Biofreeze
Biofreeze is a menthol-based topical analgesic brand offering gels, sprays, patches, creams, and roll-ons for temporary relief of minor muscle and joint pain. It sells through major US retailers, a professional clinician channel, and international sites, serving general consumers, athletes, and healthcare professionals.
- Company typePrivate
- Founded1994
- HeadquartersCuyahoga Falls, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Biofreeze does
Biofreeze is a menthol-based topical analgesic brand providing cooling, over-the-counter pain relief for minor muscle and joint aches, including simple backaches, arthritis, sprains, strains, and bruises. Founded in 1991 and now operated as a brand under Reckitt Benckiser's health division (RB Health (US) LLC), Biofreeze leverages menthol to activate cutaneous cold receptors, blocking pain signals before they reach the brain via the Gate Control Theory of pain. The product portfolio spans multiple delivery formats—gels, sprays, patches, creams, roll-ons, and dry sticks—plus the premium UltraFlex sub-brand of lidocaine-based patches with 4-way flexibility technology designed for up to 8 hours of relief. Standard retail price points (e.g., $12 per gel) position the line in the mass-market OTC segment.
The brand monetizes through one-time consumer purchases distributed across major US retailers (Walmart, Amazon, Target, CVS, Walgreens), its own e-commerce site (biofreeze.com), and international storefronts (UK, France, Canada). A dedicated professional channel serves clinicians—chiropractors, podiatrists, physical therapists, massage therapists, retail pharmacists, and athletic trainers—who recommend Biofreeze to patients, with #1 clinician-recommended status per the 2023 Ipsos Clinician Survey reinforcing this go-to-market. Go-to-market combines content marketing through the Pain Hub educational hub, PR-driven lifestyle media tours, sports event sponsorships (USA Pickleball, Athletics Ireland), and a TikTok Shop creator affiliate program. The primary customer is the general adult consumer seeking temporary, drug-free, NSAID-free pain relief; secondary segments include healthcare professionals and athletes/active consumers.
Biofreeze firmographics
Firmographics- Name
- Biofreeze
- Legal name
- RB Health (US) LLC
- Website
- https://biofreeze.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Short description
- Biofreeze is a menthol-based topical analgesic brand offering gels, sprays, patches, creams, and roll-ons for temporary relief of minor muscle and joint pain. It sells through major US retailers, a professional clinician channel, and international sites, serving general consumers, athletes, and healthcare professionals.
- Ownership category
- akta.pro rank
Biofreeze industry classification
Industry- Product category
- Topical Pain Relief
- NAICS
- Medicinal and Botanical Manufacturing (325411)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief) (CRADAMAC)
- akta.pro secondary industry
- Pain Relief & Anti-Inflammatory (Analgesics) (HLAIADAA)
Keywords
Where Biofreeze is headquartered
LocationHeadquarters
- HQ city
- Cuyahoga Falls
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Biofreeze business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Others
Revenue model
- Topical Pain Relief Products: Biofreeze generates revenue through the sale of OTC topical analgesic products in multiple formats including gels, sprays, patches, creams, and roll-ons. Products are sold as one-time purchases at retail stores and online. Revenue comes from consumer retail purchases and professional/clinical sales channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pain Relief Gel - $12 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Biofreeze product offering
Product offeringCore offering
Biofreeze manufactures and sells menthol-based topical analgesic products in multiple delivery formats—including gels, sprays, patches, creams, and roll-ons—for temporary relief of minor muscle and joint aches associated with arthritis, backaches, sprains, and strains.
Product overview
Biofreeze is a menthol-based topical pain relief brand providing cooling relief for sore muscles, joints, and minor aches. The product portfolio consists of multiple delivery formats—gels, sprays, creams, roll-ons, patches, and dry sticks—all using menthol as the active ingredient to create a cooling sensation that blocks pain signals. The line includes standard Biofreeze® Pain Relief products and the premium UltraFlex sub-brand featuring lidocaine-based patches with enhanced flexibility. The products are designed for different use cases: gels for large areas, roll-ons for targeted application, sprays for hard-to-reach spots, patches for extended relief up to 8 hours, and creams with natural moisturizers. The brand emphasizes cold therapy through menthol-activated cold receptors in the skin to temporarily relieve pain from simple backaches, arthritis, sprains, strains, and bruises.
