LIX, Inc

What LIX, Inc does

LIX, Inc is a privately held, female-owned pet wellness company founded in May 2020 in Canby, Oregon by co-founders Erin Hills and Kirstan Sanders. The company develops, produces, and sells broad-spectrum hemp-derived CBD formulations and USDA Organic functional mushroom supplements marketed primarily to pet owners seeking natural alternatives to traditional medications for dogs, cats, and horses. Core product lines include ELIXIR flavorless and odorless CBD oil tinctures (250mg to 2500mg potencies), BITES soft chews, HEALER topical salves, and the RESTORE mushroom meal topper line featuring proprietary blends standardized to greater than 20% beta-glucans. The Advanced Formula sub-brand extends the portfolio with a proprietary CBD:CBG:CBN 3:2:1 ratio targeting senior and medically complex pets. All products are handcrafted in small batches at the company's USDA Certified commercial kitchen in Canby, with third-party lab testing enforcing a 10% potency variance standard.

LIX operates a hybrid go-to-market model combining direct-to-consumer e-commerce through lixpetwellness.com (Shopify-based, shipping domestically and internationally) with wholesale distribution through three regional pet supply distributors: Independent Pet Supply covering the Pacific Northwest (Washington, Oregon, Idaho, Montana, Alaska), Independent Pet Supply South covering Southern California, and Rio Grande Service Center covering the Southwest (Arizona, New Mexico, Colorado, Wyoming, Texas). Products are available in 100+ independent pet retailers across these regions. The company prices tinctures from $39.95 to $124.95, soft chews from $74.95, mushroom toppers from $26.95 to $59.95, and topicals from $15.95, with wholesale tier pricing for retail partners. The team of approximately eight people includes a brand marketing manager, wholesale sales manager, warehouse operations manager, and production staff, supported by educational content marketing through the LIX Nerd blog and organic social channels. The company is bootstrapped and founder-owned with no disclosed external institutional investment.

Name

LIX, Inc

Legal name

LIX, Inc

Website

https://naturalpetlix.com

Company type

Private

Founded year

2020

Operating status

Operating

Short description

LIX, Inc is a female-owned, Oregon-based pet wellness company that formulates and sells broad-spectrum hemp-derived CBD tinctures, soft chews, and USDA Organic functional mushroom supplements for dogs, cats, and horses through DTC e-commerce and wholesale to 100+ independent pet retailers across the Pacific Northwest, Southwest, and Southern California.

Ownership category

akta.pro rank

Product category

Pet CBD and Wellness Products

NAICS

Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (45991), Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

CBD/Hemp Pet Products Retail (CRANAHAF)

akta.pro secondary industries

Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Pet Food Toppers, Mixers & Broths (AFADAFAN), Phytogenics & Botanicals (Essential Oils, Plant Extracts) (AFADAKAF)

Keywords

• Pet CBD products
• Pet wellness supplements
• Functional mushroom extracts
• Hemp-derived CBD oil
• Pet topical salves

Headquarters

HQ city

Canby

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: LIX sells products directly to pet owners through its e-commerce website lixpetwellness.com. Products are shipped domestically and internationally. This is the primary revenue channel for individual pet parents.
2. Wholesale/Retail Distribution: LIX supplies independent pet retailers and wellness stores through wholesale accounts. The company offers wholesale pricing and branded point-of-sale displays for retail partners.
3. Wholesale Bulk/Case Orders: LIX offers wholesale 2-pack and master pack options for retailers, providing discounted bulk pricing for larger order quantities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

LIX formulates, handcrafts, and sells broad-spectrum hemp-derived CBD oil tinctures, soft chews, USDA organic functional mushroom meal toppers, and topical salves formulated specifically for dogs, cats, and horses. Products are manufactured in small batches at the company's USDA Certified commercial kitchen in Canby, Oregon, and sold through its own e-commerce site and a network of 100+ independent pet retailers across the Pacific Northwest, Southwest, and Southern California.

Product overview

LIX, Inc is a female-owned pet wellness company offering a unified portfolio of broad-spectrum CBD and functional mushroom products for pets. The core product lines include ELIXIR (flavorless, odorless CBD oil tinctures in multiple potencies from 250mg to 2500mg), RESTORE (USDA Organic functional mushroom meal toppers including Six Mushroom Blend, Lion's Mane, and Heart Health variants, plus Soother skin salve), HEALER (topical salves in 100mg and 300mg), and BITES (soft chews in 10mg and 20mg strengths). The Advanced Formula sub-brand features proprietary CBD:CBG:CBN 3:2:1 ratio products for senior and medically complex pets. Products are human-grade, handcrafted in small batches at their USDA Certified commercial kitchen in Canby, Oregon, and designed for dogs, cats, and horses. The company was founded in early 2020 and has expanded from Pacific Northwest to Southwest and Southern California markets.

