Wthn
WTHN is a New York City-based Traditional Chinese Medicine wellness operator running five acupuncture studios across Manhattan and Brooklyn and selling proprietary herbal supplements and at-home acupressure tools directly to consumers.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wthn does
WTHN is a New York City-based Traditional Chinese Medicine (TCM) wellness company that operates a network of licensed acupuncture studios and sells a portfolio of proprietary herbal supplements and at-home acupressure tools. The company was founded in November 2019 by Michelle Larivee, a Georgetown and Wharton-trained former healthcare finance and consulting professional, alongside co-founder and Chief Healing Officer Dr. Shari Auth. Service delivery is concentrated in five physical studios across Manhattan and Brooklyn (Flatiron, NoHo, Upper West Side, Williamsburg, and the newly opened Upper East Side), where licensed acupuncturists administer acupuncture, cupping, facial rejuvenation acupuncture, ear seeding, and fertility-focused protocols customized for stress, pain, sleep, fertility, and digestive concerns. Customer flow is direct-to-consumer, with online booking managed through BLVD.
WTHN monetizes across four revenue streams: in-studio service revenue from individual sessions ($90-$200) and fertility treatment packs ($630-$1,260); recurring membership subscriptions with four tiers priced $100-$350 per month (Acu, Acu+, Acu + Herbs, Facial Acupuncture); a Shopify-powered e-commerce store carrying 46+ proprietary SKUs including the Daily herbal supplement line, acupressure mat sets, cupping kits, ear seed kits, and beauty tools; and a wholesale channel distributing products through the Faire marketplace to 200+ retailers. Pricing is supported by a referral program (Give $25, Get $25) and HSA/FSA eligibility via the TrueMed payment integration. The company is privately held, has disclosed approximately $7.5 million across an early seed round and a January 2024 Series 2 led by L Catterton, and operates with a team of 100+ across studio locations.
The business is built around two interlocking moats: a proprietary practitioner training program designed by Dr. Shari Auth that standardizes service quality across the healer network, and a dense NYC omnichannel footprint (five studios, 200+ retail doors, D2C e-commerce) that is difficult for independent acupuncturists to replicate. The customer base is structurally fragmented across individual wellness consumers, with no material enterprise concentration, and the company's expansion has prioritized geographic densification within NYC, recurring revenue through membership tiering, and productization of at-home continuation therapies.
Wthn firmographics
Firmographics- Name
- Wthn
- Legal name
- WTHN LLC
- Website
- https://wthn.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WTHN is a New York City-based Traditional Chinese Medicine wellness operator running five acupuncture studios across Manhattan and Brooklyn and selling proprietary herbal supplements and at-home acupressure tools directly to consumers.
- Ownership category
- akta.pro rank
Wthn industry classification
Industry- Product category
- Acupuncture and Traditional Chinese Medicine Services
- NAICS
- Offices of Other Health Practitioners (6213), Health and Personal Care Retailers (456), Hair, Nail, and Skin Care Services (81211)
- SIC
- Services-Health Services (8000), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Reflexology & Acupressure Services (HSALAFAM)
- akta.pro secondary industries
- Holistic & Alternative Therapies (Reiki, Sound Healing, Breathwork, Energy Work) (THAJAHAF), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC), Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK), Holistic & Integrative Wellness Education (Ayurveda, Traditional Practices) (EDAAAHAH)
Keywords
Where Wthn is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Wthn business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Acupuncture and Cupping Services: WTHN operates five NYC studios offering acupuncture, cupping, and facial acupuncture treatments. Revenue generated from one-time sessions ($90-$200), multi-session packs, and membership subscriptions. Treatment prices vary by service type (acupuncture, cupping, facial rejuvenation) and client status (new vs. returning). Membership model provides recurring monthly revenue with tiers from $100-$350/month.
- Wellness Products (E-commerce): Sale of at-home wellness products including acupressure tools (mats, neck wedges), cupping kits, ear seed kits, herbal supplements, and beauty tools through WTHN's e-commerce platform and in-studio boutique. Products available for one-time purchase or subscription. 46 products across categories.
