NAO Wellness
NAO Wellness is a New York-based, founder-owned wellness business offering integrative nutrition counseling, eating-disorder support, at-home food intolerance and micronutrient testing, and proprietary NADA-protocol ear seed kits to individual consumers and corporate clients nationwide.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What NAO Wellness does
NAO Wellness is a New York-based, founder-owned wellness business (legally Nikki Ostrower, LLC) that delivers integrative nutrition counseling, eating-disorder and disordered-eating support, at-home food intolerance and micronutrient testing, and corporate wellness programming. Founder Nikki Ostrower is the principal practitioner, and the firm operates virtually nationwide with a small partner office at City Wellness Collective in Manhattan for in-person sessions, having closed its original brick-and-mortar West Village location in 2021.
The company's primary physical product is the NAO Wellness Ear Seed Kit, a needle-free auriculotherapy offering launched in 2020 based on the NADA protocol, sold in three material variants — Swarovski Crystal ($35), 24K Gold ($28), and Silver Stainless Steel ($25) — with refill packs at $19-$20. Kits include tutorial materials and ear seed maps covering 50+ health ailments targeting anxiety, stress, emotional eating, addiction cravings, and sleep. Supporting services include one-on-one nutrition counseling, eating-disorder treatment, an accountability program, empowered eating workshops, and at-home testing (food intolerance, micronutrient, genetic/detox) executed via a nationwide nurse network.
Revenue is generated through four streams: direct-to-consumer ear seed kit sales (website, Amazon, Faire wholesale at 60% retailer margin), nutrition counseling and workshops (in-person and remote), corporate wellness contracts, and testing services. Marketing is content-led, anchored by an extensive blog, active Instagram presence, email newsletter, and a 15% affiliate program, with brand demand amplified by earned media in Vogue, Good Morning America, Refinery29, SHAPE, Harper's Bazaar, Women's Health, and other tier-one outlets. The company is bootstrapped with no institutional funding and 1-10 employees, keeping operational scale intentionally lean.
NAO Wellness firmographics
Firmographics- Name
- NAO Wellness
- Legal name
- Nikki Ostrower, LLC
- Website
- https://naowellness.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- NAO Wellness is a New York-based, founder-owned wellness business offering integrative nutrition counseling, eating-disorder support, at-home food intolerance and micronutrient testing, and proprietary NADA-protocol ear seed kits to individual consumers and corporate clients nationwide.
- Ownership category
- akta.pro rank
NAO Wellness industry classification
Industry- Product category
- Holistic Wellness Services
- NAICS
- Diet and Weight Reducing Centers (812191)
- akta.pro primary industry
- Holistic & Alternative Therapies (Reiki, Sound Healing, Breathwork, Energy Work) (THAJAHAF)
- akta.pro secondary industry
- Medication-Assisted Treatment (MAT) & Opioid Treatment Programs (OTPs) (HLAFACAG)
Keywords
Where NAO Wellness is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NAO Wellness business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Ear Seed Kit Sales: Sale of proprietary ear seed kits in multiple material variants (Swarovski Crystal, 24K Gold, Silver Stainless Steel) and refills. Products sold direct-to-consumer through website and Amazon, as well as wholesale through Faire marketplace.
- Nutrition Counseling Services: One-on-one nutrition counseling, eating disorder treatment, accountability programs, and empowered eating workshops. Available in-person at City Wellness Collective NYC or remotely nationwide.
- Corporate Wellness Programs: Customized wellness solutions delivered to corporate clients for employee health education and support. Includes step-by-step health education for employees both in-person and remotely.
- Health Testing Services: Food intolerance testing, micronutrient testing, and genetic/detox testing with nationwide nurse network for at-home sample collection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Swarovski Crystal Ear Seed Kit |
| Unit Pricing | Pay-as-you-go | 24K Gold Ear Seed Kit |
| Unit Pricing | Pay-as-you-go | Silver Stainless Steel Ear Seed Kit |
| Unit Pricing | Pay-as-you-go | 24K Gold Ear Seed Refills (60 count) |
| Unit Pricing | Pay-as-you-go | Silver Stainless Steel Ear Seed Refills (60 count) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
NAO Wellness product offering
Product offeringCore offering
NAO Wellness provides personalized nutrition counseling, at-home health testing (food intolerance, micronutrient, genetic/detox), and corporate wellness programs, complemented by proprietary needle-free ear seed kits based on the NADA auriculotherapy protocol. Services target individuals with eating disorders, digestive issues, anxiety, and hormonal imbalances, as well as employers seeking workplace wellness programming. Operations are virtual-first nationwide with in-person sessions available in Manhattan.
Product overview
NAO Wellness is a wellness company offering a combination of products and services centered on nutrition counseling, ear seed auriculotherapy, and health testing. The core product is the NAO Wellness Ear Seed Kits (needle-free acupressure kits in Swarovski Crystal, 24K Gold, and Silver Stainless Steel), complemented by nutritionist services, nationwide at-home testing (food intolerance, micronutrient, genetic/detox), and corporate wellness programs. The company pivoted during the pandemic from a brick-and-mortar location to primarily online/product-based services, while maintaining partnerships for infrared sauna experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- NAO Wellness Ear Seed Kits Needle-free auriculotherapy kits using adhesive beads placed on ear acupressure points (including Shen Men, Liver, Kidney, Lung, and Sympathetic) following the NADA protocol. Sold to individual consumers for at-home stress, anxiety, emotional eating, sleep, and craving support. Available in Swarovski Crystal ($35), 24K Gold ($28), and Silver Stainless Steel ($25) variants with refill packs and tutorial ear maps covering 50+ health ailments.
