What Foria does

Foria Wellness (legal entity Eden Partners LLC) is a Boulder, Colorado-based direct-to-consumer brand that develops and sells plant-based sexual wellness, intimate care, sleep, and menopause products, founded in 2014. Its core technology centers on proprietary formulations combining broad-spectrum CBD with organic botanicals (kava root, ashwagandha, reishi, chamomile, peppermint, and cacao) and bioavailable magnesium compounds (glycinate and citrate), with all ingredients third-party tested for purity and potency and certified organic or wildcrafted. The product portfolio spans four collections: Intimacy & Sex (Awaken Arousal Oil, Sex Oil, Intimacy Melts, Booty Melts, Juicy Pure Water-Based Aloe Lube), Sleep & Magnesium (Mellö Magnesium, Sleep Blend tincture/capsules, Shuteye Chai functional beverage, plus the Nov 2024-acquired Ned brand), Vibrance & Hydration (menopause-focused vulva moisturizers and body care), and Relief & Period Care (Relief Melts CBD suppositories). Pricing runs from $20 to $98 per unit, with bundles, subscription options, free shipping above $85, and Sezzle payment plans.

The company operates exclusively through its own e-commerce platform at foriawellness.com (Shopify-based), with no third-party retail distribution and US-only shipping subject to CBD-related geographic restrictions in Germany, Spain, and the Netherlands. Customer acquisition relies on content marketing (the Learn blog covering sexual wellness, menopause, and sleep education), PR/earned media (Vogue, Goop, Oprah Daily, Cosmopolitan), email capture (15% off first order), an affiliate program, and organic social. The company is privately held under Eden Partners LLC with no disclosed venture funding rounds, leadership consisting of CEO and co-founder Jon Brandon, co-founder Mathew Gerson, and CMO Liz Dolinski, and headcount in the 11-50 range. Its primary customer segments are women navigating menopause/perimenopause and health-conscious wellness consumers, with secondary segments in women with pelvic pain/endometriosis and adults seeking natural sleep support.

Name

Foria

Legal name

Eden Partners LLC

Website

https://foriawellness.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Foria Wellness is a Boulder-based direct-to-consumer brand, founded in 2014, that sells plant-based CBD and botanical intimacy, sleep, menopause, and menstrual relief products through its own e-commerce site, primarily serving women in perimenopause and health-conscious wellness consumers.

Ownership category

akta.pro rank

Product category

Sexual Wellness Products

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833), Perfumes, Cosmetics & Other Toilet Preparations (2844), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

CBD/Hemp Topicals & Beauty Retail (CRANAHAB)

akta.pro secondary industries

Herbal & Botanical Supplements (CRADAGAD), Sleep, Stress & Mood Support (HLAIADAG), Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)

Keywords

• Sexual wellness products
• CBD intimacy products
• Plant-based wellness
• Menopause support products
• Natural personal care

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Foria generates revenue through direct-to-consumer sales of its plant-based wellness products via its e-commerce platform. Products are sold as one-time purchases with subscription options available for repeat customers. The company offers free shipping on orders over $85 in the US.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Foria manufactures and sells plant-based intimate and sexual wellness products directly to consumers via its e-commerce site. The portfolio includes CBD-infused arousal oils, intimacy oils, vaginal and anal suppositories, water-based lubricants, magnesium sleep supplements, and menopause hydration products. Products are formulated with broad-spectrum CBD, bioavailable magnesium, organic botanicals, and are third-party lab tested for purity and potency.

Product overview

Foria is a natural wellness brand specializing in plant-based intimacy and sexual wellness products, operating as a unified product portfolio organized into distinct collections. The core offerings span four main product categories: (1) Intimacy & Sex products including Awaken Arousal Oil with CBD, Intimacy Melts with CBD, Sex Oil with CBD, Juicy Pure Water-Based Aloe Lube, Booty Melts, and Massage Oil; (2) Sleep & Magnesium products including Mellö Magnesium Pouch, Mellö Travel Sticks, Sleep Blend tincture, Sleep Capsules, and Shuteye Chai Magnesium Mushroom Latte; (3) Vibrance & Hydration products for menopause support including Vibrance Melts, Everyday Vulva Moisturizer, Body Wash, and Body Oil; and (4) Relief & Period Care including Relief Melts with CBD. The portfolio was expanded through the November 2024 acquisition of Ned, a sleep and stress-focused brand, adding De-Stress Blend and De-Stress Capsules. Products are primarily CBD-infused or botanical formulations with organic, third-party tested ingredients. The company also offers various bundle sets and gift cards.

