What Pique does

Pique (Pique, Inc., dba Pique Life) is a Malibu, California-based direct-to-consumer wellness brand that develops and markets premium plant-based teas, supplements, electrolytes, and functional beverages. The company is best known for its instant-dissolve "Tea Crystals" format enabled by proprietary Cold Extraction Technology (CET)™, supported by formulation frameworks Eastern Medicinal Architecture (EMA)™ and Full-Spectrum Isolate Synthesis (F-SIS)™ and a Triple Toxin Screening protocol covering pesticides, toxic mold, and heavy metals. Its catalog has expanded beyond core teas into supplements (Carrara Marine Collagen, Daily Radiance Liposomal Vitamin C, Nandaka Coffee Alternative), electrolytes (B•T Fountain, R•E Fountain), and newer functional SKUs (Vesper non-alcoholic adaptogenic aperitif, Nectar Golden Fruit Sweetener), with most teas USDA Organic, non-GMO, vegan, gluten-free, and allergen-free.

The company monetizes primarily through a Shopify-hosted D2C storefront at piquelife.com with a Subscribe & Save subscription model (30-day cadence, free shipping on recurring orders, skip/swap/cancel self-serve), layered with one-time purchases, Amazon marketplace sales under the "PIQUE" seller account, and selective premium placement at Erewhon and international wholesale partners such as Healf. Pricing spans ~$24-$168 per SKU, with a 90-day happiness guarantee, a free 12-sample welcome gift with any order, and a personalized Wellness Protocol Quiz that funnels visitors into tailored bundles. Customer segments skew toward health-and-wellness enthusiasts, beauty/radiant-skin buyers, intermittent fasters, athletes, and international buyers in Canada, the EU, and Australia, supported by endorsements from Mark Hyman MD, Lance Armstrong, Ellen Pompeo, Dr. Gabrielle Lyon, Rich Roll, and a co-development relationship with Dr. Jason Fung on the Fasting Teas line.

Pique operates as a privately held company with no public listing, no disclosed funding rounds in the input data, and a team of 11-50 employees. Notable recent strategic actions include the launch of Carrara ("World's First Longevity-Focused Beauty Collagen"), entry into the sober-curious category with Vesper, and international shipping buildout — alongside a June 2025 third-party PFAS detection event in Sun Goddess Matcha that places supply-chain purity under heightened scrutiny.

Name

Pique

Legal name

Pique, Inc.

Website

https://piquelife.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Pique (Pique, Inc.) is a Malibu-based direct-to-consumer wellness brand selling proprietary instant-dissolve "Tea Crystals," supplements, electrolytes, and functional beverages via subscription D2C, Amazon, and Erewhon retail to health-, beauty-, and longevity-focused consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer One-Time Purchases: Single-order sales of tea crystals, supplements, electrolytes, collagen, and accessories via the piquelife.com online storefront, with a 90-day happiness guarantee.
2. Subscribe & Save (Recurring Subscription): Auto-replenishment subscription program with flexible delivery schedules, free shipping on recurring orders, exclusive rewards, and first dibs on stock — the company's primary retention motion.
3. Retail (Erewhon) & Wholesale: Selective physical retail distribution at Erewhon stores plus B2B wholesale inquiries handled via piquetea.com wholesale channel.
4. Marketplace Sales (Amazon, Healf): Third-party marketplace sales under the 'PIQUE' seller account on Amazon and through B2B wellness marketplaces such as Healf.
5. Pique Rewards Referral Program: $70 store credit for both referrer and referred friend when a new customer purchases, supporting referral-driven revenue alongside the subscription base.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Pique manufactures and sells premium plant-based instant "Tea Crystals" — single-sachet powdered teas produced via proprietary Cold Extraction Technology — alongside marine collagen, electrolytes, adaptogenic beverages, a coffee alternative, and a non-alcoholic aperitif, primarily through its own D2C e-commerce storefront with a Subscribe & Save auto-replenishment program. The portfolio is marketed for radiant skin, gut health, sustained calm energy, longevity, intermittent fasting support, and beauty-from-within outcomes.

