Brands

Bear Balanced

Private, venture-backed (Bear Balanced, LLC); investors reported to include Ardent Venture Partners, Alliance Consumer Growth, and Unilever Ventures [4](https://www.caplight.com/company/creatinegummies)

A venture-backed direct-to-consumer brand built around a single product category, creatine gummies, with no independent verification on record.

1 listing · Creatine

Effective Nutra

Appears to be a privately held, small direct-to-consumer and Amazon marketplace seller; no parent company identified

A budget Amazon-first supplement seller with generic "lab tested" claims and no documented third-party certification.

1 listing · Creatine

Gaia Herbs

Privately held, private-equity backed; a Public Benefit Corporation since 2022 and a Certified B Corp since 2018 [2](https://www.nutraceuticalsworld.com/top-company-profile/gaia-herbs/)

A vertically integrated herbal supplement maker that grows much of its own organic supply and publishes batch-level testing, with one of the more transparent records in the herbal category.

1 listing · Immune Support

Goli

Goli Nutrition Inc., privately held; manufacturing partner named in litigation as Better Nutritionals LLC [1](https://www.classaction.org/media/caputo-v-goli-nutrition-inc-et-al.pdf)

A viral apple-cider-vinegar and ashwagandha gummy brand that scaled quickly through influencer marketing and has since drawn repeated class-action lawsuits over its advertising claims.

2 listings · Stress & Calm, Metabolic Support

Llama Naturals

Privately held, venture-backed; founded by Bradley Baum and Kevin Brown [3](https://www.privco.com/company/llama-naturals)

A fast-growing family-focused gummy brand built around whole-fruit, no-added-sweetener formulas, with strong revenue growth but no independent verification mark identified.

1 listing · Kids' Multivitamin

Lunakai

Privately held, operated under Wild and Free LLC; owner identified in business records as Sarah Douglass [5](https://markinton.com/trademark/lunakai-90781981) [4](https://www.bbb.org/us/tn/franklin/profile/vitamins-and-supplements/lunakai-0573-37380235)

A small, women-focused gummy and capsule brand founded during the DTC-wellness boom, with limited public track record and no documented independent verification.

1 listing · Magnesium

MaryRuth's

Privately held, MRO MaryRuth, LLC; has taken private equity investment (reported rounds in 2021 and 2024) [3](https://linkedin.com/company/maryruth-organics)

A fast-growing family-and-infant supplement brand that has scaled into a nine-figure-revenue business, with one documented FDA-classified Class I recall of an infant probiotic.

1 listing · Vitamin D

Metamucil

Procter & Gamble (NYSE: PG), acquired in 1985 through P&G's purchase of Richardson-Vicks [3](https://www.whobrands.com/brands/metamucil)

A pharmacy-aisle fiber-supplement brand with nearly a century of history, now owned by Procter & Gamble, built on psyllium husk rather than a gummy delivery format.

1 listing · Fiber & Regularity

Natural Vitality

Acquired by Piping Rock Health Products in September 2024; prior owners include Wellnext (2016) and, per historical investor data, The Clorox Company and Nutranext [2](https://www.cbinsights.com/company/natural-vitality)

A long-running magnesium supplement brand best known for its Calm powder line, now owned by Piping Rock Health Products after a series of prior corporate owners.

2 listings · Sleep, Magnesium

Nature Made

Pharmavite, LLC, owned by Otsuka Pharmaceutical (acquired 1989) [3](https://en.wikipedia.org/wiki/Pharmavite)

The pharmacy-aisle mainstay with the deepest USP Verified record in the mass-market supplement category, owned by Otsuka Pharmaceutical through its subsidiary Pharmavite.

9 listings · Energy, Vitamin D, Kids' Multivitamin, Prenatal, Sleep, Hair, Skin & Nails, Omega-3, Immune Support, Omega-3

Nature's Bounty

Nestlé Health Science, which acquired the brand from The Bountiful Company (formerly NBTY) in 2021 for $5.75 billion

A 1971 mail-order vitamin company that grew into one of the largest supplement manufacturers in the U.S. and now sits inside Nestlé's health science arm.

2 listings · Metabolic Support, Hair, Skin & Nails

Needed

Independent, venture-backed (Needed PBC); investors include Seae Ventures and The Craftory following a 2023 Series A

A venture-backed, direct-to-consumer prenatal and women's health brand founded in 2017 by two Stanford-trained nutritionists.

1 listing · Prenatal

Nordic Naturals

Privately held and family-owned; no parent company or outside shareholders as of this writing, following founder Joar Opheim's death in October 2024

A family-owned omega-3 specialist founded in 1995 by a Norwegian founder who set out to bring high-quality fish oil to the U.S. market; the largest independent brand on this list.

3 listings · Omega-3, Joint Comfort, Magnesium

Olly

Unilever, which acquired Olly in 2019

A Target-launched, design-forward gummy vitamin brand founded in 2013-2014 by the co-founder of Method, now owned by Unilever.

8 listings · Gut Health, Hair, Skin & Nails, Stress & Calm, Gut Health, Energy, Sleep, Gut Health, Fiber & Regularity

Qunol

Sanofi, which acquired Qunol from its parent, Quten Research Institute, in a deal announced in July 2023

A 2007-founded CoQ10 and turmeric specialist built by Quten Research Institute, sold to Sanofi in 2023 for a deal reportedly worth over $1 billion.

1 listing · Joint Comfort

Sambucol

Not confirmed

An elderberry extract brand developed in Israel in 1991 by a virologist, now marketed globally on decades-old clinical research into black elderberry.

1 listing · Immune Support

SmartyPants

Unilever, which acquired SmartyPants in November 2020

A 2011-founded, Los Angeles gummy vitamin brand built around all-in-one formulas and a Vitamin Angels giving partnership, acquired by Unilever in 2020.

2 listings · Kids' Multivitamin, Prenatal

Spring Valley

Walmart Inc., which owns the brand outright as a private label

Walmart's in-house vitamin and supplement label, made by contract manufacturers and sold exclusively at Walmart, positioned on price rather than differentiation.

2 listings · Stress & Calm, Joint Comfort

Vitafusion

Piping Rock Health Products, which acquired Vitafusion and L'il Critters from Church & Dwight in a deal that closed December 31, 2025; Church & Dwight had owned the brand since 2012

A 2006-founded adult gummy vitamin pioneer that helped popularize the gummy format beyond children's vitamins; recently sold by Church & Dwight to a private supplement manufacturer.

3 listings · Fiber & Regularity, Vitamin D, Energy