What Apothékary does

Apothékary Inc. is a US-based plant-based wellness company founded in 2020 by Shizu Okusa, headquartered in Falls Church, Virginia, that develops and sells liquid herbal tinctures (drops) positioned as clean, alcohol-free alternatives to over-the-counter supplements, beauty products, and alcohol. The company's core technology is a double-extraction method delivering 5x the potency of raw herbs in a 100% vegan, sugar-free, alcohol-free, non-GMO sunflower glycerin base, with proprietary single-product and multi-ingredient formulations featuring bioactive compounds (saponins, glycosides, flavonoids, berberine) and branded ingredients such as Cortisolv, Pycnogenol, NMN, Ashwagandha, Lion's Mane, Reishi, and Tremella Mushroom. The portfolio spans roughly a dozen core SKUs (Blue Burn, Wine Down, Take the Edge Off, MindCraft, Rosé-Tinted Glasses, The Honest Youth, Every Phase, Power Trip, Sugar Kick, Never Been Bitter, Rescue Bloat, Your Wildest Greens) plus three single-ingredient products and more than 15 bundles/memberships, with pricing from $25 to $44 per tincture.

The business operates a hybrid omnichannel model combining direct-to-consumer e-commerce on its own Shopify storefront (single purchases, Subscribe & Save with 15% discount, and a $40/year Platinum membership) with retail distribution through Ulta Beauty (November 2024 launch), Whole Foods Market, Sprouts Farmers Market, and The Vitamin Shoppe — projecting 1,700+ combined retail doors. TikTok Shop has emerged as a major acquisition channel since August 2025, generating $1 million in a single month via an affiliate creator sales force on 20% commission rates under dedicated CMO leadership. The customer base skews toward female health-conscious wellness consumers addressing stress, sleep, metabolic, hormonal, gut, skin, alcohol-alternative, energy, and sugar-craving concerns.

The company has raised approximately $21 million cumulatively ($15M equity plus $6M debt) across multiple rounds since 2019, including a $500K strategic investment from Anne Mahlum in April 2024, an $8M oversubscribed pre-Series A led by Shiseido's LIFT Ventures in November 2024, and a $16M Series A in June 2026 (Shiseido, NextLevel Management, RSF Social Finance). The brand is positioned for $40 million in 2026 sales on 30-40% YoY growth, supported by earned-media coverage in Vogue, Forbes, Women's Health, and others, plus third-party certifications (GFCO, Non-GMO Project, USDA Organic, PETA).

Name

Apothékary

Legal name

Apothékary Inc.

Website

https://apothekary.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Apothékary is a US plant-based wellness company founded in 2020 that develops and sells double-extracted liquid herbal tinctures as clean, alcohol-free alternatives to supplements, alcohol, and beauty products, serving health-conscious wellness consumers via DTC, TikTok Shop, and major US retailers including Ulta, Whole Foods, Sprouts, and The Vitamin Shoppe.

Ownership category

akta.pro rank

Product category

Herbal Supplements

NAICS

Medicinal and Botanical Manufacturing (325411), Drugs and Druggists' Sundries Merchant Wholesalers (42421)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industry

Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)

Keywords

• Herbal tincture supplements
• Liquid botanical drops
• Plant-based wellness products
• Adaptogenic herbal remedies
• Natural sleep supplements

Headquarters

HQ city

Falls Church

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Apothékary sells its herbal tincture products directly through its website (apothekary.com), offering individual products, bundles, and subscription options. Single tinctures range from $25-$44, with bundles and duos/trios offering savings up to 35%. The company drives significant revenue through TikTok Shop, achieving $1 million in a single month.
2. Retail / Wholesale Distribution: Products sold through major retail partners including Ulta Beauty, Whole Foods Market, Sprouts Farmers Market, and The Vitamin Shoppe. Retail expansion has been a key growth driver, with 1,700+ projected retail doors. Wholesale pricing and retailer onboarding via dedicated wholesale page.
3. Subscription and Save (Subscribe & Save): Recurring subscription model offering 15% discount on all products. Members can customize delivery frequency (default monthly). Subscribers earn extra rewards points ($10 for joining Subscribe & Save, $10 bonus after 3rd subscription order). Platinum members get free shipping on subscription orders.
4. Platinum Membership: Annual membership program priced at $40/year offering 15% discount on all orders (stacking with Subscribe & Save), $40 welcome credit, free shipping, exclusive events access, and birthday credits.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Apothékary develops, manufactures, and sells pharmacist-formulated, double-extracted liquid herbal tinctures (drops) that blend traditional Japanese and Eastern herbal practice with modern clinical research. Its single tinctures, single-ingredient adaptogens, and curated bundles target stress, sleep, metabolism, hormones, cognition, gut health, beauty, and alcohol-alternative use cases, and are sold direct-to-consumer (apothekary.com, TikTok Shop, subscription) and through major U.S. retail chains.

