Nature's Life

What Nature's Life does

Nature's Life is a privately held dietary supplements manufacturer founded in 1975, initially in California and now operating GMP- and ISO-certified production and laboratory facilities in Ogden, Utah. The company offers more than 400 products organized into categories spanning vitamins, minerals, multivitamins, immunity, digestive support, superfoods and antioxidants, men's health, and women's health, alongside bundled offerings such as the Core Classics Bundle (Daily Multivitamin, Magnesium 500mg, Zinc 30mg). Its technical differentiation rests on a triple-testing protocol executed at supplier, intake, and pre-bottling stages, a no skip-lot policy that rejects roughly 90% of raw ingredients, contaminant screening down to 10 parts per billion, and proprietary ActivTab tablet engineering that guarantees USP-compliant disintegration within 30 minutes.

The business model is a multichannel consumer supplements play. Nature's Life sells direct-to-consumer through natureslife.com at unit price points between roughly $8.09 and $60.09 on a pay-as-you-go basis, distributes through national retail chains including Sprouts Farmers Market, The Vitamin Shoppe, Natural Grocers, and Vitacost, lists on Amazon, and reaches international customers exclusively via iHerb.com. Wholesale expansion to independent retailers is executed through the Faire marketplace with first-order incentives and 60-day payment terms. The target customers are health-conscious adults seeking affordable, transparently tested supplements for general wellness, with secondary use-case segments in men's health, women's health, and immunity support. Marketing is content-led through the Earthly Insights blog, email, organic social on Instagram (@natureslifevitamins), and SEO, supplemented by 1% for the Planet membership as an environmental differentiator.

Revenue, headcount, ownership structure, and any external investment are not disclosed in the source data; the company appears independently operated with no public parent, subsidiaries, or funding rounds on record. Customer service correspondence uses a zhounutrition.com email address, suggesting an affiliation or shared services arrangement with Zhou Nutrition that is not elaborated in the available data.

Name

Nature's Life

Legal name

Nature's Life

Website

https://natureslife.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Nature's Life is a 1975-founded dietary supplements manufacturer selling 400+ vitamins, minerals, multivitamins, and specialty formulas through DTC e-commerce, major retail chains, Amazon, iHerb internationally, and Faire wholesale, serving health-conscious consumers seeking affordable, transparently tested supplements.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

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

Keywords

• Dietary supplements
• Vitamins minerals
• Multivitamin formulas
• Nutritional supplements
• Herbal supplements

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Direct Product Sales: Nature's Life generates revenue through direct-to-consumer sales of vitamins, minerals, multivitamins, and specialty supplements via their e-commerce website. Products are sold as one-time purchases with various bottle sizes (50ct, 100ct, 120ct, 180ct, 240ct, 500ct) at price points ranging from $8.09 to $60.09 for individual products, and bundles up to $62.37.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Nature's Life manufactures and sells over 400 dietary supplements including vitamins, minerals, multivitamins, and specialty formulas such as immunity, digestive support, superfoods and antioxidants, men's health, and women's health products. Products are manufactured in a GMP and ISO certified facility in Ogden, Utah, with proprietary triple-testing protocols and ActivTab technology, sold direct-to-consumer online and through major retail and wholesale channels.

Product overview

Nature's Life is a dietary supplements company founded in 1975, offering a comprehensive portfolio of vitamins, minerals, multivitamins, and specialized formulas organized into product categories including Vitamins, Minerals, Multivitamins, Immunity, Digestive Support, Superfoods & Antioxidants, Men's Health, and Women's Health. The product lineup includes individual supplements like Magnesium 500 mg, Zinc Picolinate 30 mg, Monolaurin 1,000 mg, Vitamin D-2 50 mcg, Vitamin D-3 50 mcg, Vitamin B-2 250 mg, Niacinamide B-3 1,000 mg, and various specialty products. Additionally, the company offers bundled products such as the Core Classics Bundle, which combines Daily Multivitamin, Renewing Magnesium 500 mg, and Protecting Zinc 30 mg for comprehensive wellness support. The company positions itself as offering 'radical wellness' with a focus on quality manufacturing and environmental sustainability.

