The Feel Good Lab

What The Feel Good Lab does

The Feel Good Lab is a privately held, family-owned consumer health and personal care company founded in 2016 and operating from Walnut, California with a small (1–10 employee) team. The company builds and sells topical pain relief and recovery products positioned as natural, clean-label alternatives to conventional over-the-counter analgesics, targeting chronic pain patients, athletes and fitness enthusiasts, families, and military/first responder/medical professionals. Its core catalog consists of two formulations built on a shared 30+ natural ingredient platform: Natural Pain Relief Cream (a more concentrated cream for arthritis, backache, and muscle/joint pain) and Sport Recovery Lotion (a vegan, spreadable lotion with hyaluronic acid for post-training recovery). The portfolio has been extended into clinical-grade nutritional supplements, two at-home diagnostic kits (Food Inflammation Test and Gut Microbiome Test) packaged as bundles, and on-demand apparel with 100% of profits donated to the Arthritis Foundation's "Kids Get Arthritis Too" program. All products are manufactured in FDA-registered U.S. facilities and the company is certified Plastic Negative via rePurpose Global.

Name

The Feel Good Lab

Legal name

The Feel Good Lab

Website

https://thefeelgoodlab.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

The Feel Good Lab is a family-owned U.S. consumer health brand selling natural topical pain relief and recovery products, at-home food-inflammation and gut-microbiome tests, and supplements to chronic-pain patients, athletes, and families via DTC, retail (CVS, Target), and wholesale channels.

Ownership category

akta.pro rank

Product category

Natural Pain Relief and Topical Wellness

NAICS

Food (Health) Supplement Retailers (456191), Medical Equipment and Supplies Manufacturing (3391)

SIC

Surgical & Medical Instruments & Apparatus (3841), Services-Medical Laboratories (8071)

akta.pro primary industry

OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief) (CRADAMAC)

akta.pro secondary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

Keywords

• Natural pain relief
• Topical pain cream
• Athletic recovery lotion
• Clinical grade supplements
• At-home lab testing

Headquarters

HQ city

New Haven

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Topical Pain Relief Products: One-time purchase of Natural Pain Cream and Sport Recovery Lotion for pain relief and athletic recovery. Products range from $11.95 for Sport Recovery Lotion to higher-priced concentrated creams.
2. Subscription Orders: Recurring subscription model for regular customers with subscription login portal available. Includes benefits like Hero Discounts for military, first responders, and medical professionals.
3. Wholesale to Professionals: B2B wholesale program for physical therapists, athletic trainers, healthcare providers, and other professionals who want to recommend or sell products.
4. Apparel Sales: On-demand apparel (t-shirts, hoodies, caps) with 100% of profits donated to Kids Get Arthritis Too and the Arthritis Foundation.
5. Clinical Grade Supplements: Nutritional supplements sold as clinical grade products targeting inflammation and gut health.
6. At-Home Lab Tests: Food Inflammation Test and Gut Microbiome Test kits sold directly to consumers for personalized wellness insights.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Feel Good Lab develops, manufactures, and sells natural topical pain relief and athletic recovery products built on functional-medicine formulas containing 30+ natural ingredients. The portfolio includes Natural Pain Relief Cream, Sport Recovery Lotion, clinical-grade nutritional supplements, and at-home lab tests for food inflammation and gut microbiome health, sold direct-to-consumer, through retail partners such as CVS and Target, and via wholesale to healthcare professionals.

Product overview

The Feel Good Lab is a wellness company offering personalized pain relief and recovery products. The core portfolio centers on two main topical formulations — Natural Pain Relief Cream (for targeted chronic pain relief) and Sport Recovery Lotion (for athletic recovery) — both built on a shared formula with 30+ natural ingredients. These core products are complemented by Clinical Grade Supplements, at-home lab testing kits (Food Inflammation Test, Gut Microbiome Test), and bundled wellness plans. Apparel is also offered with profits donated to the Arthritis Foundation. The company positions itself as an alternative to conventional OTC pain relief, emphasizing functional medicine principles and plastic-negative packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Pain Relief Cream
• Sport Recovery Lotion Spreadable, vegan topical recovery lotion containing 30+ natural ingredients plus hyaluronic acid for moisturizing, designed for athletes and active individuals to reduce muscle soreness and accelerate post-training recovery on larger muscle groups.
• Clinical Grade Supplements Nutritional supplements formulated to clinical-grade standards to support inflammation management, gut health, and overall wellness for health-conscious consumers.
• Food Inflammation Test At-home lab test that identifies which foods in a user's diet are causing inflammation, providing personalized nutritional insights to guide dietary changes.
• Gut Microbiome Test At-home gut health test that measures what gut bacteria actually produce, delivering personalized insights into digestion, bloating, fiber metabolism, and overall gut performance.
• Feel Good Apparel On-demand branded apparel including t-shirts, long-sleeve tees, sweatshirts, hoodies, and hats, with 100% of profits donated to the Arthritis Foundation's 'Kids Get Arthritis Too' initiative.