Differentiator

Problem solved

Functional benefit

Products and services

• Awaken Arousal Oil with CBD Original organic arousal oil with broad-spectrum CBD and plant botanicals (kava, peppermint, ginger, cacao) designed to support comfort, heighten sensation, and activate libido. Available in 30mL bottle and 1/2/3-pack options at $48.
• Intimacy Melts with CBD

Quantifiable outcome

• 92% experienced improved sex drive with Awaken Arousal Oil
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Kiss the GroundminorGTM or Marketing Partner · 17 December 2025Kiss the Ground, a nonprofit focused on regenerative agriculture, launched a 'Round Up for Regeneration' partnership program with Foria Wellness and other brands. At checkout, customers can make micro-donations supporting farmers and healthy soil. In 2025, Kiss the Ground awarded 215 grants totaling $500,000 to farmers and ranchers, impacting 73,000 acres.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dame Products: Dame Products is a sexual wellness brand best known for its vibrators and intimate products, but it has expanded into lubes and wellness adjacencies. Dame competes with Foria in the same premium DTC female-focused intimacy category with similar brand positioning around thoughtful design and wellness.
• Cake: Cake is a sexual wellness brand offering premium lubricants, arousal products, and intimate accessories marketed through a playful, body-positive brand. It directly competes with Foria in the plant-based intimacy aisle and targets a similar wellness-oriented consumer.
• Maude: Maude is a direct-to-consumer sexual wellness brand selling intimate products (oils, lubes, vibrators) with a clean, minimalist design aesthetic. It is one of Foria's closest direct competitors in the premium plant-based intimacy category, targeting similar health-conscious adult consumers with similar price points.
• Good Clean Love: Good Clean Love is a natural intimate products brand specializing in organic, pH-balanced personal lubricants and moisturizers. It directly competes with Foria's Sex Oil, Juicy Pure, and Vibrance lines on clean-ingredient positioning and serves similar health-conscious women.
• MysteryVibe: MysteryVibe is a sexual wellness company selling FDA-registered intimate devices and vibrators. While more product-focused than Foria's topical-led portfolio, it competes in the same premium intimate wellness category and overlaps in marketing channels and customer demographics.
• Sliquid: Sliquid is a maker of natural, body-safe intimate lubricants and personal care products. It directly competes with Foria's Sex Oil and Juicy Pure lines on clean-ingredient lubricant positioning, with deeper retail/wholesale distribution than Foria.

Broad incumbents

• Olly: Olly is a leading wellness supplement brand offering sleep, stress, and beauty gummies and powders. It overlaps with Foria's Mellö Magnesium and Sleep Blend lines in the sleep/stress wellness category and brings mainstream retail distribution that Foria lacks.
• LELO: LELO is a global luxury intimate wellness brand offering a broad portfolio of products including lubricants, massage products, and devices. It is a broader incumbent in sexual wellness that competes with Foria in the premium lubes and intimacy category but at a much larger scale and broader product scope.

Emerging players

• Carly Co. (incl. Dame Health): Carly Co. is a DTC sexual wellness brand focused on arousal and intimacy products for women, sometimes packaged with coaching or community components. It competes with Foria in the plant-based intimacy space and targets similar female wellness consumers.
• Moon Juice: Moon Juice is a premium wellness brand selling adaptogenic supplements, functional powders, and sleep/stress tinctures. It is a niche but growth-oriented player that overlaps with Foria's newer functional beverage and magnesium offerings and competes for the same health-conscious wellness consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/foria
• Instagraminstagram.com/foriawellness
• Xx.com/foriawellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors1 record

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 Foria