THIS EMPLOYMENT AGREEMENT (as the same may be modified, amended,
supplemented  and/or restated from time to time, this "Agreement"),  dated as of
April 1,  1997  (the "As of  Date"),  is made and  entered  into by and  between
Natural Health Trends Corp., a Florida  corporation (the "Company"),  and Robert
C. Bruce (the "Executive").

                                   Background

         The Company wishes to employ the Executive and the Executive  wishes to
be employed by the Company,  on the terms and conditions set forth below in this
Agreement.

         Prior to the effective  date of this Agreement (as specified in Section
2 below), the Executive had been employed by Global Health Alternatives, Inc., a
Delaware  corporation  ("GHA").  The terms and conditions  such  employment were
governed by that certain Employment Agreement, dated as of October 15, 1996 (the
"GHA Employment Agreement"), by and between GHA and the Executive.

         The Company and GHA are entering into an Amended and Restated Agreement
and  Plan  of  Reorganization,  dated  as of July  23,  1997  (the  "Acquisition
Agreement"),  among the Company,  the stockholders of GHA and GHA, providing for
(among other things) the assignment and transfer by the  stockholders  of GHA of
all or  substantially  all of  the  common  stock  of  GHA to the  Company  (the
"Acquisition  Transaction").  This  Agreement is being executed and delivered by
the  Company  in  partial  satisfaction  of the  condition  set forth in Section
6.02(k) of the Acquisition Agreement.

         NOW,  THEREFORE,  in consideration of the mutual benefits to be derived
and the covenants and agreements herein  contained,  and intending to be legally
bound hereby, the parties hereto hereby agree as follows:

         1. Employment and Duties.  (A) Subject to the terms hereof, the Company
hereby  employs  the  Executive  with the titles  Senior Vice  President,  Chief
Financial  Officer and Treasurer of the Company  (and/or such other  title(s) as
the Company and Executive  shall  mutually  agree) and in such other  capacities
with or for  the  Company  and/or  subsidiaries  or  affiliates  of the  Company
("Affiliated  Companies") as the Company or its Board of Directors,  Chairman or
President shall designate.  The Executive  hereby:  (i) accepts such employment,
(ii) undertakes the responsibilities of such office(s), (iii) as such, agrees to
perform such duties and  responsibilities  with respect to the Company and other
Affiliated  Companies as are set forth in Annex 1 attached  hereto and made part
hereof (and/or such other duties and responsibilities consistent with the duties
set forth on Annex 1 as the Company or its Board of  Directors,  Chairman and or
President shall  reasonably  require of the Executive) (the "Assigned  Duties"),
and (iv) agrees to devote  substantially his entire professional time, attention
and  energies  to the  performance  of the  Assigned  Duties  to the best of his
ability.

                  (B) The Executive shall work at offices of the Company located
in or near  (from and after no later  than  October  31,  1997)  Pompano  Beach,
Florida  and  (prior  thereto)  Portland,  Maine (as the case may be,  the "Home
Area").  However,  (i) during the period that the Home Area is Portland,  Maine,
the Executive  shall travel to and work at the offices of the Company located in
or near Pompano  Beach,  Florida on and as needed basis (but no less  frequently
than monthly),  and (ii)  throughout the term of this  Agreement,  the Executive
shall also render  services at such other place or places  within or without the
United States as the Board of Directors may direct from time to time, subject to
Section 7;  provided  that the Company  shall employ its  reasonable  efforts to
restrict






the time the Executive shall render such services away from the Home Area to not
more than 20 business days per calendar quarter.

         2.  Term.  The   effectiveness   of  this   Agreement   shall  commence
automatically  on  July,  1997  (being  the  date  of  the  consummation  of the
Acquisition Transaction;  hereinafter, the "Effective Date") and, unless earlier
terminated  pursuant to Section 8, shall continue in effect until March 31, 2000
(being the date that is three years after the As of Date) (the "Term").

