Uplift Brands, Llc

What Uplift Brands, Llc does

Uplift Brands, LLC is a privately held branded health, beauty, and personal care consumer packaged goods company headquartered at 8800 Page Avenue in St. Louis, Missouri. It was formally established on January 4, 2024 as a subsidiary of Vivos Holdings, LLC during the strategic reorganization of the former Vi-Jon Holding (now operating as Emprise Group, a 100% employee-owned ESOP). The company's brand portfolio spans nine sub-brands across hand hygiene, bath, baby care, cleaning, and facial care categories, anchored by Germ-X (launched 1997) and including Citroma, Sonoma Spa, Mountain Falls, Alpine Extreme, Nice N Clean, Grime Boss, Original Wet-Nap, and Just Clean Skin.

The company operates an asset-light business model, sourcing production through a network of contract manufacturing partners rather than owned manufacturing facilities. Its affiliated operating entity under Vivos Holdings, Consumer Product Partners, runs two manufacturing and distribution complexes in St. Louis, Missouri and Nashville, Tennessee that produce over 3,500 private-brand products, providing some structural support to the broader group. UpLift Brands itself distributes finished goods through retail channels (mass, drug, and specialty retailers) and industrial/commercial channels, with digital storefronts such as germx.com enabling direct consumer engagement.

Uplift Brands generates revenue from the sale of branded consumer packaged goods through these retail and industrial customer channels across North America. The stated growth strategy is to rapidly expand the brand portfolio via acquisitions of additional consumer brands across hand hygiene, bath, hair care, baby care, and broader personal care categories, while organically scaling its existing customer base and geographic footprint. No public revenue, headcount, or pricing data is disclosed.

Name

Uplift Brands, Llc

Legal name

Uplift Brands, LLC

Website

https://uplift-brands.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Uplift Brands, LLC is a privately held branded health, beauty, and personal care company that owns and markets nine consumer brands including Germ-X, distributed through retail and industrial channels across North America under an asset-light contract-manufacturing model.

Ownership category

akta.pro rank

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded Consumer Products Sales: UpLift Brands generates revenue through the sale of branded health, beauty, and personal care products under iconic brands including Germ-X, Citroma, Sonoma Spa, Mountain Falls, Alpine Extreme, Nice N Clean, Grime Boss, Original Wet-Nap, and Just Clean Skin. Products are sold through retail and industrial customer channels to consumers.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Uplift Brands is a branded health, beauty, and personal care company that owns and markets a portfolio of iconic consumer brands including Germ-X hand hygiene products, Nice 'N Clean wet wipes, Sonoma Spa bath products, Citroma, Mountain Falls, Alpine Extreme, Grime Boss cleaning wipes, Original Wet-Nap, and Just Clean Skin. The company operates an asset-light model through an established network of contract manufacturing partners and distributes products through retail and industrial customer channels across North America.

Product overview

UpLift Brands is a branded health, beauty, and personal care company operating an asset-light business model through an established network of contract manufacturing partners. The company serves as a platform for strategic acquisitions across hand hygiene, bath, hair care, baby care, and broader health, beauty and personal care categories. Its portfolio includes well-known brands such as Germ-X® (hand hygiene products including hand sanitizer, antibacterial soap, and sanitizing wipes), Nice 'N CLEAN® (plant-based wet wipes for baby, hand, disinfecting, lens, and flushable use), Grime Boss (high-performance cleaning wipes), Original Wet-Nap® (on-the-go hand cleansing), Just Clean Skin (plant-based biodegradable facial towels), along with Citroma®, Sonoma Spa®, Mountain Falls®, and Alpine Extreme® brands.

Differentiator

Problem solved

Functional benefit

Brands

• Germ-X: Leading provider of hand hygiene products including hand sanitizer, antibacterial liquid hand soap, and hand sanitizing wipes. Launched in 1997.
• Citroma
• Sonoma Spa
• Mountain Falls
• Alpine Extreme
• Nice N Clean
• Grime Boss
• Original Wet-Nap
• Just Clean Skin

