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.
Founded
1982
Headquarters
Historically Oakland, California and Austin, Texas; company listings currently show a Sunrise, Florida address
Ownership
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)
Verification
No USP or NSF verification identified; marketing states products are "Tested for Quality" without naming a certifying lab or publishing a certificate of analysis
History
Natural Vitality was founded in 1982 and built its identity around magnesium supplementation for stress and sleep support, becoming best known for its Calm magnesium citrate powder [2](https://www.cbinsights.com/company/natural-vitality). The brand describes itself as having set "the gold standard for magnesium powders" through ionic magnesium citrate formulations.
The company has changed hands several times. It was acquired by Wellnext in 2016 and later, per investor-tracking data, associated with Nutranext and The Clorox Company at different points in its corporate history, before being acquired by Piping Rock Health Products in September 2024 [2](https://www.cbinsights.com/company/natural-vitality).
Beyond its original powder format, Natural Vitality has expanded into gummies and capsules under the Calm brand name, marketed for mood, sleep, and stress support.
Why it is trusted
- +More than four decades of continuous brand presence in the magnesium-supplement category.
- +We found no recalls, FTC actions, or class-action lawsuits associated with the brand.
Where we would be careful
- −No USP or NSF verification identified for its product line, and "Tested for Quality" marketing language does not name a lab or publish results.
- −Multiple ownership changes in under a decade make it harder to track a consistent quality-control history across owners.
Where Natural Vitality ranks
Sources
- Natural Vitality About page: https://www.naturalvitality.com/pages/about-natural-vitality
- Natural Vitality company profile, CB Insights: https://www.cbinsights.com/company/natural-vitality
- Natural Vitality official site: https://www.naturalvitality.com/