What Wellements does

Wellements is a privately held, direct-to-consumer organic baby wellness brand headquartered in Scottsdale, Arizona, operating as Wellements, LLC. The company sells a portfolio of 27 USDA-certified organic supplements and topical remedies for infants and toddlers — spanning vitamins and minerals (Vitamin D Drops, Multivitamin Drops, Iron Drops, Probiotic Drops), digestive aids (Gripe Water day/night, Constipation Support), cough and congestion remedies, teething relief (clove-bud-oil-based Baby Tooth Oil formulations), and sleep products — organized by developmental stage (Newborn, Baby, Toddler) and packaged into themed bundles (Oh Baby! Bundle, Newborn Bundle, Baby Feel Better Bundle). Products are third-party tested in ISO/IEC 17025 accredited laboratories, free from the top 9 allergens, parabens, and artificial additives, and rely on proprietary essential-oil and botanical formulations including eugenol-based topical analgesics and Lactospore Bacillus Coagulans probiotics.

The business model is e-commerce-first: all sales occur through wellements.com on Shopify, with one-time purchases, subscription/recurring orders (10% discount, monthly cadence), and digital gift cards from $25 as the three documented revenue streams. Distribution is restricted to the Continental United States, shipped via USPS/DHL/FedEx with free shipping above 2 items or $35. Pricing is unit-based, ranging from $8.99 (single Baby Tooth Oil) to $109 (Oh Baby! Bundle), with a 30-day money-back guarantee on first purchases. The company does not disclose retail, wholesale, or B2B distribution.

Customer acquisition is driven by content marketing through 'The Well' blog, organic SEO, social media (Facebook, Instagram, X), Klaviyo-managed email (15% off first order), and a Give $10 Get $10 referral program. Retention is supported by a tiered Well-Rewards loyalty program (Bronze/Silver/Gold at $125/$250 spend) and healthcare professional endorsements (pediatric ER and L&D nurses featured on-site). The company is founder-led under F. Francis Najafi (Founder & CEO), privately owned with no disclosed institutional funding, and operates with an 11-50 employee headcount.

Name

Wellements

Legal name

Wellements, LLC

Website

https://wellements.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Wellements is a privately held, direct-to-consumer e-commerce brand selling 27 USDA-certified organic baby wellness products — including vitamins, probiotics, gripe water, teething oils, and sleep aids — to parents of newborns through toddlers in the Continental United States via wellements.com.

Ownership category

akta.pro rank

Product category

Organic Baby Wellness Products

NAICS

Food (Health) Supplement Retailers (456191), Other Health and Personal Care Retailers (45619)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Organic & Clean-Label Baby Nutrition (CRADAEAK)

akta.pro secondary industries

Children’s Vitamins & Supplements (CRADAGAJ), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), DTC Baby & Kids Food Delivery (AFAIANAL)

Keywords

• Organic baby products
• Infant supplements
• Baby wellness
• Organic vitamins
• Baby care products

Headquarters

HQ city

Scottsdale

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, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase of individual products and bundles through wellements.com e-commerce platform. Products range from supplements (Vitamin D Drops, Multivitamin Drops, Iron Drops, Probiotic Drops) to topical remedies (Gripe Water, Baby Tooth Oil, Chest & Foot Rub, All-Purpose Balm). Bundle products include Newborn Bundle ($72), Oh Baby! Bundle ($109), and themed bundles for specific needs.
2. Subscription/Recurring Revenue: Subscription model offering 10% discount on regular deliveries. Products automatically delivered on customer's schedule with ability to modify or cancel anytime. Subscription orders can be modified or canceled up to 24 hours before next processing date.
3. Gift Cards: Digital gift cards available from $25, providing flexibility for recipients to choose their own products.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Wellements manufactures and sells a portfolio of 27 USDA-certified organic baby wellness products, including infant vitamin and supplement drops (Vitamin D, Multivitamin, Probiotic, Iron), herbal digestive aids (Gripe Water day and night), topical remedies (Baby Tooth Oil, Chest & Foot Rub, All-Purpose Balm), cough syrups, sleep sprays, and gummies, all sold directly to consumers through wellements.com. Products are organized by developmental stage (Newborn, Baby, Toddler) and use case, and are available as one-time purchases or recurring subscriptions.

