Abeeco
Abeeco is a New Zealand-founded, privately held DTC brand (est. circa 1995) that formulates and sells natural health supplements and skincare products built around New Zealand-sourced bee ingredients and Manuka honey, serving 500,000+ global consumers through its own e-commerce storefront, subscriptions, and wholesale stockists.
- Company typePrivate
- Founded1995
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Abeeco does
Abeeco is a New Zealand-founded direct-to-consumer brand that formulates and sells natural health supplements and skincare products, with a stated history of nearly 30 years (founded circa 1995) and a claimed customer base of more than 500,000. The company is privately held, headquartered in Silverdale, Auckland, and operates with a headcount in the 11-50 range. Its product portfolio is built around New Zealand-sourced bee-derived ingredients (bee venom, bee pollen, royal jelly, propolis) and Manuka honey, with clinically validated cosmetic actives such as SEPILIFT, JUVENESSENCE, and Gigawhite incorporated into the skincare line. The supplement catalogue spans immune, energy, joint, gout, prostate, hormonal, cognitive, and stress/sleep categories, while the skincare catalogue is anchored by the Pure Perfection bee venom range, Manuka honey, and Royal Jelly Skin Repair products.
The business operates a Shopify-powered DTC storefront with global shipping to roughly ten currency markets (NZD, AUD, EUR, GBP, USD, CAD, JPY, CNY, HKD), supported by an affiliate program, a creator/influencer collaboration program, and a subscription option for recurring purchases. Distribution is supplemented by wholesale stockists and an international sister brand, Manuka Honey of New Zealand, which handles parallel international distribution. Pricing spans entry-level supplements starting at NZD $15 to premium skincare bundles around NZD $249-300, with periodic discounts, bundle offers (e.g., buy-2-get-1-free), and a NZD $10 first-order subscription incentive on purchases above NZD $60. Marketing is executed through owned content (the Wellness Hive blog), email, earned media (NZ Herald, Stuff, Beauty Heaven), and customer reviews (2,588+ reviews with typical ratings of 4.5-5.0 stars), alongside a celebrity endorsement from Miss World New Zealand Lucy Brock.
The company has received multiple industry awards, including the Global Green Beauty Awards for Bee Venom Cream/Mask, the Beauty Shortlist Editor's Choice for the Pure Perfection Moisturiser, and Clean Conscious Awards recognition for several products, with clinical trial data cited for JUVENESSENCE (84% collagen production increase, 80% elastin production increase in eye cream). Abeeco has not disclosed external institutional funding, M&A activity, leadership changes, or regulatory actions, and no AI/ML capabilities, patents, or trademarks are referenced in the available data.
Abeeco firmographics
Firmographics- Name
- Abeeco
- Legal name
- Abeeco
- Website
- https://abeeco.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Abeeco is a New Zealand-founded, privately held DTC brand (est. circa 1995) that formulates and sells natural health supplements and skincare products built around New Zealand-sourced bee ingredients and Manuka honey, serving 500,000+ global consumers through its own e-commerce storefront, subscriptions, and wholesale stockists.
- Ownership category
- akta.pro rank
Abeeco industry classification
Industry- Product category
- Natural Health Supplements and Skincare
- NAICS
- Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Medicinal Chemicals & Botanical Products (2833), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industries
- Value-Added Bee Products Manufacturing (Candles, Cosmetics, Supplements, Mead Ingredients) (AFAEAHAM), Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple) (CRADAAAC)
Keywords
Where Abeeco is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Abeeco business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct-to-consumer online sales of health supplements, vitamins, herbal tonics, and skincare products through their e-commerce platform. Products sold at various price points from entry-level to premium bundles.
- Subscription Model: Subscription option available for regular product deliveries, offering convenience for ongoing supplement and skincare users.
- Wholesale/Distribution: Products distributed through stockists. The company also has an international sister brand, Manuka Honey of New Zealand.
- Affiliate Program: Affiliate program generating referral revenue through partner promotions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level supplements and tonics |
| Unit Pricing | Pay-as-you-go | Premium supplements and skincare |
| Unit Pricing | Pay-as-you-go | Premium bundles and collections |
| Subscription | Monthly | Subscription option |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Abeeco product offering
Product offeringCore offering
Abeeco formulates, brands, and sells a dual portfolio of natural health supplements (bee pollen capsules, royal jelly, collagen powders, Supabee range for men's and women's health, herbal tonics, joint and immune support supplements) and skincare products (Bee Venom Pure Perfection moisturisers, day/night creams, eye creams, serums, Manuka Honey skincare, balms, and cleansers). Products are formulated with New Zealand-sourced bee-derived ingredients, Manuka honey, collagen peptides, and clinically researched actives such as SEPILIFT, JUVENESSENCE, and Gigawhite. Sales are executed primarily through a direct-to-consumer e-commerce storefront with international shipping, supplemented by wholesale stockists and a subscription program.
Product overview
Abeeco is a New Zealand-based direct-to-consumer company offering a dual product portfolio of health supplements and skincare products, all centred around natural wellness ingredients sourced primarily from New Zealand. The supplements business includes bee pollen granules and capsules, bee venom supplements (Bee Venom + Glucosamine), Royal Jelly capsules, collagen powders (Ultra Collagen+ and Marine Collagen + Keratin), and the Supabee range targeting men's health, women's health, and energy. Additional supplements address specific health concerns including gout (Gout Care Formula, Joint Care Formula), prostate health, stress and sleep, eye and brain health, heart health, and various herbal tonics for lymphatic, immune, gut, bladder, sinus, and cortisol support. The skincare range is anchored by the Pure Perfection line featuring bee venom face moisturisers, day/night creams, eye creams, and serums, complemented by Manuka Honey skincare, Royal Jelly Skin Repair Cream, Miracle Manuka Cream, and body care products. The two divisions share ingredients (bee venom, bee pollen, manuka honey, royal jelly, collagen) but serve distinct consumer needs: supplements for internal wellness and skincare for topical beauty applications.
