Life-flo

What Life-flo does

Life-flo is a privately held US e-commerce brand headquartered in Salt Lake City, Utah (222 S. Main Street), founded in 1998 and operating for over 25 years. The company sells natural self-care products centered on three categories: topical magnesium chloride sourced from the Netherlands' ancient Zechstein Seabed (lotions, sprays, roll-ons, gels, body washes, bath flakes, balms); bio-identical hormone-balancing creams (Pro-Gest, Estriol, BiEstro-Care, Progesta-Care Plus, DHEA, Phytoestrogen formulations), many of which are sold under the acquired Emerita sub-brand; and a broader portfolio of supplements, specialty oils (rosehip, argan, squalane, tamanu, sea buckthorn), body butters, skincare (retinol, aloe, NaPCA mist), and feminine care items. The catalog spans 66+ SKUs, all manufactured in Life-flo's own facility with in-house lab testing for potency and purity, using clean formulations free from parabens, artificial colors, and fragrances, with select certified-organic SKUs.

Name

Life-flo

Legal name

Life-flo

Website

https://life-flo.com

Company type

Private

Founded year

1998

Operating status

Operating

Short description

Life-flo is a US-based private e-commerce brand selling topical magnesium chloride products from the Netherlands' Zechstein Seabed and bio-identical hormone-balancing creams (including the Emerita sub-brand) direct-to-consumer and through retailers such as Natural Grocers and Sprouts, targeting women in midlife and menopause.

Ownership category

akta.pro rank

Product category

Natural Health and Personal Care

NAICS

Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833), Fats & Oils (2070)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Vitamins & Minerals (Single Nutrients) (CRADAGAB), Weight Management & Metabolic Supplements (CRADAGAG), Fats, Oils & Lipid Ingredients (Specialty Oils, MCTs, Structured Lipids) (CRADAOAL)

Keywords

• Topical magnesium products
• Hormone balancing creams
• Natural skincare oils
• Wellness supplements
• Natural self-care

Headquarters

HQ city

Salt Lake City

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, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales (DTC): Life-flo generates revenue through direct-to-consumer sales of topical magnesium products, hormone-balancing creams, specialty oils, body butters, and wellness supplements via their e-commerce website and third-party marketplaces.
2. Wholesale Distribution: Revenue generated from selling products in bulk to retail partners including health food stores and pharmacies such as Natural Grocers, Sprouts, and Vitacost.
3. Marketplace Sales: Revenue from sales through third-party marketplaces including Amazon and iHerb, which serve international customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Life-flo manufactures and sells natural self-care products including topical magnesium products sourced from the Netherlands' ancient Zechstein Seabed, bio-identical hormone-balancing creams (under the Emerita by Life-flo line), specialty oils, body butters, and wellness supplements. Products are sold through the company's direct e-commerce site, third-party marketplaces including Amazon and iHerb, and wholesale through health food retailers such as Natural Grocers and Sprouts.

Product overview

Life-flo is a natural self-care essentials company specializing in hormone health education and clean, high-quality products for women throughout life's transitions. The product portfolio centers on three main pillars: (1) Topical Magnesium products including lotions, sprays, roll-ons, gels, body washes, and bath flakes sourced from the Netherlands' ancient Zechstein Seabed; (2) Balance Creams including Pro-Gest, Estriol, BiEstro-Care, Progesta-Care Plus, DHEA, and Phytoestrogen formulations for hormonal support during midlife, many branded under the Emerita by Life-flo sub-line; and (3) Supplements including Liquid Iodine Plus, Biotin Drops, DIM Formula with Calcium D-Glucarate, Power Of Krill, and Yeast Assist Probiotic. Supporting these core categories are specialty oils and body butters (Rosehip, Tamanu, Squalane, Argan, Coconut, Shea, Cocoa, Almond, Apricot, Grapeseed, Sea Buckthorn, Avocado, Red Raspberry Seed, Vitamin E), skincare (Retinol A 1% Cream, Aloe Vera, NaPCA Mist), and feminine care products (pH Balancing Wash, Intimate Moisturizer). The company manufactures in its own state-of-the-art facility and emphasizes products free from parabens, artificial colors, and fragrances.

