What Mountain Rose Herbs does

Mountain Rose Herbs, legally Mountain Rose, Inc., is an independently owned U.S. specialty retailer founded in 1987 and headquartered in Eugene, Oregon. The company sells certified-organic herbs, spices, teas, essential oils, herbal tinctures and capsules, bath and body products, culinary ingredients, DIY supplies, home goods, and books. Its product platform is built around a deep certification stack — USDA Organic (OTCO since 2001), Fair for Life, For Life, FairWild, Regenerative Organic Certified, TRUE Zero-Waste, Non-GMO Project Verified, Earth Kosher, and SCS cGMP — supported by identity, microbial, chemical, and physical contaminant testing. Technology is non-proprietary: the e-commerce site runs on BigCommerce and the company explicitly does not develop its own technology platforms, with investment focused on sourcing, quality control, and supply chain transparency rather than software.

The company generates revenue through three channels: direct-to-consumer e-commerce on mountainroseherbs.com (24/7 self-serve), three brick-and-mortar Mercantile stores in Eugene (2016), Seattle, and Palm Springs (opening June 2026), and a B2B wholesale hub for approved retailers, co-ops, and resellers with dedicated pricing tiers. A points-based loyalty program (MRH Rewards) drives repeat purchases. Customer segments span health-conscious consumers, professional and amateur herbalists, DIY/maker communities, wholesale reseller accounts, and herbal educators/schools, with no disclosed enterprise anchor customers. The company is an Oregon Benefit Company (since 2018) with leadership including Owner & President Shawn Donnille and CEO/CFO Cameron Stearns, has never raised institutional funding, and remains privately held under independent ownership.

Name

Mountain Rose Herbs

Legal name

Mountain Rose, Inc.

Website

https://mountainroseherbs.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Mountain Rose Herbs is an independently owned, Eugene, Oregon-based specialty retailer of certified-organic herbs, spices, teas, essential oils, and botanical products, selling through e-commerce, three retail Mercantile stores, and a B2B wholesale hub to health-conscious consumers, herbalists, makers, and resellers.

Ownership category

akta.pro rank

Product category

Organic Botanical and Herbal Products

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industry

Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD)

Keywords

• Organic herbs spices
• Essential oils aromatherapy
• Loose leaf tea
• Herbal tinctures capsules
• Natural bath body

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer online sales through mountainroseherbs.com, offering herbs, spices, teas, essential oils, tinctures, capsules, bath & body products, culinary ingredients, and home goods. The website operates 24/7 with standard and bulk pricing options.
2. Retail Store Sales: In-person sales at three Mercantile locations (Eugene, Seattle, Palm Springs) featuring curated product selections reflecting local community preferences. Stores offer unique product mixes, free classes, events, and curbside pickup services.
3. Wholesale/Bulk Sales: Wholesale program serving retailers, co-ops, resellers, and commercial customers through an approved wholesale account hub with dedicated pricing tiers and bulk ordering capabilities.
4. Loyalty Program: Points-based loyalty program (MRH Rewards) allowing customers to earn points on purchases and redeem for rewards, driving customer retention and repeat purchases.

Go-to-market motion4 records

Distribution channels4 records

Marketing channels9 records

Core offering

Mountain Rose Herbs is a botanical products company that sources, processes, and sells certified organic herbs, spices, teas, essential oils, herbal tinctures, capsules, bath and body products, culinary ingredients, and DIY formulation supplies. It operates a 24/7 e-commerce store, three retail Mercantile locations, and a wholesale program serving retailers and resellers.

Product overview

Mountain Rose Herbs operates a multi-category ecommerce platform offering organic herbs, spices, teas, essential oils, herbal tinctures and capsules, bath and body products, culinary ingredients, DIY supplies, home goods, books, and educational resources. The company is independently owned and certified organic, selling directly to consumers through its website and three retail Mercantile locations in Eugene, Oregon, Seattle, Washington, and Palm Springs, California. The product portfolio includes proprietary Fair Trade and FairWild certified botanicals, Regenerative Organic Certified products, and a comprehensive range of wellness and culinary botanical offerings. The company also operates a wholesale program for B2B customers and provides free educational resources including the Free Herbalism Project, Herbal Radio podcast, and annual digital journal catalog.

