Straight Arrow

What Straight Arrow does

Straight Arrow Products, Inc., operating as Straight Arrow Therapeutic, is a family-owned therapeutic skincare manufacturer founded in 1970 by Philip and Bonnie Katzev. The company produces three core therapeutic skincare products — Foot Miracle (a deep-penetrating cream for callused and rough skin on feet, hands, and elbows), Skin Miracle (a greaseless moisturizer with UVB protection containing Apricot Oil, Aloe Vera, and Vitamins A, D & E), and Urea Care (a 10% Urea maximum-hydrating formula for severely dry and cracked skin). All formulations exclude mineral oil and petrolatum and are built around natural ingredients including Urea, Coconut Oil, Aloe Vera, Apricot Oil, Sesame Oil, Olive Oil, Lavender Oil, Soybean Oil, Avocado Oil, and Allantoin. The company also retains a heritage horse-care product line (Mane 'n Tail) originating from its founding on the founders' New Jersey Arabian horse farm.

The business operates a hybrid distribution model: direct-to-consumer e-commerce via a Shopify-powered website and Amazon marketplace, wholesale through major medical supply distributors (Henry Schein, Patterson Medical, PSS Medical/McKesson, Moore Medical, Scrip Hessco, Gill Podiatry Supply, and others), and podiatrist/dermatologist office dispensing. Twenty-one dealer locations are listed across the US and Australia, and the company claims worldwide product sales. Unit pricing ranges from $12.99 (Foot Miracle 6oz) to $32.99 (Foot Miracle 32oz), with 2-pack bundle options at $21.99–$26.99. With 51–100 employees and operations headquartered in the Lehigh Valley, Pennsylvania area (also listed at 900 Conroy Place, Easton, PA), the company is led by president Devon Katzev — son of the founders — who has held the role since 1993. Straight Arrow remains under family control with no institutional, private equity, or public ownership, and produces all products in the United States.

Name

Straight Arrow

Legal name

Straight Arrow Products, Inc.

Website

https://straightarrowtherapeutic.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Straight Arrow Therapeutic is a family-owned US manufacturer founded in 1970 that produces three therapeutic skincare products (Foot Miracle, Skin Miracle, Urea Care), selling direct-to-consumer via its website and Amazon, through medical supply distributors, and via podiatrist recommendations in the US and Australia.

Ownership category

akta.pro rank

Product category

Therapeutic Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Foot Care (Deodorizing, Anti-chafe, Callus Care) (CRADANAK)

akta.pro secondary industries

Hand & Foot Care (CRABAAAE), Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Therapeutic skincare products
• Foot care creams
• Moisturizing lotions
• Urea skincare formulations
• Podiatry skincare

Headquarters

HQ city

Lehigh Valley

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Therapeutic Skincare Products: Direct-to-consumer and wholesale revenue from therapeutic skincare products including Foot Miracle, Skin Miracle, and Urea Care. Products are sold through e-commerce, medical supply distributors, and podiatry practices. The company also maintains a heritage horse care product line (Mane 'n Tail).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Straight Arrow manufactures and sells therapeutic skincare products designed to treat dry, cracked, calloused, and rough skin on feet and hands. The product line includes urea-based creams, greaseless moisturizers, and specialty foot care formulations sold directly to consumers and through podiatry practices and medical supply distributors.

Product overview

Straight Arrow Therapeutic offers a focused portfolio of three core therapeutic skincare products: Skin Miracle (a greaseless moisturizer protecting against premature aging and UVB rays), Foot Miracle (a deep-penetrating cream for callused and rough skin), and Urea Care (a 10% Urea formula for severely dry and cracked skin). All products feature natural ingredients such as Coconut Oil, Aloe Vera, Apricot Oil, and essential oils, and are formulated without mineral oil or petroleum. The products are sold in various sizes including 4oz, 6oz, and 32oz formats, with multi-pack options available. These therapeutic items have been part of the podiatry market since the early 1970s and are positioned for both consumer and practitioner use.

