what natural means at NOW

There isn't one "official" definition of natural, although many companies use the term. To us, it means products as close to nature as possible, formulated without artificial ingredients and minimally processed.


Our Focus on Quality Natural Products

For NOW, natural isn’t just a word or a marketing slogan. It’s woven into the very fabric of our culture. Natural is who we are! Since 1968, we’ve been making premium quality, clean, natural products, and there aren’t many companies out there with more natural expertise than us. To demonstrate our commitment to natural products, NOW has Good Manufacturing Practices (GMP) certification from the Natural Products Association (NPA) and is also a member of the NPA’s TruLabel Program.


Our Dedication to Natural

Our Dedication to Natural

dedicated to natural

Natural has been the cornerstone of our company since our beginning in 1968.

Our Non-GMO Commitment

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Our Non-GMO Commitment

Non-GMO Infographic

We continue to insist on using only non-GMO ingredients in our products whenever possible.

Ingredients We Won’t Use

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Ingredients We Won’t Use

choosing the right ingredients

We avoid ingredients that we feel don’t support our mission of empowering people to lead healthier lives.

Organic Certification

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Organic Certification

Organic certification

We only label something as certified organic, if the material we buy is also certified organic.

“We can trace our materials back to the source – we know where they came from, who they came from, and how they were produced. We believe that natural is better, and there are some processes that we won’t allow to make our products."– Aaron Secrist, NOW’s Executive VP of Quality

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Transparency around Ingredient Sourcing

Did you know that NOW sources ingredients from around the world? Sourcing High-Quality Ingredients From Around the World will  inform you about how we confidently source ingredients from all around the world, based on the highest quality and best value available.