Wellness seekers look for natural, preventive ways to feel better, sleep better and manage stress. They buy supplements, functional mushrooms, CBD and self-care tools, and they read labels and research brands before committing. Brands in this group include Charlotte's Web, cbdMD, Host Defense, Real Mushrooms, Hemp Bombs and By Charlotte. Their ads are worth studying because the category is heavily regulated and trust-sensitive, so creative has to inform, reassure and persuade without overpromising, and the way brands manage that balance is instructive.
They look for plant-based and minimally processed products, and often try them before or alongside conventional care.
Capsules, tinctures and drinks become part of a morning or evening routine, which makes repeat purchase central.
They check sourcing, extraction methods and testing, and trust brands that publish clear information.
Relaxation, sleep, focus and immunity are recurring motivations for trying new products.
Founders with credentials, such as mycologists, and community recommendations carry weight.
Miracle language and unsupported health claims damage credibility, and platform rules also restrict them.
Founded in 2012 in Louisville, Colorado by Brandon Beatty, Bluebird Botanicals is one of the original US hemp CBD companies. The brand built an unusually loyal community through its compassion pricing programs for veterans, low-income customers, and those with chronic illness—a marketing moat that competitors can't easily replicate. Products span tinctures, capsules, topicals, and pet lines. Also searched as Bluebird.
By Charlotte is a Sydney-based fine jewellery brand founded in 2012 by Charlotte Blakeney, a former makeup artist. The brand focuses on meaningful, intention-set gold pieces with spiritual and wellness themes. A pivotal moment came when Rosie Huntington-Whiteley wore the Lotus Necklace on Harper's Bazaar, propelling the brand to global recognition. By Charlotte operates as a pure DTC e-commerce brand.
CBDistillery (thecbdistillery.com) was founded in 2016 in Denver, CO. It offers one of the broadest CBD product ranges in the DTC market — tinctures, gummies, softgels, topicals, and pet products — all at accessible price points with transparent COA documentation.
Calmigo is a wellness device brand selling a handheld device that combines breathing exercises, scent, and cooling sensations to help users manage anxiety and panic in the moment. The product is positioned as a fast-acting, non-medication tool for stress relief. It sells direct-to-consumer online.
Charlotte's Web (charlottesweb.com) was founded in 2013 by the seven Stanley brothers in Boulder, CO after their hemp strain helped a girl named Charlotte Figi manage severe epilepsy. The brand is the #1 selling CBD brand in the US, sold in 20,000+ retail doors. Also searched as Charlotte's.
Clevr Blends was founded in 2019 in Santa Barbara, CA by Hannah Mendoza and Roger Coppola. The brand makes oat milk powder-based adaptogen SuperLatte mixes. Meghan Markle became an investor and sent public praise via Instagram in 2021, generating global media coverage that defined the brand's luxury wellness positioning. Also searched as Clevr.
Cornbread Hemp (cornbreadhemp.com) is a Louisville, KY-based CBD company founded in 2019 by journalist Jim Higdon and attorney Eric Zipperle. It produces USDA-certified organic, full-spectrum CBD oil extracted solely from hemp flower — not stems or stalks. Also searched as Cornbread.
Founded in 2017 in Milwaukee by Josh Delaney, FAB CBD was acquired by Canadian retailer High Tide in 2021. The brand targets everyday wellness consumers with straightforward pricing, Colorado organic hemp, and a product lineup covering oils, gummies, topicals, and dog treats—no fuss, no inflated margins. Also searched as Fab.
Feals is a US-based wellness brand selling CBD oil and related products through a membership-based, direct-to-consumer subscription model. It positions itself around quality and simplicity in the CBD category, advertising across Meta placements.
Genius Mushrooms is a product line from The Genius Brand (thegeniusbrand.com), combining Lion's Mane, Cordyceps, and Reishi in organic veggie capsules. It is one of the top-selling functional mushroom supplements on Amazon and widely distributed through natural retail. Also searched as Genius.