         3.  Compensation.  During the Term of this Agreement, the Executive's 
compensation under this Agreement shall be as follows:

                  (A) Base Salary.  Executive shall be paid a base salary ("Base
Salary")  at a rate of: (i) for the portion of the Term ending on March 31, 1998
(the "Initial  Period"),  $120,000 per annum;  (ii) for the twelve-month  period
ending on March 31, 1999 (the "Second  Period"),  $135,000 per annum;  and (iii)
for the  twelve-month  period  ending on March 31,  2000 (the  "Third  Period"),
$150,000 per annum. The Base Salary shall be paid by the Company in installments
in  accordance  with  the  Company's  normal  payment  schedule  for its  senior
management,  but no less  frequently  than  monthly  except that the Base Salary
payable for the period  between the As Of Date and the  Effective  Date shall be
paid  promptly  by GHA after  the  Effective  Date,  in a single  lump sum.  All
payments  hereunder  shall be subject  to the  deduction  of  payroll  taxes and
similar assessments as required by law.

                  (B) Bonus.  With respect to the Initial Period,  the Executive
shall be entitled to a cash bonus of $20,000, payable within fifteen days of the
Executive's having completed the move of his residence from in or near Portland,
Maine to a commutable  distance from Pompano  Beach,  Florida (the  "Executive's
Move");  provided that this Agreement  shall not have been  terminated for Cause
(as defined in Section 8 hereof) or by the resignation of the Executive prior to
such move-date (or the following  two-week period).  In addition,  if during the
Second  Period or Third  Period the  performance  criteria  set forth in Annex 2
attached hereto are achieved,  then the Executive shall be entitled to receive a
cash bonus in an amount  equal to $25,000 (in  respect of the Second  Period) or
$30,000  (in  respect  of the  Third  Period  within  30  days of the end of the
respective  period;  provided that this Agreement shall not have been terminated
for Cause or by the  resignation of the Executive  prior to the end-date of such
Second  Period  or  Third  Period  (respectively).  If this  Agreement  shall be
terminated  by the Company  without Cause or if the  Executive  terminates  this
Agreement  for Good  Reason (as  defined in Section 8 hereof)  prior to: (i) the
Executive's  Move or the payable date of the  Executive's  bonus  hereunder with
respect to the Initial Period,  the Executive shall  nevertheless be entitled to
the full amount of such bonus,  or (ii) the  end-date of Second  Period or Third
Period, then, subject to the subsequent  achievement of the performance criteria
set forth in Annex 2 attached  hereto,  the  Executive  shall be  entitled  to a
portion of the bonus payable hereunder for such period, pro rated for the number
of full months that this  Agreement  was in force during the period with respect
to which such bonus is calculated.

                  (C)      Executive's Move.  As compensation for the expense of
and personal dislocation arising out of the Executive's Move, the Executive 
shall be entitled to receive a cash

                                        2





payment of the greater of: (i)  $10,000,  and (ii) the lesser of (x) $15,000 and
(y) the  actual  expenses  incurred  by the  Executive  in  connection  with the
Executive's  Move.  Such payment shall be made promptly  after the submission by
the Executive to the Company of the appropriate documentation  establishing such
expenses of the Executive.

                  (D)  Options.   Concurrent  with  the  execution  hereof,  the
Executive is entering into a Stock Option  Agreement with the Company,  pursuant
to which the Executive is being granted the right to purchase  300,000 shares of
the Company's Common Stock over 3 years.

         4.  Company  Car.  The  Executive  shall  have  the  use of a  suitable
executive  company car (i) which either (x) will be owned or leased and paid for
by the Company or an Affiliated  Company, or (y) for which the Executive will be
paid a sufficient  car allowance and (ii) as to which the Company will reimburse
the  Executive  for  insurance,  maintenance,  registration,  excise  taxes  and
business-related  gas  consumption.  The Executive shall keep a detailed mileage
log for his company car. Company agrees that Executive's current GHA company car
is a "suitable executive company car".

         5. Executive Plans.  The Executive  (together with his spouse and minor
children)  shall  be  covered  at the  Company's  expense  by any and all of the
Company's  United States group health,  dental,  life and  disability  insurance
plans made  available to senior  executives  of the Company in the United States
generally.  The  Executive  shall also be eligible to  participate,  to the same
extent  as  other  senior  executives,  in any  and all of the  Company's  other
executive  profit sharing or bonus plans  available to senior  executives of the
Company in the United States generally.

