Naturemary
Naturemary is a Calgary-based Canadian wellness company that develops and sells topical pain relief and skincare products using proprietary BioTerpene™ plant-derived terpene technology, distributed via direct-to-consumer e-commerce, 500+ Canadian retail locations, and a healthcare professional channel.
- Company typePrivate
- Founded2020
- HeadquartersCalgary, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Naturemary does
Naturemary is a Calgary-based Canadian wellness and personal care company founded in 2020 that develops and sells topical pain relief and skincare products built around its proprietary BioTerpene™ technology, which leverages plant-derived terpene compounds with anti-inflammatory properties. The product portfolio consists of four core SKUs—the +Therapy Pain-Relief Roll-On (peppermint, 50ml), +Recovery Pain Relief Stick (lemongrass, 30g), +Rescue All-In-One Salve (helichrysum, 50g), and +HeadEaze Headache Roller (peppermint + lavender, 10ml)—supplemented by curated bundles (Arthritis, Active Lifestyle, On The Go, Family, Beauty Skincare) targeting use cases such as arthritis, active lifestyles, headaches, and hormonal transitions. Individual products retail between $18-$45 CAD while bundles range from $55-$89 CAD.
The company operates a hybrid go-to-market combining direct-to-consumer e-commerce via its Shopify storefront, a wholesale program targeting pharmacies and natural health retailers, and a healthcare professional (HCP) channel with a dedicated portal, sampling program, and field outreach that has reportedly built trust with over 500 HCPs achieving a 98% satisfaction rate. Distribution has scaled to 500+ physical retail locations across Canada through banners including Sobeys, London Drugs, Calgary Co-op, Safeway, Pharmasave, and Blush Lane Organic Markets. The brand emphasizes 100% natural, plant-based formulations that are GMP-certified and independently third-party lab tested, with the Arthritis Bundle committing 25% of sales to arthritis research. Naturemary is led by founder Sonia Mary Kalra, a biologist trained at Dalhousie University whose personal experience with PMDD informed the BioTerpene™ formulation approach. The company remains privately held with no disclosed institutional funding.
Naturemary firmographics
Firmographics- Name
- Naturemary
- Legal name
- Naturemary
- Website
- https://naturemary.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Naturemary is a Calgary-based Canadian wellness company that develops and sells topical pain relief and skincare products using proprietary BioTerpene™ plant-derived terpene technology, distributed via direct-to-consumer e-commerce, 500+ Canadian retail locations, and a healthcare professional channel.
- Ownership category
- akta.pro rank
Naturemary industry classification
Industry- Product category
- Natural Topical Pain Relief
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)
- SIC
- Medicinal Chemicals & Botanical Products (2833), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where Naturemary is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Naturemary business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Naturemary sells directly to consumers through its Shopify e-commerce storefront at naturemary.com, offering individual products and bundled collections. Revenue is generated through one-time product purchases with optional subscription/recurring purchase potential.
- Wholesale Distribution: Naturemary supplies products to wholesale partners including pharmacies, health food stores, and natural wellness retailers across Canada. The wholesale program offers free shipping for orders over $300 and quarterly product giveaways for wholesale purchasers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | +Recovery Pain Relief Stick - 30g lemongrass-infused recovery stick |
| Unit Pricing | Pay-as-you-go | +HeadEaze Headache Roller - 10ml peppermint + lavender roller |
| Unit Pricing | Pay-as-you-go | +Therapy Pain-Relief Roll-On - 50ml peppermint oil roller |
| Unit Pricing | Pay-as-you-go | +Rescue All-In-One Salve - 50g helichrysum cream |
| Unit Pricing | Pay-as-you-go | Active Lifestyle Pain Relief Bundle |
| Unit Pricing | Pay-as-you-go | On The Go Pain Relief Bundle |
| Unit Pricing | Pay-as-you-go | The Family Pain Relief Bundle |
| Unit Pricing | Pay-as-you-go | Beauty Skincare Bundle |
| Unit Pricing | Pay-as-you-go | The Arthritis Bundle |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels6 records
Naturemary product offering
Product offeringCore offering
Naturemary is a Canadian wellness brand that sells plant-based, terpene-infused topical pain relief and body care products. Its core portfolio includes the +Therapy Pain-Relief Roll-On (peppermint, 50ml), +Recovery Pain Relief Stick (lemongrass, 30g), +Rescue All-In-One Salve (helichrysum, 50g), and +HeadEaze Headache Roller (peppermint + lavender, 10ml), offered both individually and as curated bundles for arthritis, active lifestyles, families, and skincare.
Product overview
Naturemary is a Canadian wellness company offering science-based holistic wellness and caryophyllene/terpene-based pain relief products. The core product portfolio consists of four main SKUs: +Therapy Pain-Relief Roll-On (peppermint, 50ml), +Recovery Pain Relief Stick (lemongrass, 30g), +Rescue All-In-One Salve (helichrysum, 50g), and +HeadEaze Headache Roller (peppermint + lavender, 10ml). These products utilize proprietary BioTerpene™ blend technology to target pain and inflammation. The company also offers multiple curated bundles (Arthritis Bundle, Active Lifestyle, On The Go, Family, Beauty Skincare) combining these products for specific use cases. All formulations are 100% natural, plant-based, and biologist-formulated with pharmacist and doctor approval.
