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Nutraceutical Corporation Shutters Aubrey Organics

January 19, 2022
January 19, 2022
Aubrey Organics

HGGC-backed Nutraceutical Corporation has shuttered Aubrey Organics after more than 50 years in business.

WHO: Aubrey Organics is an all-natural skin and beauty product manufacturer originally founded by Aubrey Hampton, an organic chemist, in 1967, launching two products Relax-R-Bath and GPB Glycogen Protein Balancing Conditioner. From these humble beginnings selling a couple of products, Aubrey Organics pioneers the organic beauty category and is a staple in the natural grocery channel.

Founded in 1993, Nutraceutical is a family of diverse companies working together from locations around the world providing a wide selection of natural health products and nutritional supplements that they proudly stand behind. Known in the industry as a "vertically integrated" company, the company owns beauty and personal care brands Aubrey Organics, Heritage Store, Life-flo, and Theraneem Naturals.

WHY: Nutraceutical did not provide an explanation for shuttering Aubrey Organics, but experts opined the brands did not evolve to remain relevant in an increasing competitive category.

IN THEIR OWN WORDS: "It is with gratitude to our customers that we announce the closing of the Aubrey brand," a letter on the Aubrey website states. "Additionally, we have two sister brands—Heritage Store and Life-flo—that may have products suited for your needs. We recommend checking them out, and if you have any follow-up questions please don't hesitate to reach out."

DETAILS:

  • Nutraceutical has shuttered Aubrey Organics.
  • In July 2016, Aubrey Organics was sold to Nutraceutical Corporation. At the time of sale, the brand had over 200 SKUs and distribution in over 4,500 retail outlets across the country, dominating the natural beauty category.
  • In June 2017, mid-market private equity firm HGGC acquired Nutraceutical Corporation in a deal valued at $446 million.
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