consumer-wellness
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Liquid I.V. made a billion-dollar habit out of a little powder
A drink inspired by a Las Vegas morning became a fixture in water bottles and a growth engine for Unilever. Its most useful business lesson fits inside the packet: make the product easier to carry, explain and buy again.
Wondermind Sold Mental Fitness for Everyone - Then the Startup Couldn't Make Its Own Numbers Work
Wondermind made mental health feel less like homework and more like a daily habit. Its free media reached millions - but a celebrity-sized launch could not protect a fragile business model from missed payroll, layoffs and an unresolved investor lawsuit.
mindbodygreen
mindbodygreen is an independent lifestyle media and wellness company that pairs science-backed editorial content - articles, newsletters, podcasts and certification courses - with a direct-to-consumer line of supplements and personal care products. Founded in 2009 after a back injury pushed Jason Wachob toward yoga, the company has grown into one of the largest independent health-and-wellness platforms, reaching millions of monthly readers with a 360-degree approach that weaves together the mental, physical, spiritual, emotional and environmental sides of well-being.
Vivoo
Vivoo is a San Francisco-based health tech company that makes at-home urine test strips analyzed via smartphone camera. Founded in 2017, the company offers a wellness platform that measures 8+ biomarkers — including hydration, vitamins, minerals, pH, ketones, and oxidative stress — and delivers personalized nutrition and lifestyle recommendations through a free mobile app. Backed by $19.4M in funding led by Tim Draper, Vivoo is sold at Target, Walmart, and Sam's Club, and has expanded to 100+ countries with a focus on making lab-grade health insights accessible to everyday consumers.