         6.       Vacation.  The Executive shall be entitled to take four weeks 
of paid vacation during each year of this Agreement. Accrued but unused vacation
shall be carried over only in accordance with the Company's standard policies.

         7. Expense Reimbursement.  In addition to the compensation and benefits
provided in Sections 3, 4, 5 and 6 hereof,  the Company or an Affiliated Company
shall, upon receipt of appropriate  documentation,  reimburse  Executive for his
reasonable  travel,  lodging,  entertainment,  professional  promotion and other
ordinary and necessary business expenses incurred in the course of his duties on
behalf of the Company or any Affiliated Company.

         8.       Termination of Employment.  (A)  The Company may terminate the
Executive's employment by the Company (and any Affiliated Company) and this 
Agreement: (i) by giving the Executive written notice of such termination at 
least 30 days in advance, and (ii) at any time for Cause.

                  (B) The  Executive's  employment  hereunder and this Agreement
shall terminate  immediately upon his death or disability.  For purposes of this
Section  8(B),  Executive  shall be deemed to be  "disabled"  if, on  account of
illness or other  incapacity,  he has been  unable to perform  his duties for 90
consecutive  days and,  in the good faith  judgment  of the  Company's  Board of
Directors or its Chairman or President, he shall be unable to perform his duties
hereunder for a period of six consecutive  months. The Company shall continue to
pay the Executive his Base Salary and other employment  benefits hereunder prior
to the termination by the Board of Directors pursuant to this Section 8(B), even
though Executive is disabled during that 90 day period of time.


                                        3





                  (C) The Executive may terminate the Executive's  employment by
the Company (and any  Affiliated  Company) and this  Agreement  for Good Reason,
after giving the Company  written notice of the basis for such  termination  and
the Company's failure to cure such condition after 30 days opportunity to do so.

                  (D) This  Agreement may be terminated  with the mutual consent
of the parties hereto, and shall terminate at the end of the Term.

                  (E) If the Executive's  employment  hereunder is terminated by
the Company  without Cause pursuant to the foregoing  Section  8(A)(i) or by the
Executive for Good Reason as provided in the foregoing Section 8(C), the Company
shall,  within 30 days after the effective date of such  termination make a cash
payment equal to the  Executive's  Base Salary for a period of time equal to the
lesser of (x) the remaining  Term of this  Agreement and (y) one year, but in no
event less than six (6) months.

                  (F)  If  the  Executive's  employment  hereunder  and/or  this
Agreement is terminated for any reason,  then all rights and  obligations of the
parties hereunder shall terminate automatically thereupon,  except (i) as to any
right which the  Executive's  estate or dependents may have under "COBRA" or any
other  federal or state law,  (ii) as to any Base  Salary or other  compensation
earned  by him  prior to such  termination,  or (iii)  to the  extent  otherwise
specifically set forth herein (including under the foregoing Section 8(E)).

                  (G)  For purposes of this Agreement, the terms:

                       "Cause" means, when used in connection with the 
termination of the Executive's  employment  with the Company and/or this 
Agreement (or the right to effect such  termination):  (i) the  Executive's  
continuing  inattention to, or neglect of, his Assigned Duties,  which 
inattention or neglect is not the result of illness or accident,  (ii) any other
material breach by the Executive of this Agreement  uncured for five (5) 
business days, (iii) any willful  disloyalty to, misappropriation  from or 
embezzlement of, the Company or any Affiliated Company on the part of the 
Executive,  (iv) the commission by the Executive of any crime involving  moral  
turpitude or any felony (whether  or not  involving  moral turpitude), (v)  any 
habitual drug, alcohol or other substance abuse on the part of the Executive,  
and/or (vi) the  participation  by the Executive in any fraud (whether or not
directed at the Company or any Affiliated Company).

