Local Food Lab
Moodbeli is a family-owned, bootstrapped Shopify-based e-commerce marketplace based in the California foothills that curates and sells artisanal home goods, vintage ceramics, jewelry, candles, and botanical apothecary products direct-to-consumer globally and wholesale via Faire to regenerative retailers.
- Company typePrivate
- Founded2018
- HeadquartersPalo Alto, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Local Food Lab does
Moodbeli (operating at moodbeli.com) is a curated direct-to-consumer e-commerce marketplace retailing art, functional design, vintage and handmade home goods, ceramics, glassware, jewelry, candles, books, and a botanical wellness apothecary. The catalog spans roughly 85+ in-stock SKUs at unit prices from $7 to $295, plus digital gift cards in $30-$200 denominations. The storefront is built on Shopify, with fulfillment dispatched from a San Francisco Bay Area base and global shipping enabled; the in-house assortment (e.g., hand-forged sterling silver jewelry from the Northern California foothills) is augmented by resale of third-party artisan brands including Urban Moonshine (Vermont tinctures), Scandles (Los Angeles candles), Atelier Saucier (linens), LUZ Collection (hand-blown recycled glass from Guadalajara), Moon Valley Organics, and Good Flower Farm.
The company generates revenue through two channels: direct-to-consumer product sales via the Shopify storefront and wholesale distribution through the Faire marketplace to boutiques, cafés, juice bars, yoga studios, spas, and grocery stores. Customer acquisition is primarily email-driven, with a newsletter signup offering 15% off the first order. Moodbeli is family-owned and bootstrapped, co-founded by Krysia Zajonc and Mateo Aguilar, with a stated headcount of 1-10 employees and no disclosed institutional funding under the Moodbeli brand. The family's involvement in natural ingredients dates to a 2008 Costa Rica rainforest chocolate shop, with a 2018 pivot to adaptogenic blends and the 2023 launch of the current 'sanctuary' multi-category concept in the California foothills.
Identity note: the input header labels the entity 'Local Food Lab' (described as a startup academy and online community for food entrepreneurs, founded 2012, with $50K of disclosed seed funding from Food-X/SOSV and the Eugene M. Lang Entrepreneurial Initiative Fund), but the entirety of substantive operational data—website, products, partners, leadership, history, and revenue mechanics—describes Moodbeli. This analysis is grounded in the operational evidence for Moodbeli, as that is where the data is rich; the Local Food Lab entity appears distinct from the Moodbeli storefront based on the available evidence.
Local Food Lab firmographics
Firmographics- Name
- Local Food Lab
- Website
- https://moodbeli.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Moodbeli is a family-owned, bootstrapped Shopify-based e-commerce marketplace based in the California foothills that curates and sells artisanal home goods, vintage ceramics, jewelry, candles, and botanical apothecary products direct-to-consumer globally and wholesale via Faire to regenerative retailers.
- Ownership category
- akta.pro rank
Local Food Lab industry classification
Industry- Product category
- Botanical Wellness & Artisanal Home Goods Retail
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Health Food & Supplement Stores (CRAHAEAC)
- akta.pro secondary industries
- Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), CBD/Hemp Wellness & Supplements Retail (CRANAHAC)
Keywords
Where Local Food Lab is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Local Food Lab business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct Product Sales: Direct-to-consumer online sales of artisanal home goods, vintage ceramics, botanical wellness products, apothecary items, candles, jewelry, books, and functional art pieces through their e-commerce storefront.
- Wholesale Distribution: Wholesale partnerships through Faire marketplace, selling to boutiques, cafés, juice bars, yoga studios, spas, grocery stores and other regenerative retailers.
- Gift Cards: Digital gift cards sold in denominations of $30, $60, $100, and $200, delivered via email with instructions for redemption at checkout.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Tinctures and Wellness Products |
| Unit Pricing | Pay-as-you-go | Vintage Ceramics and Home Goods |
| Unit Pricing | Pay-as-you-go | Jewelry |
| Unit Pricing | Pay-as-you-go | Candles |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Local Food Lab product offering
Product offeringCore offering
Local Food Lab operates a curated direct-to-consumer e-commerce storefront at moodbeli.com selling artisanal home goods, botanical wellness apothecary items, vintage ceramics, hand-forged sterling silver jewelry, natural soy wax candles, and curated books on sustainable living and foraging. The company supplements D2C sales with wholesale distribution through the Faire marketplace, targeting regenerative retailers such as boutiques, cafes, juice bars, yoga studios, spas, and grocery stores. Originally founded as a startup academy and online community for food entrepreneurs, the entity now functions primarily as a wellness-focused lifestyle retailer under the Moodbeli brand.
Product overview
Moodbeli is a curated marketplace and sanctuary for art, functional design, and botanical wellness products based in the California foothills since 2018. The company operates a multi-category e-commerce platform featuring Home Goods (art, sculpture, ceramics, glassware, vintage items, kitchen goods) and an Apothecary section (adaptogens, face + body + hair products, mushroom supplements). The product portfolio includes handmade and vintage items like ceramic wall art, original paintings, lithographs, hand-forged sterling silver jewelry, natural soy wax candles, vintage glassware, and curated books on sustainable living, foraging, and wellness. The company also offers digital gift cards as an add-on product. Moodbeli positions itself around mood-boosting self-care and connects customers with transformative natural ingredients, having evolved from a rainforest chocolate shop in Costa Rica (2008) to adaptogenic blends in grocery stores (2018) to its current sanctuary concept (2023).
