What are the main health products and supplements sold by Dr Josh Axe's brands?
Executive summary
Dr. Josh Axe’s consumer-facing brands—principally DrAxe.com (content + product line) and the supplement company Ancient Nutrition, which he co-founded—primarily sell collagen and protein powders, broad-spectrum vitamins and mineral formulas, probiotics and gut-focused products, herbal/ancient-remedy supplements (including adaptogens and elderberry), and ancillary wellness products such as essential oils and digestive enzymes [1] [2] [3]. These product families are promoted for gut health, skin and joint support, immune function, and “whole-body” wellness, and are widely retailed online and through third-party sellers [1] [4] [5].
1. Collagen and multi‑collagen protein powders: the flagship category
Collagen and multi‑collagen powders are a central offering across Ancient Nutrition and are repeatedly marketed for skin, joint, gut and beauty benefits—framed by Dr. Axe’s books and content on “The Collagen Diet” and peptides—making collagen one of the most visible product pillars [1] [6] [3]. Ancient Nutrition’s storefront explicitly spotlights collagen and related protein products alongside claims about whole‑body benefits and bone/broth/collagen traditions [1].
2. Protein powders, supergreens and performance blends
Beyond collagen, Ancient Nutrition sells a range of protein powders (including “superfood” and whey/plant blends) plus Organic SuperGreens and paired performance bundles that target energy, detox, digestion and athletic support; new formulations combine creatine with collagen in some releases, showing a push into sports‑nutrition adjacent markets [1]. DrAxe.com also promotes protein and amino‑acid topics on the site, positioning protein as part of broader dietary guidance [4] [1].
3. Vitamins, minerals and immune support formulas
Both brands list multivitamin and single‑nutrient supplements—vitamin C, zinc and other immune‑support nutrients—often recommended alongside natural remedies in Dr. Axe content; interviews and promotional pieces recommend zinc, vitamin C, elderberry and other immune‑focused botanicals as part of seasonal protocols [7] [3]. Ancient Nutrition’s product collections include vitamins and targeted nutrient blends promoted for daily wellness [1].
4. Probiotics, digestive enzymes and gut‑health products
Gut health is a recurring theme in Dr. Axe’s work and in product lines: probiotics, digestive enzymes and amino acids such as L‑glutamine are recommended and sold to support intestinal lining, digestion and nutrient absorption, reflecting Dr. Axe’s clinical focus on gut protocols and the site’s supplement coverage [4] [8] [1].
5. Herbal formulas, “ancient remedies,” and adaptogens
A core marketing narrative is rooted in “ancient remedies”: herbal extracts (elderberry, ashwagandha and other adaptogens), traditional botanicals and specialty formulations are part of Ancient Nutrition’s catalog and Dr. Axe’s media appearances, where he emphasizes Chinese medicine principles and historical superfoods [7] [9] [1]. Retail listings and partner pages also show essential oils and other natural‑remedy products associated with his brand [2] [10].
6. Ancillary products, bundles and retail distribution
Product strategy includes bundled supplement stacks (for digestion, detox, energy) and ancillary items such as essential oils, topical beauty items and books; Ancient Nutrition runs site promotions and bundles to position paired supplements for specific goals, while DrAxe.com functions as both an education hub and a sales channel, with third‑party retail distribution visible on platforms like Walmart and online marketplaces [1] [4] [5] [10].
7. Marketing posture, claims and transparency caveats
Packaging and editorial positioning mix traditional‑medicine framing, anecdotal use guidance and science‑forward language, but external retail and platform disclosures note that product claims are not evaluated to diagnose, treat or prevent disease—an important regulatory and transparency caveat when interpreting product benefit statements [11]. Promotional interviews and partner content also reflect a commercial interest in driving supplements and books alongside wellness advice [6] [9].
8. What reporting does not fully cover
The available sources document product categories and promotional messaging but do not provide comprehensive sales breakdowns, independent efficacy evaluations of individual formulations, or regulatory enforcement histories for these brands; those gaps limit assessment of which SKUs are top sellers or how clinical evidence supports each specific claim [1] [11].