What Nature's Farm does

Nature's Farm is a Singapore-based privately-held health supplements and vitamins retailer operating a dual-channel go-to-market model that combines direct-to-consumer e-commerce (naturesfarm.com), a network of physical retail stores across Singapore accessible via the website's Store Locator, and a third-party marketplace presence on Shopee. The company sells a broad catalog organized across 24 health categories — Antioxidants, Bird's Nest, Bone & Joint Health, Brain Health, Cardiovascular Health, Collagen, Detoxification, Digestive Health, Eye Health, General Health, Glucose Management, Green Foods, Hair & Skin Health, Health Foods, Immune Health, Kids' Health, Liver Health, Manuka Honey, Men's Health, Royal Jelly, Urinary Health, Vitamins, Weight Management and Women's Health — addressing both preventive wellness and condition-specific needs (cardiovascular, joint, eye, digestive, metabolic, immune, beauty) for health-conscious Singapore consumers across age and gender segments.

The company's core technical differentiation lies in formulation science rather than software: Nature's Farm licenses and incorporates patented and trademarked ingredients — Pycnogenol (French Maritime Pine Bark extract), Mirtoselect (Bilberry), Superba2 Krill Oil, KSM-66 Ashwagandha, Nutriose (plant-based soluble fiber), Zymologist (101 fruits & vegetables blend), Prelox, and Meriva Turmeric Complex — into its own-branded products (Krill Oil, Pycnogenol 100mg, Probiotics+, Mirtogenol Plus+, Detox Bomb, Men's Super Mega, Women's Once A Day, Beauty Glow, JointPro, Spirulina, Omega-3, Bird's Nest beverages, Collagen line). It does not develop proprietary technology platforms; the storefront is a standard e-commerce site. In addition to own-brand products, Nature's Farm distributes a curated slate of imported specialty brands — Haddrell's of Cambridge Manuka Honey (UMFHA-licensed), Wakunaga (Kyolic, Kyo-Dophilus, Kyo-Green), Dr. Ohhira's, Senseiro, BioScience and Vibe functional beverages — positioning it as a multi-brand Singapore health-retail platform.

Revenue is generated through per-transaction one-time purchases at retail prices ranging from approximately SGD 27.90 to SGD 465, with tiered volume discounts (e.g., 33% off for 3+ units of Manuka Honey UMF 20+), bundle deals (e.g., Weight Loss Bundle, Detox Bomb + Carb Block at SGD 60), free standard delivery above SGD 120, a SGD 30 new-subscriber welcome code, and periodic promotional campaigns such as the Pay Day Sale. The company has reported cumulative volume signals of more than 6 million Probiotics+ tablets and more than 10 million Buffered C1000 tablets sold, and has secured 8 consecutive years of Excellent Service Award recognition. Marketing is executed through content (Health Resource blog), organic social (Facebook, Instagram, TikTok), email/newsletter, customer testimonials, and bottom-of-funnel promotional events. Nature's Farm is privately held, Singapore-domiciled, with no disclosed parent company, institutional investors or external funding.

Name

Nature's Farm

Legal name

Nature's Farm

Website

https://naturesfarm.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Nature's Farm is a Singapore-based privately-held health supplements and vitamins retailer operating a dual-channel model combining owned e-commerce (naturesfarm.com), physical retail stores across Singapore, and Shopee marketplace listings. It sells own-branded supplements and curated imported brands across 24 health categories for health-conscious Singapore consumers.

Ownership category

akta.pro rank

Product category

Health Supplements

NAICS

Health and Personal Care Retailers (456)

akta.pro primary industry

Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)

Keywords

• Health supplements
• Nutritional vitamins
• Wellness products
• Dietary supplements
• Natural health products

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Nature's Farm sells directly to consumers through its branded e-commerce platform at naturesfarm.com. Customers purchase individual products or bundles at listed retail prices, with promotional discounts applied for multi-item purchases, bundle deals, and subscriber/welcome codes. Revenue is generated per-transaction with no subscription requirement.
2. Retail/Physical Store Sales: Nature's Farm maintains physical retail stores across Singapore (store locator referenced on website). Customers can purchase products in-store, with pricing and promotions consistent with the e-commerce platform. Revenue is generated through point-of-sale transactions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Nature's Farm is a Singapore-based retailer that formulates, brands, and distributes health supplements, vitamins, functional beverages, and wellness products under its own Nature's Farm brand as well as distributed brands (Haddrell's of Cambridge Manuka Honey, Wakunaga Kyolic/Kyo-Dophilus/Kyo-Green, Vibe functional drinks, BioScience, Senseiro, Dr. Ohhira's). Products span more than 20 health categories including antioxidants, cardiovascular, eye, digestive, immune, joint, weight management, and men's/women's/kids' health. Distribution is through the company's own e-commerce platform (naturesfarm.com), a network of physical retail stores across Singapore, and a Shopee marketplace listing.

