Country Life Catches a Whiff of Growth With Aura Cacia

Country Life, a portfolio company of Lion Equity Partners, has acquired Aura Cacia, a maker of essential oils, aromatherapy, and natural air care products, from Frontier Co-op.

Country Life sells a portfolio of natural health and personal care products across three legacy brands. Country Life Vitamins offers supplements such as its Maxi-Hair biotin-based hair, skin, and nails formula, a coenzymated B-Complex, and an Omega-3 fish oil softgel. BioChem contributes sports nutrition products including creatine monohydrate powder, while Desert Essence rounds out the portfolio with personal care items such as tea tree oil toothpaste, a powder-fresh deodorant, and botanical skin and hair care oils. The company has also built out product lines such as its Gut Connection range, which combines prebiotics, postbiotics, and other ingredients aimed at gut-immune health.

Country Life, a certified B Corporation, was founded in 1971 and today is led by CEO Rob Robillard. The company manufactures its products at an NSF-GMP registered facility located 50 miles east of New York City in Hauppauge, New York. Mr. Robillard joined the company in 2024 after a career spanning consumer products and retail, including senior roles at Home Shopping Network (HSN), where he served as chief merchandising officer, and CEO positions at Living Proof, ICU Eyewear, and Sensible Organics.

The brand Country Life is buying is a category specialist. Aura Cacia produces essential oils, aromatherapy roll-ons, and bath and body care products made from botanical ingredients for consumers seeking natural wellness options. Its products include single-note oils such as organic lavender and rosemary essential oils, pre-blended aromatherapy roll-ons in scents including lavender and tea tree, and bath products such as mineral baths and bubble baths sold through natural and specialty retail channels. Aura Cacia tests every essential oil shipment using gas chromatography-mass spectrometry to verify botanical purity and authenticity.

According to Nielsen and NPI brand-ranking data, Aura Cacia has built a market position in two specific categories, ranking as the top brick-and-mortar aromatherapy brand and the top natural air care brand in their respective channels. Founded in 1982, it joined Frontier Co-op’s family of brands in the 1990s and today operates from a 60,000 sq. ft. facility in Urbana, Iowa, near Cedar Rapids.

Country Life was acquired by Lion Equity through its third fund in August 2023 from KI NutriCare, a subsidiary of Kikkoman Corporation. The purchase of Aura Cacia is Country Life’s first add-on acquisition under Lion Equity’s ownership, extending its portfolio into essential oils and aromatherapy, a category adjacent to its existing supplements, sports nutrition, and personal care lines.

That category is growing quickly. The U.S. aromatherapy market was valued at approximately $3.1 billion in 2025 and is projected to grow to roughly $7.3 billion by 2035, an annual growth rate of about 8.7%, according to Precedence Research. North America accounted for just over 41% of the global aromatherapy market in 2025, the highest share of any region, reflecting strong domestic demand for natural wellness products.

Globally, the aromatherapy market was valued at roughly $9.9 billion in 2025 and is expected to reach $10.7 billion in 2026, growing to approximately $17 billion by 2033 at a compound annual rate of 6.8%, according to Grand View Research. Growth has been driven by rising consumer interest in stress relief and sleep support, an increasing preference for natural and plant-based personal care ingredients, and expanding use of aromatherapy products in skin and hair care formulations, a category expected to hold the biggest application share in 2026. Consumables such as essential oils and topical blends represent the biggest product segment, while offline retail channels still account for the majority of sales — underscoring the relevance of brick-and-mortar distribution for brands such as Aura Cacia.

“Aura Cacia has built a strong reputation of quality and service to its customers for over 40 years,” said Ari Silverman, a co-founder and partner of Lion Equity. “We look forward to supporting Country Life as it invests in Aura Cacia’s next chapter of growth.”

The acquisition is the first disclosed step in the plan Lion Equity outlined for Country Life when it bought the company in 2023: strategic add-ons alongside organic growth across the brand portfolio. Aura Cacia becomes the fourth brand, joining Country Life Vitamins, Desert Essence, and BioChem.

Mr. Robillard cast the fit in terms of shared purpose. “Aura Cacia is a strong fit within the Country Life family,” he said. “Together, we bring more than a century of combined experience helping consumers live healthier, more balanced lives. Aura Cacia’s leadership in essential oils and aromatherapy complements our portfolio of supplements, sports nutrition and personal care products, all developed with integrity, transparency and care.”For the seller, the sale is a matter of focus. Frontier Co-op (DBA Frontier Distribution) is a member-owned cooperative that sells products for natural living under the Frontier Co-op and Simply Organic brands, including culinary herbs, spices, baking flavors, and bulk herbs and spices. Founded in 1976, it is headquartered near Cedar Rapids in Norway, Iowa, and is divesting Aura Cacia to concentrate on that core herbs and spices business.

“After stewarding Aura Cacia’s growth for more than 30 years, we believe this decision allows both organizations to focus, scale and thrive,” said Tony Bedard, the CEO of Frontier. “Country Life has the expertise and resources to help Aura Cacia fully capitalize on the growing consumer demand for high-quality essential oils and aromatherapy products. We are proud to entrust this mission-driven brand to a partner that will build on the values that have made it successful, while we remain focused on our herbs and spices business with Frontier Co-op and Simply Organic brands.”

Lion Equity Partners is a Denver-based private equity firm that specializes in acquiring corporate carve-outs and special situations, including businesses experiencing financial, operational, or industry-driven challenges. Founded in 2007, the firm targets companies with revenues between $30 million and $300 million and EBITDA of up to $15 million. Sectors of interest include business services, manufacturing, software, distribution, healthcare, and transportation.