Bioforce USA represents many of Europe’s leading natural brands for inner and outer beauty.
By Tom Branna
Europe and the U.S., inner and outer beauty, Bioforce USA’s president insists his company represents the
best of both worlds. The sales and marketing company is dedicated to supporting
brand development for European companies in the natural products industry. The
flagship brand (and company namesake)
is A. Vogel from Bioforce AG, Switzerland,
but Bioforce USA represents several well-known brands including Annemarie Borland natural beauty products; Herbatint
natural hair color products; Secure denture
cream; Sanhelios circulation capsules; and Bionorica supplements for upper respiratory, lower respiratory, and immune system support.
The company was founded by Pierce Sioussat’s father-in-law in 1998; Mr. Sioussat joined the company in 2004 and
has been CEO for 10 years. During the past decade, demand
for natural products has soared.
“At my first NNFA show (now Natural Products Association) in Las Vegas in 1989 you could fit the entire event
in the Hilton Hotel,” recalled Mr. Sioussat. But it wasn’t
long before natural products found an eager audience and
demand for natural foods, supplements, and beauty products took off. And demand for Bioforce’s services started
Bioforce became a multi-brand organization providing
sales, logistics, and other services for European companies
that didn’t see the need to build an entire U.S. operation
“It doesn’t make sense for every company to have a
stand-alone business in the U.S.,” explained Mr. Sioussat.
“It’s a big capital investment to hire employees, find office
space, and acquire the right contacts.”
Instead, these companies look to Bioforce USA to do all
the heavy lifting in the largest market in the world.
“We are natural product industry ex-
perts,” insisted Mr. Sioussat. “We know the
markets, we know the programs that move
the products, we have the sales infrastruc-
ture and we have a reputation for manag-
ing high quality brands.”
And all six of those brands share some
common traits: organic and sustainable cul-
tivation methods, social mission, fair trade,
and quality manufacturing process. Those
attributes resonate with consumers, which
is why Bioforce USA has grown to 25 em-
ployees and 80 sales brokers.
In the decade since Mr. Sioussat took over at Bioforce
USA, the level of competition in the natural space has
grown, marked by smarter competitors, and more of them.
At the same time, the growth of e-commerce has soared,
along with the amount of information that’s available to
companies and their suppliers.
To remain competitive, Bioforce USA has adapted programs to make sure that its global partners’ messages
remain consistent. According to Mr. Sioussat, some of the
brands had a presence on
the worldwide web a decade
ago, others are just getting
up to speed now and Bioforce USA guides newbies
through the process, making recommendations and
investments along the way.
“We are working with
Google right now to help
one of our partners make
the right investment,” noted
Mr. Sioussat. “We’ll spend a
couple million dollars on the
one brand to ramp up their Pierce Sioussat