Golde was founded in 2017 in Brooklyn by Trinity Mouzon Wofford and Issey Kobori. Trinity became the youngest woman to launch a product at Whole Foods at the time. The brand makes turmeric lattes and superfood blend powders and received Oprah's Favorite Things recognition and a major Target partnership.
Goli Nutrition makes sugar-free, vitamin-packed wellness gummies, famous for its Apple Cider Vinegar gummies.
Goop is a lifestyle and wellness brand founded by Gwyneth Paltrow in 2008, selling supplements, skincare, and wellness products alongside its media content. It positions itself at the premium end of the wellness market, blending editorial content with direct-to-consumer product sales. The brand is widely known for its high media profile and celebrity association.
Green Roads is a US-based wellness brand selling CBD products, including oils, gummies, and topicals, marketed for relaxation and general wellness use. It sells direct-to-consumer online and through retail partners, advertising across Meta placements.
Healthline is a health information website publishing medically reviewed articles on conditions, nutrition, fitness, and wellness. Founded in 2005, it positions itself as a consumer-facing health media and content brand rather than a product seller. It is one of the most widely visited health information sites online.
Hemp Bombs (hempbombs.com) was founded in 2016 in Tampa, FL. The brand offers one of the broadest CBD product ranges available DTC, including gummies, capsules, oils, vapes, sleep products, and pet formulas, positioned at accessible price points with high potency options. Also searched as Hemp.
Host Defense (hostdefense.com) was founded in 2012 by mycologist and author Paul Stamets in Olympia, WA. The brand produces functional mushroom supplements using certified organic mycelium grown on its own farm, sold across natural retail and DTC channels. Also searched as Host.
Lovetuner is a wellness device brand selling a small handheld breathing tool designed to produce a specific tone intended to help reduce stress and promote relaxation through guided breathing. The product is marketed as a portable, drug-free anxiety and stress management tool. It sells primarily direct-to-consumer online.
Manuka Health is a New Zealand producer of manuka honey and related bee products, selling MGO-graded honey, propolis, and supplement products through retail and online channels globally. The brand sources honey from New Zealand beekeepers and markets on manuka's antibacterial properties. It advertises across Meta placements to support international retail and DTC sales.
Melora is a health and wellness brand selling consumer products online, advertising across Meta placements to reach its target audience. Further details on its specific product line are not confirmed.
Mount Lai is a skincare brand specializing in gua sha tools and facial massage devices rooted in traditional Chinese wellness practices, paired with complementary skincare products. The brand markets its tools as part of a holistic at-home facial care ritual. It sells primarily direct-to-consumer online and through select beauty retailers.
Founded in 2019 and headquartered in Manchester, Naturecan built one of the most internationally scaled CBD brands by combining science-backed product development with localized distribution across 30+ countries. The brand spans CBD oils, capsules, gummies, topicals, and protein products, positioning wellness as its category umbrella rather than CBD alone.
Founded in 2014 in Denver, NuLeaf Naturals built its reputation on radical simplicity: a single full-spectrum CBD oil containing only hemp extract and hemp seed oil, with no flavorings, fillers, or additives. Organic Colorado farming standards and consistent potency across a small SKU count appeals to consumers who distrust complex formulations. The brand has since expanded to include pet products and other cannabinoids. Also searched as NuLeaf.
Nurecover is a recovery technology brand selling wellness devices such as compression or cold therapy equipment for home use, sold direct-to-consumer online. It positions itself within the at-home recovery and sports wellness equipment category.
Onyx + Rose (onyxandrose.com) is a Los Angeles-based CBD brand focused on premium aesthetics and wellness positioning. The brand offers full-spectrum CBD oils, skincare, bath products, and functional mushroom products in luxury packaging, with a 100,000+ Instagram following. Also searched as Onyx.
Organics Nature is a brand name suggesting a natural or organic food and wellness products company. Based on the available listing information, it positions itself within the health-focused natural products category. Further specifics on its exact product line were not confidently identifiable.
Organics Ocean offers natural health supplements spanning gut health, energy and everyday wellness.
