Business View Magazine | May 2019

317 BUSINESS VIEW MAGAZINE MAY 2019 timeline in the U.S., along with its Ester-C, DHEA, and 5-HTP products. Natrol Melatonin continues to be the #1 selling brand in the nation. “In 2014, Aurobindo Pharma USA purchased us,” Houlberg reports. “They’re a pharmaceutical company; we’re a nutraceutical company. So this was something different for Aurobindo, to move out of pharma and enter nutraceuticals. Since then, they’ve provided us very dynamic and strong technical expertise on the manufacturing side to help us improve our production efficiencies while we focus more on the commercial development of our products.” Aurobindo’s ownership laid the groundwork for a resurgence of innovation. In 2017, Natrol launched a brain health product—Cognium—which is presently the third fastest seller in the U.S. mass market. And then, in 2018, the company launched a line of Natrol Gummies—melatonin, multi-vitamin, and other beauty-related products. According to Houlberg, “they are doing exceptionally well for us.” Today, Natrol employs a workforce of approximately 250 full-timers, plus a small army of part-timers, brought in when production needs demand more support. 75 percent of sales are in the U.S., and 25 percent are overseas via a vast network of distributor partners. “The keys to success for us in other countries are three NATROL LLC