What Natural Vitality does

Natural Vitality is a U.S. consumer health company founded in 1982 and headquartered in Sunrise, Florida, operating as a brand within the Piping Rock Health Products portfolio (legal entity: Nutranext Business, LLC). The company specializes in magnesium-based dietary supplements built around its flagship CALM brand, formulated with highly absorbable mineral forms—ionic Magnesium Citrate (the original 1982 formulation), Magnesium Glycinate, and Magnesium L-threonate—often combined with complementary ingredients such as L-Theanine, Melatonin, GABA, and Ashwagandha KSM-66. Its product portfolio of approximately 60 SKUs spans CALM Magnesium (powders, gummies, capsules), CALM Sleep, CALM Mind, CALM Kids, CALM Plus Calcium, and the premium MAXCALM line pairing Magnesium Citrate and Glycinate, manufactured in-house in the United States.

The company operates a hybrid distribution model combining owned direct-to-consumer e-commerce (naturalvitality.com) with a subscription Auto Delivery program offering 10% recurring savings, alongside major retail distribution through Target, Walmart, Kroger, CVS, and Amazon (where it has accumulated 60,000+ five-star reviews). Pricing spans roughly $7 to $45 per unit depending on format and size. Marketing is multi-channel, including a 2025-2026 Gen Z-focused campus experiential tour ('Take Your Vitamins Tour' / 'Locked Into Wellness') executed jointly with sister brands Nature's Truth, NeoCell, and Vitafusion, plus active social media presence on TikTok, Instagram, Facebook, YouTube, and Pinterest, a referral program, and the Natural Vitality Rewards loyalty program.

Natural Vitality serves three primary consumer segments: adults seeking stress management, sleep, and mood support; parents purchasing children's wellness products; and college-aged Gen Z consumers targeted through university activations. The brand has won the Kantar VMS category award based on a 40,000-person survey and was recognized in Drug Store News' REX Awards 2026 for OTC innovation. No revenue figures, funding rounds, or management team details are publicly disclosed in the available source data.

Name

Natural Vitality

Legal name

Nutranext Business, LLC

Website

https://naturalvitality.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Natural Vitality is a U.S. consumer supplement company founded in 1982 that markets the CALM brand of magnesium-based wellness products across approximately 60 SKUs to adults, parents, and college students via direct-to-consumer e-commerce, subscriptions, and major U.S. retailers.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

Keywords

• Magnesium supplements
• Dietary supplements
• Stress management products
• Sleep support supplements
• Mineral nutrition

Headquarters

HQ city

Sunrise

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 E-commerce Sales: Direct-to-consumer online sales through naturalvitality.com website, offering one-time purchases and subscription Auto Delivery program with 10% savings for recurring orders.
2. Retail Distribution: Distribution through major retail partners including Target, Walmart, Kroger, and CVS, representing significant revenue stream through traditional retail channels.
3. Product Sales (Various Forms): Sales across multiple product forms including powders, gummies, capsules, fast dissolve tablets, and softgels, with approximately 60 products in portfolio spanning CALM Magnesium, CALM Sleep, CALM Kids, and MAXCALM lines.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Natural Vitality manufactures and sells a portfolio of approximately 60 magnesium-based dietary supplements under its flagship CALM brand. Products are delivered in powder, gummy, capsule, fast dissolve tablet, and softgel formats across specialized lines including CALM Magnesium, CALM Sleep, CALM Mind, CALM Kids, CALM Plus Calcium, and the premium MAXCALM dual-magnesium formula. The company sells directly to consumers via naturalvitality.com with an Auto Delivery subscription offering 10% savings, and distributes through Target, Walmart, Kroger, CVS, and Amazon.

Product overview

Natural Vitality is a magnesium supplement company founded in 1982, offering a unified product portfolio centered around its CALM brand. The core offering consists of CALM Magnesium products available in three delivery formats: Powder (drink mix in multiple flavors), Gummies (chewable supplements), and Capsules. The product line branches into specialized variants including CALM Sleep (with added melatonin), CALM Mind (with L-theanine for stress relief), CALM Kids (formulated for children), and CALM Plus Calcium (with added calcium). The company also offers MAXCALM, an advanced formula combining Magnesium Citrate and Magnesium Glycinate for premium relaxation support. Products are organized by health focus areas including Stress Management, Sleep Support, Muscle Support, and Mood Support, with formulations using highly absorbable forms of magnesium including magnesium citrate, magnesium glycinate, and magnesium L-threonate.

