National Association for Holistic Aromatherapy

What National Association for Holistic Aromatherapy does

The National Association for Holistic Aromatherapy (NAHA) is a 501(c)(3) nonprofit professional membership association founded in 1990 in Boulder, Colorado, and currently headquartered in Pocatello, Idaho. NAHA's core function is to set and promote professional standards for aromatherapy education in the United States, credential practitioners, and educate both professionals and the general public on the safe use of essential oils and aromatic plants. The association serves a base of 7,000+ members across four membership tiers — Friend of Aromatherapy (non-voting), Professional Member (voting, requiring minimum 200 hours of training and professional liability insurance), Business Member, and School Membership (CASE) — plus a volunteer Regional Director network spanning 6 US districts and 18+ international countries.

NAHA operates a portfolio of member-facing products and services rather than a single software platform. Core offerings include the quarterly NAHA Aromatherapy Journal (peer-reviewed publication under the same chief editor since 2015, with 50+ issues published to date), an online store selling books, brochures, and webinar recordings, a library of 185+ recorded webinars and podcasts, the biennial Beyond Aromatics / NAHA World of Aromatherapy conference, an Approved Schools program aligned to NAHA's three-tier training standards, a Find an Aromatherapist directory, a member Marketplace, and a Certificate Validation service. The technology stack is a standard membership/e-commerce website rather than a proprietary software product — there are no APIs, no mobile apps, and no disclosed AI capabilities.

The business model is community-led and diversified across six revenue streams: recurring annual membership dues across tiers, transactional store and bookstore sales, one-time webinar registrations (typically $10 and up), biennial conference revenue (registration, sponsorship, exhibits), advertising (in the journal, on the website, and at conferences), and tax-deductible donations supporting sponsored research. Marketing and distribution are multi-channel: naha.org website and blog, email newsletter, YouTube, Facebook, Instagram (@beyondaromatics), webinars, regional director outreach, and a referral network of NAHA-approved schools and CE providers. Strategic partnerships with NCBTMB (continuing education alignment), United Plant Savers (plant sustainability), Airmid Institute, and American Botanical Council extend reach into adjacent professional ecosystems. NAHA is independently governed by an elected Board of Directors, with a 4-person operational staff (Chief Journal Editor, Marketing Director, Marketing Assistant/Video Editor, Membership Support Specialist).

Name

National Association for Holistic Aromatherapy

Legal name

National Association for Holistic Aromatherapy

Website

https://naha.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

The National Association for Holistic Aromatherapy (NAHA) is a 501(c)(3) nonprofit professional membership association, founded in 1990, that sets education standards, credentials practitioners, and educates the public on aromatherapy for a base of 7,000+ members and a regional director network across 25+ countries.

Ownership category

akta.pro rank

Product category

Professional Aromatherapy Association and Education

NAICS

Business Associations (813910), Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (813990)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Holistic & Integrative Wellness Education (Ayurveda, Traditional Practices) (EDAAAHAH)

akta.pro secondary industries

Aromatherapy & Essential Oil Massage (HSADAHAL), Aromatherapy & Essential Oil Body Treatments (HSALAFAI)

Keywords

• Aromatherapy education
• Professional membership association
• Continuing education webinars
• Essential oils certification
• Holistic health standards

Headquarters

HQ city

Pocatello

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Dues: NAHA generates revenue through various membership tiers including Friend of Aromatherapy (non-voting), Professional Member, Business Member, and School Membership. Members receive benefits including journal subscription, newsletter access, conference discounts, and directory listings.
2. Store and Bookstore Sales: Revenue from selling aromatherapy books, journal issues, webinar recordings, official brochures and booklets, conference materials, and other educational products through the NAHA store and marketplace.
3. Webinar Registrations: NAHA offers both live webinar registrations and recorded webinar purchases, providing continuing education content to members and non-members for fees typically ranging from $10 to various price points.
4. Conference Revenue: Biennial NAHA World of Aromatherapy/Beyond Aromatics conference generates revenue through registration fees, sponsor fees, and related conference materials and merchandise sales.
5. Advertising: NAHA accepts advertising in the Aromatherapy Journal, on the website, and during conferences, offering visibility to businesses in the aromatherapy and natural health industries.
6. Research Donations: NAHA accepts donations to support sponsored research studies in aromatherapy, with various donation tiers available in the store.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

The National Association for Holistic Aromatherapy is a 501(c)(3) nonprofit professional association that sells tiered annual memberships (Friend, Professional, Business, School/CASE), publishes the quarterly NAHA Aromatherapy Journal, and delivers continuing education through its online store of books and webinar recordings, the Approved Schools accreditation program, and the biennial Beyond Aromatics conference. It also operates the Find an Aromatherapist directory, NAHA Marketplace, and certificate validation service that connect the public with vetted practitioners and member businesses.

