LURE Essentials

What LURE Essentials does

LURE Essentials (legal entity: Lure Enterprises LLC) is a privately-held, female-founded wellness product company founded in 2014 and headquartered in Morganville, New Jersey. The company markets traditional self-care practices — cupping therapy, overnight detox foot pads, and self-heating/cooling eye masks — as accessible consumer products, claiming 200,000+ foot pads sold and 100,000+ lifetime customers across its 10+ year history.

The product portfolio spans 68+ SKUs organized around three core lines: (1) Sole Serenity overnight detox foot pads with multiple formulations (magnesium, zeolite, neuropathy support, cortisol/Worry-Free, vital minerals, immune harmony), sold in 10- to 30-day regimens and 4- to 6-pack bundles; (2) Eye Serenity self-heating steam eye masks (lavender, chamomile, unscented, variety) plus CHILL self-cooling hydrogel masks; and (3) professional-grade silicone and glass cupping therapy sets including patented designs (SCULPT Cellulite Cupping Set, GRPS octagonal suction set) plus complementary lines (EDGE, ZEN, Chakra, Ionic ENERGY, XTRM XNRGY, GLAM Facial). Bundles address specific use cases such as sleep/relaxation, midlife/menopause, metabolic reset, GLP-1 adjunct support, spring allergies, and total wellness. Technical differentiation rests on physical product design (self-heating chemistry without electricity, silicone cup geometries, hydrogel cooling) and ingredient formulation (zeolite, fulvic acid, elderberry, berberine), with two registered patents protecting proprietary cupping designs.

The business operates a hybrid B2C/B2B model. The primary channel is a direct Shopify storefront with multi-currency support (USD, EUR, GBP, CAD, AUD, and 150+ currencies), augmented by Amazon marketplace distribution. A separate Lure Professionals wholesale division serves spas, massage therapists, acupuncturists, and estheticians, and the Cupping Academy offers CEU-accredited professional training. Pricing ranges from $9 to $110 with a Subscribe-and-Save program offering 20% recurring discounts; bundles are priced at a discount to individual SKUs. Marketing leans on TikTok, earned media (Cosmopolitan, Vogue, Dr. Axe, CBS, Rachael Ray, Oprah, Essence, Shape), content marketing (video tutorials, blog, FAQs, studies), and an affiliate/partner program. The company is bootstrapped with no disclosed funding rounds, no parent company, no public revenue disclosure, and undisclosed headcount, indicating a small, independent operator.

Name

LURE Essentials

Legal name

Lure Enterprises LLC

Website

https://lureessentials.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

LURE Essentials is a female-founded, New Jersey-based wellness company that sells traditional self-care products — detox foot pads, steam eye masks, and cupping therapy sets — directly to consumers via Shopify and Amazon, with a wholesale arm (Lure Professionals) serving wellness practitioners.

Ownership category

akta.pro rank

Product category

Consumer Wellness Products

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Cupping Therapy & Gua Sha Bodywork (HSADAHAN)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK)

Keywords

• Wellness products
• Detox foot pads
• Cupping therapy sets
• Steam eye masks
• Self-care essentials

Headquarters

HQ city

Asbury Park

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

Revenue model

1. Direct Product Sales: E-commerce sales of wellness products including foot pads, eye masks, cupping sets, body care, and bundles. One-time purchase and subscription options available.
2. Wholesale/B2B Professional Sales: Wholesale inquiries for practitioners, spas, and wellness professionals through Lure Professionals division
3. Professional Training/CEU Programs: CEU professional training for cupping therapy certification

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lure Essentials designs, produces, and sells functional wellness products including overnight detox foot pads (Sole Serenity line), self-heating steam eye masks, silicone and glass cupping therapy sets, body care items, and curated wellness bundles. The company adapts traditional practices such as cupping therapy and detox foot therapy into home-use products targeting stress relief, sleep, muscle recovery, and skincare. A separate professional division (Lure Professionals) offers wholesale products and CEU cupping training to practitioners.

Product overview

LURE Essentials is a functional wellness company offering a portfolio of wellness products primarily centered on foot pads, eye care, and cupping therapy. The core product lines include: (1) Sole Serenity Detox Foot Pads - overnight foot pads with various formulations (magnesium, zeolite, neuropathy support, cortisol balance, vital minerals, immune harmony) that support overnight detoxification and wellness; (2) Eye Serenity Steam Eye Masks - self-heating single-use eye masks in lavender, chamomile, and unscented varieties, plus CHILL cooling masks; (3) GLAM Facial Cupping Systems and professional cupping sets (GRPS, EDGE, ZEN, SCULPT, XTRM XNRGY, Chakra, Ionic ENERGY) for facial and body cupping therapy; (4) Wellness bundles combining multiple products for specific concerns like sleep, detox, midlife support, and metabolic health; (5) complementary products including hydrating eye masks, blue light glasses, silk sleep masks, gut cleanse, lymphatic cream, and GLP-1 support. The company positions ancient healing practices (cupping, detox) for modern home use, targeting consumers seeking natural wellness solutions for sleep, stress, detoxification, and beauty.

