Thorne's DTC surge

Thorne said its direct-to-consumer sales jumped 63% from a year earlier after it overhauled how it markets supplements. (modernretail.co) The company’s chief growth officer, Mary Beech, said at Modern Retail’s Marketing Summit that Thorne pushed a full-funnel strategy, pairing brand storytelling with new channels and artificial intelligence tools. Modern Retail published the interview on April 22, 2026. (modernretail.co) Thorne’s wider business has been expanding fast. CNBC reported on April 2 that the supplement brand topped $500 million in annual revenue in 2025, up from $229 million in 2022, and said its direct shopper base grew to about 7 million from roughly 4 million at the end of 2023. (cnbc.com) Direct-to-consumer means a brand sells through its own site and keeps the customer relationship, instead of relying only on retailers or marketplaces. That model got harder after digital ad prices rose and Apple’s iOS privacy changes made ad targeting less precise. (modernretail.co 1) (modernretail.co 2) Modern Retail reported that Thorne’s pitch changed from information-heavy supplement marketing to broader storytelling and channel diversification. The publication said Thorne found nearly 9 in 10 supplement buyers do research before purchasing, but information alone was not enough to convert them. (modernretail.co) Beech was hired in August 2024 to oversee Thorne’s marketing team and ecommerce business across direct-to-consumer, business-to-business and practitioner channels. Thorne said then that her role was to unite data, customer sentiment and scientific rigor across growth efforts. (thorne.com) The company has also been putting that storytelling approach into new campaigns. In April 2026, Thorne launched a women’s health campaign with Misty Copeland and Lana Condor, and said it was built around “real stories” tied to the brand’s scientific positioning. (thorne.com) Thorne has had more room to invest since L Catterton agreed to acquire the company in August 2023 for $10.20 a share in cash and take it private. CNBC reported that since the acquisition, Thorne has sustained a compound annual growth rate of more than 30%. (thorne.com) (cnbc.com) For Thorne, the latest number lands at a moment when many direct-to-consumer brands are still trying to grow without depending on one ad platform. Its result suggests the company is using broader brand marketing and tighter operations to make that math work on its own site. (modernretail.co 1) (modernretail.co 2)