Natural Vitality seeks to provide premium and efficacious products that have a valid and unique reason for being. Their mission isn't to compete but to fill a need that has not been met. Natural Vitality's objective in producing and marketing products is to make life easier for you and help lessen stress in your lives. Their view of health is that all departures from wellness have stress at their root. Natural Vitality's approach is proactive on a product-specific basis, as evident in their Natural Calm line.