Differentiator
Problem solved
Functional benefit
Products and services
- Biofreeze Gel
- Biofreeze Spray
- Biofreeze Patch
- Biofreeze Cream
- Biofreeze Roll-On
Quantifiable outcome
- Pain relief in as little as 10 seconds (Oxford University study finding)
Companies that use Biofreeze
Customer profileSegments4 records
Ideal customer profiles1 record
Biofreeze technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Biofreeze partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- D S Simon MediaminorBiofreeze partners with D S Simon Media for nationwide satellite media tours featuring lifestyle experts to promote the brand's pain relief products as part of broader wellness messaging campaigns.
- USA PickleballcoreBiofreeze is the title sponsor of the USA Pickleball National Championships, establishing strong brand presence in the growing pickleball sport community.
- Athletics IrelandminorBiofreeze sponsors the 2025 Biofreeze Athletics Ireland Race Series, a running adventure series targeting athletes and fitness enthusiasts.
- TikTok Shop CreatorsminorReckitt Benckiser operates an affiliate program for TikTok creators to promote and sell Biofreeze products through the TikTok Shop platform, with specific advertising requirements and commission-based compensation.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Biofreeze competitors and assessment
Company assessmentDirect peers
- Aspercreme: Aspercreme (Sanofi/Chattem) is a direct competitor offering lidocaine-based OTC topical pain relief products in creams, patches, and sprays, often positioned as a fragrance-free alternative to menthol brands.
- Bengay: Bengay (Johnson & Johnson) is a legacy OTC topical analgesic brand competing with Biofreeze in menthol- and methyl salicylate-based muscle and joint pain rubs and patches.
- Tiger Balm: Tiger Balm is a heritage menthol/camphor topical analgesic brand competing directly with Biofreeze across ointments, patches, and rubs for muscle and joint pain relief.
- Icy Hot: Icy Hot (Chattem/Sanofi consumer health) is the most direct competitor to Biofreeze in OTC topical pain relief, offering patches, creams, and sprays targeting the same muscle and joint pain use cases.
- Salonpas: Salonpas (Hisamitsu) competes directly with Biofreeze in OTC topical pain patches and sprays, with strong pharmacy distribution and a deep patch-product portfolio.
Others
- Dr. Teal's: Dr. Teal's is a Reckitt-owned sibling brand offering topical wellness products including bath soak and pain relief, sharing parent-company infrastructure with Biofreeze and addressing adjacent consumer occasions.
Emerging players
- Blue-Emu: Blue-Emu is an emerging player in the topical pain relief category featuring emu oil-based creams, competing with Biofreeze for consumers seeking non-menthol or natural-positioned alternatives.
- Stopain: Stopain is an emerging menthol-based topical analgesic brand sold primarily through chiropractors and professional channels, overlapping with Biofreeze's professional and consumer segments.
- Theraworx Relief: Theraworx Relief is a niche emerging brand focused on leg cramp and muscle soreness relief, with overlapping distribution and use cases for athletes and active adults targeted by Biofreeze.
Broad incumbents
- Voltaren Topical: Voltaren (Haleon/GSK legacy) is a broad incumbent offering prescription-strength diclofenac topical gel for joint pain, competing with Biofreeze for the same arthritis and joint-pain consumer occasions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Biofreeze social profiles
Digital presenceBiofreeze financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biofreeze leadership team
Management profileNumber of profiles
Biofreeze funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biofreeze 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 Biofreeze
What does Biofreeze do?
Biofreeze manufactures and sells menthol-based topical analgesic products in multiple delivery formats—including gels, sprays, patches, creams, and roll-ons—for temporary relief of minor muscle and joint aches associated with arthritis, backaches, sprains, and strains.
Is Biofreeze a public or private company?
Biofreeze is a private company. It is classified as corporate owned and is currently operating.
When was Biofreeze founded?
Biofreeze was founded in 1994.
Where is Biofreeze based?
Biofreeze is headquartered in Cuyahoga Falls, United States, in the North America region.
How does Biofreeze make money?
One revenue line is on record: topical Pain Relief Products.
Who are Biofreeze's main competitors?
Direct peers on record are Aspercreme, Bengay, Tiger Balm, Icy Hot and Salonpas. Dr. Teal's is listed as an others. Emerging players are Blue-Emu, Stopain and Theraworx Relief. Voltaren Topical is listed as a broad incumbent.
Does Biofreeze have an API?
No public API is recorded for Biofreeze.
What industry is Biofreeze in?
Biofreeze's product category is Topical Pain Relief. Its primary akta.pro industry code is CRADAMAC, OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief), with a secondary code of HLAIADAA, Pain Relief & Anti-Inflammatory (Analgesics). Its NAICS code is 325411 and its SIC code is 2844.