Differentiator

Problem solved

Functional benefit

Products and services

• Sole Serenity Detox Foot Pads Overnight foot pads applied to soles of feet before bed, formulated with zeolite, bamboo vinegar, wood vinegar, magnesium, adaptogenic herbs, and other ingredients to support cortisol balance, stress relief, detoxification, sleep improvement, and immune support. Offered in multiple sub-formulations targeting specific wellness needs.
• Eye Serenity Steam Eye Mask Self-heating, single-use warm eye compress providing instant relief for dry, tired eyes, puffiness, and sleep support. Available in unscented, lavender, chamomile, and variety pack formats; no water, electricity, or freezer required.
• CHILL Self-Cooling Eye Mask Instant cooling eye mask providing relief for eye discomfort and puffiness without the need for freezer storage. Hydrogel-based compress for dry eyes and post-surgery recovery support.
• Cupping Therapy Sets Professional-grade silicone and glass cupping sets for face, body, trigger points, joints, cellulite reduction, and circulation. Includes patented SCULPT (cellulite) and GRPS (octagon-mark) designs, plus GRPS Minis, EDGE Pro, ZEN, Chakra, Ionic ENERGY, GLAM Facial, XTRM XNRGY, and glass cup varieties.
• Lymphatic Cream (Immune Defense) Body cream supporting the body's natural detoxification processes and immune defense.
• Gut Serenity 4-in-1 Colon & Gut Cleanse Overnight cleanse product promoting digestive health; supports regular, comfortable digestion without cramping or urgency.
• Epic Body GLP-1 Berberine + Patches GLP-1 wellness support product combining berberine with patches to support weight management and metabolic health goals.
• Wellness Bundles & Kits Curated bundles combining multiple wellness products targeting specific concerns: Sleep & Slim, Metabolic Reset, Hot Flash & Hormone Support, Gut Check, Smart Detox, Smart Sleep, Midlife Sleep & Calm, Midlife Sleep Calm & Vitality, Spring Allergy, Ultimate Eye Wellness, Detox Essentials 4-Pack, Total Wellness 4-Pack, and Total Wellness 6-Pack. Sold at a discount versus individual product pricing.
• Lure Professionals Wholesale Division Wholesale channel serving massage therapists, acupuncturists, estheticians, and wellness practitioners. Offers professional pricing, volume discounts, and dedicated B2B support for cupping tools and wellness products.
• CEU Cupping Academy Professional Training CEU-accredited professional training and certification program for cupping therapy, serving licensed wellness practitioners seeking continuing education credits.

Quantifiable outcome

• Over 200,000 Sole Serenity detox foot pads sold
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Lure ProfessionalscoreChannel Partner/ Reseller/ DistributorSeparate wholesale division serving professional practitioners including spas, massage therapists, acupuncturists, and wellness professionals. Offers professional pricing, volume discounts, and dedicated B2B support through lureprofessionals.com
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace distribution partner for broader e-commerce reach

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HigherDOSE: HigherDOSE sells DTC wellness devices and patches (infrared, PEMF, topicals) directly to consumers seeking at-home recovery and wellness—closely overlapping Lure's positioning of bringing clinic-grade wellness practices into the home.
• NuFACE: NuFACE sells microcurrent facial toning devices and is the closest direct analogue to Lure's GLAM Facial Cupping system—targeting the same at-home beauty/skincare tool consumer with clinic-grade non-invasive facial technology.
• Moon Juice: Moon Juice is a DTC wellness brand selling supplements and adaptogenic products positioned around stress, sleep, and beauty from within—overlapping with Lure's foot pad and eye care bundles targeting sleep, cortisol, and stress relief.
• The Nue Co. The Nue Co. is a DTC wellness brand spanning ingestibles, topicals, and home tools positioned around holistic wellness. The brand identity, premium positioning, and multi-category DTC approach closely mirror Lure's wellness ecosystem.
• LifeWave: LifeWave sells wellness patches and phototherapy products via a network-marketing/DTC hybrid model. Directly overlapping with Lure's approach of using non-ingestible patches or topical products for wellness outcomes.
• Sakara Life: Sakara sells wellness meal programs, supplements, and gut-health products via DTC bundles. The bundle-driven, concern-based merchandising (sleep, detox, hormones) and female-founded brand positioning closely parallel Lure's bundle strategy.
• MZ Skin: MZ Skin offers professional-grade at-home skincare tools including facial cupping sets, directly competing with Lure's GLAM Facial Cupping system for the same beauty-conscious consumer seeking non-invasive facial rejuvenation.

Broad incumbents

• Therabody: Therabody (Theragun) is a broader recovery and wellness brand spanning percussive therapy, vibration, and skincare tools. It sells to the same consumer seeking at-home recovery and overlaps with Lure's cupping/recovery positioning but at a much larger scale and broader portfolio.
• Vital Proteins: Vital Proteins is a larger wellness CPG brand (collagen, supplements) sold via DTC and retail. While not a direct cupping/foot-pad competitor, it competes for the same consumer wellness wallet targeting beauty, sleep, and recovery outcomes.

Emerging players

• Dr. Berg: Dr. Berg sells supplements and wellness products via DTC, with content-driven marketing that mirrors Lure's educational approach. Partial overlap with Lure's foot pad/wellness positioning but broader focus on nutritional supplements.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/lureessentials
• Facebookfacebook.com/lureessentials
• LinkedInlinkedin.com/company/lure-essentials

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about LURE Essentials