12.20.22
CC Wellness, a leader in FDA 510(k) premarket certification and pharmaceutical company that specializes in the development of Class II medical devices as well as cosmetic, OTC and organic products, has acquired Shibari, a top-seller of lubricant labels on Amazon.
"This transaction broadens the footprint of CC Wellness as a leading wellness innovator, advancing its goals to expand market opportunity and grow market share,” said co-founder and managing partner Marek J. Olszewski of Catalus Capital, a multi-strategy private equity firm. “This add-on acquisition is an excellent example of the impressive achievements of the world-class team at CC Wellness."
He noted that Catalus Capital invests in established US businesses with significant growth potential.
"Shibari will join our portfolio of creatively disruptive, consumer-facing wellness and personal care brands," CC Wellness CMO Mimi Anderson said. "Shibari possesses solid brand equity, is well-positioned in retail, and has great potential for deeper product repurchase behavior."
CC Wellness has its own consumer brands — #LubeLife, JO, and Muse Health — separate from its flourishing Make Waves white label business.
CC Wellness has purchased the liquid product line of the Shibari brand, not its toys segment.
"We're bringing the Shibari brand in-house and will redesign its presence to build out its storytelling in e-Commerce and specialty retail,” said Anderson.
As with all CC Wellness products, Shibari formulas will be manufactured by CC Wellness in its Santa Clarita, California-based FDA-licensed and ISO 13485-certified facility.
A major category differentiator for CC Wellness is the creation of FDA 510(k) cleared formulas. CC Wellness holds 24 personal lubricant FDA 510(k) certifications — the most of any white label manufacturer and second only to CPG giant Reckitt — an incredible record when you consider the comparative size of CC Wellness to Reckitt.
FDA 510(k) certification means the FDA agrees with the manufacturer that their medical device is safe and effective.
Beyond strict raw materials testing and quality manufacturing processes that go above and beyond industry standards of batch control, CC Wellness recognizes the importance of improving lifestyles by sourcing and using US Pharmacopeia-grade and USDA organic ingredients.
"We are motivated by a focus on shame-free intimate wellness as an important pillar of overall health," Anderson said, “and that means using only the safest ingredients possible.”
Shibari retails for $9.99 per eight ounces.