Lu'Lu Naturals

What Lu'Lu Naturals does

Lu'Lu Naturals is a Perris, California-based direct-to-consumer manufacturer and retailer of dietary supplements founded in 2006. The company's product portfolio centers on cold-pressed, extra-virgin Nigella sativa (black seed) oil in two primary formats — an 8oz liquid standardized to 13.93% thymoquinone (TQ) verified by SGS Institut Fresenius GmbH, and a 720mg capsule containing 20% TQ (52mg per capsule). A complementary sub-brand, Atria, combines black seed oil with astaxanthin, cumin oil, cod liver oil, and cinnamon for cardiovascular support. Manufacturing occurs at an FDA-registered facility operated by K+G+H LLC in Mostar, Bosnia & Herzegovina (Facility #17951103596), with USDA Organic and non-GMO certifications across the product line.

The business operates exclusively as a DTC e-commerce brand on a Shopify-hosted storefront, selling one-time purchases (no subscription model) at price points ranging from $26 for a single capsule bottle to $103.70 for a 3x liquid bundle. The company markets via an extensive educational blog (25+ articles on thymoquinone science), organic social channels (Facebook, Instagram, Pinterest), Trustpilot-displayed customer testimonials (418 reviews averaging 4.6/5), and an Uppromote-powered affiliate program. Customer claims include over 125,000 served worldwide, with conversion optimized through third-party test report transparency, a 60-day money-back guarantee, and clinical outcome citations (e.g., 11.2% systolic BP reduction at 500-2,000mg/day for 8 weeks).

Lu'Lu Naturals targets health-conscious consumers seeking natural alternatives to pharmaceuticals, with use cases spanning cardiovascular health, chronic inflammation, immune support, blood sugar regulation, and weight management. The company is privately held, founder-led, and bootstrapped with no disclosed institutional investment, parent entity, or external shareholders. All revenue derives from a narrow SKU set (five core products), with global fulfillment reaching USA, EU, and international markets via direct shipment.

Name

Lu'Lu Naturals

Legal name

Lu'Lu Naturals

Website

https://lulunaturals.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Lu'Lu Naturals is a privately held, bootstrapped DTC supplement manufacturer founded in 2006 that sells cold-pressed, third-party-verified black seed oil (13.93-20% thymoquinone) and the Atria cardiovascular blend to health-conscious global consumers via its Shopify e-commerce site.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Medicinal and Botanical Manufacturing (325411)

SIC

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), Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD)

Keywords

• Black seed oil supplements
• Dietary supplements
• Herbal health products
• Thymoquinone supplements
• Natural wellness products

Headquarters

HQ city

Perris

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

Revenue model

1. Direct E-commerce Sales (Consumer Supplements): Lu'Lu Naturals generates revenue through direct-to-consumer online sales of black seed oil products via their Shopify-powered e-commerce website (lulunaturals.com). Products include liquid black seed oil (8oz bottles), black seed oil capsules (90-count bottles), multi-pack bundles, and Atria herbal cardiovascular supplements. All products are sold as one-time purchases with no subscription model currently offered. The company also operates an affiliate marketing program through Uppromote for additional revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Lu'Lu Naturals manufactures and sells cold-pressed, extra-virgin black seed oil (Nigella sativa) dietary supplements in liquid and capsule formats, standardized to industry-leading thymoquinone (TQ) concentrations (13.93% in liquid, 20% in capsules). The company also offers the Atria cardiovascular herbal supplement, a proprietary blend of black seed oil, astaxanthin, cumin oil, cod liver oil, and cinnamon. All products are sold direct-to-consumer via the company's Shopify e-commerce website, manufactured in an FDA-registered facility, and verified by third-party testing at SGS Institut Fresenius GmbH.

Product overview

Lu'Lu Naturals is a dietary supplement brand offering natural health solutions based on ancient knowledge for modern health problems. Founded in 2006, the company manufactures all products in their own FDA-registered facility under strict quality control. The product portfolio centers on Black Seed Oil (Nigella sativa) supplements in multiple formats: Premium Black Seed Oil 8oz liquid (13.93% TQ), Black Seed Oil Capsules 720mg (20% TQ), multi-bottle bundles of both formats, and Atria—a cardiovascular herbal supplement combining black seed oil with astaxanthin, cumin oil, cod liver oil, and cinnamon. All products emphasize cold-pressed extraction, USDA organic certification, non-GMO ingredients, and third-party verified thymoquinone concentration as key differentiators. The company offers a 60-day money-back guarantee and serves over 125,000 satisfied customers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Atria: Cardiovascular health support supplement combining black seed oil, astaxanthin, cumin oil, cod liver oil, and cinnamon to combat arterial plaque buildup and promote healthy heart and blood function.

