Natural Balance, Inc.
Natural Balance is a U.S. dietary supplement brand selling a portfolio of herbal blends across mood, sleep, cognitive, joint, women's health, and cleansing categories through its own e-commerce site and major health-and-wellness retailers.
- Company typePrivate
- Founded-
- HeadquartersCastle Rock, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Natural Balance, Inc. does
Natural Balance, Inc. is a dietary supplement brand that formulates and sells herbal blends for general wellness. Its catalog is organized into six health categories—Cleanse, Mood, Mind, Bone & Joint, Women's Health, and Sleep/Lifestyle—and includes named products such as Happy Camper (mood), Happy Sleeper and Herbal Slumber (sleep), Super Ginkgo Biloba and Brain Pep (cognition), Super Flex Joint and Back Formulas (mobility), Thyadine (iodine/thyroid), AlkaMax (pH), Bloat-X (fluid balance), and Colon Clenz Ultra (cleansing). Pricing is per-unit in a roughly $11.79–$32.79 band.
The brand is owned and operated by NutraMarks, Inc., a subsidiary of the Nutraceutical Family of Brands, a diversified wellness conglomerate that also owns labels such as Solaray, Heritage Store, and Nature's Life. Natural Balance functions as a sub-brand within that portfolio, benefiting from a shared 60-Day Satisfaction Guarantee and common quality standards. Headquarters is at 222 S. Main Street, Salt Lake City, Utah, with operations primarily serving U.S. consumers.
Go-to-market is a hybrid DTC and retail model: direct sales run through naturalbalance.com (with subscription/recurring purchase capability), while distribution is broadened via Natural Grocers, Vitamin Shop, Amazon, iHerb, and Vitacost. Marketing leans on educational content through the "Natural Bites" blog and "Natural Notes" email newsletter, plus organic social on Facebook, Instagram, and Pinterest. There is no native mobile app, no API, and no disclosed AI/ML or proprietary technology layer beyond the botanical formulations themselves.
Natural Balance, Inc. firmographics
Firmographics- Name
- Natural Balance, Inc.
- Legal name
- NutraMarks, Inc.
- Website
- https://naturalbalance.com/
- Company type
- Private
- Operating status
- Operating
- Short description
- Natural Balance is a U.S. dietary supplement brand selling a portfolio of herbal blends across mood, sleep, cognitive, joint, women's health, and cleansing categories through its own e-commerce site and major health-and-wellness retailers.
- Ownership category
- akta.pro rank
Natural Balance, Inc. industry classification
Industry- Product category
- Herbal Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
Keywords
Where Natural Balance, Inc. is headquartered
LocationHeadquarters
- HQ city
- Castle Rock
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Natural Balance, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Direct E-commerce Sales: Revenue generated through direct sales to consumers via their own e-commerce website naturalbalance.com, offering products at various price points with subscription/recurring purchase options available.
- Retail Distribution: Revenue through distribution partnerships with major health and wellness retailers including Natural Grocers, Vitamin Shop, Amazon, iHerb, and Vitacost. Products are sold through these third-party retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mood Support Products |
| Unit Pricing | Pay-as-you-go | Cleansing Products |
| Unit Pricing | Pay-as-you-go | Cognitive/Mind Products |
| Unit Pricing | Pay-as-you-go | Relaxation Products |
| Unit Pricing | Pay-as-you-go | Thyroid Support |
| Unit Pricing | Pay-as-you-go | pH Balance Products |
| Unit Pricing | Pay-as-you-go | Fluid Balance Products |
| Unit Pricing | Pay-as-you-go | Joint Support Products |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels4 records
Natural Balance, Inc. product offering
Product offeringCore offering
Natural Balance is a direct-to-consumer dietary supplement brand that sells proprietary herbal and botanical formulations across six health categories: Cleanse Support, Mood Support, Mind Care, Bone & Joint Health, Women's Health, and Sleep Support. Products are sold individually via the naturalbalance.com e-commerce site and through authorized retail partners, with subscription/recurring purchase options and a 60-day satisfaction guarantee.
Product overview
Natural Balance, Inc. is a direct-to-consumer dietary supplement brand offering a portfolio of herbal formulas and specialty wellness products organized into six health categories: Cleanse Support (Colon Clenz Ultra), Mood Support (Happy Camper, Kava Kava products), Mind Care (Super Ginkgo Biloba, Brain Pep), Bone & Joint Health (Super Flex Joint Formula, Super Flex Back Formula), Women's Health (Thyadine, AlkaMax), and Sleep Support (Happy Sleeper, Herbal Slumber). The company operates under parent company NutraMarks, Inc. and sells exclusively through its e-commerce platform and authorized retail partners including Natural Grocers, iHerb, Amazon, Vitamin Shoppe, and Vitacost. Products are sold as individual formulas with a 60-day satisfaction guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- Super Flex: Joint supplement collection including Super Flex Joint Formula and Super Flex Back Formula for targeted joint support and back support/flexibility.