Differentiator

Problem solved

Functional benefit

Brands

• Emerita: Women's wellness and hormone balance product line, including Pro-Gest Balancing Cream and other hormone-related topical products. Emerita has been a trusted brand since 1978.

Products and services

• Magnesium Lotion Soothing body lotion with concentrated magnesium chloride from the Netherlands' ancient Zechstein Seabed, formulated with shea butter and coconut oil for muscle relief and skin hydration. Available in scented and unscented varieties.
• Pro-Gest Balancing Cream Hormone balancing cream containing 450 mg USP Progesterone per ounce derived from wild yam, designed to support women at midlife. Part of the Emerita by Life-flo line, trusted since 1978.
• Pure Magnesium Oil Spray Highly concentrated magnesium chloride spray sourced from the Netherlands' Zechstein Seabed, extracted from 1600-2000 meters underground for purity. Designed for fast-absorption muscle and joint relief.
• Magnesium Oil Sport Roll-On Fast-acting roll-on combining pure magnesium chloride with arnica, menthol, peppermint and eucalyptus for soothing muscles and joints, featuring a warming/cooling sensation.
• Pure Magnesium Flakes 100% pure magnesium chloride crystals from the Netherlands' ancient Zechstein Seabed for bath or foot soak. Promotes muscle relaxation and skin hydration.
• BiEstro-Care Body Cream Body cream formulated with two forms of estrogen (1 mg USP Estriol and 0.25 mg USP Estradiol per pump in 80/20 ratio) for supporting healthy balance at midlife.
• Estriol Balancing Cream Vitamin E-rich balancing cream containing 18 mg USP Estriol per ounce for supporting balance throughout life's changes.
• Liquid Iodine Plus Liquid iodine supplement providing recommended daily allowance of iodine in three drops for thyroid function and healthy metabolism support. Available in unflavored or orange flavor.
• Biotin Drops 10,000 mcg liquid biotin supplement with 200 IU vitamin D3 for supporting skin, hair and nail health. Features natural vanilla flavor.
• DIM Formula with Calcium D-Glucarate Hormonal balance supplement combining 100 mg DIM, 500 mg Calcium D-Glucarate, and 50 mg Broccoli Seed Extract in vegetarian capsules.
• Retinol A 1% Cream Anti-aging night cream with potent retinol to reduce appearance of fine lines and wrinkles, formulated with soothing aloe vera, shea butter, and green tea antioxidants.
• Pure Rosehip Oil Organic Organic rosehip seed oil rich in essential fatty acids and naturally occurring vitamins for minimizing fine lines and balancing uneven skin tone.
• Pure Tamanu Oil Organic Cold-pressed organic Tamanu Oil from South Pacific islands, traditionally used for skin restorative properties. Rich in fatty acids for calming dryness.
• Pure Olive Squalane Oil Silky, weightless squalane oil similar to human sebum that mirrors skin's natural moisture for soft hydration without heaviness.
• Pure Argan Oil Organic Cold-pressed organic argan oil rich in vitamin E for taming frizz, adding shine, and nourishing dry hair and skin.
• Pure Shea Butter Organic Organic shea butter for moisturizing, softening, and hydrating skin with a buttery smooth finish.
• Pure Cocoa Butter Organic Rich, indulgent organic cocoa butter offering long-lasting moisture and softening for dry patches.
• Intimate Moisturizer Fragrance-free, paraben-free intimate moisturizer to soothe vaginal dryness. Part of the Emerita by Life-flo line.
• Progesta-Care Plus Body Cream Body cream with nature-derived wild yam and plant estrogens containing 20 mg USP Progesterone per serving for hormonal balance support.
• DHEA Balancing Cream Balance cream containing DHEA (dehydroepiandrosterone) for supporting hormonal balance.
• Magnesium Gel Concentrated magnesium gel for targeting specific areas and soothing overworked muscles and joints.
• MigraZap Magnesium Roll-On Targeted magnesium roll-on designed for migraine and headache support.
• Power Of Krill Krill oil supplement for omega-3 fatty acid support.
• Yeast Assist Probiotic Formula Probiotic supplement designed to support yeast balance and digestive health.
• pH Balancing Wash Feminine cleansing wash that supports healthy vaginal pH while cleansing and deodorizing.