Product overview

Wellements is a direct-to-consumer organic baby wellness company offering a portfolio of 27 USDA-certified organic supplements, remedies, and care products for infants from newborn to toddler stages. The product line spans five core categories: (1) Supplement Support including Vitamin D Drops, Multivitamin Drops, Probiotic Drops, and Iron Drops for foundational nutrition; (2) Digestive Aids including Gripe Water (Day and Night formulations) and Constipation Support for colic and tummy relief; (3) Cough & Congestion including Baby Cough Syrup Day & Night, Chest & Foot Rub, and Elderberry Pops; (4) Teething Relief including Baby Tooth Oil and Nighttime Baby Tooth Oil with clove-based topical formulations; and (5) Sleep Remedies including Sleepy Time Spray and Nighttime Gripe Water. Products are organized by developmental stage (Newborn, Baby, Toddler) and distributed through bundled gift sets (Oh Baby! Bundle at $109, Newborn Bundle at $72) and individual SKU purchases via subscription and one-time purchase options on wellements.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Vitamin D Drops Organic vitamin D3 supplement for infants and newborns, providing 400 IU per daily drop as recommended by pediatricians to support bone, dental, and musculoskeletal development and immune system health.
• Organic Multivitamin Drops Organic multivitamin supplement for babies 2 months+ containing vitamins A, B complex, C, D, and E extracted from organic fruits and botanicals to fill nutritional gaps essential for healthy development, brain function, bone growth, and immune system support.
• Organic Probiotic Drops Organic probiotic supplement for newborns and infants containing Lactospore Bacillus Coagulans MTCC 5856 to improve and regulate digestive system, minimize colic, dysbiosis, eczema, and support immune system development.
• Organic Iron Drops Organic iron supplement for babies 4 months+ using iron hydroxide polysaccharide complex, a pediatrician-recommended iron source, with only water, citric acid, glycerin, and organic cherry flavor; free from dyes, parabens, preservatives, dairy, gluten, and soy.
• Organic Vitamin C & Zinc Immune Support Organic immune support supplement combining vitamin C and zinc for babies 6 months+ to support immune system function during cold and flu season.
• Children's Multivitamin Gummy Organic multivitamin gummy for toddlers 24 months+ providing essential nutrients in a kid-friendly format as a transition from liquid supplements.
• Organic Elderberry Pops for Kids Organic elderberry popsicles for kids 36 months+ providing immune support through natural elderberry extract in a fun, kid-friendly frozen format.
• Organic Gripe Water (Daytime) Organic herbal supplement for infant colic and digestive discomfort containing ginger root, fennel seed, and chamomile extracts to provide relief from gas, fussiness, and stomach upset.
• Organic Nighttime Gripe Water Organic nighttime formula with added chamomile, lemon balm, and passionflower to soothe colic and digestive issues while promoting relaxation and restful sleep for infants 1 month+.
• Organic Constipation Support Organic supplement for infant constipation relief, formulated with organic ingredients to support digestive regularity for babies 6 months+.
• Organic Children's Laxative Organic gentle laxative formulated for children's digestive health, providing safe and effective relief for toddlers and older children.
• Organic Baby Tooth Oil (Daytime) Organic daytime tooth oil with clove bud oil providing fast topical relief for teething babies 4 months+ by numbing pain and reducing inflammation in tender gums.
• Organic Nighttime Baby Tooth Oil Organic nighttime teething oil with vanilla, chamomile, lemon balm, and passionflower in addition to clove bud oil to provide teething pain relief while promoting relaxation and sleep for babies 24 months+.
• Organic Baby Tooth Oil Duo Organic topical teething relief set combining daytime and nighttime tooth oil formulations with clove bud oil, chamomile, and lemon balm to numb pain, reduce inflammation, and calm tender swollen gums; nighttime formula also promotes relaxation for sleep.
• Organic Baby Cough Syrup (Daytime) Organic daytime cough and mucus syrup for babies 6 months+ formulated to support respiratory health and provide comfortable relief from cold symptoms.
• Organic Nighttime Baby Cough Syrup Organic nighttime cough and mucus syrup with soothing herbal ingredients to provide respiratory comfort and support restful sleep for babies 6 months+.
• Organic Baby Chest & Foot Rub Organic topical balm with eucalyptus and lavender essential oils for soothing mild infant congestion and supporting respiratory comfort for babies 3 months+.
• Organic All-Purpose Balm Organic multi-purpose skin salve with sunflower seed oil, olive oil, beeswax, coconut oil, and tamanu oil for soothing baby skin irritation, diaper rash, and dry skin.
• Organic Sleepy Time Spray Organic lavender-based sleep spray for toddlers 36 months+ to promote relaxation and support restful sleep; designed for children who may need additional sleep support.
• Oh Baby! Bundle Premium organic baby wellness bundle containing 9 essential products (Probiotic Drops, Gripe Water Day & Night, Baby Tooth Oil, Chest & Foot Rub, All-Purpose Balm, Vitamin D Drops, Sleepy Time Spray, Baby Cough Syrup) packaged in a knitted heart bag with paci clip and personalized gift note, priced at $109 (regularly $124.12).
• Newborn Bundle Organic newborn essentials bundle with 6 wellness products (Organic Gripe Water, Nighttime Gripe Water, Baby Tooth Oil, Chest & Foot Rub, All-Purpose Balm, Vitamin D Drops) packaged in a knitted heart bag with paci clip and personalized gift card, priced at $72.
• Baby Feel Better Bundle Organic wellness bundle combining cough and cold relief products including Baby Cough Syrup Day & Night and additional supportive remedies for sick babies.
• Baby Cough Syrup Day & Night Combo Pack Combo pack of daytime and nighttime organic cough syrups providing comprehensive 24-hour respiratory comfort support for babies 6 months+.
• Baby-Be-Well Bundle Bundle combining tummy/digestive support and immune support products including Gripe Water and Vitamin C & Zinc for comprehensive baby wellness.
• Gripe Water Duo Combo pack of daytime and nighttime Organic Gripe Water formulas providing comprehensive digestive comfort and sleep support for infants.
• 3 Piece Baby Feel Better Kit Curated kit of 3 organic wellness products to help comfort sick babies including cough, cold, and immune support remedies.
• Well-Baby Digital Gift Card Digital gift card starting at $25 allowing recipients to choose their own Wellements organic baby wellness products.

