Is NOW vitamins a reputable company? A deep dive into quality, transparency, and testing

December 28, 2025 •

4 min read

Founded in 1968, NOW Foods is a family-owned legacy brand that performs over 31,000 in-house tests monthly, but many consumers still question: is NOW vitamins a reputable company? We explore their history, commitment to quality, and various certifications to provide a definitive answer.

Quick Summary

NOW Foods, a long-standing supplement provider, is considered a reputable company due to extensive in-house testing, key third-party certifications like UL and Informed Sport, and a proactive stance on supplement fraud.

Key Points

Strong Quality Control: NOW conducts tens of thousands of in-house tests monthly in its own facilities to ensure product identity, purity, and potency.
Third-Party Certifications: Key independent validations like UL Solutions and NPA GMP certification (since 2000) confirm NOW's adherence to best-practice manufacturing standards.
Proactive Transparency: The company is an industry leader in fighting fraud by independently testing supplements sold on Amazon and Walmart to protect consumers.
Affordability: Compared to other high-quality supplement brands, NOW is known for offering a large selection of effective and affordable products.
Positive Industry Standing: Dietitians and industry experts widely regard NOW as a reputable brand due to its history and strict quality assurance processes.
Demonstrated Accountability: Voluntary product recalls for specific issues, such as mislabeling, show NOW's commitment to addressing and rectifying quality control problems transparently.

NOW Foods: A History of High-Quality and Affordability

NOW Foods was founded in 1968 with a mission to offer high-quality, affordable natural products. As a family-owned company, it has grown to become a well-respected name in the supplement industry. Its longevity and mission to provide 'value in products and services that empower people to lead healthier lives' have been central to its brand identity. A deep dive into the company reveals why it is considered a leader in setting industry standards for quality and transparency, even when not legally required.

Internal Quality and Testing Protocols

To ensure purity, potency, and safety, NOW Foods has established a robust internal quality assurance program that is among the most rigorous in the industry.

Extensive In-House Testing: NOW conducts tens of thousands of tests each month across various product categories in its state-of-the-art laboratories. This includes testing for identity, purity, heavy metals, pesticides, and other contaminants. The scope of this in-house testing is a key differentiator from many competitors who rely solely on third parties.
Proactive Industry Initiatives: The company has gained industry recognition for its proactive approach to policing the supplement market. In 2017, NOW began its own testing program for products sold on Amazon and later expanded it to Walmart's platform, regularly exposing issues like labeling problems and counterfeit goods.
Public Certificates of Analysis (CoAs): In a move toward greater transparency, NOW has begun making CoAs for some product categories, such as essential oils, publicly available on its website, searchable by product lot number.

Third-Party Certifications: A Mark of Credibility

While NOW's in-house testing is extensive, it also invests in third-party validation to provide an additional layer of consumer trust. These external certifications confirm that a product or facility meets stringent, independent standards.

UL Solutions Certification: NOW was one of the first supplement manufacturers to be certified by Underwriters Laboratories (UL) through its National Brand Certification Program (NBCP). This evaluates a facility against current Good Manufacturing Practices (GMP) set by the FDA.
GMP Certified (NPA): The company has consistently maintained an 'A' rating for GMP certification from the Natural Products Association (NPA) since 2000. This certification signifies that every aspect of the manufacturing process has been examined for consistency, stability, and potency.
Informed Sport Certified: For its sports nutrition line, NOW ensures that every production run is tested for banned substances by LGC, a globally recognized anti-doping program. This provides a high level of assurance for competitive athletes.
Other Certifications: NOW also holds various other certifications, including USDA Organic, Non-GMO Project Verified, and the Global Organization for EPA and DHA Omega-3s (GOED) Proud Member logo.

Transparency and Recall History

NOW Foods’ reputation is bolstered by its transparent handling of issues. Like any large manufacturer, it has experienced product-related incidents, but its response highlights its commitment to customer safety. For instance, in May 2025, NOW Foods issued a voluntary Class III recall for mislabeled Nutritional Yeast Powder after regular yeast was inadvertently packaged instead. While unfortunate, the company's quick and transparent communication with retailers and the FDA is a positive indicator of its responsible business practices. Similarly, a voluntary recall in January 2024 for mislabeled Phosphatidyl Serine Softgels demonstrated the company's commitment to correcting potency variations. These actions, coupled with their proactive industry testing, reinforce a culture of accountability.

NOW vs. Competitors: A Comparison of Reputability

To provide a balanced perspective, comparing NOW to other reputable brands can be insightful. Here is a look at how NOW stacks up against two industry peers.


Feature	NOW Foods	Thorne Research	Garden of Life
Price	Affordable ($–$$)	Premium ($–$$$$)	Premium ($–$$$)
Third-Party Testing	Yes, on select products (e.g., Informed Sport). Extensive in-house testing on all products.	Yes, on all products (NSF Certified for Sport, TGA approved).	Yes, on all products (Informed Choice, NSF Certified for Sport).
Certifications	UL Certified, NPA GMP 'A', GOED, USDA Organic, Non-GMO Project Verified, etc..	NSF Certified facilities, TGA approved, GMP, etc..	Certified Organic, Non-GMO Project Verified, Vegan, Kosher, etc..
Product Focus	Wide range (vitamins, sports, foods, personal care).	Practitioner-focused, bioavailable forms.	Whole-food based, organic, and plant-based emphasis.

Conclusion: So, is NOW vitamins a reputable company?

Yes, NOW Foods is widely considered a reputable and reliable supplement company. Its longevity, family ownership, and clearly stated mission lay a strong foundation of trust. More importantly, the company's actions—like its extensive in-house testing, voluntary recalls, and third-party certifications—provide concrete evidence of its commitment to quality and transparency. While some ultra-premium brands may offer more widespread third-party testing or specialized formulations, NOW provides an excellent balance of quality, integrity, and affordability. For the average consumer seeking reliable and safe supplements, NOW is a solid choice. For those needing specific third-party verification, products carrying the Informed Sport or other specific external seals are the best option.

In an unregulated industry often plagued by mislabeling and fraud, NOW's proactive testing and transparent practices set a high standard. Their history and continued investment in quality prove they are a trustworthy partner in your wellness journey.

Note: For more information on verifying a brand's credibility, consult sources like Consumer Reports on how to choose supplements wisely.

Frequently Asked Questions

The FDA does not approve dietary supplements before they are sold. However, NOW Foods' manufacturing facilities meet or exceed the FDA's Current Good Manufacturing Practices (cGMP), which are designed to ensure product safety and quality.

While NOW performs extensive internal testing on all products, third-party testing is applied selectively. For example, their sports nutrition products are Informed Sport certified, providing third-party verification for athletes.

NOW products are manufactured in company-owned facilities located in both the United States and Canada, allowing them to oversee quality control from start to finish.

NOW is often seen as a budget-friendly but high-quality alternative to more expensive brands like Thorne or Pure Encapsulations. While they share many certifications, some pricier brands may offer more extensive third-party testing across their entire product line.

Yes, NOW has issued voluntary recalls, such as for mislabeled nutritional yeast and under-potent supplements. These events, and the company's transparent response, serve to illustrate a reliable quality control system in action.

NOW offers many products suitable for various dietary needs, including non-GMO and vegan options. However, those with severe sensitivities like celiac disease should check for specific certifications on individual product labels, as the company may not offer certified gluten-free options for all supplements.

You can verify NOW's commitment to quality by checking for third-party seals like UL or Informed Sport on the label. For essential oils and other specific categories, you can also look up the public Certificate of Analysis (CoA) on their website using the product's lot number.