Differentiator

Problem solved

Functional benefit

Products and services

• ELIXIR CBD Oil Tinctures Broad-spectrum hemp-derived CBD oil tinctures formulated to be flavorless and odorless so pets accept them directly from a dropper or mixed into food. Available in 250mg Feline Formula, 500mg, 1000mg, and 2500mg Large Breed/Equine potencies. Sold to pet owners for daily wellness, anxiety relief, mobility, and inflammation support.
• BITES CBD Soft Chews Handcrafted broad-spectrum hemp soft chews for daily wellness support. Available in 10mg per BITE (40-count 400mg container at $74.95) and 20mg per BITE Advanced Formula (800mg container). Sold to dog owners as a treat-format wellness supplement.
• RESTORE Functional Mushroom and Topical Care USDA Certified Organic functional mushroom meal toppers and topical skin care products for pets, including the Six Mushroom Blend (immune, digestion, skin, healthy aging), Lion's Mane (cognitive support), Heart Health (cardiovascular support), and the Soother organic healing salve for dry, cracked skin and paws. Sold to pet parents as a non-CBD, organic wellness range.
• HEALER Topical Salves Organic topical CBD salves formulated for soothing dry, cracked, or irritated skin and paw support on pets. Available in 100mg and 300mg potencies. Sold to pet owners for localized skin and paw care.
• Advanced Formula Collection Sub-brand of ELIXIR tinctures and BITES soft chews featuring LIX's proprietary 3:2:1 CBD:CBG:CBN blend (10mg CBD, 7mg CBG, 3mg CBN per BITE in the chew format). Targeted at senior pets and those needing maximum support.

Quantifiable outcome

• 48% of pet CBD buyers stop using prescriptions for their pets once they try CBD (Brightfield Group data)
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Rio Grande Service CentercoreChannel Partner/ Reseller/ Distributor · 3 February 2022Partnership with regional pet products distributor Rio Grande Service Center, based in New Mexico with 35 years of experience covering Arizona, New Mexico, Colorado, Wyoming, and Texas. This partnership expanded LIX distribution from Pacific Northwest into Southwest markets, coinciding with the launch of the Large Breed collection.
• Independent Pet Supply SouthcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Partnership with Independent Pet Supply South, a new division of Independent Pet Supply based in Orange County, California, to bring LIX products to Southern California markets. This expansion continues LIX's growth down the Pacific Coast and serves retail customers with high quality, flavorless and odorless broad-spectrum CBD products.
• Independent Pet SupplycoreChannel Partner/ Reseller/ Distributor · 1 January 2020Partnership with Independent Pet Supply (IPS) to distribute LIX CBD Elixir and Salve products throughout the Pacific Northwest region, covering Washington, Oregon, Idaho, Montana, and Alaska. IPS is based in Snohomish, Washington and focuses on carrying highest quality pet products while maintaining high environmental standards. The partnership coincided with LIX's move into equine products with the 2500mg Equine Elixir.
• IndiePetminorChannel Partner/ Reseller/ Distributor · 1 January 2020Partnership with IndiePet organization supporting independent pet retailers. LIX is featured as a brand partner supporting the independent pet retail channel.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• VetCBD: Veterinarian-formulated pet CBD tincture brand sold through dispensaries and DTC; comparable formulation focus, animal-only positioning, and premium pricing.
• Honest Paws: Direct-to-consumer pet CBD brand offering CBD oils, treats, and topical products for dogs and cats — same core product category, customer base (pet parents), and premium positioning as LIX.
• Pet Releaf: Veterinary-formulated pet CBD company offering oils, capsules, and topical products; comparable in target market (pet wellness), product format (full-spectrum/hemp extracts), and education-led marketing approach.
• King Kanine: Pet CBD brand selling tinctures, balms, and treats through DTC and pet retailers — overlapping product line and channel mix with LIX, with similar premium-formulation positioning.
• Innovet Pet: Pet-focused CBD brand selling oils, treats, and topicals for dogs and cats; comparable product mix, DTC/wholesale hybrid channel strategy, and emphasis on third-party testing and quality transparency.

Emerging players

• Native Pet: Premium pet wellness brand offering functional supplements, toppers, and oils; comparable target market (health-conscious pet parents) and overlap with LIX's RESTORE mushroom topper and HEALER topical categories.
• Pet Honesty: Pet supplement brand offering chews, oils, and topicals with a focus on natural, functional ingredients (including mushroom blends); comparable customer base and overlapping functional mushroom product territory.
• Four Leaf Rover: Pet supplement brand focused on functional mushrooms, CBD, and whole-food nutrition; direct comparable on mushroom-based pet toppers and education-led, premium positioning.

Broad incumbents

• cbdMD: Public CBD company with a dedicated pet line of oils, chews, and topicals; overlaps with LIX on product category but competes as a much broader portfolio brand with national retail presence.
• Charlotte's Web: Large, established hemp-CBD brand with a pet-specific line of oils and chews; broader CBD portfolio but directly comparable on pet tincture/chew format and ingredient quality messaging.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lixpetwellness
• Instagraminstagram.com/lixpetwellness

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 LIX, Inc