Quantifiable outcome

• Products work within minutes for teething relief (Baby Tooth Oil)
• +2 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zarbee's Naturals: Zarbee's is a leading children's wellness brand offering cough syrups, immune support, and vitamins for kids. It competes directly with Wellements on baby cough syrup, multivitamins, and immune support gummies, with broad retail distribution across Target, Walmart, and CVS.
• Mommy's Bliss: Mommy's Bliss is a direct competitor in organic baby gripe water, probiotic drops, and multivitamin products for infants. Both brands target parents of newborns with similar colic, digestive, and supplement offerings.
• Fridababy (Frida): Frida is a broad baby wellness brand covering nasal care, teething, grooming, and wellness products sold through major US retailers. While broader than Wellements, Frida competes head-to-head on baby wellness SKUs like teething and nasal/congestion remedies.
• Hyland's: Hyland's makes homeopathic baby remedies for colic, teething, cold, and sleep. It competes directly with Wellements in the natural/gentle baby remedy space, though distributed through mass-market retail rather than DTC.
• Little Remedies: Little Remedies is an established baby OTC brand for gas, cold, cough, and teething remedies sold primarily through mass retail. It is a comparable competitor to Wellements' functional baby remedies but with much broader retail reach.
• Mary Ruth's: Mary Ruth's is a fast-growing DTC-led liquid vitamin and supplement brand covering kids and family categories. It overlaps with Wellements on multi-vitamin drops, gummies, and probiotic supplements for kids.

Broad incumbents

• Plum Organics: Plum Organics is a leading organic baby and toddler food brand (purees, pouches, snacks, toddler meals). It is a broader incumbent in the organic baby nutrition category with mass-market retail distribution under the Campbell Soup ownership umbrella.
• Happy Family Organics (Happy Baby): Happy Family Organics is a leading organic baby/toddler nutrition brand with a broad portfolio of purees, toddler meals, snacks, and cereals. While focused on foods, it represents a comparable organic baby wellness brand with strong retail presence.
• Garden of Life (Dr. Perlmutter): Garden of Life is a major certified-organic supplements brand with a kids/baby line including probiotics, multivitamins, and omega products. It is a broader incumbent in the organic supplements space competing on ingredient quality and certifications.

Regional players

• Little Bellies: Little Bellies is an Australian organic baby snack and supplement brand distributed across APAC. It represents a regional peer in the organic baby wellness category with similar positioning to Wellements but geographically distinct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wellementsbaby
• Facebookfacebook.com/wellementsbaby
• Instagraminstagram.com/wellements
• LinkedInlinkedin.com/company/wellements

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wellements