Foot Petals
Foot Petals designs and sells women's shoe comfort cushions, gel insoles, orthotics, and blister-prevention products via footpetals.com and national retailers including Target, Nordstrom, Macy's, and DSW, operating as a brand within Foundation Wellness.
- Company typePrivate
- Founded2001
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Foot Petals does
Foot Petals, founded in 2001 and headquartered in Los Angeles, is a women's shoe comfort company that designs and sells cushioning inserts, gel pads, insoles, blister-prevention products, and shoe care accessories. Its core technology centers on foam and gel cushioning systems — including 3-dimensional gel, air pocket, and odor-control variants — applied across a portfolio addressing ball-of-foot pain, heel slipping, arch support, plantar fasciitis, and strap friction. Products are organized around specific shoe types (heels, flats, boots, sandals, sneakers) and use cases such as bridal wear, with bundled kits like the Complete Fit Essentials, Shoe Emergency Kit, and For the Bride/For the Guest wedding kits.
The company operates a direct-to-consumer Shopify storefront at footpetals.com and distributes through national retailers including Target (where it sells a Target-exclusive sub-brand called Fab Feet), Nordstrom, Nordstrom Rack, Dillard's, Macy's, DSW, David's Bridal, Von Maur, belk, and CVS. Pricing is unit-based, with individual cushions starting at $7.95 and specialty insoles and bundles reaching $35.00; sitewide discounts and free shipping thresholds are used as promotional levers. Foot Petals operates as part of the Foundation Wellness family of brands, alongside Powerstep, Currex, Flat Socks, and Doctor Hoy's, which provides shared infrastructure across the foot-care category. Marketing combines organic social (Instagram, Facebook, Pinterest), a content blog, email, and earned media including a Today Show feature.
Foot Petals firmographics
Firmographics- Name
- Foot Petals
- Website
- https://footpetals.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Foot Petals designs and sells women's shoe comfort cushions, gel insoles, orthotics, and blister-prevention products via footpetals.com and national retailers including Target, Nordstrom, Macy's, and DSW, operating as a brand within Foundation Wellness.
- Ownership category
- akta.pro rank
Foot Petals industry classification
Industry- Product category
- Women's Shoe Comfort Accessories
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL)
- akta.pro secondary industry
- Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)
Keywords
Where Foot Petals is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Foot Petals business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Revenue generated from selling shoe cushioning products, insoles, and accessories directly to consumers through e-commerce and retail partners. Products range from $7.95 to $35.00 for individual items, with bundle kits priced higher.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Cushion Products |
| Unit Pricing | Pay-as-you-go | Premium Gel Products |
| Unit Pricing | Pay-as-you-go | Specialty Insoles |
| Unit Pricing | Pay-as-you-go | Care & Emergency Kits |
| Unit Pricing | Pay-as-you-go | Bridal Comfort Kits |
Go-to-market motion2 records
Distribution channels11 records
Marketing channels7 records
Foot Petals product offering
Product offeringCore offering
Foot Petals designs, manufactures, and sells women's shoe comfort cushions, gel and foam insoles, arch supports, heel cups, strap cushions, no-slip grips, blister-prevention balm, and shoe-protective sprays that address pain, slipping, rubbing, and fit issues across heels, flats, sandals, sneakers, and bridal footwear. Products are sold directly to consumers via footpetals.com and distributed nationally through major retailers including Target, Nordstrom, Macy's, Dillard's, DSW, David's Bridal, and CVS, with prices ranging from $7.95 to $35.00 per item and bundled kits priced higher.
Product overview
Foot Petals is a women's shoe comfort company offering a comprehensive portfolio of cushioning and care products. The core offering consists of specialty shoe inserts and cushions including Ball of Foot Cushions, Back of Heel Cushions, Arch Support Cushions, 3/4 Insert Cushions, Spot Dot Cushions, Strap Cushions, No-Slip Grips, and Under Heel/Heel Cup Cushions in both foam and gel variants. The product line also includes Plantar Fasciitis-specific orthotic insoles and a Heart-shaped bridal cushion collection. Care products include Blister Preventer Anti-Friction Balm, Shoe Water & Stain Repellent Spray, and Suede Shoe Protector. The company offers bundled solutions including the Complete Fit Essentials kit, Shoe Emergency Kit, and specialized wedding comfort kits for brides and bridesmaids. Products are designed for discreet comfort across all shoe types including heels, flats, boots, sandals, slides, and sneakers.
Differentiator
Problem solved
Functional benefit
Brands
- Fab Feet: Retail-exclusive brand manufactured by Foot Petals, sold exclusively through Target stores. Features insoles and shoe comfort products under the Fab Feet name.
Products and services
- Ball of Foot Cushions Cushion inserts placed under the ball of the foot to provide cushioning, prevent feet from sliding forward, reduce burning pain, and prevent calluses. Available in foam and gel variants for women wearing heels and fashionable shoes.
