Earthlite LLC has announced the formation of a parent operating group, Intentional Wellness Brands (IWB), which comprises a portfolio of wellness companies.

Alongside Earthlite, the other brands IWB will encompass include luxury spa equipment company Living Earth Crafts, eco-conscious salon chair business Continuum Pedicure Spas and Ayurvedic spa skincare company Tara Spa Therapy.

IWB will support and scale its collection of businesses, offering strategic leadership, operational resources and long-term investment.

Rod Derifield, CEO, Intentional Wellness Brands, said: “Our mission is to build a platform that empowers great wellness businesses to grow while preserving the authenticity and craftsmanship that made them successful in the first place. By investing with a long-term mindset and supporting our brands with strong leadership and resources, we aim to expand the impact our products and clients have on global wellbeing."

Jim Chenevey, chief innovation officer, Intentional Wellness Brands, said: Our role is to build the operational and technological foundation that allows each brand to thrive. By connecting our companies through shared capabilities, modern systems, data-driven insights, and emerging wellness technologies, we can accelerate innovation, improve customer experience, and help our teams deliver exceptional wellness solutions to the customers they serve."

Leading spa figure Mia Kyricos, chief wellness officer of Kyricos and Associates, is an IWB board member.