Differentiator

Problem solved

Functional benefit

Products and services

• Herbs & Spices Bulk and packaged organic herbs, spices, mushrooms, seaweeds, sprouting seeds, and US-grown botanicals for culinary and wellness use, sourced from 70+ domestic farms and international organic growers.
• Herbal Tinctures & Capsules Single and combination herbal extracts, tinctures, capsules, syrups, bitters, elixirs, and Host Defense mushroom blends for health support, targeted at herbalists and wellness practitioners.
• Teas & Accessories Loose leaf and bagged organic teas (black, green, white, herbal, chai, mate, rooibos, premium), tea sampler sets, teapots, and tea accessories for home brewing.
• Essential Oils & Aromatherapy Pure essential oils, blends, kits, samplers, diffusers, hydrosols, flower waters, aromatherapy sprays, roll-ons, natural perfumes, and aromatherapy candles.
• Bath & Body Natural bath and body care including ayurvedic skincare, bath products, body care, facial care, hair care, herbal oils, and salves.
• Culinary Delights Organic seasoning blends, single spices, chili peppers, salts, peppercorns, culinary oils, vinegars, flavor extracts, and functional beverages for cooking and food preparation.
• DIY Ingredients Carrier oils, cosmetic butters, clays, waxes, salts, and bulk DIY ingredients for natural product formulation and personal care manufacturing.
• Containers & Supplies Sustainable bottles, jars, tins, glass and plastic bottles, and miscellaneous container supplies for packaging and storage of formulated products.
• Books & Education Herbal and botanical books covering aromatherapy, herbal education, home and kitchen, natural body care, and plant guides for learning and reference.
• Home Goods Kitchen tools, herbal gifts and gear, herbal seeds, natural pet care products, and Mountain Rose Herbs branded merchandise.
• Oregon Sunshine Tea First Regenerative Organic Certified tea crafted with 100% Regenerative Organic Certified herbs grown in Oregon, formulated to support emotional wellbeing and relaxation.
• Fair Trade & FairWild Certified Products Ethically sourced botanicals and ingredients certified under Fair for Life and FairWild standards, including FairWild certified myrrh and frankincense.
• Wholesale Program B2B wholesale accounts for retailers and resellers offering bulk pricing and dedicated wholesale ordering hub at mountainroseherbs.com/wholesale/hub.

