What Makes Us Different?

  • HERBAL EXPERTISE

    50+ years of health, wellness, research and care.

  • SUPERIOR SOURCING

    Gathering ingredients from where they grow best

  • SUSTAINABLE CRAFTING

    Independent, artisanal solar-powered manufacturing

  • RIGOROUS TESTING

    Quality & potency assured for each & every batch

    We Scour the Earth for the Best Ingredients

    Watch the video below to learn why we source Beta vulagaris all the way from Qinghai-Tibet:

      Sourced With Care

      Of the more than 850 ingredients we use in our products, we source over 300 unique botanical ingredients from about 170 suppliers in more than 30 countries.

      • 850

        Raw Ingredients

      • 300

        Unique Botanicals

      • 170

        Suppliers

      • 30

        Countries

        50+ years delivering daily doses of Earth. 

        It all began with powdered capsicum, an herb Gene Hughes hoped would improve his digestive health. After discovering it wasn’t exactly easy (or enjoyable) to take by the spoonful, he turned to his wife, Kristine. Together, they had a breakthrough: capsules.

        It may seem simple today, but in 1972, it was revolutionary. As the first to encapsulate herbs, Gene and Kristine made accessing Earth’s most powerful plants more convenient for everyone, everywhere.

        Together, the Hughes became pioneers of the modern supplement industry.

         

        1972

        The Hughes family becomes the original herb encapsulators, starting with spicy capsicum/cayenne pepper.

        1974

        Quality Assurance Department officially opens, committing to guaranteed purity & potency as organizational cornerstone.

        1978

        IPO launches “NATR” onto the NASDAQ stock exchange, where it still trades today.

        1979-1981

        Distribution expands overseas, beginning across the South Pacific (Now available in more than 40 countries!)

        1985

        In-house manufacturing facility triples in size to meet growing demand & expanding product portfolio.

        2015

        The Hughes Center for Research & Innovation opens, featuring clinics and product study laboratories.

        2023-24

        Manufacturing facility converts to 100% powered by solar energy, and earns TRUE Zero-Waste Gold certification.

        2025

        We continue to redefine what’s possible in natural wellness by pioneering new herbal solutions for every aspect of your health. This year alone, we’ve tapped into Earth’s power to bring you groundbreaking supplements like Brain Edge. And there’s so much more to come!

        Make an Impact

        The Impact Foundation unites a community of loyal, like-minded individuals. It creates more meaningful service opportunities and engages with charitable organizations that align with our cause.

        Our Partnerships

        In our efforts to promote responsible sourcing, education, and supplier engagement in our industry, we are participating members of a number of trade associations and sustainability-rated organizations.