Essential oils are natural compounds distilled from plants and used in perfumes, flavorings and other products. They’re also claimed to have therapeutic benefits, from alleviating insomnia to curing psoriasis. They’re the little vials of lemon or tea tree oil you’ve seen at yoga studios and grocery stores.
Utah-based multi level marketing company doTERRA, which has more than six million global distributors, sells the most popular brand of essential oils. Its market share has eroded recently, however, because a number of small purveyors have emerged, and many are selling low-quality oils that can be toxic to humans if ingested or applied topically.
A rebranding effort, including new facilities to help with scientific testing and research, is underway at doTERRA. The company is also expanding its distribution network, and has a goal of having a team of scientists in every country by 2022.
The company’s growth is being fueled in part by its ability to tap into the current “wellness movement,” which has consumers seeking alternative medicines to traditional medications and supplements that can provide health benefits in addition to nutrition. This includes a movement that embraces the idea of consuming herbs, spices and other plant-based foods to achieve better overall health.
The wellness industry is rife with dubious claims and outright fraud, according to the National Advertising Division of the Council of Better Business Bureaus (CBBB). Laura Brett, executive vice president of the division, says that in the case of essential oils, some companies make unsupported and unsubstantiated claims that the products have healing properties. Brett says the NAD asks companies to substantiate their claims and refers them to the Federal Trade Commission when necessary. She adds that ninety percent of companies comply with the requests.
As the demand for essential oils has grown, more and more people have set up their own businesses to promote and sell them. This has created a fragmented marketplace where the highest-quality oil can be difficult to find. The most established companies, such as Young Living and doTERRA, work to control their supply chain, but smaller sellers often don’t have the infrastructure to assure quality.
A local example is Zia Zensations, which is selling a high-quality frankincense essential oil produced in Jordan from the wood of a 400-year-old fig tree. The owners, Joe and Esther Zia, are avowed believers in the oil’s therapeutic value and believe it has helped them overcome a series of health challenges. They’re among many entrepreneurs in Oregon who are capitalizing on the trend toward more natural approaches to health care.
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