Differentiator
Problem solved
Functional benefit
Products and services
- Home Goods Collection
- Apothecary
- Candles & Incense
- Ceramics
- Glassware
- Kitchen & Pantry
- Art & Sculpture
- Books
- Jewelry
- Gift Card
- Wholesale Distribution
Companies that use Local Food Lab
Customer profileSegments2 records
Ideal customer profiles2 records
Local Food Lab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Local Food Lab partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FairecoreWholesale marketplace partnership through which Moodbeli distributes to regenerative retailers including boutiques, cafés, juice bars, yoga studios, spas, and grocery stores. Interested wholesale partners can find Moodbeli on Faire.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Local Food Lab competitors and assessment
Company assessmentDirect peers
- CAP Beauty: High-end natural beauty and wellness retailer carrying curated apothecary, skincare, and supplements. Comparable curated marketplace positioning though with stronger beauty focus than Moodbeli.
- The Detox Market: Curated online and physical retailer of clean beauty, wellness, and natural products. Directly comparable to Moodbeli as a multi-brand curated wellness marketplace, though larger scale and broader clean beauty focus.
- Flamingo Estate: California-based lifestyle brand selling botanical wellness, home goods, candles, and pantry items with curated artisanal assortment. Closely comparable to Moodbeli's California foothills positioning and sanctuary/wellness narrative.
- Moon Juice: DTC brand and retailer specializing in adaptogens, functional mushrooms, and botanical wellness. Direct overlap with Moodbeli's apothecary category (tinctures, mushroom supplements), though Moon Juice also produces proprietary products.
Others
- Urban Moonshine: Vermont-based organic herbal bitters and tincture brand whose products are sold on Moodbeli's platform. Listed as a brand partner; comparable as an herbal supplement maker in the broader botanical wellness space.
Broad incumbents
- Thrive Market: Large online membership-based natural and organic products retailer with broad assortment across supplements, pantry, home, and beauty. Overlaps with Moodbeli's wellness positioning but operates at vastly larger scale with different business model.
- West Elm: Large home goods and furniture retailer with artisanal and sustainable positioning. Comparable in curated home goods segment but at much larger scale and without botanical wellness specialization.
- Anthropologie: Large lifestyle retailer offering curated home goods, gifts, beauty, and apparel with artisanal positioning. Comparable in home goods/art curation but far larger and without the apothecary/wellness specialization.
- Goop: Large lifestyle and wellness brand with broad e-commerce assortment including supplements, beauty, home, and gifts. Operates in overlapping wellness territory but at much larger scale with proprietary branded products and editorial content.
Emerging players
- Free People Movement: Lifestyle and wellness-adjacent retailer with home, beauty, and apothecary items alongside apparel. Comparable curated lifestyle marketplace format though apparel-anchored.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Local Food Lab social profiles
Digital presenceLocal Food Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Local Food Lab leadership team
Management profileNumber of profiles
Profiles3 records
Local Food Lab funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Local Food Lab 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 Local Food Lab
What does Local Food Lab do?
Local Food Lab operates a curated direct-to-consumer e-commerce storefront at moodbeli.com selling artisanal home goods, botanical wellness apothecary items, vintage ceramics, hand-forged sterling silver jewelry, natural soy wax candles, and curated books on sustainable living and foraging. The company supplements D2C sales with wholesale distribution through the Faire marketplace, targeting regenerative retailers such as boutiques, cafes, juice bars, yoga studios, spas, and grocery stores. Originally founded as a startup academy and online community for food entrepreneurs, the entity now functions primarily as a wellness-focused lifestyle retailer under the Moodbeli brand.
Is Local Food Lab a public or private company?
Local Food Lab is a private company. It is classified as family owned and is currently operating.
When was Local Food Lab founded?
Local Food Lab was founded in 2018. It employs 1 to 10 people.
Where is Local Food Lab based?
Local Food Lab is headquartered in Palo Alto, United States, in the North America region.
How does Local Food Lab make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Distribution and gift Cards.
Who are Local Food Lab's main competitors?
Direct peers on record are CAP Beauty, The Detox Market, Flamingo Estate and Moon Juice. Urban Moonshine is listed as an others. Broad incumbents are Thrive Market, West Elm, Anthropologie and Goop. Free People Movement is listed as an emerging player.
Does Local Food Lab have an API?
No public API is recorded for Local Food Lab.
What industry is Local Food Lab in?
Local Food Lab's product category is Botanical Wellness & Artisanal Home Goods Retail. Its primary akta.pro industry code is CRAHAEAC, Health Food & Supplement Stores, with a secondary code of CRAHAEAH, Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal). Its NAICS code is 456191 and its SIC code is 2833.