Herbs of Gold

What Herbs of Gold does

Herbs of Gold is an Australian therapeutic herbal and nutritional supplements manufacturer founded in 1989, headquartered in Kirrawee, Australia, and operating as a subsidiary of Vita Life Sciences. The company produces over 105 products across 19 wellness need categories, including vitamins, minerals, herbal extracts, probiotics, specialty formulations (collagen, fish oil, sea buckthorn oil), and condition-specific supplements covering women's health, men's health, children's health, immunity, gut and liver health, cardiovascular health, cognitive function, sleep, mood, and pain relief. Products are practitioner-formulated using clinically trialled branded ingredients (Meriva, K2Vital, Aquamin, Bacomind, KSM-66, Ayuric) and offered in multiple delivery forms including capsules, tablets, powders, liquids, sprays, chewables, sublinguals, and topical creams, with vegan-friendly and low-allergy positioning.

Herbs of Gold generates revenue primarily through direct-to-consumer sales via its owned e-commerce storefront (herbsofgold.com.au), with unit pricing ranging from approximately $18 to $75 AUD and free shipping for orders over $100 AUD, alongside Afterpay integration. Distribution extends to health food stores, pharmacies, and wellness retailers across Australia through a store locator and Retailer Hub. International revenue is pursued through localized websites in China, Malaysia, Singapore, and Vietnam, though international orders are not currently fulfilled from the Australian site.

The go-to-market combines DTC e-commerce with retail/pharmacy distribution, supplemented by a digital engagement layer comprising a Health Quiz, Ask a Naturopath consultation service, wellness blog content, and active social media presence on Facebook, Instagram, and TikTok. The company employs 11-50 people and operates without disclosed venture funding, public listing, or AI/ML-driven technology stack.

Name

Herbs of Gold

Legal name

Herbs of Gold

Website

https://herbsofgold.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Herbs of Gold is an Australian therapeutic herbal and nutritional supplements manufacturer founded in 1989, producing 100+ products across vitamins, minerals, probiotics, and specialty formulations for general consumer wellness, sold via DTC e-commerce, retail, and four APAC markets.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Probiotics & Digestive Health Supplements (CRADAGAF), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

• Herbal supplements
• Nutritional supplements
• Vitamins minerals
• Health supplements
• Wellness products

Headquarters

HQ city

Kirrawee

HQ country

Australia

HQ region

Oceania

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

Revenue model

1. Direct Product Sales: Direct-to-consumer and retail sales of therapeutic herbal and nutritional supplements through owned e-commerce platform and third-party retail channels including health food stores and pharmacies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Herbs of Gold manufactures, markets, and distributes a comprehensive range of more than 105 therapeutic herbal and nutritional supplements. Its catalogue spans women's, men's, and children's health formulations, including vitamins, minerals, omega-3 fish oils, probiotics, and targeted herbal blends such as Sea Buckthorn Oil, Magnesium Forte, Triple Strength Omega-3, Probiotic 60 Billion, Pregnancy Plus 1-2-3, Prostate Pro, and Children's Multi Care. Products are sold direct-to-consumer online, through Australian pharmacies and health-food retailers, and via international distributors in China, Malaysia, Singapore, and Vietnam.

Product overview

Herbs of Gold is an Australian health supplement company founded in 1989, offering a comprehensive portfolio of therapeutic herbal and nutritional supplements. The company produces over 105 products across wellness categories including Women's Wellness, Men's Wellness, Children's Health, Sleep & Stress, Energy, Muscle Support, Immunity, Gut & Liver Health, Skin Hair & Nails, Joint & Bone Health, Heart & Circulation, Focus Memory & Cognition, Pain & Inflammation, Eye Health, Metabolics, Mood Support, Pregnancy & Reproductive Health, Urinary Health, and Premenstrual Tension. The product range includes vitamins (B Complex, C, D), minerals (Magnesium, Zinc, Iron, Calcium), herbal extracts (Ashwagandha, Turmeric, St Mary's Thistle, Ginkgo, L-Theanine, CoQ10), specialty supplements (Collagen, Probiotics, Digestive Enzymes, Fish Oil, Sea Buckthorn Oil, Oregano Oil), and multivitamins formulated for different life stages. Products are available in multiple forms including capsules, tablets, powders, liquids, sprays, chewables, sublingual tablets, and topical creams. The company emphasizes practitioner-formulated products using clinically trialled ingredients based on latest research, with options for vegan, vegetarian, gluten-free, and dairy-free diets. The portfolio includes best-sellers such as Sea Buckthorn Oil, Magnesium Forte, Triple Strength Omega-3, Probiotic 60 Billion, and Vitamin D3 1000, as well as condition-specific products like Pregnancy Plus 1-2-3, Prostate Pro, and Children's Multi Care.