Product overview

Nature's Farm is a Singapore-based health supplements and vitamins online store offering a comprehensive portfolio of proprietary supplement products organized across 24 health categories including Antioxidants, Bone & Joint Health, Brain Health, Cardiovascular Health, Collagen, Digestive Health, Eye Health, Immune Health, and more. The core product line includes Nature's Farm branded supplements such as Krill Oil, Pycnogenol, Probiotics+, Mirtogenol Plus+, Detox Bomb, and multivitamins for men and women, complemented by ready-to-drink Bird's Nest beverages. The company also distributes third-party brands including Wakunaga (Kyolic, Kyo-Dophilus, Kyo-Green), BioScience, Dr. Ohhira's, and Vibe functional beverages. Products are available through an e-commerce platform with free standard delivery for orders over $120 and physical store locations across Singapore.

Differentiator

Problem solved

Functional benefit

Products and services

• Nature's Farm Krill Oil 180s Omega-3 supplement made with Superba2 krill oil from Antarctic Ocean, supporting joint health, heart health, brain function, liver health, eye health, and skin health.
• Nature's Farm Pycnogenol 100mg 180s 100% pure, patented, and clinically proven antioxidant supplement derived from French Maritime Pine Bark extract, used across eye, cardiovascular, antioxidant, and glucose management.
• Nature's Farm Probiotics+ 90s Premium probiotic supplement containing three key ingredients: Probiotics, Prebiotics, and Postbiotics for digestive health support.
• Nature's Farm Mirtogenol Plus+ 60s Clinically tested eye supplement combining Pycnogenol and Mirtoselect to protect eyes against oxidative damage and improve overall eye function. Developed by an Ophthalmologist.
• Nature's Farm Detox Bomb 15s Pineapple flavored supplement with 101 fruits and vegetables (Zymologist blend) and plant-based soluble fiber (Nutriose), for body detoxification, constipation relief, and gut health improvement.
• Nature's Farm Women Once A Day 30s Complete daily multi supplement pack formulated for women's unique health needs, supporting urinary tract health, menstrual wellness, and overall vitality.
• Nature's Farm Men's Super Mega 180s Ultra-potent multivitamin with comprehensive health nutrition, containing Black Garlic, Black Maca Powder, and KSM-66 Ashwagandha for energy, heart health, and hormonal balance in men.
• Nature's Farm Bird's Nest Red Dates White Fungus 8% 180ml x 6s Ready-to-drink bird's nest beverage made with 100% pure bird's nest sourced from Southeast Asia, supporting skin renewal, immunity, and energy.
• Nature's Farm Beauty Glow 120s Beauty supplement formulated with three international patented ingredients for brightening skin and strengthening hair and nails.
• Haddrell's of Cambridge Manuka Honey UMF (5+ to 25+, including Lozenges) UMF-certified Manuka Honey from New Zealand (Haddrell's of Cambridge, established 1993), available in various UMF ratings from 5+ to 25+ plus lozenges, for immune support, sore throat relief, and anti-inflammatory benefits.
• Vibe Liva Mate 6s Zesty carbonated post-alcohol support drink that helps protect the liver and supports faster hangover recovery through rehydration and liver detox support.
• Vibe Aqua Cut 6s Lemon carbonated functional drink for water retention relief that helps users feel lighter and more refreshed.
• Nature's Farm Omega-3 1275mg 90s Fish oil supplement offering 420mg EPA and 280mg DHA per softgel for brain health and cardiovascular support.
• Nature's Farm JointPro 240s Joint health supplement providing three essential nutrients for healthy movements and joint flexibility.
• Nature's Farm Spirulina 1000mg 120s Blue-green algae dietary supplement offering nutritious properties that support general health.
• Nature's Farm Collagen line (Collagen Glam, Collagen Hero, Collagen Jelly with Mulberry) Collagen supplement line including Collagen Glam, Collagen Hero, and Collagen Jelly with Mulberry, formulated for skin, hair, and nail health.
• Wakunaga Distributed Brands (Kyolic, Kyo-Dophilus, Kyo-Green) Japanese distributed supplement brands carried by Nature's Farm including Kyolic aged garlic extract (with Meriva Turmeric and Aged Garlic blends), Kyo-Dophilus probiotics (Multi 9, Kids, Cran+, Enzyme+), and Kyo-Green greens blend.
• Nature's Farm Prelox Patented Prelox formulation clinically proven to increase a man's ability to sustain energy.
• BioScience Calcium Citrate (180s and 120s) Bone health supplement containing highly absorbable calcium citrate, magnesium, and vitamin D, distributed by Nature's Farm.
• Senseiro Agaricus blazei Murill Liquid Gold Premium immune-boosting Agaricus blazei Murill mushroom supplement rated the No. 1 best-selling Agaricus product in Japan for over a decade, distributed by Nature's Farm.
• Dr. Ohhira's OM-X Deluxe 5 and OM-X Enzyme & Collagen Fermented food supplement line including OM-X Deluxe 5 (12 strains of probiotics and prebiotics) and OM-X Enzyme & Collagen (fermented vegetable extract with collagen), distributed by Nature's Farm.

