Pub. August 19, 2026Upd. August 20, 20262 min read

Launching a New Category: Ease Necklace Breaking Into the U.S. Market through Welltory Native Channels

How Welltory helped Ease introduce a new wellness product to U.S. consumers

Alexandra Yanitskaya

Partnership Marketing Manager

Ease Health partnered with Welltory to launch the EASE necklace in the U.S., reaching health-conscious users through native channels. The campaign achieved CTRs of up to 2.8%, generated the brand’s first U.S. sales, and built a qualified audience for future growth.

About Ease Health

Ease is a German wellness fast growing company from Bad Abbach. The brand develops wearable products designed to support calm in everyday life. Co-founder Dominik Santl knows pressure firsthand. He is a seven-time kickboxing world champion who learned to steady body and mind under extreme stress. Later he joined the family manufacturing business, and a new kind of pressure came with it. That convinced him most people have no simple, everyday way to reset. So he teamed up with CEO Paulina Kaiser, an industrial designer whose thesis merged stress relief with aesthetics. Together they built the EASE necklace: an 18kt gold-plated piece that pairs acupressure with frequency technology.

Challenge

Ease Health wanted to launch the EASE necklace in the United States. It is a big, crowded wellness market. And the category — wearable acupressure with frequency technology — is still new to most buyers. The brand had no U.S. awareness to lean on. Three things had to happen at once:

Introduce an unfamiliar concept clearly.
Reach people already working on stress and sleep.
Turn that attention into first U.S. sales.

Solution

Welltory ran a native campaign inside its own communication channels. Here, users already track their sleep, stress, and recovery. That context did the heavy lifting. The offer did not interrupt a stranger — it reached people whose goals already matched what EASE is made for. The campaign combined:

Personalized in-app placements for relevant U.S. users.
CRM messages to engaged, health-conscious segments.
Copy built around recovery and calm, not product specs.
An exclusive first-purchase discount to lower the barrier to trying something new.

Because the recommendation came through a platform users trust, a new product borrowed instant credibility. Welltory tested audiences and messages, then leaned into what worked.

Results

The launch turned a cold start into real traction.

Click-through rates reached up to 2.8% during the campaign — strong for a brand-new category.
Ease Health made its first direct U.S. sales and won its first American customers.
A growing base of qualified subscribers opened new monetization beyond the initial push.
The campaign proved genuine demand among an educated, health-conscious U.S. audience.

That is the footing Ease Health needed to grow.

“Entering the U.S. was a major step for us, and Welltory made it feel achievable. Their team took the time to understand both our product and our audience, then built a campaign that reached exactly the right people — users already invested in their own wellbeing. Beyond the first wave of sales, they helped us build a real pipeline for the American market and gave a new category the trust it needed to land.”

Dominik Santl, CEO, Ease Health