Now

Now: Company Background & Heritage

Founded in 1968 by chemist Elwood Richard, NOW (originally known as NOW Foods) began as a modest, family-run operation rooted in the belief that good health should not be a luxury reserved only for the affluent. Emerging during the early surge of the American natural health movement, the company was born out of Richard’s commitment to providing affordable, unadulterated nutritional products to support wellness. Headquartered in Bloomingdale, Illinois, NOW has spent over five decades expanding from a small local supply business into one of the most recognizable and enduring natural health and supplement brands in the United States.

Despite massive industry consolidation, NOW has fiercely maintained its status as an independent, family-owned business, which directly informs its heritage and operational philosophy. The brand’s identity is centered around scientific integrity, transparent sourcing, and value-driven pricing. Over the years, NOW has built an industry-leading reputation for standardizing rigorous testing protocols, investing heavily in state-of-the-art analytical laboratories to ensure raw ingredient purity. Today, NOW is universally recognized as a foundational pillar in the natural wellness sector, synonymous with everyday accessibility and dependable quality.

Core Strengths & Product Portfolio

NOW boasts one of the most expansive product catalogs in the consumer health industry, spanning thousands of SKUs that cater to diverse lifestyle and wellness needs. From dietary staples to specialized formulations, the brand excels by bridging traditional herbal knowledge with modern biochemistry.

• Vitamins & Dietary Supplements: A comprehensive lineup of everyday essentials—including foundational single-ingredient vitamins, complex multivitamins, amino acids, and high-potency herbal extracts designed for targeted health support.
• Sports Nutrition: Through its specialized NOW Sports line, the brand provides third-party certified (Informed-Sport) protein powders, pre-workouts, and performance recovery aids formulated for competitive athletes and active lifestyles.
• Natural Foods & Pantry Staples: A legacy collection of organic grains, raw nuts, natural sweeteners, and gluten-free flours that align with the company's historical origins in whole-food nutrition.
• Beauty, Personal Care & Essential Oils: Clean topical solutions, carrier oils, and 100% pure, GC/MS-tested essential oils that adhere to non-toxic, cruelty-free cosmetic standards.

Brand Reputation & Customer Trust

NOW has earned deep customer loyalty largely through an uncompromising dedication to manufacturing transparency and quality control. Operating multiple cGMP (Current Good Manufacturing Practices) certified facilities equipped with top-tier analytical equipment, NOW performs tens of thousands of quality tests each month—screening for adulterants, heavy metals, pesticides, and microbiological contaminants. This scientific vigilance ensures that label claims accurately match product contents, a critical differentiator in an industry often plagued by loose regulatory enforcement.

Beyond internal testing, NOW frequently collaborates with independent consumer advocacy groups and actively leads initiatives to expose substandard, mislabeled products across modern e-commerce platforms. This rare blend of aggressive consumer advocacy, rigorous third-party certifications (such as Non-GMO Project Verified and UL Certification), and steadfast price accessibility has cemented NOW’s standing as one of the most dependable and ethical manufacturers in the supplement market.

Verdict: Why Choose Now?

NOW is the quintessential choice for budget-conscious, ingredient-savvy consumers who refuse to compromise on purity and scientific validation. Whether you are building an everyday wellness regimen, searching for clean performance nutrition, or transitioning to non-toxic personal care, NOW delivers consistent, laboratory-verified efficacy at a price point that makes long-term wellness genuinely sustainable.