Products and services

• Germ-X Hand hygiene brand providing a broad range of products including gel hand sanitizer with antibacterial properties, antibacterial liquid hand soap, and hand sanitizing wipes. Targeted at consumers for everyday hand hygiene.
• Nice 'N Clean Plant-based wet wipes brand offering baby, hand, disinfecting, lens, and flushable wipes made with renewable fibers. Designed to help families stay cleaner and healthier every day.
• Grime Boss High-performance cleaning wipes designed to tackle tough messes at home, on the job, and on the go. Made with durable, plant-based materials and formulated to be tough on grime yet gentle on skin.
• Original Wet-Nap On-the-go hand cleansing product designed for moments when soap and water are unavailable. Suitable for tackling life's messy moments.
• Just Clean Skin Ultra-soft, plant-based biodegradable facial towels designed for gentle cleansing and makeup removal. Features dual-sided, extra-large design for effective exfoliation and sensitive-skin-safe cleaning in an eco-friendly format.
• Citroma Brand within the UpLift Brands portfolio offering health and personal care products to consumers.
• Sonoma Spa Brand within the UpLift Brands portfolio offering bath and personal care products to consumers.
• Mountain Falls Brand within the UpLift Brands portfolio offering health, beauty, and personal care products to consumers.
• Alpine Extreme Brand within the UpLift Brands portfolio offering health, beauty, and personal care products to consumers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Vivos HoldingscoreOthers · 4 January 2024UpLift Brands is a subsidiary of Vivos Holdings, LLC, a consumer packaged goods holding company. Vivos Holdings also includes Consumer Product Partners and INSPR Labs. UpLift Brands operates as a focused, innovative branded health, beauty, and personal care company under the Vivos Holdings umbrella.
• Emprise GroupcoreOthers · 4 January 2024Emprise Group (formerly Vi-Jon Holding) is the ultimate 100% employee-owned ESOP holding company. The reorganization created Vivos Holdings as a CPG holding company containing UpLift Brands. Emprise Group enables its operating companies to leverage competencies and industry knowledge to accelerate growth.
• Contract Manufacturing PartnerscoreOEM/ Whitelabel/ Licensing PartnerUpLift Brands operates through an asset-light business model utilizing an established network of contract manufacturing partners. This enables the company to scale production without heavy capital investment in manufacturing infrastructure.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Kimberly-Clark: Kimberly-Clark owns Kleenex, Huggies, Cottonelle, and Scott, with deep overlap in wipes, personal care, and hygiene categories. Operates a global CPG platform that competes for the same retail shelf space as UpLift's Nice N Clean and Grime Boss lines.
• Henkel: Henkel's consumer brands include Persil, Fa, Schwarzkopf, and Dial, competing with UpLift in personal care, bath, and hygiene categories. A multinational incumbent with deeper international reach.
• Reckitt Benckiser: Reckitt owns Lysol (disinfectants), Dettol, Finish, and Clearasil, competing across hygiene, cleaning, and personal care. A scaled global CPG incumbent whose hygiene portfolio most directly overlaps UpLift's Germ-X and wet wipes franchises.
• Procter & Gamble: P&G is the largest US personal care and household products company, with brands such as Tide, Crest, Gillette, Old Spice, and Pampers. Competes broadly across every category UpLift operates in, from wipes to bath and skin care.
• Church & Dwight: Church & Dwight owns Arm & Hammer, OxiClean, Trojan, Batiste, and First Response, competing across cleaning, personal hygiene, and bath categories that overlap UpLift's Sonoma Spa and Mountain Falls brands.
• Clorox Company: Clorox owns Clorox, Pine-Sol, Burt's Bees, and Hidden Valley, with direct overlap to UpLift's cleaning wipes (Grime Boss) and personal care categories through Burt's Bees. Operates a broad US-focused CPG platform.

Direct peers

• The Honest Company: The Honest Company sells plant-based baby wipes, personal care, and cleaning products through retail and DTC, directly mirroring UpLift's Nice N Clean, Grime Boss, and Just Clean Skin positioning around sustainability and clean ingredients.
• GOJO Industries: GOJO is the maker of PURELL, the leading US hand sanitizer brand, and directly competes with Germ-X in hand hygiene across retail, healthcare, and industrial channels. Highly comparable on product category, customer base, and North American distribution focus.
• Edgewell Personal Care: Edgewell owns Schick, Banana Boat, Playtex, and Wet Ones, the latter being a direct competitor to UpLift's Original Wet-Nap and Nice N Clean wipe brands. A focused personal care peer with comparable mid-scale brand portfolio strategy.

Emerging players

• Dr. Bronner's: Dr. Bronner's is an independent, family-run maker of natural soaps and personal care products sold in mass and natural retail. Comparable to UpLift's Sonoma Spa and Citroma bath brands through shared emphasis on natural, ingredient-forward positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/people/UpLift-Brands/61555168504674
• LinkedInlinkedin.com/company/uplift-brands1

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 Uplift Brands, Llc