worlds best cream

What worlds best cream does

Worlds Best Cream (legal entity WBCu) is a privately held, family-owned Canadian CPG company headquartered in South Porcupine, Ontario, that develops, manufactures, and sells copper-infused topical pain relief, body care, and equine supplement products. The company was founded by William (Bill) Burley, a farrier, with product trials beginning at local fairs in 2008 and the company officially established in 2011; day-to-day operations are now run by his daughters Angela Wright (operations, logistics, inventory) and Jamie Burley (wholesale accounts and marketing), with Bill continuing to lead product development.

The core technology is a proprietary copper extraction and processing method that renders copper deliverable transdermally in a cream base, combined with water and oil; the process also yields a natural turquoise color without additives. The product catalog includes the flagship Copper Joint Cream (50ml jar and 65ml tube at ~$39.95–$39.99 CAD), the WBC Terminator cooling roll-on ($26.95 CAD), Copper Bath Soak ($26.99 CAD), the Cyprium copper body care trio ($59.95 CAD), and the Equine Copper Flex 400g supplement ($149.95 CAD). The pain relief SKUs hold Health Canada Natural Product Numbers (NPNs), permitting specific therapeutic claims for arthritis, muscle/joint aches, backache, bruises, and sprains.

The business operates a direct-to-consumer go-to-market via an owned Shopify storefront and Amazon.ca marketplace, supplemented by wholesale distribution through Healthy Planet Canada, Co-op stores, and hundreds of independent Canadian retailers, with grassroots marketing through trade shows (notably the Royal Agricultural Winter Fair in Toronto) and an affiliate program on goaffpro.com. Customer acquisition is supported by an educational blog on copper benefits, customer testimonials, and a 30-day money-back guarantee. The company serves three primary customer segments: individuals with chronic or acute pain (especially aging consumers with arthritis), horse owners seeking joint support, and body care consumers interested in copper-infused skincare.

Name

worlds best cream

Legal name

WBCu

Website

https://worldsbestcream.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Worlds Best Cream is a family-owned Canadian company that sells copper-infused topical pain relief creams, body care products, and equine joint supplements, serving individual consumers across Canada and internationally via D2C e-commerce, Amazon.ca, and hundreds of retail stores.

Ownership category

akta.pro rank

Product category

Topical Pain Relief and Body Care

NAICS

Toilet Preparation Manufacturing (325620), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRADAMAC

OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Health & Hygiene OTC Consumer Goods (First Aid, Oral Care, Personal Health)

SECONDARYCRABALAG

Spa Body Treatments & Massage (Oils, Scrubs, Wraps)

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

SECONDARYCRABAAAG

Sensitive Skin & Barrier Repair

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYHLAIADAA

Pain Relief & Anti-Inflammatory (Analgesics)

Healthcare & Life Sciences/Pharmaceuticals/Over-the-Counter (OTC) Medicines

Keywords

• Copper pain relief
• Topical pain creams
• Joint care products
• Natural health products
• Equine joint supplements

Headquarters

HQ city

South Porcupine

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Others

Revenue model

1. Direct E-commerce Sales: Online sales through owned Shopify storefront (worldsbestcream.com). Primary revenue channel with full margin capture.
2. Marketplace Sales: Sales through Amazon.ca marketplace listing.
3. Retail/Wholesale Distribution: Wholesale supply to retail partners including Healthy Planet Canada, Co-op stores, and hundreds of independent retailers across Canada. Revenue generated through bulk product sales to retailers who resell to end consumers.
4. Affiliate Program: Referral-based sales through affiliate partners using goaffpro.com platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Worlds Best Cream manufactures and sells copper-infused topical pain relief creams, roll-ons, bath soaks, copper body care products, and an equine joint supplement under its own brand. The products are positioned as natural alternatives to conventional pain relief, with Health Canada NPN certification for therapeutic claims, and are sold directly to consumers through Shopify, Amazon, and Canadian retail partners.