- Back of Heel Cushions Cushions placed at the back of the heel to prevent heels from slipping out of shoes, reduce rubbing, blisters, and ankle chaff. Available in foam and gel variants.
- Arch Support Cushions Cushions that provide arch support and distribute weight evenly in shoes, reducing foot fatigue for women wearing heels, flats, and sneakers. Available in foam and gel variants.
- 3/4 Insert Cushions Three-quarter length insoles providing cushioning from heel to ball of foot. Slim design with additional padding for high heels, flats, and sneakers. Available in standard, gel, and extra cushion variants.
- Spot Dot Cushions Small adhesive pads placed anywhere inside shoes for targeted cushioning at trouble spots. Available in foam and gel variants.
- Strap Cushions Strips that line the inside of shoe straps to reduce rubbing and friction and prevent straps from slipping or digging. Available in black and khaki.
- No-Slip Grips Traction pads that stick to the bottom of shoes to prevent slipping on slick surfaces. Add traction to flat or worn outer soles.
- Under Heel Cushions / Heel Cup Cushions Cushions providing cushioning at heel strike, support and stabilization in closed-back shoes, and prevention of cracked heels. Feature gel and air-pocket technology.
- Plantar Fasciitis 3/4 Orthotic Insoles Three-quarter orthotic insoles specifically designed to relieve foot, arch, and heel pain associated with plantar fasciitis. Features odor control technology, built-in arch support, and non-slip backing.
- Gel Ball of Foot Cushions for Sandals Clear gel ball of foot cushions specifically designed for sandals. Provides cushioning and keeps feet from sliding forward while remaining discreet in open footwear.
- 2-in-1 Gel Ball of Foot & Arch Support Cushions Combination cushion providing both ball of foot cushioning and arch support in a single gel product for reusable comfort.
- Air Gel Ball of Foot Cushions Ball of foot cushions featuring air pocket technology for custom comfort and consistent weight and shock distribution.
- Air Gel Heel Cup Cushions Heel cup cushions featuring air pocket technology for custom comfort, consistent weight distribution, shock absorption, and prevention of cracked heels.
- Blister Preventer Anti-Friction Balm Topical balm forming an invisible barrier between skin and shoes to reduce rubbing and prevent blisters. Portable formula with hydrogenated vegetable oil and beeswax.
- Shoe Water & Stain Repellent Spray Protective spray that guards shoes against water, dirt, and stains. Suitable for canvas, leather, and suede materials. 6 FL OZ.
- Suede Shoe Protector Protective spray specifically designed for suede and nubuck shoes. Guards against water, dirt, and stains without damaging materials. 6 FL OZ.
- Complete Fit Essentials All-in-one kit including 1 pair ball of foot cushions, 3/4 insert, and back of heel cushions. Complete solution for common shoe fit problems.
- Shoe Emergency Kit 9-piece kit containing 1 pair gel ball of foot cushions, 1 pair gel back of heel cushions, 1 pair gel spot cushions, 1 pair gel strap cushions, and 1 tube blister preventer balm.
- For the Bride Bundle | Wedding Shoe Comfort Kit Curated bridal kit including Blister Preventer, Heart Ball of Foot Cushions (I Do! themed), No-Slip Grips, Back of Heel Cushions, and Strap Cushions. Designed for all-day wedding comfort.
- For the Guest Bundle | Wedding Shoe Comfort Essentials Bridesmaid comfort kit including Blister Preventer, Ball of Foot Cushions, No-Slip Grips, Back of Heel Cushions, and Spot Dot Cushions. Designed for wedding party members.
- Heart Ball of Foot Cushions Heart-shaped ball of foot cushions with bridal styling. Available in pink and light blue with 'I Do!' themed design for wedding use.
Quantifiable outcome
- 4.4 out of 5 stars rating from 1500+ verified customer reviews
- +1 more outcomes
Companies that use Foot Petals
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Foot Petals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Foot Petals partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered major and minor.
- TargetmajorTarget carries Fab Feet by Foot Petals, a retail-exclusive brand manufactured by Foot Petals. These products are sold exclusively through Target stores and are not available on FootPetals.com. Target represents a significant retail distribution channel for mass-market consumers.
- NordstrommajorNordstrom stocks Foot Petals brand products in their department stores. Nordstrom is recognized as a premium department store targeting mid-market customers interested in quality footwear and accessories.
- Dillard'smajorDillard's department stores carry Foot Petals products, providing exposure to their customer base of women seeking quality footwear accessories and comfort solutions.
- Macy'smajorMacy's stocks Foot Petals brand products in their national department store chain, providing broad consumer access across the United States.
- Nordstrom RackminorNordstrom Rack carries Foot Petals products as part of their off-price retail model, reaching value-conscious consumers.
