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Brandgenuity Expands Dr. Scholl’s wellness footprint with  new licensing partner, Lifeworks image

Brandgenuity Expands Dr. Scholl’s wellness footprint with new licensing partner, Lifeworks

New products to launch early 2023

New York, NY – May 2, 2022 – Brandgenuity announced today that the agency has secured a licensing partnership between Dr. Scholl’s®, the most trusted brand in foot care today, and Lifeworks Technology Group, a leading maker of fitness and health & wellness products. The company holds many leading licenses, including iHome, And1, and Turtle Wax, among others.

Lifeworks distributes to mass, specialty, big box, online and off-price channels and plans to develop a robust line of compression and support products, digital massage and therapy, and rest and recovery products under the Dr. Scholl’s name.

“We are thrilled to welcome Lifeworks to the Dr. Scholl’s family and to our growing roster of successful licensees,” said Kate Godbout, SVP, Marketing at Dr. Scholl’s. “As a company our mission is to support everyone, whatever their age or condition, to live life to the fullest potential.”

Dr. Scholl’s has been a share leader and in Footcare for over one hundred years. The company’s mission is to offer health and wellness products that make a meaningful difference in people’s lives. The brand has long-standing, highly successful licensing partnerships in footwear and socks and recently announced a new partnership with Custom Accessories in aftermarket automotive accessories. Lifeworks will be Dr. Scholl’s fourth licensing partnership.

The partnership between Dr. Scholl’s and Lifeworks was brokered by Brandgenuity, exclusive licensing agency for the Dr. Scholl’s brand.

“Dr. Scholl’s and Lifeworks is a win-win combination,” said Eddie Mizrahi, President of Lifeworks. “We have enormous category knowledge and expertise when it comes to designing and developing unique and innovative products. Dr. Scholl’s will bring us insights and ideas from their world and together we will elevate the options available to help consumers. Together we can help people feel great and enjoy their lives.”

Lifeworks expects the first line to launch in 2023 and will be sold at mass, drug and e-commerce channels.

About Scholl’s Wellness Company
The Dr. Scholl’s® brand has been synonymous with foot care and pain relief for more than a century. The company was founded by William Mathias Scholl, M.D., whose focus on scientifically supporting the feet to improve mobility helped Dr. Scholl’s® become a household name. Dr. Scholl’s® products are clinically engineered and proven to provide comfort, reduce fatigue, and relieve and prevent lower body pain. Today, Scholl’s Wellness Company continues to advance the science of movement and foot care with a mission to help people be more active and move comfortably every day of their lives. Visit for more details.

Facebook: @DrScholls
Instagram: @drscholls_usa

About Lifeworks Technology Group
Lifeworks Technology Group is a leading consumer goods manufacturer based in New York City. With multiple divisions spanning technology, sporting goods, health & wellness, and automotive, Lifeworks has become a one-stop shop for retailers across all retail channels. Their portfolio of licenses include: iHome, Monster, Brookstone, And1, Armor All, and Turtle Wax, among others. For more information, visit our website or contact

About Brandgenuity
Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that delight consumers, raise brand awareness, and generate revenue. The agency’s clients include BMW, Church & Dwight, Sazerac (Fireball Whisky, Buffalo Trace, Southern Comfort), Dr. Scholl’s, Too Hot to Handle, Chuck E. Cheese, Kao (Jergens, John Frieda), Mr. Kate, White Castle, NFLPA and others. Brandgenuity has won numerous industry awards. For more information, visit our website or contact

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