What Avena Botanicals does

Avena Botanicals is a privately held, founder-owned herbal apothecary founded in 1985 by herbalist Deb Soule and headquartered in a custom-built production facility at 219 Mill Street in Rockport, Maine. The company grows over 70% of the herbs used in its products on a three-acre Demeter-certified Biodynamic garden — the first such certified farm in Maine — and processes more than 1,000 pounds of fresh, hand-gathered herbs annually through on-site drying rooms and an apothecary. Production is explicitly artisanal: products are made by hand from seed planting to shipping using simple tabletop tools, with no chemicals, additives, or solvents used since inception.

The company's product portfolio spans 90+ SKUs across herbal extracts (tinctures and glycerites), topical crèmes, salves and oils, dried herbs and teas, alcohol-free glycerites for children, gift sets, flower essences, and a small book and accessories line, organized by health benefit category (immune, stress, sleep, digestive, beauty, women's health, kids). Pricing ranges from $9.99 for a lip salve to $104.99 for an immunity gift bundle, with bulk refill sizes, product subscriptions, and a Fairy Flower Rewards loyalty program supporting repeat purchase.

Avena operates a hybrid go-to-market: direct-to-consumer e-commerce through avenabotanicals.com serving North America, a B2B wholesale program for retailers via avenanterprise.com, and an event-driven motion featuring seasonal herb walks, classes, and retreats at the Rockport gardens. The company also supports the on-site Herbal Hummingbird Hub, a separate 501(c)(3) educational non-profit. The team is small (11-50 employees), and there is no institutional investment or parent company disclosed.

Name

Avena Botanicals

Legal name

Avena Botanicals

Website

https://avenabotanicals.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Avena Botanicals is a founder-owned herbal apothecary in Rockport, Maine, producing hand-crafted tinctures, glycerites, crèmes, salves, oils, and teas from its own Demeter-certified Biodynamic gardens, sold direct-to-consumer and wholesale across North America since 1985.

Ownership category

akta.pro rank

Product category

Herbal Wellness & Apothecary Products

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Natural Extracts & Essential Oils (Botanical/Citrus/Herb/Spice Extracts) (AFAJADAB), Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD)

Keywords

• Herbal apothecary products
• Biodynamic herbal remedies
• Hand-crafted tinctures
• Organic herbal skincare
• Herbal supplements wholesale

Headquarters

HQ city

Rockport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Consumer direct sales through their website for tinctures, elixirs, glycerites, crèmes, salves, oils, dried herbs, teas, and flower essences. Offers product subscriptions and refill options.
2. Wholesale Distribution: Products available to retailers throughout North America via their wholesale portal (avenawholesale.com).
3. Events and Classes: Revenue from herb walks, classes, and retreats at their Rockport, Maine gardens. Summer garden walk tickets sold at $35 per person.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Avena Botanicals manufactures and sells hand-crafted herbal wellness products — including tinctures, elixirs, alcohol-free glycerites, crèmes, salves, oils, spritzers, dried herbs, teas, herbal powders, broth, and flower essences — made primarily from herbs grown in its own Demeter-certified Biodynamic gardens in Maine. Products are sold directly to consumers through its e-commerce site and to retailers through a wholesale program, supplemented by on-site classes and herb walks.

