What HoMedics does

HoMedics is a US-based home wellness and consumer electronics company founded in 1987 and headquartered in Commerce Township, Michigan, operating as a subsidiary of FKA Brands. The company designs and sells a diversified portfolio of at-home wellness hardware including portable steam saunas, HEPA air purifiers, ultrasonic humidifiers, waterless essential oil diffusers, Shiatsu and percussion massagers, foot and calf massagers, paraffin spa systems, and a growing set of connected devices such as smart air purifiers, bioimpedance body composition scales, and blood pressure monitors. Its product stack rests on a set of proprietary technologies including dual-wavelength red light therapy (660nm + 850nm with IP65-rated wands), waterless SereneScent diffusion, and True HEPA filtration rated to remove 99.97% of airborne particles down to 0.3 microns.

The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce on homedics.com with retail distribution through Costco and Amazon, supported by an active earned-media presence in publications such as Good Housekeeping, Architectural Digest, and Apartment Therapy. Revenue is generated primarily through one-time hardware sales ranging from $24.99 to $499.99, augmented by a subscribe-and-save subscription model offering 15-25% discounts on recurring consumables including essential oils, replacement HEPA filters, demineralization cartridges, UV-C bulbs, and paraffin wax refills. The company targets consumer segments across health and wellness enthusiasts, air-quality-conscious households, sleep and relaxation seekers, and home health monitor users, while operating sub-brands SereneScent, drift, TotalClean, and TotalComfort to address specific niches. Its parent FKA Brands also controls House of Marley, Ellia, Jam, CampSnap, MotorDayz, and 7LS, providing shared back-office and sourcing scale across the portfolio.

Name

HoMedics

Legal name

HoMedics

Website

https://homedics.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

251–500 employees

Short description

HoMedics is a US-based home wellness company selling portable saunas, air purifiers, humidifiers, massagers, diffusers, and health monitors directly to consumers via its website, Costco, and Amazon, with a subscription model for recurring consumables.

Ownership category

akta.pro rank

Product category

Consumer Home Wellness Products

NAICS

Small Electrical Appliance Manufacturing (335210), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Electric Housewares & Fans (3634), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

Keywords

• Home wellness products
• Massage devices
• Air purifiers
• Portable steam saunas
• Aromatherapy diffusers

Headquarters

HQ city

Commerce Township

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: One-time sales of physical wellness products including saunas, massagers, air purifiers, humidifiers, diffusers, health monitors, and accessories. Primary revenue stream with products ranging from $24.99 to $499.99.
2. Subscription/Replenishment: Subscribe-and-save model offering 15-25% discount on regular deliveries of consumables including essential oils, replacement filters, and other supplies. Recurring revenue from replacement parts and consumables.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

HoMedics designs, manufactures, and sells consumer home wellness products including portable steam saunas, HEPA air purifiers, ultrasonic humidifiers, waterless aromatherapy diffusers, Shiatsu and percussion massagers, red light therapy wands, foot and calf massagers, body composition scales, blood pressure monitors, and paraffin spa systems. The company also offers consumable replacement parts and essential oils via a subscription model. Products are sold direct-to-consumer online and through major retail partners including Costco and Amazon.

Product overview

HoMedics is a wellness technology company offering a diverse portfolio of massage, relaxation, and home wellness products. The core product lines include portable steam saunas (Premium Steam Sauna, Portable Steam Sauna, SaunaZen), the SereneScent waterless diffuser system with functional essential oils, TotalClean HEPA air purifiers (small to extra large room models), TotalComfort humidifiers, Shiatsu and percussion massagers, foot and calf massagers, personal health scales with bioimpedance analysis, blood pressure monitors, drift mindfulness sand tables, sound machines, and paraffin spa products. The company operates as a single-brand platform approach with add-on modules like the Dual Red Light Wands designed to complement the sauna line. Products span the home wellness, health monitoring, and aromatherapy categories, supported by replacement filters and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• SereneScent: Functional home fragrances product line including diffusers and essential oils designed to support the nervous system.
• drift
• TotalClean
• TotalComfort

