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Natrol

Draft - This profile is pending verification.
brand_profile Updated: 2025-12-20

Overview

Natrol is a vitamin and supplement brand founded in 1980 by Elliott Balbert in Los Angeles, California. Known as the #1 drug-free sleep aid brand in America, Natrol is particularly famous for its melatonin products.

In 2022, Natrol merged with Jarrow Formulas to form Vytalogy Wellness, a portfolio company of private equity firm New Mountain Capital.

Key Facts

  • Founded: 1980
  • Founder: Elliott Balbert
  • Headquarters: Los Angeles, California
  • Parent Company: Vytalogy Wellness (since 2022)
  • Ultimate Owner: New Mountain Capital (private equity)
  • Sister Brand: Jarrow Formulas
  • DSLD Products: 784 products
  • E-commerce Ranking:
    • Amazon: #8 by total reviews (1,544,403 reviews)

Corporate History

Year Event
1980 Founded by Elliott Balbert in Los Angeles
2007 Acquired by Plethico Pharmaceuticals ($81M)
2007 Acquired MRI Performance ($8M)
2014 Acquired by Aurobindo Pharma USA ($132.5M via bankruptcy auction)
2020 Sold to New Mountain Capital ($550M)
2022 Merged with Jarrow Formulas as Vytalogy Wellness

Ownership Structure

New Mountain Capital (Private Equity, NY)
│   • $35B+ assets under management
│   • Investment: $581M in Vytalogy
│
└── Vytalogy Wellness (California)
    │   • "The Science of Vitality"
    │   • 600+ employees
    │   • US-based manufacturing
    │
    ├── Natrol LLC (acquired 2020)
    │   │   • HQ: Los Angeles, CA
    │   │   • Founded: 1980
    │   │
    │   └── Natrol® Brand Portfolio
    │       ├── Natrol (main brand)
    │       ├── Natrol Kids
    │       ├── Natrol Gummies
    │       ├── Natrol NuHair
    │       └── Natrol Shen Min
    │
    └── Jarrow Formulas (acquired 2020)
        • Founded: 1977
        • Focus: Science-based supplements

Brand Portfolio

Main Brand: Natrol

DSLD Brand ID: 72 Products: 757

Core product categories:

  • Sleep: Melatonin (#1 in category)
  • Mood & Stress: 5-HTP, GABA
  • Brain Health: Cognium, memory support
  • Beauty: Biotin, collagen
  • Immunity: Vitamins, minerals

Sub-brands

Sub-brand Focus DSLD Products
Natrol Kids Children’s supplements 13
Natrol Gummies Gummy delivery 7
Natrol NuHair Hair health 4
Natrol Shen Min Hair growth (Traditional) 3

Product Philosophy

Core Principles

  1. Sleep Leadership: #1 drug-free sleep aid brand
  2. Science-Based: Research-backed formulations
  3. Quality Manufacturing: US-based production
  4. Innovation: New delivery formats (gummies, time-release)

Signature Products

  • Melatonin: Time-release and fast-dissolve formats
  • 5-HTP: Mood support
  • Cognium: Brain health (silk protein)
  • Biotin: Beauty/hair support
  • DHEA: Hormone support

Market Position

Competitive Advantages

  1. Sleep Category Leader: #1 drug-free sleep aid
  2. Melatonin Expertise: Pioneer in category
  3. Multiple Formats: Tablets, gummies, liquids, time-release
  4. Jarrow Synergy: Combined with science-based brand
  5. New Mountain Resources: PE backing for growth

E-commerce Performance

Platform Total Reviews Ranking
Amazon 1,544,403 #8

Key Products (Amazon)

Top performers:

  1. Melatonin Time Release
  2. Melatonin Fast Dissolve
  3. 5-HTP
  4. Biotin
  5. Cognium

Manufacturing

Location: US-based manufacturing (Vytalogy)

Quality standards:

  • GMP-certified facilities
  • Third-party tested
  • US manufacturing

Ownership History

Period Owner Transaction Value
1980-2007 Founder (Elliott Balbert) -
2007-2014 Plethico Pharmaceuticals $81M
2014-2020 Aurobindo Pharma USA $132.5M
2020-present New Mountain Capital $550M

Sister Brand: Jarrow Formulas

Under Vytalogy Wellness:

Brand Founded Focus
Natrol 1980 Sleep, mood, beauty
Jarrow Formulas 1977 Science-based supplements

Competitors

Brand Focus Similarity
ZzzQuil (P&G) Sleep aids ⭐⭐⭐ Sleep category
NOW Foods Broad supplements ⭐⭐ Range overlap
Nature Made Mass market ⭐⭐ Distribution

Data Sources

  1. Natrol Official Website
  2. Vytalogy Wellness Announcement
  3. New Mountain Capital Portfolio
  4. Pharmaceutical Technology - Aurobindo Acquisition
  5. DSLD Database (brand_id: 72, 784 products)

Generated by DogTag System | Last verified: 2025-12-20

Live Data (Census)

E-Commerce Presence

Amazon

383 products

Top Reviewed Products
  • 54,233 reviews Natrol Melatonin 5mg Fast Dissolve Tablets, Sleep Support Supplements for …
  • 54,218 reviews Natrol Time-Release Melatonin 5 mg, Dietary Supplement for Restful Sleep *, 100 …
  • 54,218 reviews Melatonin 5mg Time Release, 0.32 lb

iHerb

49 products

Top Rated Products
  • 4.6/5 (73,572 ratings) Biotin, 100 Tablets
  • 4.6/5 (73,572 ratings) Biotin, 200 Tablets
  • 4.6/5 (27,540 ratings) Melatonin, Time Release, 10 mg, 60 Tablets

Regulatory Data (DSLD)

Total Products
757
Brand Variants
Natrol (757 products)
Product Types
  • 306 Other Combinations
  • 173 Non-Nutrient/Non-Botanical
  • 73 Botanical
  • 57 Fat/Fatty Acid
  • 47 Vitamin
  • 45 Botanical with Nutrients
  • 29 Amino acid/Protein
  • 20 Single Vitamin and Mineral
  • 6 Mineral
  • 1 Fiber and Other Nutrients
Dosage Forms
  • 370 Tablet or Pill
  • 242 Capsule
  • 87 Softgel Capsule
  • 34 Gummy or Jelly
  • 15 Liquid
Core Ingredients (Top 5)
  • 211 Calcium
  • 189 Melatonin
  • 151 Vitamin B6
  • 78 Biotin
  • 77 Vitamin B12
Census data generated: 2025-12-20 09:29

Relationships

  • parent_company Vytalogy Wellness since 2022
  • sister_brand Jarrow Formulas since 2022
  • former_parent Aurobindo Pharma USA since 2014
  • former_parent Plethico Pharmaceuticals since 2007

References