Product overview

The National Association for Holistic Aromatherapy (NAHA) is a 501(c)(3) nonprofit professional membership organization rather than a software product company. NAHA offers a portfolio of membership-based programs and services centered on aromatherapy education, certification, and professional development. The core offerings include: NAHA Membership (with tiered levels for professionals, businesses, and schools), the quarterly NAHA Aromatherapy Journal, the NAHA Store/Bookstore (featuring books, CE materials, and webinar recordings), the Approved Schools Program (with CASE council), NAHA Webinars/Podcasts (185+ recordings), the biennial World of Aromatherapy Conference (Beyond Aromatics), Research Program sponsorship, Find an Aromatherapist directory, Marketplace directory, Certificate Validation service, and a Regional Director Network spanning US districts and international regions. These services collectively support aromatherapy education standards, professional certification, and public awareness of aromatherapy.

Differentiator

Problem solved

Functional benefit

Brands

• Beyond Aromatics: NAHA World of Aromatherapy Conference brand

Products and services

• NAHA Membership Program Tiered annual membership program offering Friend of Aromatherapy (non-voting, open to students and enthusiasts), Professional Member (voting, requires 200 hours training or 4 years experience plus liability insurance), Business Member (voting, for product/service businesses), and School/CASE Member (voting, for NAHA Approved Schools) with benefits including journal subscription, e-newsletter, conference discounts, directory listings, and voting rights.
• NAHA Aromatherapy Journal Quarterly peer-reviewed publication covering aromatherapy research, education, and practice, distributed to 7,000+ members and available for individual purchase through the NAHA store.
• NAHA Store / Bookstore Online bookstore offering aromatherapy books, approved continuing education materials, webinar and podcast recordings, conference materials, official brochures and booklets, advertising placements, and research donation options.
• NAHA Approved Schools Program (CASE) Directory and approval program for aromatherapy schools meeting NAHA's Standards for Aromatherapy Training (Levels 1–3), bundled with CASE (Council for Aromatherapy Schools and Educators) membership and approved school listings.
• NAHA Webinars and Podcasts Library Educational webinar recordings and podcasts featuring expert practitioners covering clinical aromatherapy, essential oil chemistry, and holistic practices; 185+ recordings accessible to members and available for individual purchase.
• Beyond Aromatics / NAHA World of Aromatherapy Conference Biennial conference bringing together aromatherapy professionals for education, networking, vendor exhibition, sponsor placements, and professional development opportunities.
• NAHA Research Program Sponsorship and promotion of research studies in association with NAHA, including tiered donation opportunities to fund aromatherapy research.

Quantifiable outcome

• Over 7,000 members served through journal distribution and member benefits
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Airmid InstituteminorOthersNAHA is a proud member of the Airmid Institute, indicating mutual alignment in holistic health and aromatherapy education missions.
• NCBTMB (National Certification Board for Therapeutic Massage and Bodywork)coreStrategic or Co-development PartnerNAHA works with NCBTMB for continuing education approval and professional certification alignment, supporting mutual goals of advancing complementary healthcare standards.
• American Botanical CouncilminorOthersNAHA is a proud member of the American Botanical Council, supporting education and advocacy for herbal and aromatic plant use.
• United Plant SaverscoreStrategic or Co-development PartnerNAHA partners with United Plant Savers to promote awareness of sustainability issues surrounding plants used for essential oils, carrier oils, and other aromatic extracts, aligning with NAHA's stated goal of supporting plant sustainability.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• International Federation of Professional Aromatherapists: UK-based international federation setting professional aromatherapy standards globally. Comparable membership-based model with practitioner certification and educational content offerings.
• American Aromatherapy Association: Earlier US-based aromatherapy association founded in 1987, referenced in NAHA's history as a predecessor organization. Competes for US aromatherapy practitioner membership and education standards.
• Aromatherapy Registration Council: US-based registration body for professional aromatherapists offering credentialing and practitioner directories. Directly competes with NAHA's certificate validation and directory services.
• Alliance of International Aromatherapists: International professional aromatherapy association offering practitioner membership, education standards, and conferences. Direct competitor for professional aromatherapist membership and continuing education.
• National Association for Holistic Aromatherapy (Canada): Canadian holistic aromatherapy association (distinct entity from NAHA US) serving practitioners with membership, education, and professional standards. Direct peer operating in parallel geographic territory.

Emerging players

• Tisserand Institute: Educational nonprofit focused on evidence-based aromatherapy safety research and practitioner training. Competes in continuing education content and safety standards, partially overlapping with NAHA's webinar/journal offerings.
• Aromatic Plant Research Center: Research-oriented organization supporting aromatic plant and essential oil studies. Comparable nonprofit research sponsorship model and complementary to NAHA's research program.
• International Association of Reiki Professionals: Professional association for energy healing practitioners. Comparable community-led, education-focused nonprofit membership model serving holistic wellness practitioners.

Broad incumbents

• American Botanical Council: Larger nonprofit dedicated to herbal medicine education and advocacy. Adjacent partner of NAHA; comparable educational/membership model but broader scope beyond aromatherapy into general herbal medicine.
• National Center for Complementary and Integrative Health: US federal agency conducting and supporting research on complementary health approaches. Operates at significantly larger scale and is a key validator/reference for clinical aromatherapy adoption.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@nationalassociationforholi8979
• Facebookfacebook.com/AromatherapyCommunity
• Instagraminstagram.com/beyondaromatics
• Xx.com/nahacommunity
• LinkedInlinkedin.com/company/national-association-for-holistic-aromatherapy

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about National Association for Holistic Aromatherapy