Annique Rooibos
Annique Rooibos is a South African direct-selling company that produces roughly 150 Rooibos-based skincare, body care, cosmetics, lifestyle, and fragrance products, sold through 10,000+ independent consultants and e-commerce channels across 18 countries.
- Company typePrivate
- Founded1971
- HeadquartersPretoria, South Africa
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Annique Rooibos does
Annique Rooibos (Pty) Ltd is a privately held South African direct-selling company headquartered in Centurion (Pretoria), founded in 1971 by Dr. Annique Theron. The company positions itself as the first to commercialize Rooibos in health and beauty products globally, and operates a portfolio of approximately 150 SKUs organized into five categories: Skin Care (sub-brands Essense, Forever Young, Lucid, Face Facts, Hydrafine), Body Care (Miracle Tissue Oil, Resque, Baby), Cosmetics (Colour Caress, Feels Like Silk, Velvet Touch), Lifestyle (Forever Healthy supplements, Lifestyle Shakes, Rooibos teas), and Fine Fragrance (180°). Product formulations combine Rooibos extract with complementary ingredients (e.g., VNA10+ from the Mexican skin tree in Forever Young, AquaVital+ in Lucid, plant oils in Miracle Tissue Oil) and are pitched around anti-ageing, antioxidant, anti-inflammatory, and skin-barrier benefits.
The business model is direct selling through a network of 10,000+ independent consultants earning up to 40% commission, supplemented by a company-owned nopCommerce e-commerce storefront for direct consumer purchases. Products are priced in ZAR, ranging from approximately R72 for teas to over R1,000 for premium skincare items, with free delivery on orders of R6,000+. The company is a member of the Direct Selling Association of South Africa (DSASA) and the South African Rooibos Council (SARC), and operates export distribution via local agents across 18 countries including Australia, Canada, China, the UK, the US, and several EU and Middle East markets.
The company has 101–250 direct employees (separate from the independent consultant base) and is founder-owned with no disclosed institutional investors or funding rounds. Revenue, financials, and headcount growth are not publicly disclosed. Operational signals include active e-commerce operations, ongoing blog content (dated 2026), and a 55th anniversary promotional campaign, indicating steady ongoing activity rather than growth-stage expansion.
Annique Rooibos firmographics
Firmographics- Name
- Annique Rooibos
- Legal name
- Annique Rooibos (Pty) Ltd
- Website
- https://annique.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Annique Rooibos is a South African direct-selling company that produces roughly 150 Rooibos-based skincare, body care, cosmetics, lifestyle, and fragrance products, sold through 10,000+ independent consultants and e-commerce channels across 18 countries.
- Ownership category
- akta.pro rank
Annique Rooibos industry classification
Industry- Product category
- Natural Skincare and Beauty Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industry
- Eye & Lip Skincare (CRABAAAC)
Keywords
Where Annique Rooibos is headquartered
LocationHeadquarters
- HQ city
- Pretoria
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Annique Rooibos business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales through Direct Selling: Revenue generated through independent consultants who earn up to 40% commission on sales. Consultants purchase products and resell to consumers. The company also sells directly through its e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Skincare Products (e.g., Essense Hyaluronic Acid Serum) |
| Unit Pricing | Pay-as-you-go | Body Care Products |
| Unit Pricing | Pay-as-you-go | Special Offers/Discounted Items |
| Unit Pricing | Pay-as-you-go | Lifestyle/Shake Products |
| Unit Pricing | Pay-as-you-go | Delivery Charges |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Annique Rooibos product offering
Product offeringCore offering
Annique Rooibos manufactures and sells approximately 150 Rooibos-based health and beauty products across five categories: Skin Care (Essense, Forever Young, Lucid, Face Facts, Hydrafine), Body Care (Miracle Tissue Oil, Resque, Baby), Cosmetics (Colour Caress, Feels Like Silk, Velvet Touch), Lifestyle (Forever Healthy supplements, Lifestyle Shakes, Rooibos tea range), and Fine Fragrance (180°). The company was the first in the world to use Rooibos in health and beauty products and distributes through a network of 10,000+ independent direct-selling consultants alongside an e-commerce storefront, exporting to 18 countries.
Product overview
Annique Rooibos is a South African direct-selling company offering approximately 150 superior health and beauty products. The product portfolio centers on Rooibos-based formulations (the company pioneered using Rooibos in health and beauty products globally), organized into five main categories: (1) Skin Care under sub-brands Essense (treatment-focused), Forever Young (anti-ageing), Lucid (hydration), Face Facts, and Hydrafine; (2) Body Care including Miracle Tissue Oil, Resque, and Baby lines; (3) Cosmetics featuring Colour Caress, Feels Like Silk, and Velvet Touch foundation lines; (4) Lifestyle products encompassing Forever Healthy supplements (health supplements combining Rooibos with scientific formulas), Lifestyle Shakes (nutritional meal replacements), and Rooibos teas; and (5) Fine Fragrance. The company operates through independent consultants using a direct-selling model.
Differentiator
Problem solved
Functional benefit
Brands
- Forever Young: Anti-ageing skin care range with Rooibos and VNA10+ from the Mexican skin tree for improved skin elasticity and cell renewal.
