iHerb CEO Emun Zabihi
The wellness movement has gone global — and few companies embody that expansion better than iHerb. CEO Emun Zabihi explores how the company is transforming the way consumers access supplements and natural products worldwide. From humble beginnings in a Pasadena apartment to serving millions of customers in 180 countries, iHerb’s journey is a story of innovation, accessibility and trust in an increasingly crowded marketplace.
Zabihi’s own story mirrors the evolution of iHerb. A computer software engineer by training, he joined the company in 2004 to help build its proprietary ecommerce platform — a move that allowed iHerb to localize globally, scale quickly and ensure the freshness and authenticity of its 50,000 products. He eventually became president and, in 2018, chief executive officer. Under his leadership, iHerb continues to expand its international footprint while staying true to its founder’s mission: to make health and wellness accessible to all.
Zabihi points to several factors fueling the unprecedented growth of health and wellness, including greater consumer education via social media and AI, and a post-pandemic surge in proactive self-care.
“People are thinking about longevity and preventative health in a way they never have before,” he says. The global supplement market — now valued at $130 billion — has broadened into a $1 trillion wellness economy that includes personal care, sports nutrition and even pet health.
Emerging trends include GLP-1 companion supplements that support individuals on weight-management medications, as well as growing interest in magnesium, creatine, ashwagandha, theanine and functional mushrooms. Categories like hydration, women’s health, gut health and longevity are also surging in popularity.
As supplements gain popularity, counterfeit products have become a serious concern, and Zabihi emphasizes that trust is critical to success. To build trust with consumers, the company sources exclusively from verified manufacturers, maintains air-conditioned warehouses to preserve product efficacy, displays expiration dates online, and restricts product reviews to verified purchasers.
iHerb also invests in third-party testing and transparency. For its in-house line, the company publishes certificates of analysis for every product, verifying both ingredient content and the absence of contaminants. “Health and wellness is a trust business,” Zabihi says. “Never cut corners on quality and compliance.”
With operations spanning nine facilities and dozens of currencies, iHerb offers partner brands global reach. The company manages everything from translation and logistics to marketing. This emphasis on global commerce has helped to attract celebrity partnerships, including Kourtney Kardashian’s Lemme line.
Zabihi offers some guidance for students and young professionals: Define your mission early, never stop learning and choose companies that put customer needs and data at the center of every decision. Above all, he says, “anchor on trust.” In the fast-growing wellness sector, that principle is what makes or breaks a business.
(00:00:00) The rise of the trillion-dollar wellness economy
How iHerb began with one simple mission to make wellness accessible
How AI and social media are fueling global health awareness
Why COVID changed the way consumers think about longevity
The three pillars that define iHerb’s success worldwide
(00:08:57) Trends shaping the supplement industry
The rise of GLP-1 companion products and what they support
Top ingredients driving growth — from magnesium to mushrooms
Why trust and transparency are iHerb’s competitive advantage
How verified reviews and freshness build global customer loyalty
(00:13:25) Global reach and the fight against counterfeits
How iHerb helps brands reach 180 countries in days
Why celebrity partners like Kourtney Kardashian choose iHerb
The growing threat of counterfeit supplements online
How iHerb safeguards authenticity and consumer trust
(00:18:35) The future of wellness and lessons in leadership
Why evidence-based products and transparency will shape the next era of wellness
How iHerb uses third-party testing to prove product integrity
What young professionals should know when starting in retail
The one principle that defines success in health and wellness: trust
Visit iherb.com
Get ready for Retail’s Big Show in NYC
Become an NRF member and join the world’s largest retail trade association
Learn about retail advocacy at nrf.com/advocacy
Find more episodes at retailgetsreal.com
