Feel Goods secured funding by leveraging viral content, a strong subscriber base, and distinctive branding to stand out in a crowded wellness market. Here's what you need to know:
Feel Goods raised a $4.7 million seed round in 2025 led by Cutting Horse, with backing from Adapt VC, TA Ventures, and others—despite the fact that overall, startups saw 7% year-over-year decline in funding deals.
Co-founder Brian Wong credits the brand’s success to viral TikTok content (achieving 5M likes and nearly 200K followers) and a loyal DTC subscriber base, as most of their 4 million servings shipped in the past three years were orders coming from subscriptions.
Instead of clinical wellness branding, Feel Goods embraces playful, “Kool-Aid-esque” visuals and humor, appealing to a broad demographic. Future products may include gummies and liquid formats.
Despite interest from Walmart, the brand delayed wholesale entry to avoid premature scaling. Retail rollout is now planned for early 2026, supported by strategic investor partnerships.
Wong said they faced many challenges due to being DTC-only and operating in a crowded supplements space, but persistent pitching and a lean, profitable model ultimately secured the funding.
Feel Goods is a wellness brand offering zero-sugar drink powders designed to support hydration, gut health, and immune function, crafted from natural, earth-sourced ingredients for daily feel-good living.
Supercharge your hydration, gut, & immune health with natural powders. Sourced from the earth and zero sugar.
The data reflects US TikTok Shop sales from January 1, 2025- August 31, 2025.
$46K
Total sales
$31K
Total sales from the brand's top-selling product, Feel Goods Gut Guardian - Gut & Digestion Drink Mix
2,492
Total items sold
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