Quantifiable outcome

• Products led by women, backed by science, manufactured in own facility with lab testing for potency and purity

Named customers7 records

Segments3 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

Eight partnerships are on record, tiered core and minor.

• DovetalecoreGTM or Marketing PartnerDovetale platform powers Life-flo's community partnership program, enabling affiliate marketing, gifting collaborations, discount codes, campaign partnerships, and content creation opportunities with influencers and community members.
• Natural GrocerscoreChannel Partner/ Reseller/ DistributorNatural Grocers retail chain stocks Life-flo products in their health food stores across the US.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorSprouts Farmers Market retail chain carries Life-flo products in their stores.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon marketplace listing for Life-flo products, serving domestic customers and providing broader e-commerce reach.
• iHerbcoreChannel Partner/ Reseller/ DistributoriHerb serves as the international distribution partner for Life-flo, making products available to customers outside the continental US.
• VitacostminorChannel Partner/ Reseller/ DistributorVitacost online health retailer carries select Life-flo products.
• Down to EarthminorChannel Partner/ Reseller/ DistributorDown to Earth natural food store chain distributes Life-flo products.
• A Matter of HealthminorChannel Partner/ Reseller/ DistributorA Matter of Health store distributes Life-flo products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Solgar: Solgar is a premium vitamins and supplements brand with women's health lines including menopause support that compete for the same supplement customer as Life-flo's DIM, Iodine, and Biotin SKUs. Distributed through the same natural/health-food retail channels and DTC.
• Dr. Bronner's: Dr. Bronner's is a leading organic, fair-trade personal care brand whose body oils, lotions, and topical products compete for the same clean-beauty, natural-shopping customer that buys Life-flo's specialty oils and magnesium lotions. Both occupy premium natural/Organic grocery shelf sets.
• Weleda: Weleda is a global natural and holistic personal care brand with body oils, lotions, and women's/maternity lines that overlap with Life-flo's body butters, facial oils, and skincare portfolio. Both target clean-beauty, natural retail, and DTC channels.
• Nature's Way: Nature's Way is a broad herbal and dietary supplement incumbent with women's health lines (including perimenopause and menopause SKUs) sold through the same Natural Grocers and Sprouts shelf space where Life-flo competes. Comparable in target customer and retail placement, with much larger scale.
• Standard Process: Standard Process is a whole-food supplement brand with hormone balance and women's wellness lines that compete with Life-flo's supplement and hormone-support catalog. Both target natural and integrative health consumers via specialty channels and practitioner networks.
• Gaia Herbs: Gaia Herbs is a vertically integrated herbal supplement and women's wellness brand offering liquid herbal extracts and hormone-support formulations that overlap with Life-flo's Balance Cream and supplement categories. Both target natural and women-focused wellness buyers through similar specialty retail and DTC channels.
• NOW Foods: NOW Foods is a large incumbent natural products manufacturer with broad SKUs across supplements, vitamins, and topical personal care (including a NOW Solutions progesterone cream line that directly competes with Life-flo's Pro-Gest). It competes on price, scale, and the same natural/specialty retail channels.
• Source Naturals: Source Naturals is a long-standing natural supplement brand with menopause and women's hormone balance formulations that overlap with Life-flo's Balance Cream and supplement positioning. Both sell through specialty retailers and emphasize science-backed natural ingredients.

Direct peers

• Badger Balm: Badger Balm is a small-batch natural body care brand offering topical balms, body oils, and skincare with a similar clean-ingredient, specialty-retail positioning to Life-flo. Both compete for natural-food-store shelf placement and overlapping wellness consumers.
• Ancient Minerals (Enviromedica): Ancient Minerals is the most direct competitor to Life-flo's topical magnesium line, sourcing from the same Netherlands Zechstein Seabed and offering magnesium oils, lotions, flakes, and gels to overlapping health-conscious and wellness consumers. Both brands compete head-to-head on purity storytelling, product format, and natural-food-store shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Life-flo