What Equilibria does

Equilibria is a privately held, woman-founded and woman-operated direct-to-consumer wellness company headquartered in Chicago, Illinois, that formulates and sells full-spectrum hemp-derived CBD and low-dose THC products, nutritional supplements, and non-cannabinoid nervous system support formulations specifically designed for women's physiology across life stages. The company sells approximately 30+ core SKUs spanning daily drops, softgels, gummies, topicals, melts, low-dose THC products (Tipsy and Ellevate), hormone and microbiome supplements, adaptogens, and accessories, plus a curated set of bundle kits organized by health goal (sleep, calm, hormone support, gut health, relief/recovery). Its technical differentiation rests on proprietary ingredient partnerships including TrueBroc (a patented broccoli seed extract developed with Johns Hopkins University scientists), PACran (full-spectrum cranberry extract), Pycnogenol, and a 5-strain women's-specific probiotic blend, all backed by third-party testing for potency, purity, and THC compliance.

Equilibria operates exclusively through its Shopify-powered DTC storefront at shop.myeq.com, with revenue generated via a subscription-first model (50% off the first month, 25% ongoing discount) supplemented by one-time purchases, gift cards, and bundle/kit sales. The company has served more than 400,000 women in the United States, supported by a team of Certified Wellness Coaches who deliver free, unlimited 1:1 personalized wellness consultations included with membership — a service layer the company positions as its core retention mechanism. Customer acquisition is driven by educational content (The Dose blog, Science 101), quiz-based product matching, and broad social media presence.

The commercial model is anchored by recurring subscription revenue from individualized wellness routines, with secondary streams from one-time purchases, partner-brand amplification (Fleur Marché and Pixie & Zazz via a Featured Partners section), and an expanding non-cannabinoid sub-brand (The Reset Lab, launched in 2026). Equilibria has raised modest disclosed equity capital — a $2M round led by Salveo Capital with Hyde Park Angels (2020) and a subsequent investment from The Josephine Collective (2024) — while remaining bootstrapped and founder-controlled. The company has pursued inorganic expansion via the 2022 acquisition of Fleur Marché and earned external recognition including Athletech News' Most Innovative Fitness & Wellness Companies of 2025.

Name

Equilibria

Legal name

Equilibria

Website

https://myeq.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Equilibria is a Chicago-based, woman-founded direct-to-consumer wellness company that sells full-spectrum CBD, low-dose THC, and nutritional supplements formulated specifically for women's physiology across life stages, primarily through a subscription model with free 1:1 wellness coaching.

Ownership category

akta.pro rank

Product category

Women's CBD & Wellness Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Menstrual Pain Relief & Period Care Supplements (CRABAIAJ)

Keywords

• Women's CBD products
• Hemp extract supplements
• Low-dose THC gummies
• Hormone balance supplements
• Wellness subscription service

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D

Revenue model

1. Subscription Products: Recurring monthly subscription model offering 50% off first month and 25% ongoing discount. Subscribers receive free shipping on all orders and access to 1:1 wellness coaching. Products delivered on customer-chosen schedule with ability to customize, skip, or cancel anytime.
2. One-Time Product Sales: Non-subscription individual product purchases at full retail price, available to non-members and those preferring single purchases.
3. Gift Cards: Digital gift cards in denominations from $50 to $500, delivered electronically for gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Equilibria designs, formulates, and sells a portfolio of full-spectrum CBD products (daily drops, gummies, softgels, topicals, melts), low-dose THC products (Tipsy drink drops/snaps, Ellevate THC gummies), and women's-targeted nutritional supplements (Daily Hormone Balance, Daily Microbiome Defense, Daily Nutri-Greens, Magnesium, Ashwagandha, Stress Gummies) directly to women consumers via subscription and one-time purchases. Each product is formulated for women's physiology across life stages, with free 1:1 Certified Wellness Coaching included for members.