                       "Good Reason" means, when used in connection with the 
termination of the Executive's  employment  with the Company and/or this 
Agreement (or the right to effect such termination) any of the following  events
occurring (x) within six months prior to such  termination  and (y) without the
prior written  consent of Executive:  (i)  the  assignment  to  the  Executive  
of any  duties  materially inconsistent with his position as an officer of the
Company or with the Assigned Duties, except in connection with the termination 
of the Executive's  employment by the Company for Cause;  (ii) any reduction by 
the Company of the  Executive's Base Salary or a material  reduction in other 
benefits  provided for  hereunder taken as a whole  (except to the extent such  
benefits  are no longer  generally available to members of management of the  
Company),  except in connection  with the  termination  of such  Executive's  
employment  by the Company for Cause (it being  understood that failure to 
receive bonus or other  incentive  payments at the same level as in prior years
or periods due 
                                        4





to the  failure to achieve  in such later year or period  specified  performance
criteria shall not be deemed to be a reduction in benefits hereunder),  or (iii)
any  other  material  breach  by the  Company  of this  Agreement.  It is hereby
expressly  acknowledged that the foregoing  definition of "Good Reason" shall be
effective  solely for purposes of this  Agreement and shall not be applicable to
any other agreement or understanding  between  Executive and the Company.  "Good
Reason" shall not include a change in the title of the office or offices held by
Executive as long as the Assigned Duties  associated with such office(s) are not
materially altered.

                  9. Covenant Not to Compete.  (A) The Executive agrees that for
a  period  commencing  on the  date  hereof  and  ending  two  years  after  the
termination  of this  Agreement  and/or his  employment  by the  Company and any
Affiliated  Company,  he will not,  directly  or  indirectly:  (i)  unless  such
termination  was  without  Cause or Good  Reason,  engage in, or be  employed or
retained by, give advice to, be a proprietor,  principal, agent, representative,
officer,  director,  partner or  significant  shareholder  of, or  otherwise  be
associated with or render assistance to, any business or enterprise that engages
in any business at the time of such termination  being engaged in by the Company
or any Affiliated  Company (the "Restricted  Business");  (ii) interfere with or
disrupt any actual or imminent business  relationship between the Company or any
Affiliated  Company,  on the one hand,  and any of their  respective  (including
prospective)  customers  or  suppliers,  on the  other;  or  (iii)  solicit  for
employment,  attempt to employ or assist any other person or entity in employing
or  soliciting  for  employment,  any employee or  executive  who is at the time
employed by the Company or any Affiliated Company.

                  (B) Although the Executive  acknowledges that the restrictions
contained in Section 9(A) are fair and reasonable under the circumstances, it is
recognized that  restrictions  of the nature  contained in such Section may fail
for technical reasons,  and,  accordingly,  if any of such restrictions shall be
adjudged to be void or unenforceable for whatever reason,  but would be valid if
part of the wording  thereof were deleted,  or the period thereof reduced or the
area dealt with thereby reduced in scope, the restrictions  contained in Section
9(A) shall apply, at the election of the Company, with such modifications as may
be necessary to make them valid,  effective and  enforceable  in the  particular
jurisdiction   in  which  such   restrictions   are   adjudged  to  be  void  or
unenforceable.

         10. Confidentiality.  Without the specific prior written consent of the
Company, the Executive shall not, directly or indirectly,  at any time after the
date  hereof  (including  after the  termination  of this  Agreement  and/or his
employment by the Company and any Affiliated Company),  divulge to any person or
entity,  or use  for  his  own  direct  or  indirect  benefit,  any  information
confidential  and/or  proprietary  to  the  Company  or any  Affiliated  Company
concerning their  respective  business,  affairs,  products,  services,  assets,
services,   liabilities,   revenues,  condition  (financial  or  otherwise),  or
prospects,  customers or suppliers,  including,  without limitation, any data or
statistical  information  of or with  respect to the  Company or any  Affiliated
Company,  whether created or developed by the Company or any Affiliated  Company
or on its or his  behalf,  or with  respect  to  which  the  Executive  may have
knowledge or access,  it being the intent of the parties  hereto to restrict the
Executive from disseminating or using any such information of or with respect to
the  Company  or any  Affiliated  Company  which  is at the  time of such use or
dissemination  unpublished  and not readily  available or generally known to the
public or in the  Company's or any  Affiliated  Company's  trade;  provided that
nothing in this Section 10 shall  prohibit such  disclosure  within the scope of
the Executive's employment or in the best interest of the Company.

