Mg12 - The Power of Magnesium

What Mg12 - The Power of Magnesium does

Mg12 (legal name: Mg12) is a privately held, family-owned manufacturer and direct-to-consumer retailer of topical magnesium products, founded in 2013 by Tom Strader and headquartered at 8604 Ellisboro Road, Stokesdale, North Carolina. The company's core technology is transdermal magnesium chloride formulations sourced from Dead Sea minerals, delivered via oils, balms, bath salts, roll-ons, and lotions that bypass gastrointestinal absorption. Products are organized into four core collections (MagneSoothe for everyday wellness, MagneSport for athletic recovery with arnica and OptiMSM, MagneHemp for CBD-enhanced relief in both full-spectrum and isolate variants, and MagneCalm for sleep with melatonin/lavender/chamomile) plus an Everyday Essentials personal-care line; third-party Certificates of Analysis are published for hemp-containing SKUs.

The business operates a hybrid go-to-market across direct-to-consumer e-commerce at mg12.com (with a Subscribe & Save program delivering 10% off at 30/60/90-day cadences), wholesale distribution to over 100 retail locations nationwide, direct sales to clinical practitioners (chiropractors, holistic doctors, family medicine), and select private-label partnerships. Pricing is unit-based, ranging from ~$4.95 for hand spray and bug repellent up to $32.95 for hemp lotions, with bundles priced at $38.95-$45.95. Customer segments are led by health-conscious women aged 30-55, with secondary segments including athletes, older adults, professionals in physically demanding jobs, and healthcare practitioners. Headcount is 11-50, the company does not ship internationally, and ownership/funding structure is described as bootstrap with no institutional investors identified.

Name

Mg12 - The Power of Magnesium

Legal name

Mg12

Website

https://mg12.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Mg12 is a family-owned, US-based manufacturer of Dead Sea-sourced topical magnesium products (oils, balms, bath salts, roll-ons, lotions, and CBD-enhanced variants) sold direct-to-consumer online, through 100+ retail locations, and via a clinical practitioner channel.

Ownership category

akta.pro rank

Product category

Topical Magnesium Wellness Products

NAICS

Medicinal and Botanical Manufacturing (325411), Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industry

Medical Supplies & Consumables Wholesale (Non-Device) (CRAOAHAE)

Keywords

• Topical magnesium products
• Magnesium bath salts
• Magnesium body balms
• Transdermal magnesium therapy
• Mineral wellness supplements

Headquarters

HQ city

Stokesdale

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, Operations, Marketing or Sales, Others

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue channel through mg12.com online store. Customers purchase individual products or bundles at one-time prices or subscribe for recurring delivery with 10% discount.
2. Subscribe & Save Program: Subscription option offering 10% discount on regular products, with delivery every 30/60/90 days. Drives recurring revenue and customer loyalty.
3. Wholesale to Retailers: Products sold to over 100 retail locations nationwide through wholesale partnerships. Targets natural pain relief sections, recovery displays, sleep/relaxation sets, and practitioner/wellness areas.
4. Clinical/Practitioner Sales: Direct sales to clinical practitioners including chiropractors, holistic doctors, and wellness providers who recommend Mg12 products to patients.
5. Private Label Partnerships: Select private-label partnerships for compatible brands seeking to offer magnesium products under their own labels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Mg12 manufactures and retails topical magnesium wellness products sourced from Dead Sea minerals, including oils, balms, bath salts, roll-ons, and lotions across five collections (MagneSoothe, MagneSport, MagneHemp, MagneCalm, and MagneSpa Everyday Essentials). Products are sold direct-to-consumer via mg12.com with a Subscribe & Save subscription program, and distributed wholesale to retailers, healthcare practitioners, and select private-label partners.

Product overview

Mg12 is a family-owned, American-made wellness company (founded 2013) offering topical magnesium products sourced from the Dead Sea. The product portfolio is organized into four main collections: MagneSoothe (everyday wellness), MagneSport (athletic recovery), MagneHemp (CBD-enhanced targeted relief), and MagneCalm (sleep/relaxation support), plus Everyday Essentials (personal care products). Each collection includes multiple product forms (bath salts, balms, oils, roll-ons, lotions, bar soaps) and bundled offerings. The products are science-informed, transparency-focused topical magnesium formulations designed for pain relief, recovery, and sleep support without proprietary blends or unnecessary additives.

Differentiator

Problem solved

Functional benefit

Brands

• MagneSoothe: Everyday magnesium collection designed to support daily wellness with clean, effective topical magnesium products including bath salts, body balm, and magnesium oil.
• MagneSport
• MagneHemp
• MagneCalm
• MagneSpa
• Everyday Essentials

Products and services

• MagneSoothe Collection Everyday magnesium support line including Bath Salts, Body Balm, and Magnesium Oil formulated with Dead Sea minerals and botanicals to help with muscle tension, cramps, and general discomfort for adult consumers.
• MagneSport Collection Athletic-recovery topical magnesium line with arnica and essential oils (Balm, Bath Salts, Roll-On, Oil) targeted at athletes and active individuals for post-workout recovery and physically demanding days.
• MagneHemp Collection Topical magnesium paired with hemp-derived CBD (Full Spectrum and THC-free CBD Isolate variants) including Body Balm, Lotion, and Cool Roll-On for deeper, targeted comfort support.
• MagneCalm Collection Nighttime-focused topical magnesium line with calming botanicals (lavender, chamomile, and melatonin) including Magnesium Roll-On and Rest Lotion designed to promote relaxation and better sleep for adult consumers.
• MagneSpa Everyday Essentials Collection Magnesium-infused everyday personal care line including Deodorant, Bar Soap, Shampoo, Conditioner, Hand Soap, Germs Be Gone Hand Spray, Bugs Be Gone bug spray, and a Sample Pack designed for daily hygiene and outdoor use.
• Wholesale Distribution Program Bulk wholesale supply of Mg12 topical magnesium products to over 100 independent retail locations positioned in natural pain relief, recovery, sleep, and practitioner wellness sections.
• Private-Label Manufacturing Partnerships Select OEM/private-label manufacturing of Mg12 topical magnesium formulations for compatible brands seeking to offer magnesium products under their own labels.

Quantifiable outcome

• 25.2% increase in cellular magnesium levels after 12 weeks of transdermal magnesium therapy
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

One partnership is on record.

• Bethel Colony of MercyminorOthersNorth Carolina-based charitable organization supported by Mg12. Real wellness extends beyond the individual to strengthen families, rebuild lives, and uplift communities. A portion of proceeds from Mg12 website sales is donated monthly to Bethel Colony of Mercy, which provides hope, restoration, and renewed purpose for men seeking recovery.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mg12power
• Facebookfacebook.com/mg12power
• LinkedInlinkedin.com/company/mg12

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 Mg12 - The Power of Magnesium