When the partners-in-life team behind Australian supplement powerhouse JSHealth Vitamins—clinical nutritionist and founder Jessica Sepel and her CEO husband Dean Steingold—realized their US business climbed 300% year over year from 2022 to 2023, they made a literally bold move: bye-bye Sydney, hello LA. 

Why Los Angeles, and not, say, New York or Austin? 

“Our first five-plus, US-based staff members all lived around LA, so it made sense to have our first office open there,” says Steingold. 

“I do love LA,” Sepel adds. “It’s such a wonderful city, especially when it comes to health and wellness.”

Despite the newly planted California roots, know that world domination is the number one goal for the six-year-old company, which has sold more than 7 million bottles of supplements globally to date and includes powdered collagen and protein and multi-SKU, vitamin-infused skin and hair collections in its lineup. 

Not bad for a brand that sprang from Sepel’s blogging and writing around nutrition and got its start via $40,000 from the couple’s own pockets. 

“The vision since day one remains today: for JSHealth Vitamins to be the most trusted health and wellness brand in the world,” says Sepel. “With this mission comes global expansion. We noticed a growing demand in the US, and knew we needed to be able to really care for our customers from the ground.”

Characterizing the main differences between the Australian and American supplement markets, Steingold is quick to rattle off key numbers he’s gathered from industry databases. 

“The Australian supplements market is significant, but smaller compared to the US,” he says. “In 2021, the Australian vitamins and dietary supplements market was valued at around AUD 4.7 billion ($3.1 billion). In contrast, the US market is substantially larger, with estimates suggesting it was worth approximately $46.2 billion in 2021. This difference highlights the vast scale of the US market, which is about nine times the size of the Australian market. These figures reflect the broader consumer base and higher demand for supplements in the US.”

If only vitamin-gobbling American consumers could have confidence that supplements crafted in the US were as closely monitored as those produced Down Under; according to Sepel, Australia is regarded as having the highest quality standards in the world when it comes to supplements. 

Additionally, JSHealth formulas are produced in facilities that adhere to Good Manufacturing Practices (GMP) standards, providing an extra layer of safety and quality.

“In Australia, the supplement industry is more regulated compared to the US,” says Steingold. “The Therapeutic Goods Administration (TGA) oversees the regulation of dietary supplements, ensuring they meet strict safety, quality, and efficacy standards before they can be marketed. This regulatory framework helps protect consumers and maintain high industry standards.”

In contrast, says Steingold, the Dietary Supplement Health and Education Act (DSHEA) under which the US operates, places fewer pre-market regulations on supplements.

Clearly, this puts the onus for safety and quality squarely on American consumers.

To maintain strict quality standards and meet the needs of local markets, JSHealth has labs in Australia, the UK, and the US and sources its own ingredients. 

Sepel is especially proud of the brand's proprietary kelp, which hails from pristine waters in Nova Scotia and Brittany and is crafted from wild-grown brown seaweed that is hand-harvested according to strict sustainability protocols and processed in Tasmania. 

"Our kelp is rich in iodine, which supports hair growth, hair thickness and overall health," she says. "We call it our 'botanical hero from the sea.'"

While JSHealth’s robust social media platforms attract a solid base of women in their 20s, Sepel says health-minded females of all ages gravitate toward its problem-solution formulas. 

“We see a significant number of women in their 40s and older who are drawn to our products for support with hormonal changes, pregnancy, menopause, and other health needs,” says Sepel. “Our mission has always been to create formulas that support women at every stage of life, providing solutions tailored to their unique wellness journeys. We do have male customers as well, but the heart of our community is truly women who are committed to improving their health and well-being.” 

On the brand’s website, products are searchable and shoppable several ways, including by “Concerns” and “Wellness Goals” such as energy, sleep, mental well-being, gut health, and joint and muscle. 

“Our customers have a diverse range of wellness goals,” says Steingold. “But based on sales, the most important ones are bloating and gut health, skin health, and hair health.”

Dual formulations, such as Skin + Digestion, and Hair + Energy formulas, are designed to address these common concerns. “It’s incredibly rewarding to see the positive impact they have on our customers’ lives,” says Sepel. 

Ideally, customers will devise a supplement regimen that includes core products supporting general health, and then add what Sepel calls “signature” formulas as needed, for specific concerns or goals. 

“We’re passionate about helping our customers understand how to build and customize a supplement regimen that fits their lifestyle to support their health and well-being,” says Sepel. “For example, we believe the Core Four—Advanced Magnesium+, Probiotic, Fish Oil, and Turmeric+—is an excellent foundation that helps most people feel better overall. If someone has gut health concerns, we recommend starting with the Core Four and adding Detox + Debloat. For skin health issues, the Core Four combined with Skin + Digestion can make a significant difference. This approach allows us to cater to a wide range of health needs and preferences.” 

Although Sepel and Steingold are reluctant to name any potential brick-and-mortar alliances they’re pursuing in the US, Sepel shares that in the UK, where the brand debuted in 2020, JSHealth is available in 500+ stores, including Boots, Harrods, and Selfridges. In addition, the brand has an office in London. 

In 2022, the brand made a successful European push. “Both the UK and EU are thriving,” says Sepel. “Now we’re about to bring our range to Singapore.”

And from its freshly minted company headquarters in LA, JSHealth Vitamins will jackhammer away on its ambitious plans for expansion. 

“I still pinch myself when I think of how global we are now,” says Sepel. “I am truly so grateful to our ever-growing community for making us its trusted wellness brand all over the world.”