First Honey
First Honey is a family-owned company that develops wound care and skincare products formulated with medical-grade Mānuka honey from New Zealand. It sells direct-to-consumer online, through Target stores nationwide, and via subscription, serving families and patients with chronic skin conditions.
- Company typePrivate
- Founded2017
- HeadquartersNashville, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What First Honey does
First Honey is a family-owned consumer health and skincare company founded by siblings Sarah Scarlet and Dan Watson, headquartered in Nashville, Tennessee with primary operations and manufacturing in New Zealand. Its product platform is built around medical-grade Mānuka honey (Leptospermum scoparium) sourced from company-owned beehives in the Wairarapa region and processed at an ISO 13485-certified facility in Masterton using a proprietary ApiPure™ filtration and certification system, with sterilization via electron beam irradiation. The portfolio spans three categories: wound care (sterile wound ointment, adhesive bandages, larger dressings, burn salve), skin therapy (Mānuka honey cream, foot rescue cream, BioRepair+ face oil, skin repair and saviors bundles, gift bundle), and nutrition (premium 600+ MGO and 900+ MGO raw Mānuka honey). The wound care line is FDA-approved for over-the-counter sale in the US, with ISO 17025:2005 lab testing and SQF food-safety certification across the range.
First Honey firmographics
Firmographics- Name
- First Honey
- Legal name
- First Honey LLC
- Website
- https://firsthoney.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- First Honey is a family-owned company that develops wound care and skincare products formulated with medical-grade Mānuka honey from New Zealand. It sells direct-to-consumer online, through Target stores nationwide, and via subscription, serving families and patients with chronic skin conditions.
- Ownership category
- akta.pro rank
First Honey industry classification
Industry- Product category
- Medical-Grade Honey Wound Care
- NAICS
- Toilet Preparation Manufacturing (325620)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Wound & Ostomy Skin Care (Barrier Films/Creams, Adhesive Removers, Cleansers) (HLAHALAK)
- akta.pro secondary industries
- Sensitive Skin & Barrier Repair (CRABAAAG), Honey & Apiculture Sweeteners (Honey, Honey Powders) (AFAJAAAL)
Keywords
Where First Honey is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
First Honey 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
- Direct E-commerce Sales: Direct-to-consumer sales through own online store. Products include wound care (bandages, dressings, ointments), skincare (creams, foot rescue), and dietary supplements (premium Mānuka honey). One-time purchase and subscription options available.
- Subscription/Recurring Revenue: Subscribe & Save program offering 15% discount on regular deliveries. Products automatically delivered on customer's schedule (30 or 60 day intervals). No obligation, can modify or cancel anytime.
- Retail Distribution: Products distributed through Target retail stores nationwide. Press release announced debut into Target doors nationwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | First Honey® Mānuka Honey Cream |
| Unit Pricing | Pay-as-you-go | Mānuka Wound Ointment |
| Unit Pricing | Pay-as-you-go | First Honey® Mānuka Bandages |
| Unit Pricing | Pay-as-you-go | First Honey® Mānuka Dressings |
| Unit Pricing | Pay-as-you-go | First Honey® Burn Salve |
| Unit Pricing | Pay-as-you-go | First Honey® Foot Rescue Cream |
| Unit Pricing | Pay-as-you-go | Premium Mānuka Honey 600+ MGO |
| Unit Pricing | Pay-as-you-go | Premium Mānuka Honey 900+ MGO |
| Unit Pricing | Pay-as-you-go | First Honey® Skin Repair Kit |
| Unit Pricing | Pay-as-you-go | BioRepair+ Face Oil |
| Unit Pricing | Pay-as-you-go | Skin Saviors Bundle |
| Unit Pricing | Pay-as-you-go | First Honey® Gift Bundle |
| Subscription | Monthly | Subscribe & Save Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
First Honey product offering
Product offeringCore offering
First Honey develops and sells wound care and skin care products formulated with medical-grade Mānuka honey sourced from New Zealand. The product line includes bandages, wound dressings, ointments, creams, burn salves, foot creams, face oil, and edible premium Mānuka honey for immunity/wellness. Products are processed through the proprietary ApiPure filtration and certification system and sterilized via electron beam irradiation, distributed via direct-to-consumer e-commerce, Target retail, and subscription auto-delivery.
Product overview
First Honey is a family-owned company offering a product line centered on medical-grade Manuka honey from New Zealand. The core product portfolio includes wound care products (Mānuka Wound Ointment, Mānuka Bandages, Mānuka Dressings) and skin therapy products (Mānuka Honey Cream, Foot Rescue Cream, Burn Salve, BioRepair+ Face Oil), along with edible premium Manuka honey variants (600+ and 900+ MGO) for internal wellness. The company also offers bundled products (Skin Saviors Bundle, Skin Repair Kit, Gift Bundle) that combine multiple offerings. All products leverage the natural healing properties of medical-grade Manuka honey, which contains methylglyoxal (MGO) for antibacterial properties and wound healing support.
