Exhibit 99


AT THE COMPANY:                     AT THE FINANCIAL RELATIONS BOARD:
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Geary Cotton                          Karen Griffiths-General Information
Chief Financial Officer               Lynn Sawyer-Landau-Analyst Information
(561) 241-9400, Ext. 1500             (212) 661-8030


For Immediate Release
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     REXALL SUNDOWN'S BOARD AUTHORIZES $100 MILLION SHARE REPURCHASE PROGRAM
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Boca Raton, Florida -- September 29, 1998 -- Rexall Sundown, Inc. (Nasdaq: RXSD)
today announced that its Board of Directors has authorized a share repurchase
program, which will allow the Company to buy up to $100 million of its common
stock.

Under the terms of the program, which has no expiration date, the Company
expects to buy shares from time to time in the open market or in privately
negotiated transactions, depending on market conditions and other factors. At
yesterday's closing price of $16 1/4, the repurchase program would allow the
Company to buy approximately 8.5% of the total common stock outstanding or
nearly 17% of the shares in the public float. As of May 31, 1998, the end of its
third fiscal quarter, Rexall Sundown had $99.6 million in cash and marketable
securities and no long-term debt on its Balance Sheet.

"The action taken by the Board of Directors reflects our continued confidence in
the Company, its future growth potential and our positive outlook regarding the
long-term fundamentals of the vitamin and nutritional supplement industry," said
Carl DeSantis, Chairman of the Board. "The Board believes that this repurchase
program represents an attractive investment opportunity which will benefit our
shareholders."

Rexall Sundown, Inc. develops, manufactures and distributes vitamins,
nutritional supplements and other consumer health products. Visit the Company's
website at www.rexallsundown.com.

This Press Release may contain "forward-looking statements" as such term is
defined in the Private Securities Litigation Reform Act of 1995 or by the
Securities and Exchange Commission in its rules, regulations and releases, which
represents the Company's interpretation or beliefs. These forward-looking
statements, by their nature, involve substantial risks and uncertainties,
certain of which may be beyond the Company's control and actual results may
differ materially depending on a variety of important factors including
uncertainties related to acquisitions, government regulation, managing and
maintaining growth, the effect of adverse publicity, reliance on independent
distributors of Rexall Showcase, competition and other factors described in the
Company's filings with the Securities and Exchange Commission.

To receive additional information on Rexall Sundown, Inc., via fax at no charge,
                    dial 1-800-PRO-INFO and enter code RXSD.