What Nutraceutical International Corp. does

Nutraceutical International Corp., operating commercially as Better Being Co., is a Park City / American Fork, Utah-based branded nutraceutical manufacturer founded in 1993 that operates a multi-brand portfolio of 16 consumer supplement and wellness labels. The company serves two broad consumer personas: health-conscious general-wellness buyers and specialized demographic groups (men seeking prostate and testosterone support, women focused on hair and beauty, life-stage nutrition) through a horizontal segmentation approach that spans vitamins, minerals, herbal supplements, botanical extracts, beauty-from-within products, and immune health formulations. Hero brands include Solaray (herbal), Zhou Nutrition (daily vitamins), KAL Vitamins (mineral supplements), Heritage Store (beauty wellness), Nature's Life, ZAND (immunity), Honey Gardens, Dynamic Health, Action Labs, Nutra Biogenesis, Natural Balance, Body Gold, Life Flo, LifeTime, Theraneem Naturals, and Nu U Nutrition. Underlying technology is concentrated in nutraceutical formulation rather than software: the company leverages proprietary herbal, vitamin, mineral, and botanical-extract product development across the portfolio, with domain-specialized product lines differentiated by ingredient, dosage form, and target benefit.

The go-to-market combines direct-to-consumer brand-specific e-commerce storefronts (16 dedicated URLs under the betterbeing.com hub) with traditional retail distribution across health food stores, pharmacies, natural product retailers, and mass-market channels, supplemented by a store-locator tool and an explicit international distribution arm. Pricing is unit-based at the brand level with no corporate-level subscription model disclosed — a pay-as-you-go, transaction-driven revenue model across physical and digital channels. After a 2019 recapitalization led by DWS Group with Blackstone Group, Snapdragon Capital Partners, StepStone Group, and Maze as participants, the entity was taken private (delisted from NASDAQ: NUTR). The corporate footprint is 501–1,000 employees with no AI/ML capability disclosed in the current dataset.

Name

Nutraceutical International Corp.

Website

https://nutraceutical.com

Company type

Private

Founded year

1993

Headcount range

501–1,000 employees

Short description

Nutraceutical International Corp. (dba Better Being Co.) is a Utah-based branded nutraceutical manufacturer operating a 16-brand portfolio of vitamins, herbal supplements, beauty, and immunity products, sold through brand-specific DTC websites and U.S./international retail channels to health-conscious consumers.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

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

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Multivitamins & Daily Packs (CRADAGAC), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

Keywords

• Dietary supplements
• Herbal supplements
• Vitamin products
• Wellness supplements
• Nutritional products

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

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. Nutraceutical Product Sales: The company generates revenue through the sale of dietary supplements, vitamins, herbal products, and wellness products across its portfolio of consumer brands. Products are sold directly to consumers via brand websites and through retail distribution channels including health food stores, pharmacies, and mass retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Nutraceutical International Corp. (now operating as Better Being Co.) manufactures and sells branded nutritional supplements, vitamins, herbal products, and wellness items through a portfolio of 16 distinct consumer brands including Solaray, Zhou Nutrition, KAL Vitamins, Heritage Store, Nature's Life, ZAND Immunity, Honey Gardens, Dynamic Health, Action Labs, Nutra Biogenesis, Natural Balance, Body Gold, Life Flo, LifeTime, Theraneem Naturals, and Nu U Nutrition. Products are sold directly to consumers via brand-specific e-commerce websites and through retail distribution channels including health food stores, pharmacies, and mass retailers, both domestically and internationally.

Product overview

Better Being Co. is a nutraceutical company operating as a multi-brand portfolio platform that consolidates 16 distinct supplement and wellness brands. The portfolio includes Solaray (herbal supplements), Zhou Nutrition, KAL Vitamins, Heritage Store (beauty/wellness), Nature's Life, ZAND Immunity, Honey Gardens, Dynamic Health, Action Labs, Nutra Biogenesis, Natural Balance, Body Gold, Life Flo, LifeTime, Theraneem Naturals, and Nu U Nutrition. Each brand operates independently with its own website and product focus, spanning categories such as vitamins, minerals, herbal supplements, beauty supplements, and immune health products. The parent company provides centralized distribution, innovation, and operational support across these acquired and managed brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Solaray A supplement brand featuring a range of herbal and nutritional products for general wellness and preventive health.
• Zhou Nutrition A nutritional supplement brand focused on providing daily health and wellness products for health-conscious consumers.
• KAL Vitamins A vitamin and supplement brand offering a wide range of nutritional products, including mineral supplements, for general consumer wellness.
• Heritage Store A beauty and wellness brand focused on soul-to-skin beauty products combining beauty and wellness.
• Nature's Life A brand dedicated to radical wellness and natural health supplements.
• ZAND Immunity An immunity-focused supplement brand derived from natural wisdom for immune health support.
• Honey Gardens A brand featuring honey-based health products and natural supplements.
• Dynamic Health A supplement brand offering various health-focused products.
• Action Labs A health supplement brand offering targeted nutritional solutions.
• Nutra Biogenesis A brand focused on advanced nutritional supplement formulations.
• Natural Balance A supplement brand offering balanced nutrition products.
• Body Gold A health supplement brand focused on wellness products.
• Life Flo A supplement brand offering various health and wellness products.
• LifeTime A vitamin and supplement brand offering nutritional products.
• Theraneem Naturals A natural supplement brand offering health-focused products.
• Nu U Nutrition A nutritional supplement brand offering various health products.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• USANA Health Sciences: Direct peer — a manufacturer of vitamins, minerals, and nutritional supplements sold through direct selling and DTC channels, targeting overlapping health-conscious consumer segments with similar product formats.
• Standard Process: Direct peer — a family-owned whole food and herbal supplement manufacturer with overlapping specialty-condition and herbal product lines and a practitioner/health-food-store distribution model.
• Nature's Way: Direct peer — a long-established herbal supplement brand competing directly with Solaray, Nature's Life, and Zand in the natural/herbal supplements category through similar retail and DTC channels.
• Herbalife Nutrition: Direct peer — a global nutrition company selling meal shakes, vitamins, and supplements through a distributor model; comparable in product mix, target consumer (general wellness), and global distribution footprint.
• Nature's Sunshine Products: Direct peer — a publicly-traded manufacturer and direct-marketer of herbal and nutritional supplements with a comparable multi-decade operating history and overlapping product categories (vitamins, herbal, immune, women's health).
• Nu Skin Enterprises: Direct peer — a direct-selling health and beauty company whose nutritional supplements portfolio (Pharmanex) competes head-to-head with Better Being's vitamin and specialty condition supplement brands.

Broad incumbents

• Garden of Life (Nestlé Health Science): Broad incumbent — a Nestlé-owned organic/non-GMO supplement brand; competes with multiple Better Being brands across vitamins, probiotics, and specialty nutrition but operates as part of Nestlé's broader health-science portfolio.
• Atrium Innovations (Dangote/Nestlé): Broad incumbent — owner of Pure Encapsulations, Douglas Laboratories, and Garden of Life competing across practitioner and consumer supplement channels; comparable multi-brand platform model under a larger corporate parent.
• The Bountiful Company (Nestlé Health Science): Broad incumbent — parent of Nature's Bounty, Solgar, Pure Protein, and other supplement brands; competes broadly with Better Being across mass and natural retail channels as part of Nestlé's health platform.
• Pfizer Consumer Healthcare (now Haleon — Centrum): Broad incumbent — Centrum and Caltrate compete directly with Zhou Nutrition and the company's multivitamin brands through mass retail, drug, and grocery channels with significantly larger marketing budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nutraceutical International Corp.