Penguin CBD is a Portland-adjacent brand built on approachability—fun penguin branding, flavored gummies and creams, and Oregon-grown broad-spectrum hemp. The brand extends into pet CBD, enabling cross-sell within the same household purchase. A heavy affiliate program drives review site coverage and coupon-code discovery traffic. Also searched as Penguin.
Plain Jane (plainjane.com) was founded in April 2018 by Lindsey Holthaus and Evan Marshall in Eugene, OR. The brand pioneered the hemp CBD cigarette in the US, offering flavored hemp flower cigarettes and pre-rolls to help smokers reduce nicotine consumption. Also searched as Plain.
Provacan is a UK-based CBD wellness brand selling CBD oils, capsules, and topical products aimed at consumers seeking natural health and wellness support. It sells direct-to-consumer through ecommerce, advertising across Meta placements.
R+R Medicinals is a Boulder-area Colorado CBD brand built around radical transparency—every product batch has publicly accessible third-party COAs. With USDA organic certification and Colorado-grown hemp, the brand targets research-driven consumers who vet brands before buying. The product line covers tinctures, softgels, topicals, and gummies. Also searched as R+R.
Real Mushrooms (realmushrooms.com) was founded in 2014 by Skye Chilton in Vancouver, BC. The brand produces 100% fruiting body mushroom extracts with verified beta-glucan content, sold DTC and on Amazon, and is a leader in functional mushroom education and category transparency.
Rebbl makes coconut milk protein drinks infused with adaptogenic herbs and superfoods. Founded in 2013, the brand donates 2.5% of net revenue to Not For Sale, an anti-human trafficking organization. Available at Whole Foods and Sprouts, Rebbl established the premium adaptogen RTD beverage segment before the category became crowded.
Founded in 2015 in Greenwood Village, Colorado by Rusty Scott after a personal injury led him to CBD, Receptra Naturals targets the athletic and active lifestyle consumer with tinctures, topicals, and pet products. The brand is available in thousands of retail locations as well as DTC and Amazon. Colorado hemp heritage and organic sourcing underpin its quality story. Also searched as Receptra.
Rheal Superfoods makes organic superfood blends supporting energy, gut health and everyday wellness.
Launched in January 2019 by Casey Georgeson—formerly behind Marc Jacobs Beauty and Disney for Sephora—Saint Jane Beauty is the prestige-tier CBD skincare brand that brought hemp extract into Sephora's luxury aisle. The hero Luxury Beauty Serum combines 500mg full-spectrum CBD with 20 botanical actives. Featured in Vogue, Allure, and Oprah Magazine. Also searched as Saint Jane.
Soul CBD (getsoul.com) was founded in 2018 by siblings Mike Lee (professional boxer) and Angie Lee (podcaster/entrepreneur) in Los Angeles. The brand produces triple-tested CBD products including tinctures, gummies, and capsules, growing from a spare bedroom to an eight-figure business. Also searched as Soul.
Spruce CBD is a Raleigh-based brand positioning itself at the premium, high-potency end of the full-spectrum CBD market. Products are made using lab-grade CO2 extraction with concentrations reaching 80mg per mL—marketed explicitly to consumers who have been underwhelmed by mainstream lower-potency options. DTC-only distribution preserves the premium margin. Also searched as Spruce.
Steens Honey is a New Zealand honey producer selling manuka and raw honey products domestically and for export, sourced from company-owned apiaries. The brand markets its honey through retail and online channels with an emphasis on traceability from hive to shelf. It advertises across Meta placements to build consumer awareness.
Sunwink is a San Francisco-based herbal sparkling tonic brand co-founded in 2018 by Eliza Timpson and Jordan Schenck. The brand makes superfood tonics with meaningful herbalist-recommended doses of adaptogens and herbs targeting stress, mood, and energy. Sunwink donates 2% of revenue to women's causes and built its community through a DTC subscription model.