Products and services
- Happy Camper | The Feel Good Herbal Formula
Quantifiable outcome
- One drop of Thyadine provides 100% daily value of iodine (150 mcg)
- +1 more outcomes
Companies that use Natural Balance, Inc.
Customer profileSegments7 records
Ideal customer profiles1 record
Natural Balance, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Natural Balance, Inc. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Nutraceutical (NutraMarks, Inc.)coreNatural Balance is owned and operated by NutraMarks, Inc., a subsidiary of Nutraceutical. The company is part of the broader Nutraceutical Family of Brands which includes numerous health and wellness brands. Natural Balance operates under the corporate umbrella providing shared resources, quality standards, and the 60-Day Satisfaction Guarantee program.
Scale indicators2 records
Recent moves1 record
Expansion highlights3 records
Natural Balance, Inc. competitors and assessment
Company assessmentBroad incumbents
- Life Extension: Life Extension is a large, established supplement brand offering a broad health-and-wellness portfolio through its own DTC platform and select retail channels. While broader than Natural Balance's herbal focus, it competes for the same health-conscious consumer wallet across cognitive, joint, and women's health.
Direct peers
- Standard Process: Standard Process is a whole-food and herbal supplement brand with a practitioner channel focus and consumer wellness line spanning cleansing, joint, and women's health. Its category breadth and herbal ingredient approach overlap meaningfully with Natural Balance.
- Solaray: Solaray is a sibling brand within the Nutraceutical Family of Brands, also marketing vitamins and herbal supplements through DTC e-commerce and major US health retailers. As a fellow Nutraceutical portfolio brand, it shares distribution channels, quality standards, and customer base with Natural Balance.
- Himalaya Wellness: Himalaya Wellness offers herbal supplements across mood, cognitive, joint, and women's health categories with broad US retail distribution including Amazon and natural food stores. It is comparable to Natural Balance in product breadth, ingredient philosophy, and channel strategy.
- Herb Pharm: Herb Pharm specializes in liquid herbal extracts for mood, sleep, and immune support, sold through health food retailers and DTC. Its botanical-first positioning and similar price points put it in direct competition with Natural Balance's herbal blend portfolio.
- NOW Foods: NOW Foods is one of the largest natural products companies in the US, offering an extensive herbal supplement line sold through health food stores, Amazon, and its own DTC site. It competes with Natural Balance across virtually every wellness category with similar ingredient-driven positioning.
- Gaia Herbs: Gaia Herbs is a leading US herbal supplement brand offering liquid extracts, capsules, and powders for mood, sleep, and women's health through health food stores and DTC. It directly competes with Natural Balance across the same mood, sleep, and cleanse categories with similar botanical ingredient positioning.
- Nature's Way: Nature's Way is a major herbal and nutritional supplement brand distributed widely across US health food retailers and Amazon. Its portfolio overlaps Natural Balance's on herbal mood, sleep, and immune support, and it operates with a comparable multi-channel retail + DTC model.
- Pure Encapsulations: Pure Encapsulations is a practitioner-grade supplement brand covering cognitive, mood, joint, and women's health with strong DTC and professional channel presence. Its premium positioning on mood, cognitive, and women's health overlaps Natural Balance's portfolio.
- Nature's Life: Nature's Life is another Nutraceutical Family of Brands member focused on vitamins, herbs, and specialty supplements sold through health food stores and online. Its herbal positioning and shared corporate parent make it a structurally comparable peer to Natural Balance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Natural Balance, Inc. social profiles
Digital presenceNatural Balance, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natural Balance, Inc. leadership team
Management profileNumber of profiles
Natural Balance, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natural Balance, Inc. M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Natural Balance, Inc.
What does Natural Balance, Inc. do?
Natural Balance is a direct-to-consumer dietary supplement brand that sells proprietary herbal and botanical formulations across six health categories: Cleanse Support, Mood Support, Mind Care, Bone & Joint Health, Women's Health, and Sleep Support. Products are sold individually via the naturalbalance.com e-commerce site and through authorized retail partners, with subscription/recurring purchase options and a 60-day satisfaction guarantee.
Is Natural Balance, Inc. a public or private company?
Natural Balance, Inc. is a private company. It is classified as corporate owned and is currently operating.
When was Natural Balance, Inc. founded?
Natural Balance, Inc. was founded in -1.
Where is Natural Balance, Inc. based?
Natural Balance, Inc. is headquartered in Castle Rock, United States, in the North America region.
How does Natural Balance, Inc. make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Natural Balance, Inc.'s main competitors?
Life Extension is listed as a broad incumbent. Direct peers are Standard Process, Solaray, Himalaya Wellness, Herb Pharm, NOW Foods, Gaia Herbs, Nature's Way, Pure Encapsulations and Nature's Life.
Does Natural Balance, Inc. have an API?
No public API is recorded for Natural Balance, Inc..
What industry is Natural Balance, Inc. in?
Natural Balance, Inc.'s product category is Herbal Dietary Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2833.