Tariffs are once again reshaping global trade in 2026. In February, the Supreme Court struck down President Trump’s existing tariffs, deeming them to have exceeded presidential authority. In response, the president criticized the ruling and immediately imposed 10% global tariffs, raising them to 15% the next day.
The repercussions of this back and forth at the top of the American governmental system remain to be seen, but the impact on the economy has immediately been destabilizing …again. This applies to wellness and nutraceutical brands entering or expanding in the U.S. as much as anyone else.
The potential of dealing with shifting duties, geopolitical tensions, and varying customs scrutiny is creating pressure in the same way it did early in President Trump’s second term. The uncertainty affects everything, from marketing to supply chains. The question is, how should brands react to rework their import strategies and maintain growth in the year ahead?
A Quick Look at the Impact of Tariffs
Tariffs aren’t a line-item problem. They aren’t predictable, especially with the current back-and-forth on policy. Nevertheless, they can influence negotiations, squeeze retail margin expectations, and affect cash flow concerns.
When Trump’s tariffs first came into focus, TruLife Distribution CEO Brian Gould helped calm nerves and put the entire experience into perspective. In a press release in March of 2025, Gould pointed out the impact tariffs have on important costs of goods, as opposed to retail or wholesale pricing.
Gould also put the situation in perspective for an area like the nutraceutical sector that requires smaller levels of resource consumption. The raw cost of goods is much less of a factor in overall pricing compared to something like an automobile part.
The same concepts stand in 2026. As tariffs remain uncertain, the impact that they could or could not produce shouldn’t be the only or even the primary factor in building a distribution strategy. They should still be a realistic part of the discussion.
However, in reality, these moments when companies step back in uncertainty often create some of the biggest opportunities for bold nutraceutical brands to step into the gap and gain low-cost market share, which is something that cannot be underestimated in an oversaturated market like North America.
Finding Partners and Fighting Paralysis in 2026
Another factor that Gould brought up a year ago was the importance of resisting the “madness of crowds” element that comes with the unpredictable.
“Nothing good comes from a madness of crowd response,” Gould said in April 2025. “Every day, this situation is changing, and making decisions off the cuff won’t help anyone navigate this better. In fact, it’ll do the opposite […] Gather your thoughts. Talk to your teams and your vendors. Stay in contact with your distribution partners, too. Use their knowledge to understand the impact of things on your brand.”
The advice still rings true in 2026. As nutraceutical brands look for ways to make inroads in the US, they should reinforce relationships with their stateside connections. Experienced distribution partners like TruLife Distribution can offer unique insights into the situation. Gould’s team has decades of experience in similar situations. They continue to offer sound advice for compliance and similar concerns, as well as a host of resources, from warehousing to distribution networks to marketing and PR services.Working with a strong US-based distribution partner remains one of the most effective ways for both international and domestic health and wellness brands to navigate unpredictable markets. If you’re leading a nutraceutical or wellness brand that is trying to grow its footprint in America this year, reach out to Gould and the TruLife Distribution team for a free consultation to help you build a strategy that can generate growth even in the most uncertain of circumstances.