                                        5





         11.  Amendment  and  Waivers.   This  Agreement  may  be  amended,  and
compliance with any of the terms and provisions hereof may be waived,  only by a
written  document  signed by both parties  hereto.  No waiver of any  condition,
obligation or term hereof shall  constitute a waiver of any other or a waiver of
a subsequent right to demand strict compliance with all conditions,  obligations
and terms hereof.

         12. Governing Law; Arbitration. This Agreement shall be governed by and
construed in  accordance  with the laws of the State of New York (other than the
choice of law principles  thereof).  Any claim, action, suit or other proceeding
initiated  by either party hereto  under or in  connection  with this  Agreement
shall (to the exclusion of other forums) be asserted,  brought,  prosecuted  and
maintained  in an  arbitration  proceeding  held in the City of  Pompano  Beach,
Florida in accordance  with the rules of the American  Arbitration  Association,
and both of the parties hereto hereby irrevocably (a) submit to the jurisdiction
of any arbitration  tribunal  established in accordance with the foregoing,  (b)
waive any and all rights to object to the laying of venue  before such  tribunal
in such  location,  (c) waive any and all rights to claim that any such tribunal
in such  location may be an  inconvenient  forum,  and (d) agree that service of
process on them in any such arbitration  proceeding may be effected by the means
by which  notices may be given to it under this  Agreement.  The parties  hereto
hereby further agree that an arbitration tribunal established in accordance with
the foregoing  shall have the power to issue an  injunction or mandatory  relief
order,  and the parties  will be bound by any  resulting  arbitration  ruling or
order.

         13. Attorneys' Fees. In the event any party finds it necessary to bring
an action at law or other proceedings  against the other party to enforce any of
the terms hereof,  the party  prevailing in any such action or other  proceeding
shall be paid by the other party its reasonable attorneys' fees as well as court
costs.

         14.      Severability.  Should any provision hereof be deemed, for any 
reason whatsoever, to be invalid or inoperative, that provision shall be deemed
severable and shall not affect the force and validity of all other provisions of
this Agreement.

         15.  Survival.  All  provisions  which may reasonably be interpreted or
construed to survive the  expiration  or  termination  of this  Agreement  shall
survive the expiration or termination of this  Agreement.  Without  limiting the
generality of the foregoing,  Sections 9 and 10 shall survive the termination of
the  Executive's  employment by the Company and any Affiliated  Company and this
Agreement, in accordance with their terms.

         16.  Notices.  All  notices,  offers,  acceptances,  requests and other
communications  under or  pursuant  to the terms of this  Agreement  shall be in
writing and shall be deemed to have been given when  personally  delivered,  one
day after being sent by recognized  overnight  courier or three days after being
sent by United States mail,  certified or registered mail, with postage prepaid,
to the other party at such party's address set forth below:

                  If to Executive:          Robert C. Bruce
                                58 Kenwood Street
                               Portland, ME 04102
                             Office: (207) 774-0150

                                        6






                  If to the Company:        Natural Health Trends Corp.
                                            2001 West Sample Road
                                            Pompano Beach, Florida  33064
                                            Attention: Chairman
                                            Fax: (954) 969-9747
                                            Tel: (954) 969-9771


Any party may change his or its  address set forth in this  Section,  by written
notification to the other party hereto. Promptly after the Executive's Move, the
Executive shall, by written  notification to the Company,  advise the Company of
his  new  address  for  notices,   offers,   acceptances,   requests  and  other
communications under or pursuant to the terms of this Agreement.

         17.      Successors.  This Agreement, including the documents and 
instruments referred to herein, shall inure to the benefit of and be binding 
upon and enforceable against the respective heirs, legal representatives,
successors, and permitted assigns of the parties hereto.

         18. Delegation of Duties.  The Executive may not delegate or assign any
of his duties or obligations  hereunder.  With the exception of an assignment to
any acquiror in connection with (i) a merger or consolidation of the Company, or
(ii) a sale or exchange of all or substantially all of the property or assets of
the Company,  the Company shall have no right to assign this  Agreement  without
the  Executive's  prior written consent (which consent shall not be unreasonably
withheld or delayed).

