America’s Finest

What America’s Finest does

America's Finest, Inc. (AFI) is a privately held direct-to-consumer dietary supplement retailer operating under the Sami-Sabinsa Group, a multinational nutraceutical conglomerate founded by Dr. Muhammed Majeed in 1988. AFI sells two complementary product lines — its flagship AFI ingredient-specific supplements and the Sanutra Wellness condition-specific line — alongside Nature's Formulary Ayurvedic products, all through its Shopify-based e-commerce storefront at afisupplements.com. The company is headquartered in East Windsor, New Jersey, with reported 1-10 employees at the entity level, and ships within the Continental US only.

The core product portfolio leverages Sabinsa's proprietary branded ingredient stack, including Curcumin C3 Complex® (95% curcuminoids), BioPerine® (95% piperine for bioavailability), LactoSpore® ES, Shagandha®, Bacopin®, Boswellin®, ForsLean®, DigeZyme®, CurCousin™, and Curcumin C3 Reduct® — all registered trademarks supported by clinical evidence. Products span gut health, heart health, brain and memory, joint support, liver function, immune support, stress management, and healthy aging, with formulations that stack multiple Sabinsa ingredients (e.g., LivLonga® combines Curcumin C3 Complex®, Livinol™, and BioPerine®). Unit pricing ranges from $19.99 to $39.99, with tiered flat-rate shipping and free shipping on orders above 10 bottles.

The business model is one-time purchase DTC e-commerce with no disclosed subscription mechanic, supplemented by natural products retailers and online marketplace channels. Marketing is content-driven through the Wellness Hub blog, social media (Facebook, X/Twitter, LinkedIn), email newsletter, and SEO. The company operates within Sabinsa Wellness, LLC, the consumer products division led by P.K. Dave that unites AFI, Sanutra Wellness, and Nature's Formulary. Leadership includes Asha Ramesh (CEO Americas, Sabinsa Corporation since September 2018) and Barbara Cotton (Manager – Sales & Operations at AFI). Public revenue, funding, and headcount figures are not disclosed.

Name

America’s Finest

Legal name

America's Finest, Inc.

Website

https://afisupplements.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

America's Finest, Inc. is a DTC dietary supplement retailer selling ingredient-specific and condition-specific supplements through its e-commerce storefront, operating under the Sami-Sabinsa Group and serving health-conscious US consumers.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Medicinal Chemicals & Botanical Products (2833)

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), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Dietary supplements
• Nutraceutical products
• Herbal supplements
• Vitamin products
• Wellness supplements

Headquarters

HQ city

Windsor

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for dietary supplement products sold directly to consumers through e-commerce storefront. Products are sold at fixed retail prices with tiered shipping charges based on order quantity.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

America's Finest, Inc. supplies and markets ingredient-specific dietary supplements under the AFI brand and condition-specific dietary supplements under the Sanutra Wellness brand. The portfolio features clinically studied Sabinsa-branded ingredients such as Curcumin C3 Complex, BioPerine, LactoSpore, Boswellin, Bacopin, and Shagandha targeting gut health, heart health, brain/memory, joint, liver, immune, stress, and sports nutrition use cases. Products are made in the USA and sold directly to consumers through the company's online storefront.

Product overview

America's Finest, Inc. offers two complementary lines of dietary supplements: AFI ingredient-specific dietary supplements and Sanutra Wellness condition-specific dietary supplements. These products combine traditional wisdom with scientific research, featuring clinically studied Sabinsa-branded ingredients. The portfolio includes targeted supplements for gut health (LactoSpore ES, DGL Plus Ginger), heart health (CoQ10, Hawthorn Berry), brain and memory health (Memory Health, Bacopin, Dopa 400), joint support (NiLitis SR, Boswellin), liver support (LivLonga), immune support (Beta 1,3 Glucan), stress management (Ashwagandha/Shagandha), and antioxidant support (Curcumin C3 Complex, CurCousin). All products are made in the USA and sourced from the Sabinsa Corporation research-oriented nutraceutical ingredients company.

Differentiator

Problem solved

Functional benefit

Brands

• AFI Supplements: AFI ingredient-specific dietary supplements line.
• Sanutra Wellness
• Nature's Formulary

Products and services

• AFI Dietary Supplements
• Sanutra Wellness
• Curcumin C3 Complex
• Dopa 400
• NiLitis SR
• LactoSpore ES
• Memory Health
• CurCousin
• LivLonga
• Skin, Hair & Nails Health
• Super Curcumin C3 Complex w/BioPerine (1000mg)
• Bone Health
• Ashwagandha
• Curcuminoids
• ForsLean Extreme
• DGL Plus Ginger
• Beta 1,3 Glucan
• DigeZyme
• Boswellin & Curcumin C3 Complex
• Bacopin
• CoQ10 325mg + Hawthorn Berry 200mg
• Curcumin C3 Reduct

Quantifiable outcome

• Ashwagandha supplementation significantly supported cortisol levels (by up to ~27%) and improved perceived stress scores in randomized, double-blind, placebo-controlled study
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Five partnerships are on record, tiered core.

