Nutrilite: Transforming the World's #1 Supplement Brand ($4.5B)
From clinical, distributor-focused positioning to premium consumer-first wellness across 13 global markets
The Challenge: Transform a business-led, distributor-focused model into consumer-first brand positioning that could scale globally while navigating complex supplement compliance across 13 markets.
The Strategic Shift: Repositioned from "Best of Nature. Best of Science" to "Plant-Powered Wellness," built sub-brands from scratch (Organics, Plant to Table food/beverage, BodyKey, Immunity, Herbals), and created comprehensive brand systems including brand guidelines (100+ pages), packaging standards (74-page guide), photography systems (11 shooting styles), campaign guidelines, and influencer toolkits for 1M+ distributors.
The Results: Monthly sales grew from $295M to $476M. Consumer reach increased 7.8% ($696M to $750M). Monthly buyers grew from 1.6M to 2.3M.
The Work: Browse 15+ campaign launches below showcasing the breadth of this transformation.
Complete Nutrilite Portfolio
