Micah Osborne didn’t initially envision a career in the supplement industry, but at a young age, he found himself stepping into a crucial role at Stratum Nutrition®, a company founded by his grandfather. What started as just filling a role that was needed at the time turned into a lifelong commitment to advancing scientifically validated ingredients and fostering strong industry relationships. "I'd like to say that I stepped into leadership intentionally, but I actually didn't,” said Osborne. “My grandfather started the company, and when I mentioned we needed additional leadership, he asked me to do it. So, there was a need, and I leaned into it, but I was only 24, so it was definitely one of those situations where you learn to swim by being thrown into the deep end."
Stratum Nutrition has since grown into a trusted provider of clinically validated ingredients. Osborne attributes much of the company's success to the determination and resilience instilled in him by his grandfather. "We started this company from scratch, commercializing a brand-new product that was new to the world,” Osborne noted. “No one had really used eggshell membrane for joint health. A lot of things that we wanted to do didn’t work at first, but we kept going until they did."
Osborne believes that leadership is about treating people with respect and building strong relationships. "I try to treat people like people. Everything we do is built on relationships, and I have found that things work better when you lead from that perspective,” Osborne explained. “One of our core values is caring for our coworkers… when people know you care, even the hard conversations are easier to navigate." Stratum’s emphasis on integrity extends beyond internal culture to its relationships with customers and partners. "We’re going to do the right thing even when it’s hard. Sometimes that hurts the bottom line, but long-term success comes from doing the right thing consistently," Osborne emphasized.
Stratum Nutrition’s origins in upcycling eggshell membranes highlight its commitment to sustainability, an area Osborne sees as inseparable from long-term business success. "People talk about balancing sustainability and business growth, but I don’t see it as a tradeoff,” Osborne asserted. “If you want to achieve long-term growth, ethical practices and sustainability aren’t optional—they’re essential.”
Stratum Nutrition differentiates itself through a commitment to rigorous scientific research and clinical validation, which is evident based on its reputation. "We ask people in the industry what they think of us, and the two things we consistently hear are that we provide clinically validated ingredients they can trust and that we always do the right thing.” He also noted that consumer behavior is evolving, with more people paying attention to the science behind ingredients. "Consumers are more educated than ever. People are getting more exposure to the importance of clinically backed ingredients, and that’s a trend we want to continue leading in."
As a CRN Board Member, Osborne sees firsthand how industry collaboration strengthens businesses. "Being on CRN’s board has made me more informed on industry challenges and opportunities. The network I’ve built is invaluable—not just for information, but for having a support system of people who have dealt with similar challenges." He also emphasizes the growing importance of building strong relationships to foster supply chain stability. "Since COVID, companies have invested more in strengthening supply chains. That means relationships and trust have become more important than just the transactional aspects of business. The companies that have built strong supplier relationships will be in a much better position to weather future challenges."
On what’s to come in the future, Osborne highlighted key trends he has observed that are currently shaping the supplement industry. The rise of beauty-from-within supplements, particularly those supporting hair and skin health, is becoming increasingly popular among consumers. "We've seen a lot more happening in the hair and skin health space, and that’s why we launched OVOLUX™, our eggshell membrane product specifically targeting hair, skin, and nails." Additionally, he believes artificial intelligence (AI) is poised to accelerate product development and enhance market intelligence. “AI tools for formulation and market intelligence have a lot of potential, but I don’t think everyone knows exactly how to use them yet,” said Osborne. “AI is already proving to be a powerful tool for gathering and organizing information more efficiently, which is speeding up innovation while helping brands maintain high-quality standards.”
Osborne’s top advice for up-and-coming industry leaders is to get involved and build strong connections. "Join an organization like CRN—but don’t just sign up. Get involved. Business is still relational, and who you know matters," Osborne emphasized. And once you gain experience, give back. "As you grow, be the person that others can call for advice. When I was 24, I was making a lot more calls than I was receiving. Now, that’s shifting. I believe it’s important to share what you’ve learned and help the next generation of leaders."
When it comes to industry perceptions, Osborne wants more people to recognize that the dietary supplement industry is about supporting long-term health rather than just providing quick fixes. "I wish more people understood that supplements are about improving overall health over time,” said Osborne. “We have ingredients that can provide fast relief, but I wish more people would really dig in on the longer-term health because I feel like that's where our industry really shines the most."
With a leadership philosophy rooted in integrity, science, and collaboration, Osborne continues to positively shape Stratum and the broader supplement industry. Looking ahead, he remains focused on driving innovation, building strong industry connections, and keeping science-backed nutrition at the heart of everything Stratum does.