- DSW (Designer Shoe Warehouse)majorDSW stocks Foot Petals products in their specialty shoe retail locations, reaching consumers specifically shopping for footwear and foot care accessories.
- David's BridalmajorDavid's Bridal carries Foot Petals bridal comfort kits and wedding-specific products, aligning with their specialty in bridal fashion and accessories.
- Von MaurminorVon Maur department stores carry Foot Petals products as part of their curated selection of women's accessories and footwear care items.
- belkminorBelk department stores in the Southeastern United States carry Foot Petals products, expanding regional retail presence.
- CVS PharmacyminorCVS Pharmacy stocks Foot Petals products in their drugstore locations, providing accessible retail placement for foot care and blister prevention products.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Foot Petals competitors and assessment
Company assessmentDirect peers
- Superfeet: Premium insole brand sold through running, outdoor, and specialty footwear retailers. Competes most directly with Foot Petals' Plantar Fasciitis and 3/4 orthotic insoles, particularly in the athletic and performance segments.
- Solemates: Direct-to-consumer brand specializing in invisible heel cushions and ball-of-foot inserts for women's dress shoes. Most head-to-head competitor to Foot Petals in the fashion shoe comfort niche.
- Compeed: Global blister prevention and hydrocolloid patch brand owned by HRA Pharma. Overlaps with Foot Petals' Blister Preventer Anti-Friction Balm and blister-care narrative, particularly for the bridal and athletic segments.
- Heel That Pain: Niche brand focused on gel heel inserts designed to reduce foot pain in heels and flats. Directly comparable to Foot Petals' Back of Heel Cushions and Under Heel product lines targeting the same wear-pain use case.
Emerging players
- Tacco: European foot care brand producing gel cushions, toe separators, and heel grips. Comparable niche positioning to Foot Petals in comfort accessories for fashion footwear, with strength in EU retail channels.
- Powerstep: Sister brand under Foundation Wellness producing orthotic insoles for athletic, casual, and dress shoes. Closely comparable in cushioning technology and retail channels, and represents both portfolio synergy and cannibalization risk for Foot Petals.
- Currex: Foundation Wellness sibling brand focused on dynamic insoles for running, golf, hiking, and casual wear. Competes for insole shelf space with Foot Petals' orthotic and athletic-sneaker cushion SKUs.
Others
- Saphir: Premium French shoe care brand offering polishes, cleaners, and protective sprays. Directly comparable to Foot Petals' Shoe Water & Stain Repellent and Suede Shoe Protector care products within the broader shoe-care category.
Broad incumbents
- Kiwi: Mass-market shoe care brand (SC Johnson) covering polishes, protectors, and insoles. Adjacent to Foot Petals' shoe care and stain-repellent product line with much wider household penetration and drugstore distribution.
- Dr. Scholl's: Iconic mass-market foot care brand offering insoles, cushions, and foot treatments across drugstores, grocery, and mass retail. Overlaps with Foot Petals across insole and cushion categories but with vastly broader distribution and product range.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Foot Petals social profiles
Digital presenceFoot Petals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foot Petals leadership team
Management profileNumber of profiles
Foot Petals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foot Petals 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 Foot Petals
What does Foot Petals do?
Foot Petals designs, manufactures, and sells women's shoe comfort cushions, gel and foam insoles, arch supports, heel cups, strap cushions, no-slip grips, blister-prevention balm, and shoe-protective sprays that address pain, slipping, rubbing, and fit issues across heels, flats, sandals, sneakers, and bridal footwear. Products are sold directly to consumers via footpetals.com and distributed nationally through major retailers including Target, Nordstrom, Macy's, Dillard's, DSW, David's Bridal, and CVS, with prices ranging from $7.95 to $35.00 per item and bundled kits priced higher.
Is Foot Petals a public or private company?
Foot Petals is a private company. It is classified as corporate owned and is currently operating.
When was Foot Petals founded?
Foot Petals was founded in 2001. It employs 1 to 10 people.
Where is Foot Petals based?
Foot Petals is headquartered in Los Angeles, United States, in the North America region.
How does Foot Petals make money?
One revenue line is on record: direct Product Sales.
Who are Foot Petals's main competitors?
Direct peers on record are Superfeet, Solemates, Compeed and Heel That Pain. Emerging players are Tacco, Powerstep and Currex. Saphir is listed as an others. Broad incumbents are Kiwi and Dr. Scholl's.
Does Foot Petals have an API?
No public API is recorded for Foot Petals.
What industry is Foot Petals in?
Foot Petals's product category is Women's Shoe Comfort Accessories. Its primary akta.pro industry code is CRAAADAL, Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care), with a secondary code of CRAAACAK, Footwear Components & Materials (Uppers, Soles, Laces, Insoles). Its NAICS code is 45821 and its SIC code is 5661.