- Wholesale Distribution: Products sold wholesale to retailers through Faire marketplace platform. Products carried in 200+ retailers according to founder bio.
- Membership Subscriptions: Monthly membership programs (Acu, Acu+, Acu + Herbs, Facial Acupuncture) providing recurring revenue with tiered benefits including treatment allocations, discounts on enhancements and products, and member-only perks.
- Gift Cards: Physical and digital gift cards sold in various denominations ($50-$300) for studio treatments and wellness products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Client Acupuncture/Cupping - First session |
| One time/ perpetual license | Pay-as-you-go | New Client Facial Acupuncture - First session |
| Subscription | Monthly | Acu Membership - Basic |
| Subscription | Monthly | Acu+ Membership - Mid-tier |
| Subscription | Monthly | Acu + Herbs Membership - Comprehensive |
| Subscription | Monthly | Facial Acupuncture Membership |
| Unit Pricing | Pay-as-you-go | Fertility Treatment Packs |
| Unit Pricing | Pay-as-you-go | Session Packs |
| Unit Pricing | Pay-as-you-go | At-Home Wellness Products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Wthn product offering
Product offeringCore offering
WTHN provides personalized Traditional Chinese Medicine services including acupuncture, facial rejuvenation acupuncture, cupping, and ear seeding delivered by licensed NYC acupuncturists at five Manhattan and Brooklyn studios. The company also sells a curated line of proprietary at-home wellness products (acupressure tools, cupping kits, ear seed kits, herbal supplements, topical pain relief, beauty tools) through its own e-commerce platform and wholesale distribution to 200+ retailers.
Product overview
WTHN is a Traditional Chinese Medicine (TCM) wellness company offering a combination of in-studio services and consumer products. The core service offering includes acupuncture (standard, facial, and fertility-focused), cupping therapy, and ear seeding performed by licensed acupuncturists at their New York City studios. The product portfolio consists of at-home acupressure tools (mat sets, neck wedges), cupping kits (body and face), ear seed kits (crystal and gold), herbal supplements (Daily Calm, Daily Digestion, Daily Glow, Daily Detox, Sleep Well, Indulgence Relief, In the Clear), topical pain relief products (Head To Toe Muscle Rub, Head to Toe Relief), and beauty tools (Rose Quartz Eye Mask, Face Roller Kit, Body Balance Magnets). Products are sold individually or as bundles (Acupressure Bundle, Cupping Bundle, various wellness bundles). WTHN also offers monthly membership programs providing discounted treatments and perks, along with gift cards in multiple denominations.
Differentiator
Problem solved
Functional benefit
Products and services
- Acupuncture Treatments
- Facial Rejuvenation Acupuncture
- Cupping Therapy
- WTHN Membership Program
- Fertility Treatment Packages
- At-Home Acupressure and Cupping Tools
- WTHN Herbal Supplements
- WTHN Topical Pain Relief
- WTHN Gift Cards
- WTHN Corporate Wellness Program
Quantifiable outcome
- 98% felt less anxiety after 1 session
- +7 more outcomes
Companies that use Wthn
Customer profileNamed customers10 records
Segments7 records
Ideal customer profiles3 records
Wthn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Wthn partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- TrueMedcoreTrueMed is a payment integration partner enabling WTHN customers to use HSA and FSA funds for both services and products. TrueMed acts as an intermediary providing Letters of Medical Necessity and reimbursement support. This partnership makes WTHN's treatments and products accessible to customers with pre-tax healthcare dollars.
- ShopifycoreWTHN's e-commerce platform is powered by Shopify, providing the technical infrastructure for their online store, product listings, checkout, and subscription management.
- Canyon RanchminorWTHN's Body Cupping Kit carries the Canyon Ranch seal, suggesting a partnership or endorsement from the renowned wellness resort brand.
- BLVDcoreWTHN uses BLVD for studio appointment booking and management. BLVD powers their online scheduling system and referral program infrastructure.
- IndeedminorWTHN posts job openings on Indeed and links to Indeed for applications, using the platform for recruitment and hiring across studio and corporate roles.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Wthn competitors and assessment
Company assessmentDirect peers
- The NOW Massage: Premium boutique massage studio chain with a modern, design-forward, membership-driven model. Closely comparable to WTHN on studio format, recurring membership revenue, premium positioning, and product/retail extension into wellness tools.
