Overview
iHerb is one of the world's largest online retailers of vitamins, supplements, natural beauty, sports nutrition, grocery, baby and pet products. Based in California, it ships to customers in 180 countries and serves them in 36 languages. For a supplement, wellness or natural beauty brand, iHerb is a channel to reach health-focused shoppers around the world through one partner.
Who is behind iHerb
iHerb was founded in 1996 and is based in Southern California. In 2025 it achieved record net sales of USD 2.9 billion, up 19%, fulfilled more than 44 million orders and served 15 million active customers. Sales grew in 28 of its top 30 countries. About 80% of orders come from repeat customers, and millions of customers in more than 30 countries have active subscriptions. iHerb has around 3,000 employees and a global network of fulfilment centres.
What the shopper sees
iHerb offers more than 50,000 products from around 2,000 brands, including its own brands such as California Gold Nutrition. It launched the iHerb Wellness Hub in 2025 with expert-led articles and resources, and it offers loyalty rewards, subscriptions and wide international shipping, with free shipping and prepaid duties in many countries.
How brands can work with iHerb
iHerb is not an open marketplace: it does not allow third-party sellers. It buys products directly from selected brands and suppliers, stores them in its own facilities and sells them to customers. Brands apply through iHerb's supplier application. A brand approaching iHerb should be ready with:
- Products with clear benefits and quality evidence, such as testing and certifications.
- Regulatory compliance for supplements and cosmetics in the US and in the many countries iHerb ships to.
- Production and supply capacity to support international demand.
- Wholesale pricing that works for iHerb's value-focused model.
- Marketing support, since selected brands can join seasonal campaigns and promotions.
Why iHerb matters for brands
iHerb gives wellness brands access to a large, loyal, international customer base without building their own presence in each country.
How eBrands looks at iHerb
eBrands works with brands on marketplaces and retail channels across Europe and North America, and wellness is one of our core categories. If you want to see how iHerb could sit alongside the channels you already use, we are happy to talk it through.
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