Product overview

Avena Botanicals is an herbal apothecary company that creates hand-crafted herbal products including tinctures, elixirs, glycerites, oils, salves, crèmes, teas, dried herbs, and flower essences. The company operates as a single unified product line organized by health benefit categories (Immune Support, Stress Support, Sleep Support, Beauty, Digestive Support, etc.) rather than a platform-plus-modules architecture. Their products are broadly categorized into: (1) Herbal Extracts (tinctures and glycerites like Hawthorn Plus, Elderberry Elixir, Ashwagandha Tincture), (2) Topical Products (crèmes, salves, and oils like Rose Crème, Calendula Oil, Arnica Oil), (3) Personal Care (Yoni Crème, Vaginal Dryness Oil, Lemon Balm Lip Salve), (4) Glycerites (alcohol-free herbal extracts like Lemon Balm Glycerite, Holy Basil Glycerite), (5) Gift Sets (pre-curated collections like Vitality Box, Immunity Community, Serene Being Collection), (6) Flower Essences (energetic remedies like Soulflower Essences), and (7) Books (herbal reference materials). Over 75% of herbs come from the company's Demeter-certified Biodynamic gardens in Rockport, Maine. The company has been in operation since 1985 and offers products throughout North America via their e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Rose Crème A skin cream made with organic Bulgarian rose oil that soothes, nourishes, and moisturizes skin while calming and uplifting the spirit; sold through the Avena Botanicals e-commerce storefront.
• Fairy Flower Crème, Lavender A naturally soothing and rich lavender-scented crème that leaves skin feeling soft and moisturized, made with herbs from Avena's Biodynamic gardens; sold via e-commerce.
• Elder Flower Crème, Unscented An infused herbal crème that keeps skin healthy, soft, and glowing, designed for sensitive skin with no added fragrance; sold via e-commerce.
• Elderberry Elixir A primary immune elixir supporting health seasonally and year-round, made from Sambucus canadensis elderberries; sold via e-commerce.
• Hawthorn Plus A cardiovascular support formula supporting healthy circulation and venous integrity, made from hawthorn berries and flowers; sold via e-commerce.
• Rose Petal Elixir A gently uplifting, sweet elixir handmade from Avena's Biodynamic roses (Rosa rugosa), made from fresh petals; sold via e-commerce.
• Ashwagandha Tincture A deeply rejuvenating, adaptogenic herbal tincture that relaxes the nervous system and calms the mind, supporting vitality and restful sleep; sold via e-commerce.
• Hop to Bed A blend of herbs supporting rest and relaxation, especially during times of occasional sleeplessness; sold via e-commerce.
• Calendula Oil A rich amber-colored oil that soothes and promotes healthy skin while offering gentle lymphatic support; sold via e-commerce.
• Arnica Oil Topical oil supporting healthy muscles, tendons, and ligaments, easing muscles stressed after physical activity; sold via e-commerce.
• Lemon Balm Glycerite - Alcohol Free A delicious and aromatic alcohol-free glycerite that eases occasional tension, supports digestion, promotes calm focus, and benefits immune function; sold via e-commerce.
• Holy Basil Glycerite - Alcohol Free A full-bodied and delicious tasting alcohol-free glycerite supporting healthy digestion, immune system, and general vitality; sold via e-commerce.
• Lemon Balm Lip Salve An essential lip balm that soothes and moistens lips, supporting healthy tissue integrity and immune response; sold via e-commerce.
• Yoni Crème (Unscented) A nut-free, organic and edible crème that soothes and lubricates vaginal tissue for sensual support; sold via e-commerce.
• Peaceful Heart Tea An herbal tea blend creating quiet moments, encouraging reflective self-care and enhancing a feeling of inner peace; sold via e-commerce.
• Nettle Leaf (Dried) One of the most nourishing and vitalizing herbal teas, harvested at peak vibrancy in spring and quickly dried; sold via e-commerce.
• Rosewater Spritzer A facial spritzer that gently cools and brings joy to the senses, an addition to any skincare routine; sold via e-commerce.
• Immunity Community Gift Set A carefully-selected collection of herbal offerings tailored to help maintain a healthy immune system; sold via e-commerce.
• Berry Well Gift Box A vibrant gift set featuring zingy, nutrient-rich berry products for winter wellness and happiness; sold via e-commerce.
• Soulflower Essences UNITY Collection A flower essence kit helping remember the truth of who we are and our interconnection with all life; sold via e-commerce.
• Herbs for Children's Health (Book) A book by Rosemary Gladstar with dozens of easy-to-make, safe and effective herbal remedies and home care advice for children; sold via e-commerce.
• Seasonal Herb Walks, Classes & Retreats On-site garden walks, classes, and retreats led by founder Deb Soule at Avena's Rockport, Maine Biodynamic gardens; includes summer herb garden walks at $35 per adult ticket and special events such as Summer Solstice Sacred Plant Initiation.