Differentiator

Problem solved

Functional benefit

Products and services

• Skin Miracle Greaseless Moisturizer 4oz A greaseless moisturizing cream for dry skin on feet and hands, sold in a 4oz size for individual consumers.
• Skin Miracle Moisturizer 4oz 2 Pack A bundled 2-pack of the Skin Miracle greaseless moisturizer in 4oz size for individual consumers seeking value purchasing.
• Foot Miracle Therapeutic Cream 6oz A therapeutic cream formulated to treat dry, cracked, and calloused feet, sold in a 6oz tube for individual consumers.
• Foot Miracle Therapeutic Cream 6oz 2 Pack A bundled 2-pack of Foot Miracle therapeutic cream in 6oz tubes for individual consumers.
• Foot Miracle Therapeutic Cream 32oz A large 32oz size of Foot Miracle therapeutic cream intended for podiatry practices, medical offices, and high-volume professional users.
• Urea Care 10% Urea Cream 6oz 2 Pack A 10% urea hydrating cream sold as a 2-pack in 6oz tubes for individuals seeking intensive moisturizing treatment for very dry skin.
• Urea Care Maximum Hydrating 10% Urea Formula 6oz A maximum hydrating cream with 10% urea formula in a 6oz tube for individual consumers with extremely dry or rough skin.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Chicago Medical Supply, LLCminorChannel Partner/ Reseller/ DistributorMedical supply distributor located in Northbrook, IL, distributing Straight Arrow Therapeutic products to healthcare providers and consumers.
• Gill Podiatry Supply & EquipmentminorChannel Partner/ Reseller/ DistributorPodiatry-specific supply distributor in Strongsville, OH serving podiatrists and healthcare practices.
• Henry ScheincoreChannel Partner/ Reseller/ DistributorMajor medical supplies distributor with global presence, serving as key distribution partner in Perth, Australia for Straight Arrow Therapeutic products.
• Krasity's Medical & SurgicalminorChannel Partner/ Reseller/ DistributorMedical and surgical supply distributor in Dearborn, MI distributing therapeutic skincare products.
• Meyer DistributingminorChannel Partner/ Reseller/ DistributorHouston-based distributor serving the medical supply market with Straight Arrow products.
• Moore MedicalminorChannel Partner/ Reseller/ DistributorMedical supplies distributor in Columbia, SC distributing to healthcare providers.
• Omni Medical SupplyminorChannel Partner/ Reseller/ DistributorMedical supply distributor in Walled Lake, MI serving healthcare practices.
• Patterson Medical / Surgical SupplycoreChannel Partner/ Reseller/ DistributorMajor medical supply distributor (now part of Patterson Companies) with Warrenville, IL location distributing Straight Arrow Therapeutic products.
• PSS Medical (McKesson Medical-Surgical)coreChannel Partner/ Reseller/ DistributorMcKesson-affiliated medical-surgical supply distributor in Ontario, CA, serving as key distribution partner.
• Scrip HesscominorChannel Partner/ Reseller/ DistributorMedical supplies distributor with Bolingbrook, IL location distributing Straight Arrow products.
• Foxhall PodiatryminorChannel Partner/ Reseller/ DistributorPodiatry practice in Washington, DC recommending and dispensing Straight Arrow Therapeutic products including Foot Miracle.
• Yale Podiatry GroupminorChannel Partner/ Reseller/ DistributorPodiatry practice in Ansonia, CT recommending and dispensing Straight Arrow Therapeutic products.
• Lexington PodiatryminorChannel Partner/ Reseller/ DistributorPodiatry practice in Lexington, KY recommending Straight Arrow products to patients.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Eucerin: Eucerin (Beiersdorf) is a dermatologist-recommended therapeutic skincare brand. Its foot and body moisturizers overlap with Foot Miracle and Urea Care, and it competes for the same practitioner-recommendation channel.
• Aquaphor: Aquaphor (Beiersdorf) is a broad incumbent in healing ointments and therapeutic skin repair. It is an indirect competitor for cracked-skin and diabetic skincare consumers that Straight Arrow serves.
• CeraVe: CeraVe (L'Oréal) is a broad incumbent in therapeutic skincare with ceramides and dermatologist endorsement. It competes for the same dry-skin and sensitive-skin consumer that Straight Arrow's Skin Miracle targets, with much greater brand awareness.
• Gold Bond: Gold Bond (Chattem/Sanofi) is a broad incumbent in therapeutic body and foot lotions. It sells across mass retail, drug, and food channels with materially larger marketing budgets, overlapping with Straight Arrow's Foot Miracle and Skin Miracle use cases.
• Dr. Scholl's: Dr. Scholl's (Bayer/Haleon) is a broad incumbent in foot-care products including creams and callus treatments. It competes with Foot Miracle on the same end-use case (callused, rough feet) at mass-market scale.

Direct peers

• Kerasal: Kerasal specializes in foot-care creams and callus treatments sold through podiatrists and mass retail. It competes directly with Straight Arrow's Foot Miracle and Urea Care in the therapeutic foot-care aisle.
• Flexitol: Flexitol markets urea-based foot and heel care creams internationally. It overlaps with Urea Care and Foot Miracle in active ingredient (10% urea), use case (cracked heels/calluses), and podiatry-channel distribution.
• AmLactin: AmLactin (Upsher-Smith) is the most direct competitor in ammonium-lactate and urea-based therapeutic moisturizers. Customers in the source data explicitly switched from AmLactin to Straight Arrow's Urea Care, confirming the head-to-head positioning in the dry-skin moisturizing category.
• O'Keeffe's: O'Keeffe's (Healthpoint/L&R) sells dry-skin therapeutic moisturizers for hands, feet, and body. It targets the same cracked/extremely-dry-skin consumer and competes on a similar no-fragrance, workhorse-efficacy positioning.
• PediFix: PediFix is a foot-care specialist selling insoles, cushions, and topical foot treatments via podiatry and medical supply channels. It shares Straight Arrow's podiatry-distribution DNA and callus/care use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/StraightArrowTherapeutic
• LinkedInlinkedin.com/company/straight-arrow-therapeutic

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Straight Arrow