Products and services

• HoMedics Premium Steam Sauna A portable steam sauna providing spa-like heat therapy with adjustable temperatures up to 135°F, 100% humidity, and up to 60 minutes of steam per session. Features a collapsible design and includes steamer, foldable chair, and storage bag. Designed for consumers seeking at-home spa and recovery experiences.
• HoMedics Portable Steam Sauna A compact, collapsible steam sauna that sets up in under 1 minute and reaches 115°F with 100% humidity. Designed for relaxation, post-workout recovery, and everyday wellness at home.
• SaunaZen Portable Steam Sauna A portable steam sauna option designed for convenient at-home steam therapy with easy setup and portability.
• SereneScent Waterless Diffusers A waterless essential oil diffuser system featuring functional fragrances designed to support the nervous system. Available in 120ml and 15ml variants with rechargeable battery capability.
• SereneScent Essential Oils Premium natural scent oils including Lavender & Eucalyptus, Jasmine & Sandalwood, Sea Salt & Coconut, Bergamot & Lavender, and wellness-focused formulations in 120ml bottles. Available individually or via subscription with 15-25% savings.
• TotalClean Air Purifier Series HEPA air purifiers ranging from small room (T12) to extra large room (C500) models with true HEPA filtration removing 99.97% of airborne allergens. Includes UV-C, PetPlus, and Smart variants with app connectivity.
• TotalComfort Humidifier Series Ultrasonic humidifiers available in cool mist and warm & cool mist variants, including Decor Series models for room humidification with up to 70-hour runtime.
• Shiatsu Massage Cushions Massage cushions featuring Shiatsu, kneading, and vibration technologies with optional heat. Includes Total Recline, Shiatsu Elite II, and ShiatsuFlex models targeting neck, back, and full-body relief.
• Foot & Calf Massagers Deluxe foot and calf massagers with heat functionality designed for home relaxation and recovery.
• Thera-P Percussion Massager Handheld percussion massager with heat for targeted muscle relief and sports recovery.
• Personal Health Scales Smart body composition scales measuring body fat, muscle mass, bone mass, water, visceral fat, and metabolic age using bioimpedance technology. Includes Glo Body Analyser and Luxe Glo Scale models.
• Blood Pressure Monitors Health diagnostic devices for measuring blood pressure readings with health monitor integration.
• drift Sand Tables Mindfulness and relaxation sand tables including drift 10 premium wood and drift 16 models for meditative experiences.
• Sound Machines White noise and sound machines for sleep and relaxation support.
• Paraffin Spa Baths At-home paraffin wax treatment systems for hand and foot spa experiences with ParaSpa refill products.
• Footbaths At-home foot spa and footbath products for relaxation and wellness.

Quantifiable outcome

• HEPA filtration removes 99.97% of airborne allergens as small as 0.3 microns
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• CostcocoreChannel Partner/ Reseller/ DistributorCostco serves as a major retail distribution partner for HoMedics, particularly for premium products like saunas. Products are available in Costco warehouses, exposing the brand to bulk-purchasing consumers seeking value.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sharper Image: Sharper Image directly overlaps with HoMedics in air purifiers, massagers, and aromatherapy diffusers sold via DTC and select retail, with comparable mid-premium positioning.
• Levoit: Levoit is a direct competitor in home air purifiers and humidifiers, with strong DTC and Amazon presence at similar mid-market price points to HoMedics' TotalClean and TotalComfort lines.
• Brookstone: Brookstone is a long-standing competitor in the home massager and wellness gadget category, sharing similar mass-market retail positioning and gift-oriented product assortment with HoMedics.
• Blueair (Unilever): Blueair directly competes in HEPA air purifiers with similar product tiers, premium positioning, and emphasis on allergen removal — overlapping HoMedics' TotalClean value proposition.
• Therabody: Therabody competes directly with HoMedics in the percussion massage and recovery category with premium-priced Theragun devices — pressure on the massager category from this fast-growing brand.
• Conair: Conair offers personal care massagers and wellness devices at similar price points and retail channels (mass-market retailers, Amazon) — competing directly with HoMedics' Shiatsu and percussion massager portfolio.
• Dyson: Dyson competes head-to-head with HoMedics in air purifiers, humidifiers, and hair/massage-adjacent personal care categories, while occupying the premium tier that HoMedics aspires to with its $499 smart purifier.
• Coway: Coway is a direct peer in home air purifiers and water/air wellness devices, with comparable HEPA-class product lines and a similar multi-category wellness positioning.

Emerging players

• Hatch: Hatch is an emerging wellness brand competing with HoMedics in sleep/relaxation devices (sound machines, sunrise alarms) and overlap with the drift mindfulness and sound machine categories.

Broad incumbents

• Honeywell Home (Resideo): Honeywell competes broadly with HoMedics in portable air purifiers and humidifiers as part of its larger home comfort portfolio, leveraging brand recognition across HVAC and consumer goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/homedics
• YouTubeyoutube.com/user/HoMedicsTV
• Facebookfacebook.com/homedics
• Instagraminstagram.com/homedics
• LinkedInlinkedin.com/company/homedics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 HoMedics