Quantifiable outcome

• Over 1000 pounds of fresh herbs processed annually into herbal products
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Hello Hello BooksminorGTM or Marketing PartnerBook retailer partner present at Avena events to sell books. Co-hosted 'Compassion in Crisis' author event at Avena Botanicals' garden in June 2026.
• Herbal Hummingbird HubcoreStrategic or Co-development Partner501(c)(3) non-profit educational center situated on same property as Avena Botanicals. Serves people, plants, and pollinators by tending herb gardens, teaching herbal medicine, and stewarding racial and environmental healing. Avena supports this initiative through donations and educational programs.
• Lisa Estabrook / SoulflowerminorStrategic or Co-development PartnerCollaboration on Soulflower Plant Spirit Oracle Deck and flower essences. Deb Soule created flower essences in Avena's gardens to accompany Lisa Estabrook's Soulflower oracle cards and books.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Badger Balm: New Hampshire-based family-run natural products company making organic balms, salves, oils, and lip care. Comparable as a small-scale, values-driven New England natural products brand with overlapping topical product categories and similar artisanal production ethos.

Direct peers

• Herb Pharm: Oregon-based herbal extract company producing hand-crafted tinctures, glycerites, and topical herbal products from certified organic and biodynamic herbs. Directly comparable artisanal herbal wellness brand with similar product categories, certification emphasis, and DTC-plus-wholesale distribution.
• Gaia Herbs: Large-scale herbal supplement manufacturer offering tinctures, capsules, and teas focused on purity and traceability, with on-site farming in North Carolina. Closely comparable in product mix (tinctures, extracts, wellness positioning) though at significantly larger scale than Avena.
• Traditional Medicinals: California-based herbal wellness company best known for therapeutic herbal teas but also offering tinctures and extract-based products sold through natural and mainstream retail. Comparable in botanically-driven wellness category with overlapping customer base in health food retailers.
• Mountain Rose Herbs: Oregon-based supplier of bulk organic herbs, teas, essential oils, and herbal preparations, also operating an on-site certified organic farm. Comparable in organic/biodynamic sourcing story and dried herb and extract offerings.
• Wise Woman Herbals: Small-batch herbal extract producer offering liquid herbal extracts and crèmes to practitioners and consumers. Closely comparable in scale, artisanal positioning, and product format (tinctures, topical preparations).
• Oregon's Wild Harvest: Oregon-based maker of organic herbal supplements including liquid extracts, capsules, and teas, with a strong focus on certified organic and sustainably sourced botanicals. Comparable in herbal extract product mix and natural-channel distribution.
• WishGarden Herbs: Colorado-based maker of liquid herbal extracts and tinctures formulated by herbalists for women, pregnancy, and children. Direct peer in hand-crafted herbal extracts with comparable product format and DTC-first distribution.
• Herbalist & Alchemist: New Jersey-based manufacturer of full-spectrum herbal liquid extracts founded by herbalist David Winston. Direct comparable in artisan-made tincture production and herbalist-led formulation philosophy.
• Banyan Botanicals: Ayurvedic herbal wellness brand offering tinctures, tablets, teas, and topical oils with strong emphasis on organic sourcing and traditional herbalism. Comparable in herbal extract-led product portfolio and education-driven brand experience.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Avenabotanicalsvideo
• Facebookfacebook.com/avena.botanicals
• Instagraminstagram.com/avena_botanicals
• Xx.com/avenabotanicals
• LinkedInlinkedin.com/company/avena-botanicals-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Avena Botanicals