Before launching World of Hurt, co-founders John Reale and Jeff Labovitz spent decades building iconic brands at heavyweights like Hasbro, Mattel, SC Johnson, and CVS Health. They first teamed up at Hasbro, where they led blockbuster franchises like Star Wars and Marvel.

Their shared superpower? Spotting the “blah” in consumers’ everyday lives and flipping it on its head.

And what’s more "blah“ than beige bandages? Scanning the shelves of the first aid aisle, John noticed the glaring gap: bandages were either mega-boring or way too babyish. There was absolutely nothing for the people taking the hardest falls. Tweens and teens go hard, take real damage, and are way past settling for a cartoon puppy on an “owie.”

The category desperately needed a glow-up.

John and Jeff flexed their brand-building muscle, tapping young talent to co-create the only first aid collection explicitly designed with the attitude of this generation.

Welcome to World of Hurt.

Growing up means taking physical and emotional hits. Whether shaking off a skatepark wipeout or surviving the daily chaos of school, a scrape should never be an embarrassment. It’s proof of living out loud.

And the bandage that covers it up? That’s a canvas for self-expression.

Finally, a bandage that actually matches your vibe.

Your scar. Your story.