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August 31, 2023
There is a massive opportunity with ever-increasing consumer interest in wellness products and services and a collection of highly-experienced leaders..
Better For You Wellness, Inc. (OTCQB: BFYW) is a Columbus, Ohio-based company that is exploring and evaluating various business opportunities in the food, beverage, and consumer packaged goods (“CPG”) categories, including, but not limited to, mergers, acquisitions, or business combination transactions. It has a specific focus on the wellness niche, looking for ways to improve consumer health and happiness as a core tenet of its mission.
Let’s see how the growing wellness markets represent an excellent use of capital by the right company, making BFYW a no-brainer for the wellness-oriented investor.
A recent report from McKinsey and Company shows that the global wellness market is estimated to be worth $1.5T and boasts annual growth of 5-10 percent per year.1 That’s plenty of room for an up-and-coming wellness company to move in and grab some market share. Moreover, consumers’ interest in wellness continues to grow, with 48.2% of U.S. consumers reporting an increased focus on wellness compared to 2-3 years ago. When we look at the breakdown of spending in the sector, we see 70% of consumer spending on products (think cosmetics, supplements, etc.) and 30% on services (mental health and mindfulness being the lion’s share).2 1
An essential part of the report is that consumers break wellness into six specific categories: health, fitness, nutrition, appearance, sleep, and mindfulness. Each category represents unique opportunities and challenges, which BFYW will have to keep in mind as it searches for appropriate acquisitions
So we can rationalize that consumer spending will continue to increase in the wellness market, creating more opportunities for new products and services as time goes on. The only question for BFYW is, “Where to start?”.
BFYW announced the first three acquisitions in its pipeline in 2021 and hit the ground running.
Ironwood Clay Co Inc.
Ironwood is a specialized OEM skincare manufacturer and supplier offering private label product development, turn-key production, raw materials, and bulk formulas to high-impact personal care companies across the globe and is the leading international supplier of glacial oceanic clay. Additionally, Ironwood Clay Co Inc. also owns and manufactures the NENA Skincare brand, sold in over 500 retailers throughout Canada. Better for You Wellness agreed to purchase the company for a total purchase price of approximately $25.4 million CAD in a deal expected to close in June 2022.
“Better appearance, better nutrition, and better health are three major wellness categories for consumers, and by making this profitable, vertically-integrated acquisition within the natural beauty and skincare space, Better For You Wellness can begin carving-out market share in all three wellness categories,” said Ian James, CEO of Better For You Wellness, Inc. in a recent press release. “After all, skin is our largest organ, and what we put on our bodies is just as important as what we put in them.”
Ironwood has developed over 500 formulations and already has ties with Nu Skin Enterprises, Inc. (NYSE: NUS), Walgreens Boots Alliance Inc. (NASDAQ: WBA), and more, distributing its products, ingredients, and raw materials globally to the United States, China, North Korea, and more.
With 70% of consumer dollars going to the product side, it’s probably safe to assume that starting with wellness products in the three categories that Ironwood covers will be an effective strategy.
“This established and profitable acquisition within the natural beauty and skincare space will allow Better For You Wellness to become a vertically-integrated wellness company,” Ian James adds. “As I have stated before, skin is our largest organ, and what we put on our bodies is just as important as what we put in them – making skincare a major cornerstone in an overall approach to wellness.”
Better For You Wellness, Inc. also announced its plans to acquire Mary Louise Cosmetics, an established skincare brand offering wholesome, natural, and organic beauty products to bolster its skin care vertical.
Mary Louise Cosmetics’ products are currently available direct-to-consumer and online and in retail through Macy’s Inc. (NYSE: M), JCPenney, Thirteen Lune, and more. Just days later, BFYW announced another LOI to acquire Cannuka, a pioneer and leader in the CBD-infused skincare space. Boasting some of the most efficacious ingredients on earth, like hemp-derived cannabidiol and manuka honey, Cannuka products reflect consumers’ changing demands and interests.
Cannuka products are currently available direct-to-consumer online and in retail through Ulta Beauty Inc. (NASDAQ: ULTA), Macy’s, Neiman Marcus, Express Inc. (NYSE: EXPR), QVC, HSN, Revolve Group Inc. (NYSE: RVLV), and more.