Differentiator

Problem solved

Functional benefit

Brands

• CALM: Flaghship magnesium supplement product line available in powder, capsule, and gummy forms for relaxation and stress support.
• MAXCALM
• CALM Sleep
• CALM Mind
• CALM Kids
• CALM Plus Calcium

Products and services

• CALM Magnesium Flagship magnesium supplement product line featuring highly absorbable ionic Magnesium Citrate in powder, capsule, and gummy forms, designed to promote relaxation, stress management, and overall mental well-being for adult consumers.
• CALM Sleep Sleep support supplements formulated with magnesium, melatonin, and L-theanine, available in powder, gummy, capsule, fast dissolve tablet, and softgel forms for nighttime relaxation and improved sleep quality.
• CALM Mind Stress relief drink mixes combining magnesium with L-theanine amino acid for occasional stress relief and cognitive support, available in Honey Chamomile powder and unflavored formats.
• CALM Kids Magnesium supplements specifically formulated for children ages 4+, available in gummy, powder, and chewable tablet forms with kid-friendly flavors, designed for gentle daily magnesium supplementation and sleep support.
• MAXCALM Advanced next-generation premium magnesium formula pairing Magnesium Citrate and Magnesium Glycinate, representing the company's most advanced formulation for premium relaxation support, available in powder and capsule forms.
• CALM Plus Calcium Magnesium supplement with added calcium for comprehensive mineral support, combining Magnesium Citrate and Glycinate with calcium for consumers seeking combined mineral supplementation.

Quantifiable outcome

• Over 60,000 five-star reviews on Amazon
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Nature's TruthflagshipGTM or Marketing PartnerSister brand under Piping Rock Health Products parent company. Nature's Truth and Natural Vitality co-launch marketing campaigns including the 'Take Your Vitamins Tour' and 'Locked Into Wellness' campus initiatives, leveraging combined brand presence in the wellness supplement market.
• NeoCellcoreGTM or Marketing PartnerCo-participant in the 'Locked Into Wellness' campus tour, joining Nature's Truth, Natural Vitality, and Vitafusion as one of four wellness brands targeting Gen Z consumers through experiential marketing at six major universities.
• VitafusioncoreGTM or Marketing PartnerCo-participant in the 'Locked Into Wellness' campus tour, joining Nature's Truth, Natural Vitality, and NeoCell as one of four wellness brands targeting over 250,000 college students through immersive pop-up experiences and product sampling.
• Piping Rock Health ProductsflagshipOthersParent company of Natural Vitality and Nature's Truth brands. Both supplement brands operate under the Piping Rock Health Products umbrella, enabling shared marketing initiatives and operational synergies.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OLLY: OLLY is a premium gummy supplement brand owned by Unilever that competes directly in sleep, stress, and wellness gummies, including a popular melatonin-free sleep line. It mirrors Natural Vitality's CALM Sleep gummy format and similar Gen Z / millennial marketing positioning.
• NOW Foods: NOW Foods is one of the largest natural products supplement brands with extensive magnesium, mineral, and sleep support offerings. It competes across the same retail and DTC channels as Natural Vitality and targets similar health-conscious adult consumers with multi-format product lines.
• Garden of Life: Garden of Life is a clean-label supplement brand owned by Nestlé Health Science offering magnesium and sleep products at major retailers including Target and Whole Foods. It competes with Natural Vitality on the natural, non-GMO, certified-clean positioning.
• Doctor's Best: Doctor's Best is a science-formulated supplement brand offering magnesium, sleep, and stress support products at mass retail and Amazon. It competes with Natural Vitality on ingredient-form technology (e.g., high-absorption magnesium) and similar price-point positioning.
• Thorne: Thorne is a premium science-backed supplement brand offering magnesium, sleep, and stress support products via DTC and practitioner channels. It competes with the MAXCALM premium tier on positioning and shares a similar science-formulation narrative.
• Nature Made: Nature Made is a leading broad-spectrum vitamin and mineral supplement brand sold across all major US retailers including Target, Walmart, and CVS. It competes directly with Natural Vitality in the single-nutrient mineral segment and shares a similar mass-retail and pharmacy distribution strategy.
• Pure Encapsulations: Pure Encapsulations is a practitioner-grade supplement brand offering magnesium glycinate, l-theanine, and sleep support formulations. It competes with Natural Vitality in the premium mineral supplement tier and overlaps in ingredient technology positioning.
• Ritual: Ritual is a DTC-native multivitamin and mineral supplement brand with strong subscription mechanics and modern packaging. It competes for the same wellness-minded consumer seeking clean-label daily supplements via direct-to-consumer channels.

Others

• Nature's Truth: Nature's Truth is a sister brand under Piping Rock Health Products that sells vitamins, herbs, and supplements at retail. It is operationally and strategically linked to Natural Vitality but serves as a complementary rather than directly competing brand, sharing marketing initiatives like the 'Take Your Vitamins Tour'.

Emerging players

• Nested Naturals: Nested Naturals is a magnesium-focused DTC supplement brand selling magnesium glycinate and sleep formulations online. It competes with Natural Vitality specifically in the magnesium sleep/wellness sub-segment with a digital-native approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/naturalvitality
• YouTubeyoutube.com/@naturalvitality
• Facebookfacebook.com/NaturalVitalityOfficial
• Instagraminstagram.com/naturalvitalityofficial
• TikToktiktok.com/@naturalvitalityofficial
• Pinterestpinterest.com/naturalvitality
• LinkedInlinkedin.com/company/naturalvitality

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 Natural Vitality