Product overview

Worlds Best Cream is a family-owned Canadian company offering a portfolio of copper-infused natural pain relief products. The core product line includes the Copper Joint Cream (formerly Worlds Best Cream) in 50ml and 65ml formats, the WBC Terminator roll-on with cooling sensation, and Copper Bath Soaks in various scents. The company has expanded into body care (Cyprium trio) and equine supplements (Equine Copper Flex). All products feature copper as the key active ingredient and are certified as Natural Health Products by Health Canada with NPN numbers. The brand emphasizes natural ingredients, Canadian manufacturing, and a 30-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• WBC Terminator: Cooling sensation roll-on pain relief product for muscles and joints, made with copper, menthol, camphor, and essential oils.
• Copper Bath Soak
• Cyprium
• Equine Copper Flex
• WBC To Go

Products and services

• Copper Joint Cream - 50ml Jar Soothing copper-infused cream for muscles and joints that provides relief for stiff hands, knees, feet, hips, and back without intense heating or cooling sensations. Fast-absorbing and gentle on sensitive skin, priced at $39.95 CAD per 50ml jar.
• Worlds Best Cream / Copper Joint Cream - 65ml Tube Copper-infused formula designed to deliver a smooth, soothing sensation for joints, muscles, feet, and back. Lightweight, fast-absorbing with no greasy residue, suitable for daily use on multiple areas. Priced at $39.99 CAD per 65ml tube on sale.
• WBC Terminator - 50ml Roll-On Copper-infused roll-on pain relief product combining menthol, camphor, and essential oils to deliver a soothing cooling sensation for muscles and joints. Non-greasy, quick-drying formula ideal for post-activity use, priced at $26.95 CAD per 50ml roll-on.
• Copper Bath Soak Copper-infused bath salt soak with pure essential oils (Lavender, Lemongrass, Eucalyptus, or Unscented) designed to create a calming, spa-like bath ritual. Promotes relaxation for muscles, joints, and full-body relaxation, priced at $26.99 CAD.
• Cyprium - Copper Body Care Trio Copper-infused body care collection including Body Butter (40ml), Hand Lotion (50ml), and Nail & Cuticle Cream (16ml). Formulated with moisturizing ingredients and lavender essential oil for hydration and softening, priced at $59.95 CAD on sale from $104.95 CAD.
• WBC Equine Copper Flex 400-gram equine supplement targeting joint issues in horses. Formulated by a seasoned farrier with copper to support connective tissue, joint flexibility, and mobility for trail and performance horses, priced at $149.95 CAD.

Quantifiable outcome

• Many users report reduction to 1-2 times daily application or every second day after one month of consistent use
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• FedNorminorStrategic or Co-development Partner · 1 January 2009Federal government agency for Northern Ontario that provided support to help Bill Burley establish a booth at the Royal Agricultural Winter Fair in Toronto. This early trade show presence was a significant boost for the company's visibility and helped generate initial demand and orders across Canada.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Voltaren (GSK): Leading OTC topical NSAID (diclofenac) pain-relief brand from GSK with deep pharmacy distribution and large marketing budgets; broad incumbent competing for the same arthritis/joint-pain shelf space as WBC.
• Icy Hot: Chattem/Sanofi mass-market topical menthol/salicylate pain-relief brand with broad retail and pharmacy distribution; broad incumbent competing for the same mass OTC pain-relief shelf.
• Biofreeze: Performance-Rx topical menthol pain-relief brand widely used in chiropractic and physical-therapy channels with strong D2C and professional-retail presence; comparable OTC topical analgesic positioning.
• Aspercreme: Chattem/Sanofi OTC topical lidocaine-based pain-relief brand with national US retail and pharmacy distribution; broad incumbent competitor in the same OTC topical analgesic category as WBC.
• Salonpas: Hisamitsu OTC topical pain-relief patch and gel brand with deep pharmacy and mass-retail distribution in North America; broad incumbent in the same OTC topical analgesic category as WBC.

Direct peers

• Penetrex: US-based topical pain-relief cream brand using anti-inflammatory ingredients and sold primarily D2C; comparable to WBC in category, format, and direct-to-consumer emphasis.
• Tiger Balm: Iconic global topical pain-relief brand offering menthol/camphor-based analgesic balms and creams sold OTC across retail and D2C; directly comparable to WBC's topical analgesic positioning and multi-channel retail strategy.
• Copper Fit: Brand built around copper-infused compression garments and pain-relief products sold at mass retail; shares WBC's copper-as-active-ingredient narrative and broad retail distribution approach.
• Absorbine Jr. Heritage topical analgesic brand (menthol-based) sold across equine, athletic, and human pain-relief verticals; especially comparable to WBC given the equine/consumer dual-vertical footprint.
• Real Time Pain Relief (RTPR): Topical pain-relief brand emphasizing natural ingredients, sold via D2C, Amazon, and affiliate networks; comparable to WBC in natural-OTC positioning and e-commerce-led GTM.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/worlds-best-cream

Compliance1 record

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 →

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