Quantifiable outcome

• Probiotics+ has achieved over 6 million tablets sold
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Haddrell's of CambridgecoreChannel Partner/ Reseller/ DistributorNature's Farm resells a comprehensive range of Haddrell's of Cambridge UMF-certified Manuka Honey products (UMF 5+ to UMF 25+, including lozenges and snap packs for kids). Haddrell's of Cambridge is one of the longest-standing producers of UMF Grade Manuka Honey, established in 1993 in Cambridge, New Zealand by Richard and Moira Haddrell. Both Nature's Farm and Haddrell's of Cambridge are members of the UMF Honey Association (UMFHA).
• UMF Honey Association (UMFHA)coreOthersNature's Farm is a member of the UMF Honey Association (UMFHA), the organization that issues UMF (Unique Manuka Factor) quality trademarks and licenses honey producers. Both Nature's Farm (as a reseller) and its Manuka Honey supplier Haddrell's of Cambridge are official licensees of UMFHA.
• WakunagaminorChannel Partner/ Reseller/ DistributorNature's Farm carries a wide range of Wakunaga products including Kyolic (Aged Garlic Extract) supplements, Kyolic Curcumin, Kyolic Omega-3, Kyolic Blood Pressure Health, Kyolic Blood Sugar Balance, Kyo-Dophilus probiotics (Multi 9, Kids, Cran+, Enzyme+), and Kyo-Green greens blend products. Wakunaga is a Japanese health supplement brand.
• BioScienceminorChannel Partner/ Reseller/ DistributorNature's Farm resells BioScience Calcium Citrate products (180s and 120s), positioned as bone health supplements with highly absorbable calcium citrate, magnesium, and vitamin D.
• SenseirominorChannel Partner/ Reseller/ DistributorNature's Farm carries Senseiro Agaricus blazei Murill Liquid Gold, a premium immune-boosting mushroom supplement rated the No. 1 best-selling Agaricus product in Japan for over a decade.
• Vibe WellnessminorChannel Partner/ Reseller/ DistributorNature's Farm resells Vibe branded functional beverages including Vibe Liva Mate (post-alcohol support drink for liver health and hangover recovery) and Vibe Aqua Cut (water retention relief drink). These are new launch products featured in the New Launch collection.
• Dr. Ohhira's (OM-X)minorChannel Partner/ Reseller/ DistributorNature's Farm resells Dr. Ohhira's OM-X Deluxe 5 (fermented food supplement with 12 strains of probiotics and prebiotics) and OM-X Enzyme & Collagen (combining fermented vegetable extract with collagen).
• ShopeeminorChannel Partner/ Reseller/ DistributorNature's Farm maintains a product listing on Shopee, Singapore's major e-commerce marketplace, using Shopee-specific product imagery and templates for third-party platform sales.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Watsons Singapore: Watsons is a major drugstore and health/beauty retail chain in Singapore carrying a broad supplement assortment. Directly comparable to Nature's Farm as a multi-channel Singapore health supplement retailer targeting similar consumer demographics.
• Guardian Singapore: Guardian is a leading pharmacy and health retail chain in Singapore with an extensive supplement and vitamins category. Directly comparable to Nature's Farm in physical retail footprint, target customer base, and product mix.
• Unity Pharmacy: Unity Pharmacy is a Singapore-headquartered pharmacy chain with supplements and health products. Comparable as a domestic Singapore health retailer competing for the same health-conscious consumer segment.
• iHerb: iHerb is a leading global online supplement retailer shipping to Singapore. Directly comparable as a cross-border DTC supplement channel targeting the same Singapore health-conscious consumers with similar product breadth.
• Lazada Health: Lazada is a major Southeast Asian e-commerce marketplace with a substantial health and supplements category. Comparable as a third-party marketplace channel competing for the same Singapore supplement shoppers.
• Comvita: Comvita is a New Zealand-based Manuka honey and wellness brand with Asia retail presence. Directly comparable to Nature's Farm's Manuka Honey category positioning and premium wellness brand identity in Singapore.

Broad incumbents

• Blackmores: Blackmores is a major Australian supplement brand with a strong Singapore retail and e-commerce presence. Comparable as a competing premium supplement brand across overlapping categories (immune, cardiovascular, women's health) sold in the same Singapore retail channels.
• Swisse Wellness: Swisse is a global premium supplement brand with significant Asia-Pacific distribution. Comparable as a competing premium supplement brand across men's, women's, and general wellness categories sold through Singapore retail and online.
• Nature's Way: Nature's Way is a large U.S.-headquartered supplement brand with Asia-Pacific distribution. Comparable as a competing premium supplement brand in probiotics, immune, and general wellness categories.
• Vitaco Holdings: Vitaco is an Australasian health and wellness company behind brands like Musashi and Nutra-Life. Comparable as a multi-brand supplement company competing in similar sports nutrition, immune, and general wellness categories in the Singapore market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/naturesfarmSG
• Instagraminstagram.com/naturesfarmsg
• TikToktiktok.com/@naturesfarmsg

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&A

Investments

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

Frequently asked questions about Nature's Farm