It Works!

Overview

It Works! was founded in 2001 by Mark Pentecost and built its early reputation on the "Ultimate Body Applicator" body-wrap product before expanding into a broader catalog of skincare, dietary supplements, essential oils, and weight-management items. The company operated as a direct-selling business, distributing its products through a network of independent distributors rather than retail stores, and grew to serve customers across North America and parts of Europe and Asia. For most of its history it was headquartered at 908 Riverside Drive in Palmetto, Florida. On January 26, 2026, Swedish direct-sales company Zinzino AB (publ) announced it had closed an all-share combination with It Works!. Under the deal, valued at a fixed USD 30 million (paid via a directed set-off issue of 1,843,840 Zinzino B-shares), Zinzino acquired the operational assets of It Works!' US business, including inventory, distributor agreements, customer agreements, and IP, along with 100% of the shares of It Works! Marketing International UC, an Irish entity, and its subsidiaries. As a result, It Works! is now a subsidiary of Zinzino, which trades on Nasdaq Stockholm under ticker ZZ B, and the itworks.com domain currently redirects to zinzino.com as the businesses integrate. Zinzino has stated it expects the combination to contribute more than USD 60 million in additional 2026 revenue and to strengthen its distribution footprint in North America and Europe.