probiotics, sports nutrition), Food (organic/bio products, beverages, condiments, snacks), Cosmetics and Hygiene (body, facial, hair care, makeup), Mother and Baby (infant formula, baby food, pregnancy products), and Home (kitchen, pets, garden). The company also offers a mobile app for iOS and Android with exclusive promotions. The platform aggregates over 100 third-party brands including Solgar, Aquilea, El Granero Integral, and offers more than 2,000 products with free shipping.

Differentiator

Problem solved

Functional benefit

Brands

• Naturitas Essentials: Private-label supplement and essential food products brand offering organic and natural supplements, superfoods, and pantry staples.
• Zeutics
• Zentrity

Products and services

• Naturitas Essentials Private-label line of essential supplements and organic food products (sauces, oils, spices, nut butters, condiments) sold to Spanish health-conscious consumers under Naturitas' own brand.
• Zeutics Expert-formulated supplement brand by Naturitas, featuring specialized nutritional products developed with expert guidance for the Spanish consumer market.
• Zentrity Emotional wellness brand under Naturitas offering products for mental and emotional well-being to Spanish consumers.
• Naturitas App Native mobile application for iOS and Android that lets Spanish shoppers browse and purchase Naturitas' catalog, access app-exclusive promotions (5% off via APPLOVERS), and manage orders.
• Suplementos (Supplements catalog) Catalog of more than 2,339 dietary supplements sold to Spanish consumers, spanning phytotherapy, vitamins, minerals, antioxidants, collagens, amino acids, digestive enzymes, probiotics, omega fatty acids, apiculture products, sports nutrition, and sleep aids.
• Alimentación (Organic Food catalog) Catalog of organic and natural food products (152+ sub-categories) including beverages, cereals, legumes, pasta, snacks, sweets, oils, condiments, sweeteners, nuts, seeds, sports nutrition, meal replacements, prepared dishes, superfoods, and dehydrated foods for Spanish consumers.
• Cosmética e Higiene (Natural Cosmetics catalog) Catalog of 592+ natural cosmetics and personal-hygiene products (body care, facial care, hair care, makeup, men's grooming, intimate hygiene, oral care, hand/foot care, perfumes, Korean cosmetics) for Spanish consumers.
• Mamá y bebé (Mother & Baby catalog) Catalog of infant formula, baby food, baby hygiene, children's supplements, pregnancy/lactation products, baby-care accessories, and maternal supplements targeted at expectant and new mothers in Spain.
• Hogar (Home & Garden catalog) Catalog of home, kitchen, pet, garden, sustainable products, books, and cleaning supplies for Spanish consumers.
• Naturitas Affiliate Program Affiliate referral program enabling partner publishers and creators to refer new customers to the naturitas.es storefront in exchange for referral commissions.
• Naturitas Club (loyalty program) Free points-based loyalty program that awards customers redeemable loyalty points for purchases and newsletter engagement, with savings redeemable against future orders on naturitas.es.

Quantifiable outcome

• Customer satisfaction rating of 4.42/5.00 based on 224,366 verified reviews
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

One partnership is on record.

• Trusted ShopsminorOthersCustomer trust and review verification partner providing verified review badges and trust seals on the e-commerce platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• iHerb: Global online retailer of natural health products, supplements, vitamins, and natural cosmetics. Closest functional peer to Naturitas with comparable SKU breadth and DTC e-commerce model; differs mainly in geographic reach (global vs. Spain-only).
• Promofarma: Spanish online parapharmacy and natural health marketplace offering supplements, cosmetics, and personal care. Directly competes with Naturitas in Spain with a similar aggregator-plus-private-label model.
• Mifarma: Spain-based online pharmacy and parapharmacy selling supplements, natural cosmetics, and personal care products. Competes head-to-head with Naturitas in the Spanish market across overlapping categories.
• Atida (formerly Mifarma Group): European online pharmacy platform operating across multiple EU countries, with roots in Spain. Directly comparable to Naturitas in assortment and target consumer, but with broader geographic coverage.
• Santiveri: Spanish specialist in natural dietetic, organic, and dietary products with both retail and online presence. Comparable to Naturitas in category focus (organic, supplements, dietetics) and Spanish customer base.

Broad incumbents

• Holland & Barrett: Established European retailer of vitamins, supplements, and natural health products with hundreds of physical stores plus online. Overlaps with Naturitas across the entire supplements and natural cosmetics assortment.
• Amazon Spain: Generalist e-commerce marketplace with a substantial health, personal care, and natural supplements category in Spain. The dominant pricing and convenience benchmark that Naturitas must compete against for third-party brand SKUs.
• El Corte Inglés: Spain's largest department store chain with a meaningful online health, beauty, and parapharmacy business. Provides an alternative trusted channel for Spanish consumers shopping supplements and natural cosmetics.
• The Body Shop: Global retailer of natural-ethically positioned beauty, skincare, and personal care products. Comparable to Naturitas on the natural cosmetics and hygiene side of the assortment and on ethical sourcing positioning.

Others

• Solgar: Premium vitamins and supplements brand sold through Naturitas and competing retailers. Relevant as both a key supplier/partner and a vertically integrated alternative whose direct-to-consumer push could affect Naturitas's third-party brand business.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/naturitas_es
• Facebookfacebook.com/naturitas.es
• LinkedInlinkedin.com/company/naturitas

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Naturitas