Differentiator
Problem solved
Functional benefit
Products and services
- Raw NZ Bee Pollen Granules
Quantifiable outcome
- JUVENESSENCE clinical trials show 84% increase in collagen production (eye cream)
- +3 more outcomes
Companies that use Abeeco
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Abeeco technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Abeeco partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Manuka Honey of New ZealandcoreInternational sister brand serving global markets for related Manuka honey and natural wellness products. Links to manukahoneyofnz.com for international customers seeking similar New Zealand natural health products.
- Affiliate PartnersminorAffiliate program partners who promote Abeeco products in exchange for referral commissions. Registered through affiliate.abeeco.com.
- Creator & Influencer PartnersminorFormal collaboration program for content creators and influencers to promote Abeeco products through social media and content marketing.
- StockistsminorPhysical retail locations that stock and sell Abeeco products. Listed on the company's stockists page.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Abeeco competitors and assessment
Company assessmentDirect peers
- Manuka Health New Zealand: NZ Mānuka honey and bee-product specialist operating in supplements and select skincare. Highly comparable ingredient sourcing, NZ provenance narrative, and channel mix to Abeeco's bee-venom and honey range.
- Swisse Wellness: Australia-headquartered premium supplements and skincare brand with global DTC presence. Directly comparable on supplement range breadth, clinical-ingredient positioning, and APAC-led distribution.
- Trilogy (Natural Products): NZ-based natural skincare brand with rosehip and botanical hero ingredients. Comparable premium-natural skincare positioning, country-of-origin story, and DTC + global retail distribution to Abeeco's skincare half.
- Nature's Way: Global vitamins, supplements and herbal wellness brand owned by Schwabe. Overlaps Abeeco on natural-source supplements (collagen, bee products, herbal tonics) and broad DTC + retail distribution.
- Blackmores: ASX-listed Australian natural health supplements major. Comparable target customers (health-conscious adults), supplement SKUs across joint, immune, women's and men's health, and Asia-Pacific distribution focus.
- Antipodes ( Antipodes Nature ): New Zealand natural / botanical skincare brand exporting globally. Closest skincare-only analogue to Abeeco's Pure Perfection line given NZ provenance, plant-and bee-derived actives, and premium positioning.
- HoneyLab NZ: NZ-based honey and bee-venom skincare / wellness brand. Comparable category mix (bee venom, Mānuka) and DTC-led marketing to Abeeco.
- ApiHealth (Apiary Holdings): New Zealand producer of bee-venom skincare and health products. Directly overlaps Abeeco's Bee Venom Pure Perfection line and shares the bee-derived ingredient platform.
- Linden Leaves: NZ natural skincare and body-care brand with global DTC and stockist reach. Comparable NZ-origin, natural-ingredient narrative and target consumer to Abeeco's skincare line.
- Comvita: New Zealand-based, listed global leader in Mānuka honey, bee venom and propolis-based supplements and skincare. Closest direct comparable to Abeeco given overlapping bee-product portfolio, NZ origin story, and global DTC + wholesale distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Abeeco social profiles
Digital presenceAbeeco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Abeeco leadership team
Management profileNumber of profiles
Abeeco funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Abeeco 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 Abeeco
What does Abeeco do?
Abeeco formulates, brands, and sells a dual portfolio of natural health supplements (bee pollen capsules, royal jelly, collagen powders, Supabee range for men's and women's health, herbal tonics, joint and immune support supplements) and skincare products (Bee Venom Pure Perfection moisturisers, day/night creams, eye creams, serums, Manuka Honey skincare, balms, and cleansers). Products are formulated with New Zealand-sourced bee-derived ingredients, Manuka honey, collagen peptides, and clinically researched actives such as SEPILIFT, JUVENESSENCE, and Gigawhite. Sales are executed primarily through a direct-to-consumer e-commerce storefront with international shipping, supplemented by wholesale stockists and a subscription program.
Is Abeeco a public or private company?
Abeeco is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Abeeco founded?
Abeeco was founded in 1995. It employs 11 to 50 people.
Where is Abeeco based?
Abeeco is headquartered in Auckland, New Zealand, in the Oceania region.
How does Abeeco make money?
Four revenue lines are on record. E-commerce Product Sales are the primary driver. The others are subscription Model, wholesale/Distribution and affiliate Program.
Who are Abeeco's main competitors?
Direct peers on record are Manuka Health New Zealand, Swisse Wellness, Trilogy (Natural Products), Nature's Way, Blackmores, Antipodes ( Antipodes Nature ), HoneyLab NZ, ApiHealth (Apiary Holdings), Linden Leaves and Comvita.
Does Abeeco have an API?
No public API is recorded for Abeeco.
What industry is Abeeco in?
Abeeco's product category is Natural Health Supplements and Skincare. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of AFAEAHAM, Value-Added Bee Products Manufacturing (Candles, Cosmetics, Supplements, Mead Ingredients). Its NAICS code is 456191 and its SIC code is 2833.