Product overview

Apothékary is a plant-based wellness company offering liquid herbal tinctures (drops) rooted in 5,000 years of traditional herbal practice combined with modern science. The product portfolio centers on pharmacist-formulated, double-extracted liquid herbal drops designed for whole-body harmony and resilience. Core single tinctures include Blue Burn® (metabolic/weight support), Wine Down™ (sleep/alcohol alternative), Take the Edge Off® (stress support), MindCraft™ (cognitive support), Rosé-Tinted Glasses® (mood/skin), The Honest Youth® (collagen/skin), Every Phase™ (hormone balance), and Power Trip™ (caffeine-free energy/longevity with NMN). Supporting single-ingredient products include Ashwagandha, Lion's Mane, and Turmeric. Bundle offerings combine complementary formulas: Energy Duo (Blue Burn + MindCraft), Metabolic Duo (Blue Burn + Sugar Kick), All Day Stress Duo (Wine Down + Take the Edge Off), Longevity Trio (Blue Burn + Every Phase + The Honest Youth), and Sober Curious Trio for alcohol-free lifestyles. The company also offers Platinum Membership subscriptions, HSA/FSA payment eligibility, and a loyalty rewards program. Products are third-party tested, certified gluten-free (GFCO), Non-GMO Project Verified, PETA cruelty-free and vegan, and many are USDA Organic.

Differentiator

Problem solved

Functional benefit

Products and services

• Blue Burn® #1 best-selling metabolic support tincture featuring a clinically studied Cortisolv formula, designed to support metabolism, stamina, weight management, and sustained energy without the crash; for consumers seeking a plant-based metabolic support drop.
• Wine Down™ Clinically studied, red-wine-inspired alcohol-alternative tincture with relaxation and sleep-inducing herbal ingredients that help ease body discomfort, calm stress, and support better sleep; for consumers seeking an evening alcohol alternative.
• Take the Edge Off® White-wine-inspired, 100% alcohol-free herbal drops offering plant-powered stress and tension support anytime, anywhere; for consumers seeking calm without alcohol.
• Sugar Kick™ Tincture designed to help curb sugar cravings and support already normal blood sugar levels with herbal ingredients known for metabolic support; for consumers managing sugar intake.
• MindCraft™ Adaptogenic tincture to support focus, mood, mental energy, healthy aging, and cognitive resilience through adaptogenic mushrooms and herbs; for consumers seeking brain and longevity support.
• Rosé-Tinted Glasses® Plant-based mood and skin tincture that gently elevates mindset, eases occasional stress, and nourishes skin from the inside out with antioxidant-rich herbs; for consumers seeking a daily pick-me-up.
• Rescue Bloat™ Fast-acting herbal tincture for bloating and gas relief, supporting digestive comfort; for consumers with digestive discomfort.
• Never Been Bitter® Modern take on digestive bitters featuring classic bitter herbs (gentian, ginger) plus Artichoke Leaf, Dandelion Root, Calendula, Coriander, and Turmeric to support digestion, liver health, and post-meal comfort; for consumers with digestive issues.
• The Honest Youth® Collagen-boosting herbal formula featuring age-defying mushrooms (Tremella, Reishi) and skin-revitalizing herbs (Acerola Cherry, Amla) to promote radiant complexion, elasticity, clarity, and youthful glow; for consumers seeking beauty-from-within support.
• Your Wildest Greens® Tincture featuring nutrient-dense herbs including spirulina, chlorella, and adaptogens to support daily nutrition and immune function; for consumers seeking green-nutrition support in liquid form.
• Every Phase™ Daily hormone-balancing tincture formulated with Pycnogenol® (Mediterranean Pine Bark) supporting mood, sleep, and cycle comfort through PMS, perimenopause, and menopause; for women across the menstrual lifecycle.
• Power Trip™ Apothékary's first caffeine-free energy and longevity drop combining NMN (β-Nicotinamide Mononucleotide) with three adaptogens for stamina, clarity, and cellular energy production; for consumers seeking caffeine-free energy and longevity support.
• Ashwagandha Single-ingredient Ashwagandha adaptogen tincture, rich in saponins and glycosides, helping the body manage stress and promote balance; for consumers seeking a single-ingredient stress-adaptogen.
• Lion's Mane

