Natural Healthy Concepts

What Natural Healthy Concepts does

Natural Healthy Concepts (legal entity NHC.com, LLC) is a direct-to-consumer e-commerce retailer of vitamins, minerals, herbs, supplements, and natural wellness products, founded in 2006 and headquartered at 310 N Westhill Blvd, Appleton, Wisconsin. The company is a wholly owned subsidiary of Renew Wellness Brands LLC and operates as a curated multi-brand storefront carrying more than 60 practitioner-grade brands — including Pure Encapsulations, Thorne Research, Microbiome Labs, Xymogen, Standard Process, Nordic Naturals, Quicksilver Scientific, and NutriDyn — spanning categories such as immune support, sleep, brain health, mood/stress, bone and joint health, energy, weight management, heart health, blood sugar, digestion, women's and men's health, kids' health, longevity, and beauty.

The platform runs on a standard e-commerce stack providing a full product catalog, customer accounts, order management, and a Subscribe & Save subscription capability. Distribution occurs through the nhc.com storefront, a physical retail location in Appleton, phone ordering with wellness-expert support, and international shipping to Canada, the UK, Australia, several EU markets, and India. Marketing is anchored on a 2,343+-article educational blog, email newsletter, and organic social channels (Facebook, Pinterest, Instagram), with checkout supported across Apple Pay, Google Pay, PayPal, and Venmo. A Truemed integration enables HSA/FSA payment for eligible products, positioning the company against tax-aware buyers.

Revenue is generated through direct product sales at unit pricing ranging roughly from $9.99 to $89.99+, with free standard shipping on U.S. orders over $35 and a recurring subscription stream via Subscribe & Save. No revenue, headcount, or funding figures are disclosed. The customer base is broadly diversified across health-conscious consumers and practitioner-referenced patients, with no enterprise or wholesale accounts identified, implying a long-tail consumer revenue profile under the strategic control of the Renew Wellness Brands parent.

Name

Natural Healthy Concepts

Legal name

NHC.com, LLC

Website

https://nhc.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Natural Healthy Concepts is a U.S. direct-to-consumer e-commerce retailer founded in 2006, selling practitioner-grade vitamins, supplements, and natural wellness products from 60+ premium brands to health-conscious consumers and practitioner-referenced patients via nhc.com, a retail store, and phone ordering.

Ownership category

akta.pro rank

Product category

Vitamins & Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191), Other Specialty Food Retailers (44529)

SIC

Retail-Food Stores (5400), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Natural/Organic Grocery E-commerce & Delivery-Only Retail (CRAHAEAI), Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Vitamins supplements retail
• Practitioner-grade supplements
• Natural wellness products
• Nutritional supplements e-commerce
• Herbal supplements

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from direct-to-consumer sales of vitamins, supplements, beauty products, healthy pantry items, and pet health products through their e-commerce platform and retail store. The company also offers a Subscribe & Save program for recurring subscription orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Natural Healthy Concepts is a direct-to-consumer e-commerce retailer (and brick-and-mortar store) that sells practitioner-brand and premium-grade vitamins, minerals, herbs, probiotics, omega-3 fish oils, adaptogens, and natural wellness products from 60+ third-party supplier brands. It serves health-conscious individual consumers via its own nhc.com storefront, phone ordering, retail store, and a Subscribe & Save recurring-order program, with educational content (2,343+ blog articles) supporting the customer journey.

Product overview

Natural Healthy Concepts is an e-commerce retailer offering a comprehensive portfolio of vitamins, minerals, herbs, supplements, and natural wellness products from over 60 practitioner-grade and premium brands including Pure Encapsulations, Thorne Research, Microbiome Labs, Standard Process, Nordic Naturals, Xymogen, NutriDyn, Garden of Life, Quicksilver Scientific, Integrative Therapeutics, and LivOn Laboratories. The product catalog spans multiple health categories including Immune Support (Elderberry, Medicinal Mushrooms, Vitamin C, Zinc), Sleep Support (Melatonin, Magnesium, Herbal Sleep Aids, Tart Cherry), Brain & Memory Support (Nootropics, Focus supplements), Mood & Stress Support (Adaptogens, Ashwagandha, Adrenal Support), Bone/Joint/Muscle Health, Energy, Weight Management, Heart Support, Blood Sugar Support, Digestive Support (Probiotics, Digestive Enzymes), Women's Health, Men's Health, Kids' Health, Beauty & Personal Care, and Healthy Pantry items. Featured products include Mega SporeBiotic, Omega MonoPure 1300 EC, E-Lyte Electrolyte Concentrate, Liposomal NAD+ Ultra, Lypo-Spheric Vitamin C, Ultimate Omega, CuraMed 750 Mg, and various magnesium formulations. The company also offers HSA/FSA payment options through Truemed integration and provides Subscribe & Save programs for regular refills.

Differentiator

Problem solved

Functional benefit

Products and services

• Mega SporeBiotic (Microbiome Labs)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

One partnership is on record.

• TruemedcoreGTM or Marketing PartnerTruemed partnership enables customers to pay for eligible supplements using HSA/FSA funds, potentially saving an average of 30% through tax advantages. Truemed provides a health assessment and Letter of Medical Necessity (LMN) for qualified purchases.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• iHerb: iHerb is a leading global online retailer of vitamins, supplements, and natural health products — directly comparable to NHC's e-commerce-first model, multi-brand catalog, and international shipping footprint.
• Lucky Vitamin: Lucky Vitamin is an online specialty retailer of vitamins, supplements, and natural health products serving health-conscious consumers with a multi-brand catalog similar to NHC.
• Swanson Health Products: Swanson is a long-standing online and catalog retailer of vitamins and supplements, competing directly with NHC in the multi-brand practitioner/supplement category.
• PureFormulas: PureFormulas is an online health-products retailer offering a broad catalog of professional-grade supplements, herbal products, and natural wellness items — closely aligned to NHC's positioning.
• Vitacost: Vitacost (owned by Kroger) is a leading online vitamins and supplements retailer, directly comparable to NHC in product breadth, target customer, and discount-promotional model.
• The Vitamin Shoppe: The Vitamin Shoppe is a multi-channel specialty retailer of vitamins, supplements, and wellness products operating both e-commerce and a national store footprint, overlapping with NHC's product categories and customer segments.
• Emerson Ecologics: Emerson Ecologics is a distributor and online retailer focused on practitioner-brand supplements and natural health products, with a professional-channel orientation similar to NHC's practitioner-customer strategy.

Broad incumbents

• Thorne: Thorne is a leading practitioner-grade supplement brand that sells both wholesale (including through NHC) and direct-to-consumer through its own website, making it both a key supplier and an emerging DTC competitor.
• Pure Encapsulations: Pure Encapsulations is one of the most prominent practitioner-grade supplement brands carried by NHC and also sells direct to practitioners and consumers, functioning as both a supplier and a competitive DTC channel.
• Amazon: Amazon is the dominant online retail platform and offers a wide assortment of supplements and health products including many practitioner brands, setting the price and convenience baseline NHC must compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/naturalhealthy
• Instagraminstagram.com/naturalhealthyconcepts
• Pinterestpinterest.com/naturalhealthyconcepts
• Xx.com/naturalhealthy
• LinkedInlinkedin.com/company/natural-healthy-concepts

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&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural Healthy Concepts