Differentiator

Problem solved

Functional benefit

Products and services

• Nectar | Golden Fruit Sweetener Golden fruit-based functional sweetener positioned as an alternative to refined sugar; sold in a 30-serving carton at $32 (subscribe) / $38 (one-time).
• Carrara | Marine Collagen Peptides Marine-sourced Type I and Type II collagen peptide supplement marketed for hair, skin, nails, flexible joints, and immune cell health; priced at $143 (subscribe) / $168 (one-time).
• Nandaka | Longevity Coffee Alternative (14ct) Adaptogen- and mushroom-based coffee alternative in a 14-serving carton at $75 (subscribe) / $88 (one-time); contains 82mg caffeine per serving.
• Sun Goddess Matcha Flagship ceremonial-grade matcha delivered as instant tea crystals in a 28-serving carton at $58 (subscribe) / $68 (one-time); positioned for radiant skin, healthy metabolism, and calm energy; 4,018+ reviews.
• Pu'er Green Tea Fermented Pu'er green tea crystal delivering 41–61mg caffeine per serving; described as offering 'unrivaled polyphenol concentration, fermented with probiotics' for immune support and cellular health.
• Breakfast Black High-caffeine English Breakfast-style black tea crystal blend of single-estate Assam and Ceylon teas, marketed as an energizing morning tea.
• White Peony Rare organic white tea (bai mudan) crystal with superior antioxidant content, marketed for reliable immune support and energy.
• Sacred Lily Oolong Oolong tea crystal in Pique's instant-dissolve format.
• Matcha Green Fasting Tea Fasting-formulated blend of Sencha tea crystals and matcha green tea with marine and fresh-cut-grass notes; catechin-rich, calorie-free, designed to be safe for fasting windows.
• Ginger Green Fasting Tea Fasting tea featuring TCM botanicals (ginger, licorice root, citrus, mint) traditionally used to support satiety, digestion, and gut health during fasting windows.
• Bergamot Fasting Black Tea Fasting-formulated black tea blended with whole ground bergamot from Calabria, Italy; intentionally formulated bitter to suppress sweet cravings during fasting.
• Rooibos Vitality Elixir Caffeine-free, low-tannin rooibos herbal elixir described as a 'powerhouse of unique plant nutrients,' ideal for sensitive stomachs.
• Hibiscus Beauty Elixir Caffeine-free hibiscus-based elixir naturally high in Vitamin C, marketed for cellular health and a radiant, rosy-cheeked glow.
• Ginger Digestion Elixir Spicy, tangy, caffeine-free ginger-based elixir with organic ginger, orange peel, and botanicals to soothe digestion.
• B•T Fountain | Beauty Electrolyte Chelated-mineral beauty electrolyte in yuzu flavor containing magnesium, calcium, sodium, and potassium; designed for skin hydration and overall electrolyte replenishment.
• R•E Fountain | Calming Electrolyte Calming electrolyte supplement sold in a 28-serving format; paired into Pique's Deep Hydration Protocol and marketed for relaxation and skin support.
• Vesper | Non-Alcoholic Adaptogenic Aperitif Non-alcoholic adaptogenic aperitif sold in a 6-serving format at $78, positioned around 'UNWIND, ELEVATE, CONNECT' occasions as a sober-curious beverage.
• Radiant Skin Duo Protocol Starter-kit bundle pairing Sun Goddess Matcha (28 servings) with B•T Fountain Beauty Electrolyte (28 servings) for a 56-serving radiant-skin, deep-hydration, calm-energy protocol; 6,575+ reviews confirm flagship status.
• Deep Hydration Protocol Multi-product hydration bundle priced at $116 (subscribe) / $136 (one-time); supports hydration, radiant skin, and calm with R•E Fountain (28 servings).

Quantifiable outcome

• Sun Goddess Matcha — 4.9★ across 4,018 verified reviews
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered flagship retail placement, major marketplace, international expansion partner, flagship co-development expert, hero celebrity endorser, hero authority endorser, authority endorser, celebrity endorser, operational integration and operational / logistics.