Better For You Wellness built on its acquisition efforts by entering an agreement with all natural, vegan body, hair, and skincare brand Mango Moi.
Founded by Haitian-American and proud Chicago native Amanda Cayemitte, Mango Moi products are produced using the highest quality ingredients including mango butter, baobab oil, kukui nut oil, and murumuru butter. Its products are sold direct-to-consumer via the company’s website and have been featured on Beauty Independent, BucketListers, Do312, NBC Chicago, Yahoo! and more.
“As Better For You Wellness continues to build its portfolio of leading wellness brands, the Mango Moi acquisition will further bolster our skincare vertical, The global skincare market is projected to grow from $100.13B in 2021 to $145.82B by 2028. The Company’s pending acquisitions of multiple natural beauty brands synergistically combine to create a diverse offering of natural products for wellness consumers at all price points.” said BTFW CEO Ian James.
Let’s talk about the $1.5 trillion (and growing) wellness sector for just a second.
Unsurprisingly, the coronavirus pandemic has accelerated consumer awareness and adoption around the concept of wellness, and in terms of overall spending, McKinsey estimates that consumers expect to increase their purchases of both wellness products and services over the next year. ‘The only constant is change,’ so while consumer trends may develop overtime, the vertically integrated nature of BFYW’s M&A strategy will allow the company to adapt quickly, and capitalize upon these new developments and trends with minimal disruptions or delays from the supply chain issues that many companies have been forced to deal with.
Bottom line; wellness isn’t going anywhere, and BFYW can be an excellent way to get exposure to the industry.
Being a publicly-traded wellness company focused upon better for you wellness and science-backed sustainable services has advantages. Investor faith is at an all-time high; the available capital is plentiful, and (depending on the market) investing in a company like BFYW makes all the sense (and hopefully dollars) in the world.
Better For Your Wellness is pleased to announce their recent uplisting from the OTC Pink Market to the OTCQB Venture Market. With uplisting comes new opportunities for revenue through increased investor visibility among other benefits.
“BFYW’s advancement to OTCQB continues the incredible growth and achievement for our company over the last few months, during which time we transformed from a blank-check company to an operating company on our wellness journey. Uplisting to the OTCQB will increase BFYW’s visibility to the investment community, particularly institutional investors, as the Company continually grows and establishes itself as a leader in the wellness industry. This broader awareness and added liquidity should expand our shareholder base while increasing value for existing shareholders,” said Ian James, Chief Executive Officer of Better For You Wellness
Attended Ohio University from 1984 to 1989 where he obtained a Bachelor of Arts. Mr. James was appointed as President at Green Light Acquisitions, a Cannabis and Hemp investment holding company, where his responsibilities consisted of providing the Company’s strategic vision and development leadership in mergers and acquisitions. He has held this position from June 2014 to the present. In August of 2019, Ian organized the CBD Idea Factory, which became The Ideation Lab in January 2020. Ian has served as the CBD Idea Factory and The Ideation Lab’s Chief Executive Officer from the two companies’ inception until today. From 1995 to 1996, Ian served as Merv Griffin’s Corporate Community and Governmental Relations executive, working in the highly regulated gaming industry. In February 2016, Politico magazine named Ian one of the United States’ most influential political thought leaders. Ian has served as a Board Member of the Ohio Center for Journalism since August 2020.
Attended University of Cincinnati from 1994 to 1997. Mr. Letourneau was appointed as Chief Brand Officer at Green Light Acquisitions, a Cannabis and Hemp investment holding company, where his responsibilities consisted of developing the brand ethos for consumer-packaged goods. He has held this position from June 2014 to the present. In August of 2019, Stephen organized the CBD Idea Factory, which became The Ideation Lab in January 2020. Stephen has served as the CBD Idea Factory and The Ideation Lab’s Chief Brand Officer from the two companies’ inception until today. Stephen has served as an Advisory Board Member for Nemacolin Resort in Farmington, PA since August 2015 to the present. Stephen is a Council member for the George Washington University School of Business, Digital Marketing Advisory Council member..