Product overview

Equilibria is a woman-focused wellness company offering a comprehensive portfolio of CBD and THC products, nutritional supplements, and nervous system support formulations. The core product line centers on full-spectrum CBD offerings including daily drops, softgels, gummies, topicals, and melts, supplemented by low-dose THC products (Tipsy and Ellevate brands) for relaxation. The company has expanded into the Reset Lab sub-brand featuring non-cannabinoid nervous system products combining adaptogens, botanicals, and minerals. Product bundles address specific health goals: hormone balance, sleep health, calm/de-stress, relief/recovery, and gut health. The portfolio also includes partner brands Fleur Marché (wellness patches) and Pixie & Zazz (THC popsicles), with gift cards completing the offering. All products are designed specifically for women's physiological needs with personalized 1:1 wellness coaching support.

Differentiator

Problem solved

Functional benefit

Brands

• The Reset Lab: Equilibria's collection of clinical nervous system support products for sleep and stress, featuring non-cannabinoid formulas including magnesium, ashwagandha, and botanical sprays.

Products and services

• CBD Daily Gummies

Quantifiable outcome

• Most women notice initial improvements in sleep quality and stress resilience within 1-2 weeks of consistent use
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Fleur MarchéminorGTM or Marketing PartnerFeatured Partner brand offering fool-proof wellness for busy people through functional supplement patches (Focus, Soothe, Relax, Dream, Relief, Energy, Day Party, Everything, Sex). Equilibria amplifies these woman-led brands through their Featured Partners section with 10% member discount on all partner products.
• Pixie & ZazzminorGTM or Marketing PartnerFeatured Partner brand - the THC candy store that doesn't take themselves too seriously. Offers THC frozen fruit popsicles (Chill Pops) for playful, plant-based recreational alternatives. Equilibria amplifies these woman-led brands through their Featured Partners section.
• Johns Hopkins University ScientistscoreStrategic or Co-development PartnerResearch partnership for development of TrueBroc® patented broccoli seed extract - developed with Johns Hopkins scientists for sulforaphane-rich ingredient supporting hormone balance and detoxification in women's wellness formulas.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Foria Wellness: DTC women-focused CBD and sexual-wellness brand selling tinctures, topicals, and intimacy products; competes with Equilibria on the same demographic and through similar educational/coaching-driven content marketing.
• Kindra: DTC menopause and intimate-wellness brand for women 40+ offering supplements and topical symptom relief; directly overlaps with Equilibria's hormonal transitions and perimenopause customer segment.
• Moon Juice: Premium women-targeted wellness brand built around adaptogens, hormones, and 'dust/supplement' formats; overlaps with Equilibria's Daily Hormone Balance and Reset Lab set.
• Care/of: Personalized DTC vitamin/supplement brand using online quizzes and a similar quiz-driven personalization flow; comparable on female-skewing customer base, subscription mechanics, and owned Shopify storefront.
• Ritual: Premium DTC women's vitamin and supplement brand with subscription-driven, traceability-forward positioning; highly comparable on target customer, subscription GTM, and premium DTC storytelling.
• Bonafide Health: DTC women's health brand selling clinically studied, OB/GYN-recommended supplements for perimenopause and menopause symptoms; competes head-on with Equilibria's hormone/sleep/wellness positioning.

Emerging players

• HoneyGirl CBD: Smaller DTC CBD brand with women's-leaning positioning; comparable on product category and educational content marketing though more limited scale and SKU depth.
• Attn: Grace: Women-focused DTC wellness brand targeting hormonal changes across life stages with targeted supplements; smaller-scale but directly comparable on segment, messaging, and product format.

Broad incumbents

• Olly: Mass-market gummy supplement brand owned by Unilever covering women's wellness, stress, sleep, beauty-from-within; comparable product formats (gummies, softgels) but operates at much broader scale and price tiers.
• Wisp: Telehealth and DTC women's health brand covering perimenopause, menopause, sexual wellness and hormonal care; overlaps on women's wellness issues though primarily a clinical/advisory rather than supplement brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCY535NMwRf1ckGhHlKTVRMg/featured
• Facebookfacebook.com/equilibriawomen
• LinkedInlinkedin.com/company/equilibria-women
• Instagraminstagram.com/equilibriawomen
• TikToktiktok.com/@equilibriawomen
• Pinterestpinterest.com/equilibriawomen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equilibria