Quantifiable outcome

• 4.7 star rating based on 581 reviews
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• rePurpose GlobalcoreStrategic or Co-development PartnerPartnership with rePurpose Global enables The Feel Good Lab to be certified plastic negative. For every product sold, the company funds the removal of 2X the amount of plastic from the environment in Kenya through their global network of vetted recycling projects. The partnership supports ethical employment of 320+ people (60% women) who receive health insurance and formalization benefits. Impact partner TakaTaka Solutions manages over 80 tons of waste per day with 95% recycling rate.
• TakaTaka SolutionscoreStrategic or Co-development PartnerImpact partner based in Nairobi, Kenya that manages over 80 tons of waste per day with a 95% rate of collected material being recycled. They are the only waste collectors in Nairobi able to recycle material from households, businesses, and factories all in their own facilities.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting the online store, providing secure payment processing through PCI-DSS compliance, and data storage infrastructure.
• Arthritis FoundationminorStrategic or Co-development Partner100% of apparel profits are donated to support the Arthritis Foundation and the 'Kids Get Arthritis Too' initiative, supporting children with juvenile arthritis.
• On-demand Apparel PartnerminorOEM/ Whitelabel/ Licensing PartnerClothing manufacturing partner that produces apparel on-demand when orders are placed. Products include t-shirts, hoodies, sweatshirts, and caps.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Biofreeze: One of the most recognized topical pain relief brands in the US, sold through chiropractors, physical therapists, athletic trainers, and mass retail — the same B2B/wholesale and athlete-recovery use cases as The Feel Good Lab's Sport Recovery Lotion.
• Tiger Balm: Heritage topical analgesic brand sold globally in mass retail; competes head-to-head with The Feel Good Lab's Natural Pain Cream in the same 'multi-ingredient plant-based pain relief' positioning.
• Penetrex: DTC-focused topical pain relief cream marketed to athletes and chronic pain sufferers with a multi-ingredient 'natural' formulation, overlapping directly with The Feel Good Lab's value proposition and target buyer.
• Boiron (Arnicare): Homeopathic arnica-based topical pain and bruising products sold in pharmacies and mass retail; competes in the same 'natural topical pain relief' category, particularly for the chronic-pain and family-safe use cases.

Broad incumbents

• Aspercreme: Sanofi/Chattem-owned OTC topical analgesic brand with national mass-market distribution; competes in the same arthritis and muscle/joint pain category as The Feel Good Lab but with significantly larger marketing scale.
• Icy Hot / Bengay: Flagship OTC topical analgesic brands owned by Chattem/Sanofi, dominant in mass retail; defines the conventional category that The Feel Good Lab positions against with its 'clean ingredients' differentiation.
• AG1 (Athletic Greens): Large, well-funded DTC wellness brand selling a comprehensive daily supplement; competes for the same 'wellness-optimized consumer' segment that The Feel Good Lab targets with its supplements and lab tests.

Emerging players

• CBDfx: Plant-based, clean-ingredient topical and wellness brand selling through DTC and retail; a comparable emerging CPG challenger competing for the same 'natural pain relief' consumer.
• Care/of: DTC personalized supplements and wellness brand; comparable to The Feel Good Lab's clinical-grade supplements and at-home lab testing for personalized wellness.
• Viome: At-home gut microbiome testing with personalized nutrition recommendations; directly comparable to The Feel Good Lab's Gut Microbiome Test and Food Inflammation Test in product, use case, and target buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thefeelgoodlab

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors2 records

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 The Feel Good Lab