Products and services

• Premium Black Seed Oil 8oz (Liquid)
• 3x Premium Black Seed Oil 8oz Bundle Bundle of three 8oz bottles of cold-pressed, extra-virgin organic black seed oil with 13.93% thymoquinone. Multi-bottle packaging offering savings compared to individual bottle purchases. Targeted at ongoing users seeking volume discount pricing.
• Black Seed Oil Capsules 720mg (20% Thymoquinone) Cold-pressed black seed oil capsules containing 720mg of Nigella sativa oil per capsule, standardized to 20% thymoquinone (52mg active TQ per capsule). Packaged in vegetarian HPMC capsules, 90 capsules per bottle providing a 30-45 day supply at clinical dosages. Targeted at consumers preferring capsules over liquid and seeking highest TQ concentration available.
• 3X Black Seed Oil Capsules 720mg Bundle Bundle of three bottles of black seed oil capsules with 20% thymoquinone (52mg per capsule). Cold-pressed, extra-virgin oil in vegetarian HPMC capsules. Multi-bottle purchase offering discount savings over single-bottle price. Targeted at ongoing daily users seeking volume discount.
• Atria Herbal Oil Supplement Cardiovascular support supplement combining black seed oil, astaxanthin, cumin oil, cod liver oil, and cinnamon in an 8oz antioxidant-rich liquid formula. Supports heart health, healthy arterial blood flow, and combats arterial plaque buildup. Oil-based format for enhanced absorption compared to capsules. Targeted at individuals managing cardiovascular risk factors.

Quantifiable outcome

• 11.2% systolic blood pressure reduction; 12.2% diastolic blood pressure reduction (500-2,000mg/day x 8 weeks)
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 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.

• SGS Institut Fresenius GmbHcoreTechnology or IntegrationIndependent third-party laboratory testing partner based in Berlin, Germany. Conducts verification of thymoquinone concentration and product quality. Test Report #3849174 verifies the company's 13.93% TQ liquid oil concentration. This partnership provides credible, verifiable third-party quality assurance that customers can request and verify, differentiating the company from competitors relying on self-reported claims.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Life Extension: Life Extension is a long-established premium supplement brand with a clinically-backed catalog including cardiovascular and immune support SKUs. Comparable as a broad incumbent in the clinical-grade supplement category that overlaps with Lu'Lu's positioning on cardiovascular and immune benefits.
• Nature's Way: Nature's Way is a large herbal and specialty supplement brand with mass retail distribution. Comparable as a broad incumbent in the herbal supplement category, offering overlapping ingredients like black seed oil as part of a much larger portfolio.
• Himalaya Wellness: Himalaya Wellness is a global herbal supplement brand with a deep herbal extract portfolio sold across retail and DTC. Comparable as a broader herbal and botanical supplements incumbent with global distribution reach, though focused on Ayurvedic blends rather than single-ingredient hero SKUs.
• Gaia Herbs: Gaia Herbs is an established herbal supplement manufacturer with a broad liquid and capsule portfolio (turmeric, ashwagandha, mushroom blends) sold DTC and through natural retail. Comparable as a broader herbal wellness peer with significantly larger scale and retail penetration.

Direct peers

• Zhou Nutrition: Zhou Nutrition markets a popular black seed oil supplement (capsules and liquid) as part of a broader DTC supplement portfolio on Amazon and its own website. Directly comparable in product format, target customer (wellness supplement buyer), and online-led GTM motion.
• Healths Harmony: Healths Harmony sells black seed oil capsules and liquid with similar thymoquinone-focused marketing. Direct competitor in the same niche, primarily through Amazon, with comparable claims around TQ concentration and similar pricing architecture.
• Amazing Herbs: Amazing Herbs is a leading US black seed oil brand selling cold-pressed Nigella sativa liquid and capsules directly to consumers. It is the most directly comparable competitor, occupying the same premium-herbal positioning with similar SKU mix and DTC distribution focus.

Emerging players

• MaryRuth's: MaryRuth's is a fast-growing DTC liquid supplement brand selling through its own site and major retail. Comparable as an emerging direct-to-consumer supplement brand with strong social/influencer-driven GTM and overlapping liquid-oil and herbal category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lulunaturals
• Instagraminstagram.com/lulunaturalsusa
• Pinterestpinterest.com/lulunaturals
• Xx.com/lulunaturals

Compliance3 records

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 Lu'Lu Naturals