How NOVOS Scaled Supplement Sales 27% Across Borders
April 22, 2025
Summary
Meeting customer demand where it is, innovative supplement company, NOVOS, partnered with FlavorCloud to:
30+
Country Expansion
27%
Increase in X-border GMV
30%
Increase in AOV
NOVOS is a pioneer in the longevity and nutraceutical space, bridging the gap between cutting-edge biotech and consumer health. With a science-backed approach, NOVOS provides supplements, biological age tests, and educational resources to empower individuals in extending their health span and lifespan. Through their partnership with FlavorCloud, NOVOS has seamlessly navigated international shipping complexities and reached customers worldwide. It’s showing in the numbers, NOVOS’ Gross merchandise value (GMV) has risen Year over Year by 27%, reflecting the success of their expanding global presence.
As a company selling supplements internationally, NOVOS faced significant logistical hurdles. Shipping supplements across borders presented a web of regulatory challenges, with each country enforcing its own import restrictions, quantity limits, and compliance requirements. "Supplements are controlled differently from different customs agencies or government agencies. You've got the FDA, Health Canada, MHRA in the UK... and all these other parties involved with a product that’s tied to health claims." explained Sean Herwaldt, Head of Operations at NOVOS. “The problem for us is how to navigate this opportunity without taking on risk or breaking laws at a high level.” Without a clear roadmap, scaling internationally meant risking rejected shipments, excessive delays, and potential compliance violations.
Supplements are controlled differently from different customs agencies or government agencies. You've got the FDA, Health Canada, MHRA in the UK... and all these other parties involved with a product that’s tied to health claims. The problem for us is how to navigate this opportunity without taking on risk or breaking laws at a high level.
Sean Herwaldt, Head of Operations at NOVOS
Determined to expand while avoiding costly missteps, NOVOS sought a solution that could simplify the process. FlavorCloud, with its deep regulatory expertise and cross-border logistics capabilities, became the trusted cross border partner NOVOS needed. FlavorCloud integrates directly with their 3PL and allows them to offer guaranteed DDP and fit into their existing set up easily.
Expanding internationally required more than just shipping products—it demanded a deep understanding of local regulations and seamless execution. FlavorCloud provided NOVOS with a streamlined logistics solution that addressed these challenges head-on. With a single point of contact for compliance, customs, and shipping, NOVOS was able to confidently open new markets. "Having a single point of contact across a complex process is super helpful," said Herwaldt. "FlavorCloud wears all the hats—whether it's customs, compliance, or logistics."
Having a single point of contact across a complex process is super helpful FlavorCloud wears all the hats—whether it's customs, compliance, or logistics."
Sean Herwaldt, Head of Operations at NOVOS
With FlavorCloud’s guidance, NOVOS successfully navigated country-specific import regulations, ensuring shipments complied with local restrictions. The team also helped NOVOS optimize their shipping strategy, identifying the best routes and structuring shipments to meet varying quantity limits and value thresholds. This expertise was instrumental in enabling NOVOS to enter new markets like South Korea and Singapore, expanding their global footprint without the typical headaches of international logistics.
Since working with FlavorCloud, NOVOS has seen significant international growth. What began as a cautious approach to new markets quickly turned into a strategic expansion, with the company growing its international reach from 20 to over 30 countries. Year over year, NOVOS has experienced a 25% increase in international orders, accompanied by a 30% boost in average order value.
"The most interesting part?" said Herwaldt. "All this international growth happened organically. We didn’t even start advertising internationally until this year. FlavorCloud made it easy for us to test new markets and quickly scale."
As NOVOS scaled, its relationship with FlavorCloud deepened. Early on, the focus was on ensuring shipments complied with regulations and reached customers smoothly. Over time, FlavorCloud’s role expanded into strategic problem-solving.
One of the biggest challenges NOVOS faced was in Canada, where regulations limited personal imports of supplements to a 90-day supply. Orders exceeding this limit were frequently rejected, causing frustration for both customers and the NOVOS team. Additionally, Canada imposed de minimis order value restrictions that made shipping certain products more complicated. "At first, we were getting hit with two major issues—order values exceeding de minimis thresholds and the 90-day supply rule. Even when we stayed under one limit, we’d get rejected for the other," Herwaldt explained. To address this, FlavorCloud worked with NOVOS to develop a Canada-specific checkout restrictions that automatically adjusted product availability based on these regulations. This change significantly reduced rejected shipments to nearly 0% and provided a smoother buying experience for Canadian customers.
Beyond compliance, FlavorCloud’s data-driven insights have helped NOVOS refine its logistics approach. Regular strategy sessions and quarterly business reviews provided NOVOS with visibility into market trends, helping them anticipate potential challenges and optimize their shipping operations. Looking ahead, NOVOS is now working with FlavorCloud to forward-stock inventory in the EU, unlocking faster deliveries and a more efficient supply chain. The EU presents a whole new set of challenges with registering for VAT (value add tax), ORE (Open Research Europe), OSS (One Stop Shop), picking the right entry points, and more.
Beyond compliance, NOVOS found something rare in the logistics industry. Genuine human support. FlavorCloud’s ability to adapt and be responsive to changing regulations and business means made scaling international operations possible. NOVOS needs agility and a growth mindset as they are tackling the high demand for their product. Being able to pick up the phone and discuss issues with a person familiar with their business allow them to act swiftly and not miss out on opportunities in new markets.
With FlavorCloud, we have the confidence to go into new territories and markets. There is the knowledge that it won't always be smooth, but we have a partner who will help us understand and take care of our business the way that we would want to take care of it.
Sean Herwaldt, Head of Operations at NOVOS
As NOVOS continues to push the boundaries of the longevity space, one thing is certain: having a logistics partner that understands the nuances of international expansion is invaluable. With FlavorCloud’s expertise, NOVOS has turned complex regulatory obstacles into stepping stones for growth, proving that with the right partner, scaling globally is not just possible. It’s a competitive advantage.
International expansion doesn’t have to be complicated. Partner with FlavorCloud and unlock seamless cross-border shipping.
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With international sales on the rise, the opportunities have no borders. With FlavorCloud, you can tap new markets risk-free by offering global guaranteed delivery promises. Go global today.