Differentiator
Problem solved
Functional benefit
Products and services
- +Therapy Pain-Relief Roll-On
- +Recovery Pain Relief Stick
- +Rescue All-In-One Salve
- +HeadEaze Headache Roller
- Active Lifestyle Pain Relief Bundle
- On The Go Pain Relief Bundle
- The Family Pain Relief Bundle
- Beauty Skincare Bundle
- 2x +Therapy Pain-Relief Roll-On Pack
- 3x +Therapy Pain-Relief Roll-On Pack
- The Arthritis Bundle
Quantifiable outcome
- 98% HCP satisfaction rate among healthcare professionals
- +3 more outcomes
Companies that use Naturemary
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles4 records
Naturemary technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Naturemary partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- SobeyscoreNaturemary announced a major national retail expansion with Sobeys, placing products in over 500 new locations across Sobeys banners as part of the company's transformation from foundation-building to nationwide scalability.
- London DrugscoreNaturemary expanded into London Drugs locations across Western Canada as part of the national retail expansion initiative, bringing natural pain relief products to pharmacy customers.
- Calgary Co-opcoreNaturemary secured placement in Calgary Co-op retail locations as part of the national expansion, targeting Alberta consumers with natural pain relief options through the cooperative's grocery and pharmacy channels.
- Independent Pharmacy PartnerscoreNaturemary distributes through independent pharmacy banners including Pharmasave and others across Canada, offering OTC topical pain relief options for pharmacist recommendations and patient care.
- Natural Health RetailersminorNaturemary products are carried by natural health retailers including Blush Lane Organic Markets, Community Natural Foods, Nutter's Bulk, and Nature's Fare markets across Canada.
Scale indicators5 records
Recent moves1 record
Naturemary competitors and assessment
Company assessmentDirect peers
- Biofreeze: Topical menthol-based pain relief brand widely sold in pharmacies, grocery, and healthcare professional channels across North America. Directly competes with Naturemary's roll-on and stick formats for the same OTC analgesic shelf and the same active-adult and chronic-pain consumer segments.
- Penetrex: Direct-to-consumer topical pain relief brand positioning itself as a natural, non-prescription alternative for joint and muscle pain. Closely comparable to Naturemary in product format (creams/roll-ons), natural-ingredient positioning, and e-commerce-led distribution.
- Tiger Balm: Iconic natural-herbal topical analgesic brand using camphor, menthol, and essential oils. Competes directly with Naturemary in the plant-derived pain relief positioning and is sold across similar pharmacy and grocery channels in Canada and globally.
- Sombra: Natural topical pain relief brand sold through chiropractic, physical therapy, and natural wellness retailers. Directly comparable to Naturemary in plant-derived formulation, healthcare professional channel focus, and active-adult consumer targeting.
Broad incumbents
- Icy Hot: Chattem/Sanofi-owned topical analgesic brand with broad mass-market retail presence in the same OTC pain category as Naturemary. Competes for the same active-adult and arthritis consumer segments with significantly larger marketing budgets.
- Voltaren: Haleon-owned diclofenac-based topical pain relief brand and the dominant OTC topical analgesic globally with deep pharmacy distribution and substantial clinical evidence. Represents the pharmaceutical incumbent that Naturemary positions its natural alternative against.
- Aspercreme: Chattem/Sanofi topical analgesic brand with strong mass-market pharmacy and grocery presence, particularly for arthritis pain relief. Overlaps with Naturemary's arthritis-focused bundle and chronic-pain consumer segment.
- L'Oréal Dermatological Beauty (SkinCeuticals/CeraVe): Large CPG conglomerate with skincare brands overlapping Naturemary's Beauty Skincare Bundle line extension. Relevant as a potential acquirer or competitive force in the natural/dermatological skincare adjacencies Naturemary could enter.
Emerging players
- Charlotte's Web: Hemp-derived CBD wellness brand with topical products in the pain and recovery category. Comparable to Naturemary in botanical active-ingredient positioning and consumer overlap in the natural pain management segment.
- Apothecanna: Cannabis and hemp-derived topical pain relief brand sold through dispensaries and natural wellness channels. Comparable to Naturemary in plant-based, science-positioned pain relief and overlapping target use cases including muscle recovery and arthritis.
Market position
Strengths4 records
Weaknesses4 records
Key risks5 records
Key highlights7 records
Customer concentration
Naturemary social profiles
Digital presenceNaturemary compliance and trust
Trust signalCompliance2 records
Naturemary financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naturemary leadership team
Management profileNumber of profiles
Profiles1 record
Naturemary funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naturemary 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 Naturemary
What does Naturemary do?
Naturemary is a Canadian wellness brand that sells plant-based, terpene-infused topical pain relief and body care products. Its core portfolio includes the +Therapy Pain-Relief Roll-On (peppermint, 50ml), +Recovery Pain Relief Stick (lemongrass, 30g), +Rescue All-In-One Salve (helichrysum, 50g), and +HeadEaze Headache Roller (peppermint + lavender, 10ml), offered both individually and as curated bundles for arthritis, active lifestyles, families, and skincare.
Is Naturemary a public or private company?
Naturemary is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Naturemary founded?
Naturemary was founded in 2020. It employs 1 to 10 people.
Where is Naturemary based?
Naturemary is headquartered in Calgary, Canada, in the North America region.
How does Naturemary make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution.
Who are Naturemary's main competitors?
Direct peers on record are Biofreeze, Penetrex, Tiger Balm and Sombra. Broad incumbents are Icy Hot, Voltaren, Aspercreme and L'Oréal Dermatological Beauty (SkinCeuticals/CeraVe). Emerging players are Charlotte's Web and Apothecanna.
Does Naturemary have an API?
No public API is recorded for Naturemary.
What industry is Naturemary in?
Naturemary's product category is Natural Topical Pain Relief. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 456191 and its SIC code is 2833.