Earthlite Rebrands as Intentional Wellness Brands to Scale Global Impact

The new operating group oversees a diverse collection of established companies, including Earthlite, Living Earth Crafts, Continuum, and TARA Spa Therapy. By pooling resources and leadership, IWB intends to provide these brands with the operational stability needed to scale while maintaining the specific craftsmanship that has defined their market presence. The transition is anchored by three core pillars: operational excellence in manufacturing, a focus on human health span, and a commitment to planetary sustainability.

To demonstrate this commitment, the company recently finalized a $1 million solar energy project at its California headquarters, a move that cuts operating emissions by roughly 90%. CEO Rod Derifield noted that the platform is designed to preserve the authenticity of each individual brand while leveraging shared technological foundations. Chief Innovation Officer Jim Chenevey emphasized that the goal is to drive growth through data-driven insights and emerging wellness technologies, ensuring that the company’s portfolio—ranging from luxury pedicure spas to Ayurvedic botanical therapies—remains at the forefront of the industry.