About The Company


Alex Goldstein

Recognized health and wellness

CEO of the pioneering California natural food stores that grew into an online category leader, Alexy Goldstein is a certified homeopath, herbalist, respected iridologist and a Nutritional Consultant (N.C.). Goldstein has also created many exclusive formulas including the one of a kind SOMADERM™ Gel.

In short, Alexy Goldstein is a force of nature—or should we say, a force for natural foods, nutraceuticals and performance supplements that help people lead their healthiest possible lifestyle. In his 25 years in business, Goldstein has helped thousands of grateful customers with his products and personal counsel, building four successful companies along the way.

From high school senior to natural foods retailer

Goldstein began his impressive career right out of high school. That’s not a typo. While preparing for his freshman year at Fresno State University, where he would receive a Bachelor’s Degree in Business, 

Goldstein learned his parents were leaving the family business for him to run or sell. What began as an obligation, and baptism by fire at the age of 18, became a mission. That passion would drive Goldstein to become a leading manufacturer of natural foods, vitamins, and performance supplements. It would later inspire the development of one the most exciting anti-aging products now available, New U Life Human SOMADERM™ Gel, a transdermal human growth hormone.

From local retailer to national nutraceutical manufacturer

Store owner by day, college student by night, Goldstein mastered and expanded his retail business. Soon, he began researching the products he was selling and wondered if he could develop his own line to higher standards and answer particular customer needs. After he graduated, Goldstein “went back to school” and became a Certified Homeopath and Certified Herbalist. His new comprehensive knowledge of the human body, combined with insights gained from customer interactions, highlighted gaps in the marketplace. This led him to launch Natural Life Foods™, a line of natural, premium nutraceutical products the company retails online and in their California stores.

From retailer and nutraceutical manufacturer and wholesaler to performance products marketer

Goldstein’s zeal for wellness pushed him to explore products that improve performance on and off the court. Backed by years of scientific research, he launched a few companies.

Natural Life Foods™, a complete line of vitamins, minerals, herbs, protein powders, fish oils, essential oils and many other speciality products, that sums up to over 600 products that covers everyone’s health, nutrition and performance needs. The beginning of what sprouted the rest of the phenomenal quality companies to follow.

Strike First Nutrition™, a line of high-quality proteins, strength and recovery products, hormones and activators, and nootropics and sleep aids. In less than 15 years, Goldstein and his team have turned Strike First Nutrition into a supplement powerhouse in the San Francisco Bay Area, catering to athletes of every sport.

Liviotics™, a complete line catered for gastrointestinal healing and support. Clinically tested products and proven results for decades. From cutting edge probiotics to complete concentrated meals, this impressive line has been designed to treat those suffering from such autoimmune disorders as IBS, diverticulitis, gastritis, dysbiosis, Crohn’s disease and many other gut-related issues.

Earthly Benefits™, a young growing line consisting of quality, popular, and high in demand herbs and will soon release its line of natural cosmetics.

XYGENYX™, a licensing company for FDA-registered products. The crown jewel of the line, the product that’s been generating a lot of buzz lately, is SOMADERM Gel.

Canada's Distributors

Andrea Demeter-Scratch & Michael Balaban