Taika (Finnish for 'magic') is a San Francisco-based RTD coffee brand founded in 2020 by Michael Sharon and Kal Freese. The brand makes oat milk lattes and black coffees infused with adaptogens including ashwagandha, lion's mane, and L-theanine. Oscar-winning filmmaker Taika Waititi joined as creative chief in 2023, elevating the brand's cultural positioning.
Troop (trytroop.com) was founded in 2021 in Los Angeles by cousins Stephanie Moyal and Jake Mellman. The brand makes functional mushroom gummies using 100% US-grown fruiting body mushrooms, and markets to younger wellness consumers who find capsules unappealing. Also searched as Troop.
Wedderspoon is a manuka honey brand sourcing raw honey from New Zealand and selling it internationally, particularly in North America, through retail grocery and online channels. The brand emphasizes raw, unpasteurized honey with graded potency levels. It advertises across Meta placements to support its retail and ecommerce distribution.
Well+Good is a digital media brand covering wellness, fitness, nutrition, and beauty topics for a health-conscious audience. It positions itself as a lifestyle content publisher rather than a product retailer, though it also runs a marketplace for wellness products. The brand is known for trend coverage in the wellness space.
Founded in 2015 in Charlotte, NC by Scott Coffman, cbdMD was the first pure-play CBD company to trade on the NYSE American. The brand built its mass-market credibility through one of the industry's largest sports sponsorship programs, partnering with athletes across golf, MMA, and tennis. Broad-spectrum formulations span tinctures, gummies, topicals, capsules, and bath products.
Credibility is the main creative job. Host Defense leans on its mycologist founder, Real Mushrooms stresses extract quality and testing, and CBD brands such as Charlotte's Web, cbdMD and Hemp Bombs emphasize product range, lab results and brand heritage. Expert voice, process transparency and clear product education recur across the group. Formats that work include founder explainers, ingredient close-ups, routine videos where the product fits into a morning or evening, and customer stories. Many ads explain what a product is before asking for a sale, because the buyer often needs to understand the category first. Offers usually favor subscriptions, bundles and first-order discounts, tied to the daily-use pattern. Messaging has to stay on the right side of advertising rules, so benefits are often framed as support for a routine rather than a cure. When researching ads, note how each brand phrases benefits, what proof it shows, and how it handles regulated terms. Compare creative from CBD brands with mushroom and jewelry brands to see how tone shifts from clinical to ritual-led.
Clarity and honesty rank highest. This buyer wants to know what is in the product, where it comes from and how to use it. Plain language, clean labels and visible testing information help build confidence. They also respond to ritual and identity. A product that fits a calm evening routine or a morning habit feels easier to adopt than one sold as a quick fix. By Charlotte, for example, ties meaning and self-care to jewelry, showing that wellness extends past ingestibles into symbolic purchases. Mistakes include exaggerated health claims, fear-based hooks, and ignoring platform and legal restrictions that vary by product type and region. Overpromising can lead to rejected ads and lost trust. To learn from competitors, track which educational angles are used most, whether brands lean on science, tradition or lifestyle, and which offers repeat. A long-running ad often signals a message the brand has found safe and effective. Always check current advertising policies for your own product before copying any approach.
Charlotte's Web, cbdMD, Host Defense, Real Mushrooms, Hemp Bombs and By Charlotte are examples. They cover CBD, functional mushrooms and meaningful jewelry for people focused on natural wellbeing. Browsing the active ads of the brands in this group side by side shows which hooks, formats and offers they keep running.
They emphasize education, sourcing and testing, often through founder or expert explainers and routine-based videos. Benefits are usually framed carefully because of advertising restrictions. Ads that stay live for weeks usually point to a message the brand has found works, so they are a good place to start your research.
Common angles include ingredient transparency, expert credibility, daily ritual and customer stories. Subscriptions and bundles are frequent offers. Notice how the first seconds, the headline and the call to action differ from brand to brand before you plan your own creative.
Yes, platforms and regulators restrict health claims and some categories such as CBD. Check current policies for your product before running ads. Use what you learn as direction for your own tests, not as a template to copy. Browsing the active ads of the brands in this group side by side shows which hooks, formats and offers they keep running.
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