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!

We Source from the Purest Plants in the World

From the nutrient-rich soil of the Amazon to the extreme conditions of the Himalayas, we source ingredients where they grow best.

Yerba Mate

Tibetan Beets

Cascara Sagrada

850

Raw Ingredients

300

Unique Botanicals

170

Suppliers

30

Countries

And We Never Stop Improving

Our crafting facilities and practices have earned the following certifications, validating our unwavering commitment to product purity and overall quality:

We Continue to Pioneer Newer, Better Formulas

Every batch we craft undergoes rigorous quality testing, allowing us to guarantee the purity and potency of our supplements. As the Herbal Experts, we employ validated testing methods, using state-of-the-art equipment, for your health and peace of mind.

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.

Earth Sustains Us, We Sustain It.

Each year, we proudly report our environmental goals and sustainability efforts, such as our 100% solar-powered manufacturing facility and our 48% reduction in greenhouse gas emissions. Read our latest Impact Report to learn more.

2024 IMPACT REPORT

Our Top Sellers

1/2

Top Seller

New

Chlorophyll Stick Packs

Inner detox, outer glow

$34.50

Top Seller

Probiotic Eleven®

11 strains for superior gut support

$44.95

Top Seller

New

Power Beets

Superfood Performance Booster

$82.00

New

Brain Edge

Ignite Your Mental Performance

50+ years delivering daily doses of Earth.

1972

1974

1978

1979-1981

1985

2015

2023-24

2025

We Source from the Purest Plants in the World