Scholl's Wellness

What Scholl's Wellness does

Scholl's Wellness Company, operating commercially as Dr. Scholl's, is a US-based consumer foot care manufacturer and retailer founded in 1906 and headquartered in Solon, Ohio. The company is a portfolio company of private equity firm Yellow Wood Partners. It sells insoles, orthotics, foot care treatments, and foot skincare products through three core distribution channels: its drscholls.com e-commerce storefront, Amazon and other online marketplaces, and physical retail supported by a nationwide Custom Fit kiosk fitting system. Products are priced at unit level between $6.44 and $39.99, with a separate business volume discount program targeting enterprise customers purchasing workforce insoles for industrial and commercial use.

The company's core proprietary technology is the FDA-cleared Custom Fit orthotic system, which uses an online assessment and in-store kiosk to recommend customized 3/4-length or full-length orthotics addressing up to 10 lower-body pain points. Its Freeze Away Skin Tag Remover holds FDA clearance as the first over-the-counter skin tag removal product. In May 2026, Scholl's Wellness acquired VKTRY, a performance insole brand built around patented carbon fiber technology, expanding the portfolio into athletic performance and recovery while VKTRY retains its brand and leadership.

Revenue is generated through unit sales of consumer foot care products and B2B bulk orders, supplemented by digital recommendation tools (Insole Advisor questionnaire and kiosk-based fitting) that drive conversion. The company operates sub-brands including Custom Fit, Freeze Away, Odor-X, and 24-Hour Energy, and maintains an active social media presence across major platforms. Customer segments span individual consumers seeking OTC foot pain and skin solutions, businesses purchasing workforce insoles, and, post-VKTRY, athletes and active consumers.

Name

Scholl's Wellness

Legal name

Scholl's Wellness Co.

Website

https://drscholls.com

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

101–250 employees

Short description

Scholl's Wellness Company, operating as Dr. Scholl's, manufactures and sells FDA-cleared foot care products including insoles, orthotics, treatments, and skincare to consumers and businesses via DTC e-commerce, retail, and a nationwide Custom Fit kiosk network, with VKTRY adding athletic performance insoles.

Ownership category

akta.pro rank

Product category

Foot Care Products

NAICS

Shoe Retailers (45821), Footwear and Leather Goods Repair (811430)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Foot Care (Deodorizing, Anti-chafe, Callus Care) (CRADANAK)

akta.pro secondary industry

Hand & Foot Care (CRABAAAE)

Keywords

• Foot care products
• Orthotic insoles
• Custom orthotics
• Foot treatments
• Performance insoles

Headquarters

HQ city

Solon

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Foot Care Products: Sale of insoles, orthotics, shoe inserts, and foot treatments directly to consumers through e-commerce and retail channels. Products sold at various price points from $6.44 to $39.99.
2. Business Volume Orders: Bulk orders for businesses including work insoles for workforce applications such as construction, industrial, and commercial environments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Scholl's Wellness Company, operating under the Dr. Scholl's brand, manufactures and sells over-the-counter foot care products including custom-fit orthotic inserts, insoles, foot pain relief treatments, and foot skincare products. The company also distributes performance carbon fiber insoles through its acquired VKTRY brand. Products are sold direct-to-consumer through drscholls.com, Amazon, and physical retail stores equipped with Custom Fit assessment kiosks.

Product overview

Scholl's Wellness Company (Dr. Scholl's) offers a comprehensive foot care and wellness product portfolio organized around three core pillars: (1) Insoles, Orthotics & Inserts — including Custom Fit® orthotic inserts (3/4 length and full length), Advanced Pain Relief Insoles, 24-Hour Energy Multipurpose Insoles, and Walk Longer Insoles; (2) Foot Care Treatments — including Freeze Away® skin tag and wart removers, bunion and blister cushions, and foot odor solutions; and (3) Foot Skincare — including foot lotions, creams, masks, and electronic/nano glass foot files. The company also provides digital tools including the Insole Advisor questionnaire and Custom Fit® kiosk assessment system for personalized product recommendations. In May 2026, Scholl's expanded into performance footwear through the acquisition of VKTRY, a carbon fiber insole brand.

Differentiator

Problem solved

Functional benefit

Brands

• Custom FiT: Custom orthotic inserts available in 3/4 length and full length options, with online assessment tools
• Freeze Away
• Odor-X
• 24-Hour Energy

Products and services

• Custom Fit Pain Relief Orthotic Inserts 3/4 Length

Quantifiable outcome

• First over-the-counter, FDA-cleared skin tag remover on the market
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

One partnership is on record.

• VKTRYcoreStrategic or Co-development Partner · 20 May 2026Performance insole and footwear innovation company known for patented carbon fiber technology. Acquired by Scholl's Wellness to expand beyond traditional foot care into performance, recovery, and wellness solutions. VKTRY will continue operating under its existing brand identity and leadership team.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Superfeet Worldwide: Superfeet is a leading direct competitor in premium, semi-custom insoles and orthotics for athletic, work, and casual use. Highly comparable to Dr. Scholl's Custom Fit line in product, channel, and consumer target.
• Powerstep: Powerstep manufactures orthotic insoles for pain relief, sports, and everyday use, sold through DTC and retail channels. Competes directly with Dr. Scholl's across comfort, support, and recovery insole categories.
• Spenco Medical: Spenco produces foot care products including insoles, blister prevention, and skincare for feet, with strong retail pharmacy presence. Directly comparable to Dr. Scholl's OTC foot care and skincare portfolio.
• Aetrex: Aetrex designs orthotics and comfort footwear with a focus on foot scanning technology and arch support. Closely comparable to Dr. Scholl's Custom Fit assessment-driven orthotic positioning.
• ProFoot: ProFoot makes foot care products including insoles, cushions, and treatments sold through mass retail and drugstores. A direct competitor in the OTC foot care category alongside Dr. Scholl's.
• Currex (formerly CurrexSole): Currex produces performance and sport-specific insoles with a proprietary fitting profile system, similar in concept to VKTRY and Dr. Scholl's Custom Fit. Direct competitor in athletic and DTC insole markets.
• Compeed (HRA Pharma / Perrigo): Compeed is a leading OTC foot care brand specializing in blister and skin treatment hydrocolloid patches, directly comparable to Dr. Scholl's bunion, blister, and callus treatment portfolio.
• Foot Petals: Foot Petals offers foot comfort products including cushions, inserts, and skincare sold through DTC and retail. Comparable to Dr. Scholl's comfort insoles and foot treatment SKUs.

Broad incumbents

• Bauerfeind AG: Bauerfeind is a global orthopedic brand offering foot orthotics, compression, and supports through medical and retail channels. Overlaps with Dr. Scholl's orthotic and foot support offerings but at higher medical-grade positioning.
• Birkenstock: Birkenstock is a global footwear brand built around contoured footbeds and orthotic-grade insoles, recently IPO'd. While primarily a footwear maker, its footbed technology competes conceptually with Dr. Scholl's orthotic insoles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/drscholls
• YouTubem.youtube.com/user/DrScholls
• Facebookm.facebook.com/DrScholls
• Instagraminstagram.com/drscholls_official
• TikToktiktok.com/@drscholls_official
• Pinterestpinterest.com/drscholls_usa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Scholl's Wellness