Emerita

What Emerita does

Emerita is a sub-brand of Life-flo, a natural self-care essentials company founded in 1978 and headquartered in Salt Lake City, Utah. The company develops and markets topical magnesium-based formulations, balance creams, body butters, oils, scrubs, and dietary supplements, with the Emerita line specifically positioned for women's wellness and natural, hormone-free menopause and perimenopause support, anchored by the Pro-Gest Balancing Cream SKU. Core technology is formulation- and sourcing-driven rather than software-driven: the brand emphasizes clean, thoughtfully-sourced natural ingredients across product categories such as magnesium lotions, oils, sprays, flakes, and body washes.

The business model is direct-to-consumer e-commerce first, operated through the life-flo.com Shopify storefront with unit pricing in the $7-$39 range and free shipping above $35. Revenue is supplemented by retail and marketplace distribution through Natural Grocers, Sprouts Farmers Market, Amazon, iHerb, Vitacost, and specialty health food stores, providing both domestic physical retail and global online reach. Customer acquisition relies on content marketing (educational blog, magnesium quiz), organic social (Instagram, Facebook), email newsletters, and promotional mechanics such as BOGO deals. The company operates with a very small team of 1-10 employees, and no parent company, funding, leadership, or M&A activity is disclosed in the available source material, although references to Better Being on wholesale links suggest a possible affiliated-entity relationship.

Name

Emerita

Legal name

Lifeflo

Website

https://emerita.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Emerita is a natural women's wellness sub-brand of Life-flo, offering topical magnesium products, balance creams, supplements, and body care for women experiencing menopause and health-conscious consumers, sold direct-to-consumer via life-flo.com and through natural retailers and online marketplaces.

Ownership category

akta.pro rank

Product category

Natural Women's Wellness Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

akta.pro secondary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Natural wellness products
• Topical magnesium
• Women's self-care
• Hormone-free skincare
• Menopause support

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through the company's own e-commerce storefront at life-flo.com with standard retail pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

Emerita is a brand/collection of natural women's wellness products sold under Life-flo, providing hormone-free alternatives for menopause and perimenopause support along with topical magnesium self-care items such as balance creams, lotions, oils, and sprays. The product line targets women seeking clean, thoughtfully-sourced personal care for relaxation, restoration, and rejuvenation across life stages.

Product overview

Life-flo operates as a natural self-care essentials company offering a unified portfolio of topical and supplement products centered on magnesium-based wellness solutions and specialty oils. Emerita represents one brand within this portfolio, positioned specifically for women's health. The product lineup includes restorative magnesium creams, oils, and sprays, along with balance creams, body butters, supplements, and routine skincare products—all marketed as clean, thoughtfully-sourced offerings for relaxation, restoration, and rejuvenation across life stages.

Differentiator

Problem solved

Functional benefit

Brands

• Emerita: A product collection/brand under Life-flo focusing on women's health products including Pro-Gest Balancing Cream, targeting menopause and women's wellness.

Products and services

• Emerita Women's Wellness Collection
• Pro-Gest Balancing Cream
• Magnesium Lotion
• Magnesium Lotion - Unscented
• Pure Magnesium Oil Spray

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Natural GrocerscoreChannel Partner/ Reseller/ DistributorNatural Grocers is a retailer partner where Life-flo and Emerita products are available for purchase in physical retail locations, expanding reach to health-conscious consumers shopping at natural grocery stores.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorSprouts Farmers Market is a major natural and organic grocery chain partner distributing Life-flo and Emerita products to consumers seeking natural wellness solutions.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as an online marketplace partner providing e-commerce distribution for Life-flo and Emerita products, enabling broad online reach to consumers.
• iHerbcoreChannel Partner/ Reseller/ DistributoriHerb is a specialized online retailer for natural health products that carries Life-flo and Emerita products, targeting health-conscious consumers specifically seeking vitamins, supplements, and natural care products.
• VitacostminorChannel Partner/ Reseller/ DistributorVitacost is an online health and wellness retailer partner distributing Life-flo and Emerita products to consumers shopping for natural supplements and personal care items online.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• MegaFood: Vitamins and supplements manufacturer with a broad women's health line sold DTC and through natural and conventional retail. Comparable women's supplement overlap, natural ingredient positioning, and natural-channel distribution model.
• Lola: Feminine care DTC brand selling tampons, pads, liners, and intimate care products through e-commerce and major retail. Comparable on feminine care product positioning, audience, and channel strategy to Emerita's feminine/intimate line.
• Maude: Sexual wellness brand offering lubricants, vibrators, body care, and homeopathic products DTC with strong natural/clean positioning. Comparable audience, intimacy product overlap, and content-led brand-building model to Emerita.
• Stripes: Menopause-focused wellness brand selling supplements, skincare, and personal care for perimenopausal/menopausal women through DTC. Closely mirrors Emerita's Pro-Gest menopause support narrative and target audience.
• Better Not Younger: Women's wellness brand focused on haircare and self-care for women 40+ entering perimenopause/menopause. Comparable on the over-40 women's wellness demographic, ingredient-led positioning, and content-driven DTC go-to-market.
• The Honey Pot Company: DTC feminine care and wellness brand selling washes, wipes, and intimate products through e-commerce and natural retail. Comparable audience and natural-positioning overlap with Emerita's feminine and intimate care segment.
• Ancient Minerals: Specialty brand focused on topical magnesium products (oils, lotions, flakes, bath) sourced from Zechstein minerals. Highly comparable to Life-flo/Emerita's magnesium category given overlapping product types, clean positioning, and DTC-plus-natural-retail distribution.
• Kindra: DTC menopause wellness brand offering hormone-free supplements and personal care targeted at perimenopausal and menopausal women. Closely mirrors Emerita's menopause positioning around Pro-Gest, with overlapping demographic, channel mix, and clean-ingredient ethos.
• Dame Products: Intimate wellness brand producing personal lubricants, massagers, and pelvic health devices sold DTC and through sexual wellness retailers. Comparable to Emerita's intimacy product offering and broader women's wellness/feminine care audience.

Broad incumbents

• Weleda: Established global natural personal care and wellness brand selling body butters, oils, skincare, and supplements through natural retailers and DTC at far larger scale. Comparable on natural/clean ingredient positioning, women's wellness product mix, and specialty retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/LifefloLiving
• Instagraminstagram.com/lifefloliving
• Xx.com/emerita

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 Emerita