Differentiator

Problem solved

Functional benefit

Products and services

• Vitamins Essential vitamin supplements including Vitamin D-2, Vitamin D-3, Vitamin B-2, Niacinamide B-3, and Pure C Crystals designed to support various bodily functions for health-conscious consumers.
• Minerals Mineral supplements including Magnesium (500 mg, Malate, and various forms), Zinc (30 mg Picolinate, 50 mg), Icelandic Kelp, and Cal/Mag/Zinc Complex for foundational nutritional support.
• Multivitamins Comprehensive multivitamin formulations including Once Daily Multivitamin, Daily Multivitamin Softgels, and Mighty Mini Vite Micro Tablets for broad-spectrum daily nutritional coverage.
• Immunity Immune support supplements including Monolaurin, Monolaurin + Zinc, and Zinc-based products targeting immune system function for consumers seeking immune defense support.
• Digestive Support Digestive health supplements including Aloe Vera, Betaine HCI 648 mg, Bromelain & Papain, Bromelain Sinus Ease, Herbs & Prunes, Apple Cider Vinegar, and Malic Acid for gut and digestive function.
• Superfoods & Antioxidants Superfood and antioxidant supplements including Monolaurin 1,000 mg, Lemon Bioflavonoids, Quercetin 370 mg, Black Seed Oil, and Saw Palmetto for antioxidant protection and plant-based nutrition.
• Men's Health Male-specific health supplements including Prostate Maintain with Saw Palmetto, Magnesium Malate, and various zinc formulations targeting prostate health, male reproductive health, and energy metabolism.
• Women's Health Female-specific health supplements including Icelandic Kelp, Evening Primrose Oil 1000 mg and 1300 mg for thyroid support, hormonal balance, and women's wellness.
• Core Classics Bundle A wellness bundle containing Daily Multivitamin (120 ct), Renewing Magnesium 500 mg (100 ct), and Protecting Zinc 30 mg (100 ct) for comprehensive foundational health support, sold at $62.37.

Quantifiable outcome

• Rejects 90% of raw ingredients that don't meet quality standards
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• 1% for the PlanetcoreStrategic or Co-development PartnerNature's Life is a member of 1% for the Planet, a global organization ensuring planet and future generations thrive. As a member, Nature's Life donates 1% of annual sales to conservation groups, aligning with the company's environmental mission to rebuild forests and support soil health.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nature's Bounty: One of the largest US supplement manufacturers, with a comparable multi-channel footprint across drug, mass, and grocery retailers. Directly competes with Nature's Life across vitamins, minerals, and specialty supplements at overlapping price points.
• New Chapter: Whole-food and fermented vitamin brand owned by Procter & Gamble. Comparable in the multivitamin and women's health categories with a similar natural/organic brand voice.
• Life Extension: Direct-to-consumer supplement brand with a broad SKU portfolio focused on healthy aging. Overlaps with Nature's Life across vitamins, minerals, and condition-specific formulas via similar DTC channels.
• Thorne: Premium, science-led supplement brand with practitioner-channel roots. Comparable in quality testing rigor and direct-to-consumer appetite, though priced at a premium tier above Nature's Life.
• Solgar: Premium-positioned vitamin and mineral brand with similar heritage and quality-led messaging. Overlaps with Nature's Life on vitamins, minerals, and specialty supplements sold through health food and natural retail channels.
• Pure Encapsulations: Hypoallergenic, practitioner-grade supplement brand. Comparable in quality-and-purity positioning and offers overlapping categories (multivitamins, minerals, digestive, women's health).
• NOW Foods: Family-owned, broad-line supplement manufacturer with a similarly extensive SKU portfolio (1,000+ products) and natural/quality positioning. Competes head-to-head in vitamins, minerals, and specialty categories via DTC, wholesale, and retail.
• Gaia Herbs: Vertically-integrated herbal and botanical supplement brand. Overlaps with Nature's Life's botanical SKUs (saw palmetto, evening primrose, black seed oil) and shares a sustainability and traceability narrative.
• Garden of Life: Certified-organic and eco-positioned supplement brand. Matches Nature's Life's sustainability and 'radical wellness' framing and overlaps in multivitamins, probiotics, and women's/men's health categories.

Others

• Zhou Nutrition: DTC supplement brand sharing the customer service email domain listed for Nature's Life, suggesting a likely corporate relationship. Operates in adjacent supplement categories (mushroom, liver, men's health) and serves as a useful signal of ownership/operational linkage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/natureslifevitamins?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

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 Life