wthn

WTHN is a New York-based holistic wellness company built around Traditional Chinese Medicine (TCM). It operates acupuncture studios in New York City that offer acupuncture, facial acupuncture, cupping, ear seeding and herbal treatments, combined with guided meditation, sound bath and aromatherapy on heated beds. Sessions begin with a health assessment by a licensed acupuncturist, followed by a customized treatment and a take-home treatment plan with recommended herbs. Studios are located in Flatiron, NoHo, the Upper East Side, the Upper West Side and Williamsburg.

Alongside its clinical services, WTHN sells a direct-to-consumer product line of at-home TCM tools and remedies, including acupressure mats, neck wedges and massage rings, ear seed kits, body and face cupping kits, body balance magnets, herbal remedies, beauty tools and bundles, organized both by category and by health concern (stress, pain, digestion, sleep, energy, detox, beauty, seasonal). The company also runs a wholesale channel and states its products are carried in more than 200 retailers.

The company frames its mission as making acupuncture and TCM accessible, treating conditions including stress and anxiety, pain, migraines, digestive disorders, fertility, women's health, sleep, and immunity and allergy concerns.

Founding story

Michelle Larivee launched WTHN in November 2019 after a ski accident left her with chronic pain and she experienced relief through acupuncture and herbs. A graduate of Georgetown and Wharton, she previously worked as an executive in healthcare finance and consulting. She co-founded the company with Dr. Shari Auth, an acupuncturist with more than 20 years of experience.

Business model

WTHN combines a services business — paid acupuncture, facial acupuncture and cupping sessions at its own NYC studios, sold as single sessions, packages and a membership — with a consumer products business selling TCM tools and herbal remedies online and through wholesale retail partners. It also sells gift cards and offers a refer-a-friend program.

Revenue comes from per-session treatment fees (a new-client session priced at $96 with the WELCOME20 20% discount code and a regular single 45-minute session at $120, with cupping addable for $20), membership subscriptions, and sales of at-home products priced from roughly $12 to $120. Treatments are described as FSA/HSA eligible with insurance reimbursement available.

Traction

Five studios operating across Manhattan and Brooklyn (Flatiron, NoHo, Upper East Side, Upper West Side, Williamsburg), a catalog listed at up to 68 products, and distribution in more than 200 retailers.

Latest developments

The company has introduced a facial acupuncture service marketed as a needle-based alternative for firming and smoothing skin, and continues to promote membership pricing, FSA/HSA eligibility and insurance reimbursement for treatments.