Sabinsa is home to several popular health and nutrition ingredients, many of them you will have seen in various sports supplements. The brand’s most common products are the absorption-enhancer BioPerine, Saberry amla, Curcumin C3, the probiotic Lactospore, and the weight loss-supporting ForsLean. Sabinsa has landed itself in headlines this time because of a different part of its business, which has, in turn, sparked concern with long-standing customers.
Sabinsa has been present in retail for years through the brand America’s Finest, but in 2025, it formalized and greatly expanded that side of its business. The company created the Sabinsa Wellness division to group its consumer-facing brands together, adding the newly started Sanutra and the Ayurvedic line Nature’s Formulary, acquired earlier this year. The move combines Sabinsa’s reputable ingredients with distinct retail brands under one umbrella.
The company recently launched six supplements, spread between America’s Finest and Sanutra. These include Bacopa with BioPerine, Curcumin C3 with BioPerine, and LactoSpore probiotic for America’s Finest, alongside Healthy Aging, Memory Health, and Weight Management formulas for Sanutra. They’re all very clearly centered around key Sabinsa ingredients, although the more interesting part is the reaction from what are essentially competing brands.
Mark Glazier of the long-running powerhouse NutraBio questions whether or not the move throws Sabinsa’s B2B customers under the bus. “Did Sabinsa intend to cast doubt on the quality of its customers’ products? Or was this simply overzealous marketing spin that failed to consider how the industry would hear it?” They are valid concerns by Glazier, as you’ll be hard-pressed to find an ingredient house that competes alongside the customers it sells to, let alone as intensley as Sabinsa is pushing and promoting its Sabinsa Wellness brands.