- Nutritionist Services
Quantifiable outcome
- Brick-and-mortar paid off loan in 8 months
- +1 more outcomes
Companies that use NAO Wellness
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
NAO Wellness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NAO Wellness partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Viva EvecorePartnership with Viva Eve (Clinical Women's Health Experts) for women's health and hormone education. Collaborated on content about PCOS, fibroids, and endometriosis management. Viva Eve offers specialized treatments including minimally invasive fibroid removal (UFE). NAO provides nutritional and lifestyle support complementing Viva Eve's medical treatments.
- City Wellness CollectivecoreNew office space partnership at City Wellness Collective for in-person nutrition and wellness sessions. Allows NAO to continue providing face-to-face consultations in Manhattan after closing brick-and-mortar location in 2021.
- Restore ChelseaminorPartnership with Restore Chelsea (infrared sauna and cryotherapy location). NAO offers 20% discount to clients using code NAO. Recommended as preferred recovery partner for stress reduction and pain management.
- Juice PressminorPartnership with Juice Press for recommended meal delivery and snacks. Nationwide shipping of healthy meal options for clients. Joint content creation for college nutrition and wellness tips.
- FairecoreWholesale marketplace partnership through Faire. Retailers receive $100-200 worth of free ear seed product, free shipping for one year, and 60% profit margins. No minimum order requirements.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
NAO Wellness competitors and assessment
Company assessmentEmerging players
- The Nue Co. The Nue Co. is a science-meets-nature wellness brand selling functional products across gut, mood, sleep, and stress. It competes with NAO's ear seed kits for share-of-wallet on holistic, at-home wellness and shares a similar content-and-PR marketing playbook.
- Sakara Life: Sakara Life is a NYC-based holistic nutrition and meal-program brand offering personalized wellness programs and content-led marketing to affluent consumers. It overlaps with NAO on functional nutrition counseling, premium wellness positioning, and a content-as-acquisition strategy.
Regional players
- Juice Press: Juice Press is a NYC-based wellness and cold-pressed juice retailer that is already an active NAO partner for meal-delivery referrals. Comparable as a regional, content-driven wellness brand competing for similar NYC holistic-wellness customers.
- Pressed Juicery: Pressed Juicery is a U.S. cold-pressed juice and wellness brand with strong California roots. Comparable as a holistic-nutrition/wellness product retailer with a content-led, premium-positioning strategy overlapping NAO's wellness-curious consumer.
Direct peers
- WTHN: WTHN is a New York City acupuncture and holistic wellness brand offering auriculotherapy-adjacent services and wellness products. It directly overlaps NAO on ear-based acupressure and on the Manhattan holistic-wellness customer base.
- EarSeeds.com: EarSeeds.com sells auriculotherapy ear seed kits directly to consumers with similar at-home positioning. It is the closest direct product-line competitor to NAO Wellness's core ear seed kit SKUs across Crystal, Gold, and Stainless Steel variants.
Broad incumbents
- Vital Proteins: Vital Proteins is a large, broad-incumbent wellness brand focused on collagen and functional supplements distributed via DTC and major retail. It competes with NAO's ear seed kits and nutrition services for share-of-wallet in the at-home functional wellness category.
- Moon Juice: Moon Juice is a broader wellness and adaptogen-focused DTC brand operating well above NAO's scale. Comparable as a holistic-wellness, content-driven lifestyle brand targeting similar emotionally-oriented wellness consumers.
- Goop: Goop is an established, broad-wellness lifestyle brand spanning content, products, and wellness programming. It overlaps NAO on holistic nutrition, stress management, and wellness-content marketing to a similar demographic, though at far larger scale.
Others
- Restore Hyper Wellness: Restore Hyper Wellness is a multi-service wellness franchise offering infrared sauna, cryotherapy, and recovery therapies in NYC (including Restore Chelsea, an actual NAO partner). Comparable as a complementary service category in the same NYC holistic-wellness ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
NAO Wellness social profiles
Digital presenceNAO Wellness financial estimates
Financial estimateRevenue estimate
Valuation estimate
NAO Wellness leadership team
Management profileNumber of profiles
Profiles1 record
NAO Wellness funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NAO Wellness M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NAO Wellness
What does NAO Wellness do?
NAO Wellness provides personalized nutrition counseling, at-home health testing (food intolerance, micronutrient, genetic/detox), and corporate wellness programs, complemented by proprietary needle-free ear seed kits based on the NADA auriculotherapy protocol. Services target individuals with eating disorders, digestive issues, anxiety, and hormonal imbalances, as well as employers seeking workplace wellness programming. Operations are virtual-first nationwide with in-person sessions available in Manhattan.
Is NAO Wellness a public or private company?
NAO Wellness is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NAO Wellness founded?
NAO Wellness was founded in -1. It employs 1 to 10 people.
Where is NAO Wellness based?
NAO Wellness is headquartered in New York, United States, in the North America region.
How does NAO Wellness make money?
Four revenue lines are on record. Ear Seed Kit Sales are the primary driver. The others are nutrition Counseling Services, corporate Wellness Programs and health Testing Services.
Who are NAO Wellness's main competitors?
Emerging players on record are The Nue Co. and Sakara Life. Regional players are Juice Press and Pressed Juicery. Direct peers are WTHN and EarSeeds.com. Broad incumbents are Vital Proteins, Moon Juice and Goop. Restore Hyper Wellness is listed as an others.
Does NAO Wellness have an API?
No public API is recorded for NAO Wellness.
What industry is NAO Wellness in?
NAO Wellness's product category is Holistic Wellness Services. Its primary akta.pro industry code is THAJAHAF, Holistic & Alternative Therapies (Reiki, Sound Healing, Breathwork, Energy Work), with a secondary code of HLAFACAG, Medication-Assisted Treatment (MAT) & Opioid Treatment Programs (OTPs). Its NAICS code is 812191.