It is owned by Kohlberg Kravis Roberts, which sold most of the company's brands to Pfizer in 2021.

[citation needed] It then changed its name back to Nature's Bounty Co. in 2016.

[8] It considered selling the company amid growing interests from China,[9] or an IPO early 2017.

[10] In 2017, the Carlyle Group sold a majority stake in the company to Kohlberg Kravis Roberts.

[13][14][15] The Bountiful Company owns a wide variety of brands including: A 2011 Consumer Reports investigation found fish-oil supplements that contained, "total PCBs in amounts that could require warning labels under California’s Proposition 65, a consumer right-to-know law, in one sample of the CVS, GNC, and Sundown products, and in two samples of Nature’s Bounty.