• Erewhonflagship retail placementChannel Partner/ Reseller/ DistributorPique products are physically stocked at Erewhon stores, primarily core black and green teas. In-store purchases are explicitly excluded from Pique's 90-day online return policy. Wholesale and Erewhon partnerships are coordinated separately from DTC.
• Amazon (Seller account: PIQUE)major marketplaceChannel Partner/ Reseller/ DistributorPique sells teas on Amazon from the 'PIQUE' seller account, Prime-eligible. Amazon purchases follow Amazon's return and shipping policies rather than Pique's website policies.
• Healf (and other international 3rd-party retailers)international expansion partnerChannel Partner/ Reseller/ DistributorHealf is named as an example 3rd-party retailer carrying Pique products internationally; Pique's 90-day return policy explicitly excludes 3rd-party purchases like Healf, indicating a structured wholesale/retailer relationship for overseas markets.
• Dr. Jason Fungflagship co-development expertStrategic or Co-development PartnerPique's Fasting Teas line was developed in partnership with Dr. Jason Fung, described as 'the world's leading fasting expert and two-time #1 bestselling author.' The line includes Matcha Green Fasting, Ginger Green Fasting, Bergamot Green Fasting, Bergamot Black Fasting, and Cinnamon Herbal Fasting Teas.
• Lance Armstronghero celebrity endorserGTM or Marketing Partner7x Tour de France Winner Lance Armstrong provides a homepage testimonial calling Pique's Pu'er teas his go-to fuel as a cyclist, citing Green Pu'er for calm energy and Black Pu'er for recovery and digestion.
• Mark Hyman, MDhero authority endorserGTM or Marketing PartnerMark Hyman, MD (13x New York Times bestselling author) is featured on the Pique homepage endorsing the teas' purity, simplicity, and gut-health benefits.
• Dr. Gabrielle Lyonauthority endorserGTM or Marketing PartnerFunctional Medicine doctor and Nutritional Sciences expert Dr. Gabrielle Lyon endorses Pique's coffee replacement on the homepage after using it for months.
• Ellen Pompeocelebrity endorserGTM or Marketing PartnerSAG Award winner and Golden Globe nominee Ellen Pompeo appears on the homepage citing Pique matcha/green tea powder as one of the products she 'can't live without.'
• Rich Rollauthority endorserGTM or Marketing PartnerBestselling author and plant-based nutrition advocate Rich Roll endorses Pique's formulas for calm, focused energy and gut support, citing commitment to purity and potency.
• Postscript (SMS messaging platform — terms.pscr.pt)operational integrationTechnology or IntegrationPique routes SMS marketing and messaging through Postscript, as referenced in the Privacy Policy linking to Postscript's Messaging Terms and Privacy Policy for the piquetea shop.
• DHL Express, UPS, USPS First Classoperational / logisticsChannel Partner/ Reseller/ DistributorPique ships internationally via DHL Express, UPS, or USPS First Class Mail and domestically via USPS First Class Mail with a $9 flat-rate shipping fee on orders under $100 (subscriptions ship free after the first order).

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Four Sigmatic: Four Sigmatic is a direct D2C peer offering instant mushroom coffee, plant-based creamers, and functional wellness beverages. It shares Pique's model of premium-priced functional ingestibles, content-led marketing, and subscription commerce — and overlaps on the coffee-alternative and adaptogenic positioning.
• Traditional Medicinals: Traditional Medicinals is a comparable herbal-tea brand with a similar organic, plant-based, wellness-positioned product line sold through natural food retail and online. It overlaps directly with Pique on herbal tea crystals/tea formats and the organic/wellness consumer base, and was named alongside Pique in the 2025 Mamavation PFAS study.
• Yogi Tea: Yogi Tea is a comparable functional herbal tea brand that overlaps with Pique on wellness-positioned teas, the same target consumer (wellness, intermittent fasting, beauty-from-within), and the natural-foods retail channel. Yogi was also named in the 2025 Mamavation PFAS study alongside Pique.
• The Republic of Tea: The Republic of Tea is a comparable premium tea brand offering specialty teas, herbs, and wellness blends across DTC, wholesale, and food-service channels. It is a direct competitor in the premium organic tea space and was also identified in the 2025 Mamavation PFAS study.
• Golde: Golde is a D2C wellness brand offering turmeric lattes, functional mixes, and ingestible beauty supplements. It shares Pique's model of premium-priced, plant-based, female-skewed wellness D2C products with celebrity/influencer-driven marketing and overlapping use cases (radiance, energy, gut).
• Rishi Tea: Rishi Tea is a direct peer in the organic, single-origin, direct-trade tea category with overlapping wholesale and DTC distribution. It competes with Pique on premium organic tea SKUs and shares a similar focus on traditional/functional tea formulations.
• Sakara Life: Sakara Life is a comparable plant-based D2C wellness brand offering nutrition programs, teas, and ingestible beauty products. It shares Pique's target consumer (wellness, beauty-from-within), premium subscription model, and influencer-driven marketing playbook.
• Cuzen Matcha: Cuzen Matcha is a D2C premium matcha brand offering fresh-ground ceremonial-grade matcha with a similar premium positioning and direct-to-consumer subscription model. It competes directly with Pique's Sun Goddess Matcha hero SKU.

Broad incumbents

• Celestial Seasonings: Celestial Seasonings is a broad incumbent herbal/wellness tea brand owned by Hain Celestial with mass retail distribution. It competes with Pique at the mass-market tier on herbal tea SKUs and serves as a benchmark for the broader category in which Pique is positioned.

Regional players

• T2 Tea: T2 Tea is a premium specialty tea retailer with strong Australian and Asian-Pacific presence. It overlaps with Pique on premium loose-leaf and specialty tea positioning, but is primarily a regional/retail-led brand rather than a US D2C subscription player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pique
• Facebookfacebook.com/pique
• Instagraminstagram.com/piquelife
• TikToktiktok.com/@pique
• LinkedInlinkedin.com/company/pique

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 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 Pique