         19. Remedies.  (A) The remedies of each of the parties  hereunder shall
be cumulative  and not  exclusive.  However,  no party shall be obligated to the
other for  punitive or other forms of  speculative  or  expectancy  damages.  In
addition to any and all such other  remedies,  the  provisions of this Agreement
requiring the  performance of an affirmative act by a party or requiring a party
to refrain  from the  performance  of  specific  act,  shall be  enforceable  by
injunctive proceeding or by a suit for specific performance.

                  (B) Without  limiting the generality of the foregoing  Section
19(A), the Executive  acknowledges that any violation or threatened violation of
Section 9 or 10 hereof will cause irreparable injury to the Company and that the
remedy at law for any such violation or threatened violation will be inadequate.
The Executive  therefore  agrees that the Company shall be entitled to temporary
and permanent  injunctive relief for any such violation or threatened  violation
without  the  necessity  of proving  (i) that the  Company  will be  irreparably
injured  thereby,  (ii) that the remedy at law for such  violation or threatened
violation is inadequate or (iii) actual damages.

         20. Effectiveness.  Notwithstanding  anything to the contrary set forth
herein,  this  Agreement  has force and effect only from and after the Effective
Date. The Company and Executive hereby acknowledge and agree that this Agreement
is intended to supersede and replace the GHA Employment Agreement, and therefore
from and after the Effective Date, the GHA Employment  Agreement is and shall be
terminated  and no longer of any force and effect.  The foregoing  provisions of
this  Section 20 are for the benefit of, and may be enforced by GHA (in addition
to the Company and the Executive).

                                        7





         21. Entire  Agreement.  This  Agreement  contains the entire  agreement
between  the parties  hereto with  respect to the  subject  matter  hereof,  and
supersedes all prior arrangements or understandings with respect thereto between
the parties hereto, which arrangements or understandings are merged herein.

           [(The remainder of this page is intentionally left blank)]


                                        8






         IN WITNESS WHEREOF,  the undersigned have executed this Agreement as of
the date first above written.




                                              The Company:

                                               NATURAL HEALTH TRENDS CORP.

                                                  By:
                                                     Name:
                                                     Title:


                                                    The Executive:



                                                  By:

                                                     Name:  Robert C. Bruce
                                                     Title:

Acknowledged and Agreed
as to Section 3A:

GLOBAL HEALTH ALTERNATIVES, INC.



By:
         Sir Brian Wolfson
         President



                                        9





                                     Annex 1
                            (to Employment Agreement)

                                 Assigned Duties


o        Senior Vice  President,  Chief  Financial  Officer and Treasurer of the
         Company reporting directly to the President,  CEO and Chairman (whether
         such offices are held by the same or different persons).

o        Serve as member of the  Company's  senior  management  team,  including
         development of strategic plans and financing strategies  (Company-wide,
         and for the  individual  Global Health and non-Global  Health  business
         segments).

o        Responsible for all corporate  fiscal planning  (Company-wide,  and for
         the individual Global Health and non-Global Health business segments).

o         Oversee all financial accounting and reporting functions for Company 
         financial statements. Assure financial control and accountability.  
         Monitor and maintain sound internal control structure.

o        Lead financial  performance  and budget  compliance  processes.  Assure
         timely and  accurate  financial  reporting  and  budgetary  analysis to
         management, the Directors and outside parties.

o         Responsible for supervision of accounting personnel and the 
         development and monitoring of all required training.

o        With  assistance of Company's  tax,  legal and audit  advisors,  insure
         compliance with IRS regulations and all domestic and  international tax
         filings.

o        Oversee the financial  position and performance of any  subsidiaries or
         other operations and provide  oversight of the  subsidiaries' and other
         operations' or accounting functions.

o         Evaluate potential acquisition targets, and participate as a key 
         member of the Company's acquisition team.

o        Analyze  existing  business  operations  (for  the  Global  Health  and
         non-Global Health business segments) and identify potential improvement
         strategies.

o        Undertake such special projects  reasonably  consistent with the duties
         enumerated above for the Company or any of its Affiliated Companies.






                                     Annex 2
                            (to Employment Agreement)

                              Performance Criteria


Satisfactory  accomplishment  of the  Executive's  Assigned  Duties  during  the
employment period in question, as determined in the sole discretion of the Board
of  Directors  of the  Company  or the  Compensation  Committee  thereof  (which
discretion may be delegated to the Chairman of the Company.