• Sabinsa CorporationcoreStrategic or Co-development PartnerSabinsa Corporation is the parent company of America's Finest, founded by Dr. Muhammed Majeed in 1988. It is a research-oriented nutraceutical ingredients company employing over 60 people in New Jersey. Sabinsa provides AFI with proprietary branded ingredients including Curcumin C3 Complex®, BioPerine®, and other clinically studied extracts. The relationship is bidirectional as both companies operate under the Sami-Sabinsa Group umbrella.
• Sami Labs LtdcoreStrategic or Co-development PartnerSami Labs Ltd was established in 1991 in Bangalore, India as a research group to support and expand Sabinsa's work in the US. The facility now has over 500 employees and combines manufacturing and global marketing of nutraceuticals with cutting-edge research. Sami Labs developed the research-based innovative products and holds numerous international patents. It received the National award for quality products from the President of India.
• Sabinsa Wellness, LLCcoreStrategic or Co-development PartnerSabinsa Wellness is the newly created consumer products division of Sabinsa that unites the brands Nature's Formulary, AFI, Inc., and Sanutra Wellness under one division. P.K. Dave serves as CEO of this division, bringing his expertise from founding Nature's Formulary, the oldest Ayurvedic brand in the natural products industry.
• Sanutra WellnesscoreStrategic or Co-development PartnerSanutra Wellness is a complementary brand alongside AFI supplements, offering condition-specific dietary supplements (as opposed to AFI's ingredient-specific approach). Both brands are offered by America's Finest, Inc. and are united under the Sabinsa Wellness division.
• Nature's FormularycoreStrategic or Co-development PartnerNature's Formulary is an Ayurvedic brand unified under Sabinsa Wellness along with AFI and Sanutra. Founded by P.K. Dave in 1993 as the first Ayurvedic line designed specifically for the western population. Recognized in Natural Foods Merchandiser magazine among '25 who made naturals beautiful.'

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Thorne: Science-led premium supplement brand with practitioner and DTC channels. Comparable in positioning around clinically validated ingredients, premium pricing ($30-$60 range), Made-in-USA manufacturing, and health-conscious consumer segment — competes for the same cognitive, gut, and stress categories as AFI.
• Source Naturals: Long-established natural products brand selling branded ingredients and condition-specific formulations directly to consumers via own storefront and natural products retailers. Comparable ingredient-specific positioning, made-in-USA manufacturing, and broad category coverage.
• Jarrow Formulas: Science-based supplement brand selling branded ingredients (including several from Sabinsa's portfolio) directly via own storefront and through natural products retailers — directly comparable ingredient-specific positioning and customer base.
• Doctor's Best: Premium DTC supplement brand built primarily around branded/co-branded ingredients including many from Sabinsa (BioPerine, Curcumin C3 Complex). Closely comparable ingredient-specific positioning, pricing, and target customer (health-conscious adult consumers seeking science-backed supplements).
• Himalaya Wellness: Globally distributed Ayurvedic/herbal supplement brand with US e-commerce presence and condition-specific product lines. Closely comparable heritage and positioning (Ayurvedic + modern science) and overlapping ingredient categories (turmeric, ashwagandha, boswellia, bacopa).
• Life Extension: Long-established DTC supplement retailer (since 1980) selling clinically studied vitamins, herbs, and hormones directly to consumers via own e-commerce site. Directly comparable business model, customer (older health-conscious consumers), and category breadth (cardio, cognitive, joint, immunity).
• Pure Encapsulations: Practitioner-grade hypoallergenic supplement brand owned by Nestlé Health Science. Comparable premium pricing, Made-in-USA positioning, single-ingredient and condition-specific SKUs targeting the same cognitive, gut, and cardiovascular categories as AFI.
• Designs for Health: Practitioner-channel premium supplement brand emphasizing clinical validation and ingredient transparency — comparable premium positioning, single-ingredient/condition-specific SKU strategy, and health-conscious adult consumer target.

Others

• Sabinsa Corporation: Parent company and ingredient supplier to AFI; operates as the upstream R&D and B2B ingredient manufacturer (Curcumin C3 Complex, BioPerine, LactoSpore, Boswellin, etc.). Included as ecosystem participant — supplier and strategic partner rather than direct retail competitor.

Broad incumbents

• NOW Foods: One of the largest US supplement manufacturers/retailers with a broad catalog of vitamins, herbs, and condition-specific SKUs. Overlaps with AFI across nearly every category (gut, heart, cognitive, joint, immune) at a wider portfolio scale and lower average price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/afi_supplements
• Facebookfacebook.com/AmericasFinestInc
• LinkedInlinkedin.com/company/america-s-finest-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 America’s Finest