Quantifiable outcome

• 82% increase in reported weight loss after 12 weeks of Blue Burn use
• +9 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• OishiiminorStrategic or Co-development Partner · 1 July 2025Apothékary collaborated with Oishii (vertical farming company known for Omakase Berries) on a limited-edition co-branded product: Rosé-Tinted Glasses® ft. Oishii Berries, featuring Oishii's premium Omakase Berries in Apothékary's mood + skin support tincture.
• Whole Foods MarketcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Expanded into Whole Foods Market in 2025 as part of natural products retail strategy, targeting health-conscious consumers in the premium grocery channel. Whole Foods carries select Apothékary products.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Sprouts Farmers Market is a key retail partner where Blue Burn became the #1 product in the Diet and Energy category within months of launch, validating strong consumer demand and category fit.
• The Vitamin ShoppecoreChannel Partner/ Reseller/ Distributor · 1 January 2025Entered The Vitamin Shoppe as part of 2025 retail expansion, broadening reach in the specialty vitamin and supplement retail channel.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 22 November 2024Ulta Beauty serves as Apothékary's primary beauty retail partner, carrying the brand's full product line. Launched in November 2024, representing a major milestone in the brand's retail expansion strategy and providing access to Ulta's large beauty-consumer customer base.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Hilma: Hilma makes clean, herbal-based OTC alternatives (for digestion, sleep, headaches) in clinical formats. Comparable in plant-based, herbal-led positioning and overlap with several Apothékary use cases (sleep, bloat, stress).
• Recess: Recess sells hemp and adaptogen-infused sparkling waters positioned for calm and focus. Comparable in adaptogen/functional beverage positioning and millennial/Gen-Z wellness consumer overlap.
• Golde: Golde is a wellness brand focused on turmeric and superfood mixes with a similar female-founded, wellness-oriented identity. Smaller scale but comparable in plant-based positioning and target demographic.

Direct peers

• Care/of: Care/of offers personalized vitamin and supplement packs via DTC with strong packaging and traceability credentials. Comparable premium wellness positioning and target consumer, though different delivery format.
• The Nue Co. The Nue Co. develops clinically-backed, plant-based supplements and functional formulations with a similar premium DTC positioning. Comparable in evidence-based formulation narrative and target consumer.
• Ritual: Ritual is a clinically-backed women's multivitamin and supplement brand with similar premium positioning, traceability narrative, and retail expansion into Target and other chains. Comparable in women's wellness focus and clean-label certification profile.
• Moon Juice: Moon Juice sells plant-based adaptogen and herbal blends (including tinctures and powders) targeting the same premium, wellness-oriented female consumer. Closest direct comparable in format, brand aesthetic, and positioning to Apothékary.
• HUM Nutrition: HUM Nutrition offers targeted beauty and wellness supplements (skin, hair, stress, energy) through DTC and retail channels including Ulta. Similar premium positioning, women's wellness focus, and omnichannel distribution footprint.

Regional players

• MUD\WTR: MUD\WTR markets mushroom-based functional beverages and creamer alternatives as coffee replacements. Comparable in adaptogen-led, coffee-alternative positioning and lifestyle branding.

Broad incumbents

• Athletic Greens / AG1: AG1 is the category leader in daily foundational nutrition supplements with much broader scale and a category-defining brand. Comparable in plant-based, premium positioning and DTC-led growth, though broader in scope than Apothékary's tincture focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/apothekary
• TikToktiktok.com/@apothekary
• Facebookfacebook.com/apothekaryco
• LinkedInlinkedin.com/company/apothekary

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds8 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Apothékary