Morinda citrifolia, commonly called noni, has a long history as a medicinal plant and its use as a botanical dietary supplement has grown tremendously in recent years. This has prompted a concomitant increase in research on the phytochemical constituents and biological activity of noni. It has been reported for its antibacterial, antiviral, antifungal, antitumor, antihelminthic, analgesic, hypotensive, anti-inflammatory and immune enhancing effects. This plant has also been popular as a source of red, yellow and purple dyes. In order to encapsulate the medicinal value and therapeutic effects of the noni fruit and to summarize scientific evidence that supports the traditional claims, a literature review and recent advances in noni research has been detailed.