Magic Gel: Heating and Cooling Solutions for All

By

steven stretton

39 products • £23M in sales • Award-Winning Designs

Introduction

Magic Gel is a direct-to-consumer UK-based online retailer specializing in a diverse range of heated and cooling pads. With lifetime sales exceeding £23 million, we’ve come a long way since launching our ‘all-purpose’ strap in 2017—a product that remains a UK bestseller to this day.

Product Range

Starting with a single SKU in 2017, we’ve expanded our offerings to include 39 different products. These range from body-specific gel packs to innovative solutions like cooling packs for sleeping, pets, and even horse injuries.

the magic gel team

Bestselling Products

All-Purpose Strap: Launched in 2017, still a bestseller today. This product has been updated several times in order to keep the offering fresh for the market; with improved cooling gel, softer strapping and improved images and content.
Migraine Cool Caps: A groundbreaking product that opened a $100 million industry. For more information check out our detailed article here.

Target Audience

Our data shows that 72% of our customer base is female. We’ve tailored our products and marketing strategies to cater to this demographic through color schemes, models, and targeted promotions.

Innovation at the Core

We’ve developed an innovative gel mixture, high in glycerin, that remains flexible even at extremely low temperatures. This led to the creation of our Migraine Cool Caps—a product that has not only been a commercial success but also spurned an entirely new market niche.

Sales Channels

Magic Gel products are available on our website, gelpacks.com, and online marketplaces like Amazon and eBay. Our products are sold internationally, including the United States, United Kingdom, France, Germany, Italy, and Spain. Amazon in the United States remains both our largest and fastest-growing sector.

Customer Feedback

We’ve received overwhelmingly positive feedback, boasting over 100,000 5-star reviews.
Check out some of the feedback below:

Behind the scenes

Competitive Strategy

Being in a price-sensitive market primarily on Amazon, our pricing strategy has always been agile. We maintain an average selling price 5% below market average, ensuring high sales velocity and benefiting from the ‘Amazon Flywheel’.