- The Well: Membership-based holistic wellness club integrating Eastern medicine, acupuncture, nutrition, and fitness. Closely comparable to WTHN on integrative wellness positioning, recurring membership model, and TCM-rooted service offering — albeit at a higher-end club format.
- Modern Acupuncture: Multi-location franchise chain offering affordable acupuncture sessions in a spa-like setting. Directly comparable to WTHN on core service (acupuncture), customer experience (modern/spa), and franchise/scale ambition — the most direct competitor in the chain-acupuncture category.
Broad incumbents
- Elements Massage: National massage therapy franchise with a membership model and retail product line. Comparable to WTHN on recurring session-based membership and retail product upsell, though a broader incumbent in the massage (vs. acupuncture) category.
- Goop: Lifestyle wellness brand with a strong DTC product line, media presence, and physical retail. Comparable to WTHN on the consumer-wellness brand, earned-media model (Vogue, NYT), and the product-led extension of services — though much larger and broader in scope.
- Hand & Stone Massage and Facial Spa: National franchise (500+ locations) offering massage, facial, and skincare memberships. Comparable to WTHN on membership-based spa services and retail product sales, though a much larger, more established incumbent in an adjacent (massage-led) category.
Regional players
- Clean Market: NYC-based wellness studio offering IV therapy, infrared sauna, acupuncture, and integrative services. Direct NYC competitor in the boutique integrative-wellness category; co-located in the NoHo neighborhood data referenced for WTHN.
Emerging players
- Remedy Place: Members-only 'wellness social club' offering acupuncture, cryotherapy, infrared, and other modalities. Comparable to WTHN on combining alternative therapies under a membership/recurring revenue model with a modern, design-led consumer brand.
- Sakara Life: DTC wellness brand offering nutrition programs, supplements, and herbal products with a premium editorial brand identity. Comparable to WTHN on subscription-based wellness, herbal/plant-based product line, and editorial-brand approach to consumer acquisition.
Others
- Wellevate: Practitioner-grade supplement and wellness product marketplace used by integrative and alternative health providers. Comparable to WTHN as a sales channel for herbal/wellness products and as a peer in the practitioner-supply ecosystem for TCM-adjacent brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wthn social profiles
Digital presenceWthn financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wthn leadership team
Management profileNumber of profiles
Profiles2 records
Wthn funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wthn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wthn
What does Wthn do?
WTHN provides personalized Traditional Chinese Medicine services including acupuncture, facial rejuvenation acupuncture, cupping, and ear seeding delivered by licensed NYC acupuncturists at five Manhattan and Brooklyn studios. The company also sells a curated line of proprietary at-home wellness products (acupressure tools, cupping kits, ear seed kits, herbal supplements, topical pain relief, beauty tools) through its own e-commerce platform and wholesale distribution to 200+ retailers.
Is Wthn a public or private company?
Wthn is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wthn founded?
Wthn was founded in 2019. It employs 11 to 50 people.
Where is Wthn based?
Wthn is headquartered in New York, United States, in the North America region.
How does Wthn make money?
Five revenue lines are on record. Acupuncture and Cupping Services are the primary driver. The others are wellness Products (E-commerce), wholesale Distribution, membership Subscriptions and gift Cards.
Who are Wthn's main competitors?
Direct peers on record are The NOW Massage, The Well and Modern Acupuncture. Broad incumbents are Elements Massage, Goop and Hand & Stone Massage and Facial Spa. Clean Market is listed as a regional player. Emerging players are Remedy Place and Sakara Life. Wellevate is listed as an others.
Does Wthn have an API?
No public API is recorded for Wthn.
What industry is Wthn in?
Wthn's product category is Acupuncture and Traditional Chinese Medicine Services. Its primary akta.pro industry code is HSALAFAM, Reflexology & Acupressure Services, with a secondary code of THAJAHAF, Holistic & Alternative Therapies (Reiki, Sound Healing, Breathwork, Energy Work). Its NAICS code is 6213 and its SIC code is 8000.