Earned his media celebrity status as an Emmy Award winning television personality and radio talk show host. Mr. Williams is also a decorated Naval officer, inspirational speaker, author, wellness entrepreneur and health advocate. Additionally, Mr. Williams was a Founder of Helius Medical Technologies, Inc. (NASDAQ: HSDT), a neurotechnology company that focuses on developing, licensing, and acquiring non-invasive technologies for the treatment of symptoms caused by neurological disease or trauma. Mr. Williams was also the Founder of the Montel Williams MS Foundation, a 501(c)(3) organization devoted to researching Multiple Sclerosis and helping people suffering from Multiple Sclerosis. Mr. Williams enlisted in the United States Marine Corps in 1974. Mr. Williams received a B.S. in Engineering from the United States Naval Academy in 1980, and served in the United States Navy in active duty until 1991, and as a reservist until 1996 when he retired at the rank of Lieutenant Commander. Mr. Williams’ awards include two Meritorious Service Medals, two Navy Commendation Medals, the National Defense Service Medal, the Navy Achievement Medal, two Navy Expeditionary Medals, the Armed Forces Expeditionary Medal and two Humanitarian Service Medals.
With decades of senior-level investment banking experience, David serves as Partner and Chief Operating Officer of ID Fund LLC, an investor-directed firm for accredited investors. Mr. Deming formerly served as a director of Sorrento Therapeutics Inc. (NASDAQ: SRNE), a clinical stage and commercial-stage biopharmaceutical company that develops therapies for cancer, autoimmune, inflammatory, viral, and neurodegenerative diseases, and has served on the board of numerous other public and private biotechnology companies, in addition to serving on the Board of Trustees of Hobart and William Smith Colleges for over a decade. Mr. Deming started his career at J.P. Morgan in 1976 and was a Managing Director in charge of the Global Healthcare Investment Banking Group from 1991 to 2003. Mr. Deming received a B.A. in Economics from Hobart College in 1975.
With decades of executive-level experience as a leader and visionary in the pet industry, Joseph Watson is President and Chief Executive Officer of Petland, Inc., a global pet products retailer with stores in eight countries. Mr. Watson began at Petland as Vice President of Operations in November 2005 and then served as Chief Operating Officer prior to becoming CEO. Since July 2015, Mr. Watson has been a member of the Board of Trustees of Shawnee State University and serves as the Chairman of the Board of Trustees of Adena Health System, a medical services provider with four hospitals and six regional clinics in Ohio. Mr. Watson served in the United States Army from 1985 to 1987 and is also a National Guard veteran. Mr. Watson received a B.S. in Communications System Management from Ohio University in 1992, and received a Master’s in Business Administration from Ohio University in 1999.
As a board certified internal medicine physician with decades of experience as a practicing physician, Dr. Nicola R. Finley currently serves as Adjunct Faculty in the Health Promotion Sciences Division at the Mel and Enid Zuckerman College of Public Health at the University of Arizona, where she lectures to undergraduate, graduate and medical students, and presents to staff and faculty on the topic of personal wellness. Dr. Finley also serves as an Advisory Board Member of the Global Wellness Summit, an organization that gathers leaders and visionaries in the wellness industry, and serves as an Advisory Council Member at Luma Wealth, a wealth management firm that focuses on advising women and their families. Dr. Finley also serves as a Community Advisory Board Member of Arizona Public Media, a Southern Arizona-based non-profit public media service providing television and radio content including NPR and PBS to the area. Dr. Finley has had her research published in the American Journal of Lifestyle Medicine and Current Sexual Health Reports. Dr. Finley authored Function: A multidimensional view for the International Council on Active Aging®, and wrote the chapter on “Women’s Sleep” in Integrative Sleep Medicine published by Weil Integrative Medicine Library. Dr. Finley received a B.A. in Educational Studies from Brown University in 1994, and received a M.D. from the George Washington University School of Medicine in 1998.
Christina Jefferson has spent her career as a leader in the diversity, equity, and inclusion field and currently serves as the Director of Diversity, Equity, and Inclusion for the San Francisco 49ers. Jefferson spent six years of her career with Sephora, leading their diversity and inclusion efforts company wide. During her time at Sephora, Jefferson rose through the ranks working on social impact and diversity and inclusion programs to foster inclusivity across stores, corporate offices, and distribution centers.