Nature's Formulary

What Nature's Formulary does

Nature's Formulary is a US-based Ayurvedic herbal supplement company founded circa 1991 and headquartered in East Windsor, New Jersey, with a mailing address in Malta, New York. The company manufactures and sells a nine-SKU catalog of single-herb dietary supplements — Ashwagandha, Shankhpushpi, Boswellia, Triphala, Phyllanthus, Picrorrhiza, Gymnema, Guggul, and Arjuna — each standardized for specific active constituents such as withanolides, boswellic acids, guggulsterols, gymnemic acids, kutkin, and sesquiterpenes. Products are positioned around the Ayurvedic Dosha framework (Vata, Pitta, Kapha) and target health-conscious consumers seeking natural support for stress, joint health, heart health, liver detoxification, sugar metabolism, and intestinal cleansing.

The company's core technology is standardized botanical extraction using wildcrafted, vegan, gluten-free, NON-GMO ingredients, with manufacturing performed in FDA-inspected US facilities under cGMP. The consumer-facing platform is built around a free Dosha Test that personalizes product and lifestyle recommendations, supplemented by Ayurvedic education content, dosha-specific recipes, cleansing plans, and a practitioner-locator tool (Ayuveda+InfoLink).

Nature's Formulary operates a direct-to-consumer go-to-market through its own e-commerce site and phone orders, alongside a selective physical retail footprint in named US health food chains (Natural Grocers, Lassen's, Mother's Market). The company explicitly avoids Amazon and third-party internet marketplaces to preserve product freshness and brand control. Pricing is pay-as-you-go unit pricing per bottle, with free shipping on orders over $50. Following its February 2025 acquisition by Sabinsa Corporation, the brand operates as part of Sabinsa Wellness LLC, with the Sabinsa Wellness Products identity now co-branded on the website.

Name

Nature's Formulary

Legal name

Nature's Formulary LLC

Website

https://www.naturesformulary.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Nature's Formulary is a US-based Ayurvedic supplement company selling nine single-herb products (Ashwagandha, Boswellia, Triphala, and others) standardized for active constituents and personalized by Dosha type, via DTC e-commerce and selective health food retail. Now part of Sabinsa Wellness LLC following its February 2025 acquisition by Sabinsa Corporation.

Ownership category

akta.pro rank

Product category

Ayurvedic herbal dietary supplements

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

Keywords

• Ayurvedic herbal supplements
• Botanical extract capsules
• Adaptogenic stress support
• Dosha personalized wellness
• Vegan gluten-free supplements

Headquarters

HQ city

Albany

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, Infrastructure

Revenue model

1. Direct E-commerce Sales: Nature's Formulary generates revenue through direct-to-consumer online sales via its website at naturesformulary.com, offering individual Ayurvedic herbal supplement products at stated price points ranging from $12.99 to $27.99 per bottle. Free shipping is offered on orders over $50. Orders can also be placed by phone.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Nature's Formulary manufactures and sells a focused line of nine single-herb Ayurvedic dietary supplements (Ashwagandha, Arjuna, Boswellia, Guggul, Gymnema, Phyllanthus, Picrorrhiza, Shankhpushpi, Triphala) packaged as vegetarian capsules and made in FDA-inspected cGMP facilities in the USA from wildcrafted botanical extracts. The line is paired with a Dosha-based personalization platform (free Dosha Test, dosha-specific cleansing plans and recipes) and distributed via the company's own e-commerce site, phone ordering, and a network of health food retail partners in the United States.