Differentiator

Problem solved

Functional benefit

Products and services

• Sea Buckthorn Oil Flagship omega-7 fatty acid supplement derived from sea buckthorn berries, marketed for skin health, mucous membrane integrity, and cardiovascular support; sold to health-conscious adult consumers.
• Magnesium Forte Therapeutic-strength magnesium complex formulated to support muscle function, nervous system health, and energy production; marketed to adults seeking daily mineral supplementation.
• Triple Strength Omega-3 High-potency omega-3 fish oil supplement providing EPA and DHA to support cardiovascular, cognitive, and anti-inflammatory health; for general adult consumers.
• Probiotic 60 Billion High-potency multi-strain probiotic delivering 60 billion CFU per dose to support gastrointestinal health, microbiome balance, and immune function; sold to adult health consumers.
• Organic Oregano Oil Certified organic oregano oil supplement marketed to support immune defences and gastrointestinal health; targeted at adult consumers seeking herbal antimicrobials.
• Vitamin D3 1000 Daily vitamin D3 (cholecalciferol) supplement at 1000 IU per dose, formulated for bone health, immune support, and general wellness across adults.
• Pregnancy Plus 1-2-3 Comprehensive prenatal multivitamin and mineral supplement designed to support maternal nutrition and foetal development across preconception, pregnancy, and breastfeeding.
• Prostate Pro Targeted herbal and nutritional formulation designed to support prostate health, urinary function, and male reproductive wellbeing in adult men.
• Children's Multi Care Paediatric multivitamin and mineral supplement formulated to support healthy growth, immunity, and cognitive development in children.
• Multi + Performance Comprehensive daily multivitamin and mineral formula positioned for energy, performance, and general wellness support in active adults.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Vita Life SciencescoreOthersVita Life Sciences is referenced as the parent company of Herbs of Gold, indicating corporate ownership and shared corporate governance.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Blackmores: Blackmores is Australia's largest complementary medicine brand, offering vitamins, minerals, herbal, and nutritional supplements across similar health categories. It is the most directly comparable Australian-headquartered peer to Herbs of Gold in terms of product breadth, practitioner positioning, and multi-channel distribution through pharmacies and health food stores.
• Swisse Wellness: Swisse is a leading Australian premium supplement brand with a broad vitamins, herbal, and specialty product portfolio sold through pharmacies, grocery, and DTC channels. Like Herbs of Gold, it competes on therapeutic-strength formulations and now has substantial APAC distribution via its H&H Group ownership, making it a strong direct peer.
• Nature's Own: Nature's Own is an Australian vitamin and supplement brand offering a broad range of vitamins, minerals, and specialty supplements through pharmacy and grocery channels. It competes head-to-head with Herbs of Gold on many of the same ingredient categories (magnesium, vitamin D, fish oil, probiotics) at similar price points.
• BioCeuticals: BioCeuticals is an Australian practitioner-only supplement brand owned by Blackmores Group, specializing in therapeutic-grade nutritional and herbal medicines. Its practitioner-only distribution model and emphasis on clinically validated formulations make it one of the closest positioning competitors to Herbs of Gold.
• Metagenics: Metagenics is a global practitioner-grade nutritional supplement company with a strong Australian presence, selling therapeutic herbal and nutritional products through healthcare practitioners. Its practitioner-only channel, scientifically formulated positioning, and clinical-ingredient emphasis mirror Herbs of Gold's go-to-market approach.
• Fusion Health: Fusion Health is an Australian company specializing in Chinese herbal medicine and herbal supplements distributed via health food stores and practitioners. It is highly comparable to Herbs of Gold in its herbal-centric portfolio, practitioner channel, and therapeutic-strength positioning.
• Cenovis: Cenovis is an established Australian vitamin and supplement brand sold primarily through pharmacy channels, owned by Sanofi Consumer Health. Its broad vitamin, mineral, and specialty supplement range directly competes with Herbs of Gold on pharmacy shelf space and overlapping consumer segments.
• Caruso's Natural Health: Caruso's Natural Health is an Australian-owned supplement brand offering herbal, vitamin, and condition-specific supplements through pharmacies and health food stores. Its therapeutic-strength herbal formulations, condition-specific positioning, and pharmacy-led distribution closely overlap with Herbs of Gold.
• Ethical Nutrients: Ethical Nutrients is an Australian practitioner-grade supplement brand (part of Health & Happiness Group) offering therapeutic probiotics, herbal, and nutritional products through pharmacies and practitioners. Its clinical-grade positioning and pharmacy-practitioner distribution make it a direct peer to Herbs of Gold.

Broad incumbents

• Nature's Way: Nature's Way is a globally scaled US-headquartered supplement brand offering vitamins, herbs, and probiotics across broad retail and practitioner channels. While it does not specialize in Australian practitioner herbal formulas, its broad portfolio, branded-ingredient strategy, and international scale make it a relevant broader-incumbent comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/herbsofgold
• Instagraminstagram.com/herbsofgold
• TikToktiktok.com/@herbsofgold
• Xx.com/HerbsofGold
• LinkedInlinkedin.com/company/herbs-of-gold

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Herbs of Gold