Quantifiable outcome

• 99.8% Fair for Life certification score (2025) - highest to date
• +7 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Purpose Pledge InitiativecoreStrategic or Co-development Partner · 1 January 2025Mountain Rose Herbs joined as a pilot company in 2025, helping co-develop 10 commitments fostering mutual accountability, transparent governance, and equitable supply webs. Initiative founded by Dr. Bronner's, LIFT Economy, and One Step Closer.
• FairWild FoundationcoreOthers · 1 January 2024Mountain Rose Herbs became a registered FairWild trader in 2024, formalizing commitment to transparent supply chains, ecological stewardship, and community wellbeing. In 2025, the company brought on its first FairWild certified botanicals including myrrh and frankincense. The company is also helping expand FairWild certification within the United States.
• Appalachian Sustainable Development (ASD)coreStrategic or Co-development Partner · 1 January 2019Ongoing partnership since 2019 supporting forest-farming economies in Central Appalachia. Mountain Rose Herbs sponsored and participated in ASD's Wild Stewards Program training at Oshala Farm in summer 2025, offering sessions on quality assurance, procurement practices, and long-term supplier relationships. This collaboration helps improve ethical wildcrafters' market access.
• Oregon Tilth Certified Organic (OTCO)coreOthersPartnership since 2001 providing USDA-accredited organic certification, annual audits, regulatory guidance, and product testing. OTCO has been central to building Mountain Rose Herbs' trusted network of organic farmers and quality systems. The partnership includes support for organic research projects.
• Fair for Life / For LifecoreOthersFair for Life is a Switzerland-based fair trade certification program ensuring ethical trade practices, fair pricing, and community development. For Life evaluates internal company efforts including employee wages, benefits, working conditions, and ethical governance. Mountain Rose Herbs has been certified since 2010, achieving scores of 99.8% (Fair for Life) and 102.7% (For Life) in 2025.
• Wild Stewards Alliance (WSA)coreStrategic or Co-development PartnerPartnership with WSA (formerly Point of Harvest Program) providing free training and certification for wild harvesters and dealers of woodland herbs, roots, and barks. WSA trained and certified 135 wild harvesters from 2022-2024 including the first one on the West Coast (Oregon). Mountain Rose Herbs hosts WSA-related training for Pacific Northwest wild harvesters.
• Regenerative Organic Certified (ROC)coreOthersActive participation in ROC program expanding market access to botanicals grown under rigorous standards for soil health, ecological restoration, and social fairness. ROC products include Astragalus, Calendula, Comfrey Root, Echinacea Root, Oregano, Rosemary, Skullcap, Thyme, Vitex, Yellow Dock, and ROC Extracts (Garlic, Mullein, Feverfew, Cilantro, Marshmallow, Ashwagandha, Dandelion, Valerian).
• Planet FWDminorStrategic or Co-development PartnerPartnership with Planet FWD for science-based greenhouse gas (GHG) measurement and credible climate action. Planet FWD helps complete cradle-to-customer GHG inventory and identify priority reduction opportunities. In 2026, Mountain Rose Herbs will complete a GHG inventory and document ongoing climate projects.
• Friends of TreesminorStrategic or Co-development PartnerPartnership supporting on-the-ground climate action through tree planting. In 2025, Friends of Trees planted 39,100 trees which can pull in approximately 1.8 million pounds of CO2 every year when mature. Mountain Rose Herbs provides funding and paid volunteer hours.
• 47 Nonprofit PartnersminorOthersIn 2025, Mountain Rose Herbs donated $181,696 to 47 nonprofit partners including American Botanical Council, American Herbal Pharmacopoeia, Friends of Trees, EcoFarm, Rodale Institute, and others. The company also matches employee contributions dollar for dollar up to $11,498 in 2025.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• NOW Foods: NOW Foods is a large family-owned supplement manufacturer offering essential oils, herbs, capsules, and botanical products. Comparable in essential oils and herbal supplements but at much broader portfolio scale and lower price points.
• Yogi Tea: Yogi Tea is a large-scale herbal and functional tea brand owned by a private equity sponsor. Comparable in herbal teas and wellness positioning but with much wider mass-market distribution and larger scale.
• Dr. Bronner's: Dr. Bronner's is a family-owned natural products company with strong ethical sourcing and B Corp credentials across soaps, body care, and essential oils. Comparable in certified-organic, mission-driven branding and Purpose Pledge co-founder alongside Mountain Rose Herbs.
• Traditional Medicinals: Traditional Medicinals is a leading herbal tea brand with broad retail distribution in grocery and natural channels. Comparable in the herbal tea category but operates at much larger scale with conventional grocery and mass-market presence.

Direct peers

• Bulk Apothecary: Bulk Apothecary is a direct-to-consumer and wholesale supplier of bulk herbs, essential oils, carrier oils, and DIY ingredients. Directly comparable in the bulk botanical and DIY-maker category.
• WishGarden Herbs: WishGarden Herbs is a Colorado-based maker of liquid herbal extracts for adults, children, and pregnancy. Comparable in branded herbal tinctures with similar small-batch, certified-organic positioning and direct-to-consumer focus.
• Frontier Co-op: Frontier Co-op is a wholesale distributor and retailer of organic herbs, spices, and botanical products serving retail and foodservice customers. Directly comparable as a multi-channel supplier of organic botanicals with similar certification emphasis (USDA Organic, Fair Trade) and B2B/wholesale programs.
• Herb Pharm: Herb Pharm produces liquid herbal extracts (tinctures) from certified-organic herbs grown on its Oregon farm. Directly comparable in herbal tinctures/capsules category and shares Oregon organic-sourcing heritage with Mountain Rose Herbs.
• Gaia Herbs: Gaia Herbs is a vertically integrated herbal supplement brand offering liquid extracts, capsules, and teas. Comparable as a premium-branded herbal supplement company with similar sustainability and traceability emphasis.
• Starwest Botanicals: Starwest Botanicals is a bulk supplier of organic herbs, spices, essential oils, and teas sold directly to consumers and wholesale accounts. Highly comparable product catalog (bulk herbs, essential oils, capsules) and direct-to-consumer plus wholesale business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/mountainroseherbs
• Facebookfacebook.com/MountainRoseHerbs
• LinkedInlinkedin.com/company/mountain-rose-herbs
• Instagraminstagram.com/mountainroseherbs
• TikToktiktok.com/@mountainroseherbs
• Pinterestpinterest.com/mtnroseherbs/_created

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Mountain Rose Herbs