Mum-run Naternal Vitamins grows to $10 million by selling practitioner-grade supplements to women

Naternal Vitamins, a Melbourne-based supplement company founded by naturopath Melanie Nolan, has reached roughly $10 million in sales since launching its first product in 2022, the company and media reports say.

The brand, led by a mother of three who says she invested her own savings to start the business, markets a range of practitioner-grade vitamins for preconception, pregnancy, postpartum recovery and general women’s health. Customers have left thousands of high ratings and hundreds of detailed reviews praising products for boosting energy, improving sleep and easing pregnancy-related symptoms.

Naternal’s best-known products include MitoMag, EverNatal, IronBiotic, Sol Drops and NeuroNatal DHA. MitoMag, which the company describes as containing a clinical dose of magnesium glycinate and nicotinamide riboside, is promoted to support energy production, nervous-system health and a healthy stress response. The company reports an average 4.9-star rating for the product and numerous customer accounts of improved sleep and reduced restless-leg symptoms after taking it.

EverNatal, the brand’s prenatal formula, is marketed as the only prenatal in Australia to contain the government-recommended daily intake of choline for fetal brain development, alongside activated B vitamins, methyl-folate and bioavailable minerals, according to the company. Naternal says EverNatal supports folate levels, breast milk production and healthy thyroid hormone production during pregnancy; the product carries a reported average rating of 4.9 from more than 650 reviews.

IronBiotic pairs an absorbable form of iron with a probiotic blend intended to reduce common gastrointestinal side effects such as constipation and nausea, Naternal says. Sol Drops provide a vegan source of vitamin D3 suitable for children and pregnant or breastfeeding women, while NeuroNatal DHA supplies an algae-derived omega-3 alternative to fish oil for fetal and infant brain and eye development.

Customers posted multiple testimonials on the company’s website and retail pages praising the formulas. "The energy is REAL!" one customer wrote about MitoMag. Another said EverNatal replaced a prenatal that had caused nausea and helped her prepare for pregnancy. The company attributes much of its sales growth to repeat purchases and word-of-mouth recommendations.

Nolan, a qualified naturopath, has described founding the business after becoming frustrated with what she called ineffective supermarket vitamins and with patients’ concerns being dismissed in clinical settings. She told media she sold her home and invested about A$150,000 in developing higher-efficacy formulations. The company says it has grown to $10 million in revenue without taking external funding and while Nolan continued to raise her children and work during school hours.

Industry observers note a crowded vitamin market in Australia and globally, where consumers increasingly seek products that claim higher clinical potency or targeted formulations. Naternal markets its products as clinician-quality and positioned for specific life stages and conditions commonly reported by women.

The company sells online and has expanded its range since 2022 to include products aimed at iron deficiency, energy, sleep, stress recovery and prenatal and postnatal nutrition. Naternal’s rapid sales growth follows broader consumer trends toward health supplements and targeted wellness products, though independent clinical verification and regulatory oversight vary across the sector.

Nolan has said the company’s mission is to deliver “high quality supplements that actually do what they say on the box” and to address gaps she observed in standard over-the-counter options. The business’s trajectory to date illustrates how founder-led, niche wellness brands can scale quickly through direct-to-consumer channels and repeat-purchase dynamics.

Further details on product formulations, independent clinical testing and availability are provided on Naternal Vitamins’ website and retailer product pages.