Overview#
Pure Essence Labs is a holistic dietary supplement company founded in 1998 by Jery Cochern, a pioneer in the natural health industry who previously founded Rainbow Light Nutritional Systems in 1984. Based in Las Vegas, Nevada, Pure Essence specializes in combining superior herbs with modern supplements, drawing from Traditional Chinese Medicine and Ayurvedic health disciplines.
The company is known for its whole-food approach to supplementation and its unique product lines including Ionic-Fizz (mineral supplements), MyPure (mushroom supplements), and Real-Zymes (digestive enzymes). Pure Essence remains an independent, family-run company focused on holistic health solutions.
Key Facts#
- Founded: 1998
- Founder: Jery Cochern (also founder of Rainbow Light)
- Headquarters: 6155 S Sandhill Rd, Suite 200, Las Vegas, NV 89120
- Parent Company: Independent (Pure Essence Laboratories, Inc.)
- DSLD Products: 197 total across 5 brand variants
- Pure Essence: 98 products (brand_id: 3562)
- Pure Essence Ionic-Fizz: 51 products (brand_id: 3565)
- Pure Essence MyPure: 25 products (brand_id: 3570)
- Pure Essence Labs: 13 products (brand_id: 155)
- Pure Essence Real-Zymes: 10 products (brand_id: 3578)
- UPC Prefix: 659670 (206 products use this prefix)
- iHerb Code: PUR
- BBB Rating: A+ (not accredited)
- Brand Status: Active
Founder Background#
Jery Cochern is described as a “Founding Father of the Supplement Industry” with credentials including:
- Certified Nutritionist and Certified Nutritional Consultant
- One of a handful of American Superior Herbalists
- Over 50 years of formulation experience
Career Timeline#
- 1978: Key member of team that introduced spirulina to the US market
- 1984: Founded Rainbow Light Nutritional Systems, introducing the world’s first food-based vitamin and mineral formulations
- 1990: Sold Rainbow Light to pursue natural research
- 1998: Founded Pure Essence Labs, incorporating Traditional Chinese and Ayurvedic disciplines
- August 30, 2025: Jery Cochern passed away, leaving behind a legacy that transformed the natural health industry
Product Philosophy#
Pure Essence Labs emphasizes several distinctive approaches:
- Superior Herbalism: Incorporates the world’s oldest system of health-building supplementation
- Traditional Medicine Integration: Draws from Chinese and Ayurvedic health disciplines
- Whole Food Approach: Products feature high levels of phytonutrients, antioxidants, vitamins, and minerals
- Clean Ingredients: All ingredients tested for purity and potency
- Holistic Health Systems: Formulas designed to address underlying causes
Product Portfolio#
Product Types (DSLD Classification)#
Based on DSLD data, Pure Essence offers across major categories:
Pure Essence (Main Brand):
- Other Combinations: 75 products
- Botanical: 8 products
- Non-Nutrient/Non-Botanical: 6 products
- Botanical with Nutrients: 5 products
- Vitamin: 4 products
Product Lines:
Ionic-Fizz: Effervescent mineral supplements (51 products)
- Primarily Botanical with Nutrients (32 products)
- Other Combinations (18 products)
- Multi-Vitamin and Mineral (1 product)
MyPure: Mushroom supplement line (25 products)
- Non-Nutrient/Non-Botanical: 16 products
- Botanical: 9 products
Real-Zymes: Digestive enzyme formulas (10 products)
- Other Combinations: 10 products
PureBiotics: Probiotic supplements (9 products)
- Non-Nutrient/Non-Botanical: 9 products
Product Categories (from official website)#
By Health Goal:
- Immune support
- Women’s health
- Men’s health
- Gut health
- Heart health
- Healthy aging
By Targeted Area:
- Vision
- Mood & stress
- Energy
- Sleep
- Bone & joint
- Cognition & focus
- Liver & detox
Product Types:
- Multivitamins
- Mushroom supplements
- Digestive enzymes
- Specialty formulas
Market Presence#
Official Website#
- URL: pureessencelabs.com
- Features: Full e-commerce, blog, 100% satisfaction guarantee with 90-day refund policy
- Direct-to-Consumer: Active with customer loyalty demonstrated through testimonials
Retail Distribution#
Amazon Store: Dedicated brand store with 10+ best-selling products across categories including:
- Yeast overgrowth support
- Magnesium supplements
- Menopause relief
- Multivitamins
- Immune support
iHerb: Available under brand code “PUR” with international distribution
Other Retailers:
- NHC.com
- Professional Supplement Center
- Energetic Nutrition
- Various natural health retailers
Company Contact#
- Phone: (888) 254-8000 (toll-free), (702) 990-7400 (local)
- Fax: (702) 990-7405
- Mailing Address: PO Box 95397, Las Vegas, NV 89193-5397
Company Profile#
Employment#
- Approximately 17-50 employees (sources vary)
- Single-continent operation (North America)
Leadership#
- Founder & President of R&D: Jery Cochern
- President: Alan Rubinstein
- Customer Relations Contact: Mrs. Crystal Petrello
Business Status#
- BBB File Opened: September 13, 2011
- BBB Rating: A+
- BBB Accreditation: Not accredited (not seeking accreditation)
UPC Information#
GS1 Company Prefix: 659670
Example UPCs from DSLD:
- 659670230011 - Vitamin-D 2000 IU
- 659670190025 - VisionEssence
- 659670909016 - Vegetarian
- 659670924026 - Turkey Tail 4X
- 659670007040 - Transitions (menopause support)
- 659670041013 - Super D-K Calcium Plus
The UPC prefix 659670 is unique to Pure Essence Labs and covers 206 products in the DSLD database.
Related Entities#
Historical Connection#
Rainbow Light: Jery Cochern founded Rainbow Light Nutritional Systems in 1984 and sold it in 1990. This brand pioneered food-based multivitamins and is now owned by Piping Rock Health Products (acquired from Clorox in 2024). While there is no current business relationship, both brands share a common founder and the pioneering approach to whole-food supplementation.
Competitive Positioning#
Market Differentiation#
- Founder Credentials: Jery Cochern’s 50+ years of formulation experience and Rainbow Light legacy
- Eastern Medicine Integration: Unique blend of TCM and Ayurvedic principles with modern supplementation
- Superior Herbalism Expertise: One of few brands with certified Superior Herbalist leadership
- Mushroom Specialization: MyPure line represents growing functional mushroom category
- Enzyme Expertise: Real-Zymes line with specialized digestive enzyme formulations
Target Audience#
- Health-conscious consumers seeking holistic alternatives
- Those interested in Traditional Chinese Medicine and Ayurveda
- Consumers seeking mushroom-based supplements
- People with digestive health concerns
- Adults seeking comprehensive whole-food nutrition
Status Assessment#
Brand Status: Active (High Confidence)
Rationale:
- ✅ Active official website (pureessencelabs.com) with full e-commerce
- ✅ Strong retail presence (Amazon Store, iHerb, multiple natural health retailers)
- ✅ Active on LinkedIn with current employee listings
- ✅ BBB A+ rating with active business profile
- ✅ 197 products in DSLD database across 5 brand variants
- ✅ Independent company with no acquisition announcements
- ✅ Founder Jery Cochern remains active as President of R&D
- ✅ Consistent UPC prefix (659670) across products
Investigation Date: 2025-12-31 Investigation Level: Deep (1+ hour) Status Confidence: High
Generated by DogTag System | Last verified: 2025-12-31 Investigation Level: Deep (1+ hour) Status Confidence: High
Relationships
From this profile →
- → Founder: Jery Cochern (external) (1998)
- → Founded by same person: Rainbow Light