- Essense
- Lucid
- Resque
- Forever Healthy
- Lifestyle Shakes
- Miracle Tissue Oil
- Colour Caress
Products and services
- Resque Body Care
- Miracle Tissue Oil
- Baby Body Care
- Lifestyle Shakes
- Forever Healthy Supplements
- Rooibos Tea Range
- 180° Fine Fragrance
- Forever Young Anti-Ageing Skin Care
- Essense Treatment Skin Care
- Lucid Hydration Skin Care
- Face Facts Daily Skin Care
- Hydrafine Daily Skin Care
- Colour Caress Cosmetics
- Feels Like Silk Foundation
- Velvet Touch Foundation
Quantifiable outcome
- Cleansing once a day allows skin's pH to restore within 18 hours for optimal skin function
- +1 more outcomes
Companies that use Annique Rooibos
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Annique Rooibos technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Annique Rooibos partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Direct Selling Association of South Africa (DSASA)coreAnnique is a member of DSASA which governs the South African Direct Selling Industry. Direct selling empowers more than 1.2 million South Africans, contributing R10.6 billion to the economy. DSASA ensures ethical business practices and code of conduct compliance.
- South African Rooibos Council (SARC)coreAnnique is a proud member of SARC, an independent organization promoting Rooibos and its attributes to consumers and protecting interests of Rooibos consumers and stakeholders supported by research and communication. Since 2016, SARC has funded 23 studies involving 43 national and international researchers.
- Children's Hospital TrustminorCorporate social responsibility partnership supporting the Red Cross War Memorial Children's Hospital in Cape Town. Annique has donated R571,000 and 485 Rare Bears to date. The partnership helps support ill and injured children, with the hospital serving around 250,000 patients annually.
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
Annique Rooibos competitors and assessment
Company assessmentDirect peers
- Jeunesse Global: Direct-selling anti-ageing skincare and wellness brand with global distributor network. Comparable on anti-ageing-positioned skincare and youth-focused wellness supplements sold through consultants.
- Tupperware Brands: Legacy direct-selling company that expanded into beauty and personal care. Comparable on the consultant/salesforce model used to distribute consumer health-and-beauty products globally.
- Modere: Direct-selling health, wellness, and beauty company with a 'clean' lifestyle positioning. Closely comparable on the natural/clean-beauty narrative, supplement crossover, and consultant-led distribution.
- Oriflame: Swiss-based direct-selling cosmetics company with strong emerging-markets presence. Closely comparable on catalog-driven personal care portfolio and consultant/agent distribution model used across multiple continents.
- Mary Kay: Privately held direct-selling cosmetics and skincare brand with independent beauty consultants. Comparable on multi-tier skincare portfolio, consultant-driven sales, and female-skewing health/beauty proposition.
- Nu Skin Enterprises: Public direct-selling personal-care and nutritional supplements company. Comparable on premium-priced anti-ageing skincare lines plus supplement crossover, sold through independent sales representatives.
- Avon Products: Iconic direct-selling beauty and personal-care company with a global consultant base (millions of representatives). Closely comparable to Annique on the direct-selling model and personal-care/cosmetics portfolio.
- Herbalife: Global direct-selling nutrition, weight-management, and personal-care company. Highly comparable on the MLM consultant model and crossover between health supplements and personal-care products.
- Amway: Largest direct-selling company globally with significant beauty, skincare, and wellness lines (Artistry). Comparable on multi-category health-and-beauty portfolio distributed through independent business owners.
- Forever Living Products: Direct-selling company built around a single hero natural ingredient (aloe vera), analogous to Annique's single-hero-ingredient (Rooibos) positioning. Closely comparable ingredient-led differentiation and global consultant network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Annique Rooibos social profiles
Digital presenceAnnique Rooibos financial estimates
Financial estimateRevenue estimate
Valuation estimate
Annique Rooibos leadership team
Management profileNumber of profiles
Profiles1 record
Annique Rooibos funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Annique Rooibos M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Annique Rooibos
What does Annique Rooibos do?
Annique Rooibos manufactures and sells approximately 150 Rooibos-based health and beauty products across five categories: Skin Care (Essense, Forever Young, Lucid, Face Facts, Hydrafine), Body Care (Miracle Tissue Oil, Resque, Baby), Cosmetics (Colour Caress, Feels Like Silk, Velvet Touch), Lifestyle (Forever Healthy supplements, Lifestyle Shakes, Rooibos tea range), and Fine Fragrance (180°). The company was the first in the world to use Rooibos in health and beauty products and distributes through a network of 10,000+ independent direct-selling consultants alongside an e-commerce storefront, exporting to 18 countries.
Is Annique Rooibos a public or private company?
Annique Rooibos is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Annique Rooibos founded?
Annique Rooibos was founded in 1971. It employs 101 to 250 people.
Where is Annique Rooibos based?
Annique Rooibos is headquartered in Pretoria, South Africa, in the Africa region.
How does Annique Rooibos make money?
One revenue line is on record: product Sales through Direct Selling.
Who are Annique Rooibos's main competitors?
Direct peers on record are Jeunesse Global, Tupperware Brands, Modere, Oriflame, Mary Kay, Nu Skin Enterprises, Avon Products, Herbalife, Amway and Forever Living Products.
Does Annique Rooibos have an API?
No public API is recorded for Annique Rooibos.
What industry is Annique Rooibos in?
Annique Rooibos's product category is Natural Skincare and Beauty Products. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRABAAAC, Eye & Lip Skincare. Its NAICS code is 32561 and its SIC code is 2844.