Product overview

Nature's Formulary offers a portfolio of 9 Ayurvedic herbal supplement products, all manufactured in the USA in FDA-inspected facilities. The product line centers on single-herb formulations including Ashwagandha (anti-stress adaptogen), Arjuna (heart health), Boswellia (joint support), Guggul (cholesterol management), Gymnema (sugar metabolism), Phyllanthus (liver cleansing), Picrorrhiza (liver protection), Shankhpushpi (anxiety and mood), and Triphala (digestive health/intestinal cleansing). Products are wildcrafted, vegan, and gluten-free, with ingredient sourcing from India and manufacturing in the USA. The company also provides educational tools including a Dosha Test for personalized Ayurvedic recommendations based on individual body types (Vata, Pitta, Kapha). Nature's Formulary was acquired by Sabinsa Corporation to expand Sabinsa's presence in the dietary supplement industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Arjuna Heart health supplement containing Terminalia arjuna bark extract (60 mg per capsule) standardized for cardiac support; used to support normal cardiac functions and maintain healthy heart rate. For health-conscious consumers seeking Ayurvedic cardiovascular support.
• Ashwagandha Anti-stress adaptogen supplement containing Withania somnifera root extract (300 mg per capsule) standardized for Withanolides. Combats effects of stress and improves endurance. For consumers seeking stress and adaptogenic support.
• Boswellia Joint health supplement containing Boswellia serrata resin extract (230 mg per capsule) standardized for 150 mg Boswellic Acids. Supports normal joint function and provides relief to stiff joints. For consumers seeking joint comfort and mobility.
• Guggul Healthy cholesterol supplement containing Commiphora mukul gum resin extract (1000 mg per capsule) standardized for 25 mg Guggulsterols. Supports healthy cholesterol levels and heart health. For consumers seeking cardiovascular and cholesterol support.
• Gymnema Sugar metabolism supplement containing Gymnema sylvestre leaf extract (200 mg per capsule) standardized for 150 mg Gymnemic acids. Helps reduce sugar cravings and supports healthy sugar metabolism. For consumers seeking blood sugar and craving support.
• Phyllanthus Liver cleanser supplement containing Phyllanthus amarus plant extract (668 mg per capsule) standardized for 20 mg Sesquiterpenes. Helps remove accumulated toxins from the liver. For consumers seeking liver cleansing and detoxification.
• Picrorrhiza Liver tonic supplement containing Picrorrhiza kurroa plant extract (668 mg per capsule) standardized for 20 mg Kutkin. Protects and rejuvenates liver tissue. For consumers seeking liver protection and rejuvenation.
• Shankhpushpi Anxiety and mood supplement containing Convolvulus pluricalis whole plant extract (275 mg per capsule). Supports mental focus and helps reduce anxiousness during times of stress. For consumers seeking mood and mental focus support.
• Triphala Intestinal cleanser supplement containing a 5:1 extract of three fruits (Amla/Emblica officinalis, Beleric myrobalan/Terminalia belerica, Chebulic myrobalan/Terminalia chebula). Supports healthy digestive tract and provides natural laxative properties. For consumers seeking digestive regularity and intestinal cleansing.

Quantifiable outcome

• Products have been used safely and effectively in India for over 4,000 years, with peer-reviewed clinical studies available at the National Library of Medicine (PubMed)

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• Sabinsa CorporationcoreStrategic or Co-development Partner · 1 January 2025Sabinsa Corporation acquired Nature's Formulary, an Ayurvedic supplement company based in the USA. The acquisition aims to expand Sabinsa's presence in the dietary supplement industry by leveraging Nature's Formulary's expertise and market reach. Nature's Formulary is now identified as 'Part of Sabinsa Wellness LLC' on its website. Sabinsa is pursuing vertical integration and acquisitions to secure supply chain traceability and capture retail margins in the Ayurvedic/natural products space. Multiple market research reports corroborate this acquisition as part of a broader M&A trend in the ashwagandha and nutraceutical markets.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NOW Foods: Large US supplement manufacturer offering commoditized single-herb capsules (Ashwagandha, Gymnema, Triphala) at lower price points, competing in the same herbal category at mass scale.
• Solgar: Established US supplement brand with a broad herbal and condition-specific SKU range sold through natural and health food retailers, comparable in retail channel but much larger in scale.
• Himalaya Wellness: Global Ayurvedic/herbal supplement brand with a much larger SKU portfolio across single herbs, formulas, and personal care, competing with Nature's Formulary in the US natural channel.
• Life Extension: Large US supplement brand with broad single-herb and condition-specific SKUs (Ashwagandha, Triphala, etc.) overlapping Nature's Formulary's product set, with much wider distribution and marketing spend.

Direct peers

• Organic India: US presence of an Indian Ayurvedic brand selling Tulsi teas, Ashwagandha, Triphala and other whole-herb supplements through natural food and online channels, directly overlapping Nature's Formulary's SKU set and target customer.
• Gaia Herbs: US herbal extracts brand offering single-herb capsules and liquid extracts (Ashwagandha, Turmeric, etc.) with strong natural food retail and DTC presence, closely comparable in product format and customer base.
• Herb Pharm: US-based herbal extracts company producing single-herb liquid and capsule supplements (Ashwagandha, Milk Thistle, etc.) with a comparable practitioner- and natural-retail-oriented go-to-market.
• Banyan Botanicals: Leading US-based Ayurvedic herbs and wellness brand offering Ashwagandha, Triphala, Boswellia and similar single-herb supplements with a comparable dosha-aligned, practitioner-friendly positioning.
• Maharishi Ayurveda: Ayurvedic supplement brand offering single herbs and dosha-balanced formulations targeted at the same Ayurvedic body-type consumer persona Nature's Formulary serves.

Regional players

• Pukka Herbs: UK-based Ayurvedic and herbal tea/supplement brand with growing US distribution; competes in the same herbal wellness category with overlapping single-herb and blend SKUs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NFormulary
• Facebookfacebook.com/NaturesFormularyLLC
• LinkedInlinkedin.com/company/natures-formulary-llc

Compliance1 record

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 Formulary