Differentiator
Problem solved
Functional benefit
Products and services
- First Honey Mānuka Honey Cream (Skin Therapy Cream) Medical-grade Mānuka honey skin therapy cream designed to hydrate and protect dry, fragile skin; formulated for eczema, rosacea, and psoriasis, providing cooling, soothing relief for minor irritation and itching without steroids. Available in 1.75oz ($18.99) and 3.5oz sizes (from $13.99).
- Mānuka Wound Ointment Sterile wound ointment containing 100% medical-grade Manuka honey for treating burns, wounds, and cuts. Creates an optimal healing environment, provides natural barrier for infection control, reduces inflammation and pain, and minimizes scarring. Available in 0.5oz ($16.99) and 1oz ($14.89) sizes.
- First Honey Mānuka Bandages Adhesive bandages infused with medical-grade Mānuka honey for treating minor cuts and scrapes. Features skin-friendly adhesive for easy application and removal, mess-free design, with honey layer promoting faster wound healing. 12-count pack (1"x3.25") at $11.99.
- First Honey Mānuka Dressings Extra-large wound dressings (3"x4") coated with medical-grade Mānuka honey for larger cuts, scrapes, and abrasions. Designed for easy application and removal with skin-friendly adhesive, promoting quicker, healthier healing with infection protection. 6-count pack at $14.99.
- First Honey Burn Salve First aid burn treatment product formulated with medical-grade Manuka honey for soothing and healing minor burns. Priced at $21.99.
- First Honey Foot Rescue Cream Deep moisturizing foot cream with medical-grade Mānuka honey for daily care of dry, cracked feet. Recommended for severely cracked heels and foot conditions. Priced at $23.99.
- Premium Mānuka Honey 600+ MGO Raw Mānuka honey with 600+ MGO (methylglyoxal) concentration for immunity boost and internal wellness. Food-grade honey for dietary consumption. 8.8oz at $44.99.
- Premium Mānuka Honey 900+ MGO High-potency raw Mānuka honey with 900+ MGO concentration for enhanced immunity support and wellness benefits. 6oz 10-pack at $74.99.
- BioRepair+ Face Oil Facial oil product with Mānuka honey and botanical ingredients for skin repair and anti-aging benefits. Priced at $67.99.
- Skin Saviors Bundle Bundle of skin care products combining multiple First Honey offerings for comprehensive skin healing and care. Priced at $39.99.
- First Honey Skin Repair Kit Comprehensive skin repair kit combining multiple First Honey products for addressing skin damage and promoting healing. Priced at $48.79.
- First Honey Gift Bundle Pre-packaged gift set featuring First Honey first aid products, suitable for gifting occasions. Priced at $99.99.
Quantifiable outcome
- Medical-grade Mānuka honey creates optimal wound healing environment with proper moisture balance and low pH (around 5)
- +3 more outcomes
Companies that use First Honey
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles2 records
First Honey technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
First Honey partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and major.
- Dr. Gregory SchultzcoreProfessor of Obstetrics and Gynecology and Director of the Institute for Wound Research at University of Florida. Co-authored over 400 scientific publications on wound healing. Featured in Ask the Doctors content platform providing scientific validation of medical-grade Manuka honey wound care benefits.
- Dr. David ArmstrongcoreProfessor of Surgery and Director of SALSA at Keck Medicine of USC. Long-time advocate of medical-grade Manuka honey for wound care. Featured in Ask the Doctors platform discussing foot care, cracked heels, and diabetes-related wound care.
- Dr. Vipul R. DevcorePlastic surgeon using medical-grade Manuka honey since 2014. Provides expertise on post-surgical wound care, skin conditions, and Hidradenitis Suppurativa treatment. Advocates for Manuka honey as effective alternative to enzymatic debriders.
- Dr. Ashley Biscoe, NDcoreNaturopathic doctor specializing in Hidradenitis Suppurativa, eczema, and natural skincare. Uses medical-grade Manuka honey for chronic skin conditions and wound healing.
- Dr. Stephen BergquistcoreInternal medicine physician specializing in wound care and aging skin. Recommends First Honey products in medical practice and provides expertise on diabetic ulcers, pressure ulcers, and proper wound care principles.
- Rakhi Roy, MS, RD, LDNcoreRegistered dietitian specializing in eczema, psoriasis, and Topical Steroid Withdrawal (TSW). Recommends medical-grade Manuka honey for wound care and skin barrier protection.
- Danielle BergumcoreTraditional Direct-Entry Midwife and holistic breastfeeding counselor. Recommends medical-grade Manuka honey for breastfeeding nipple healing, thrush treatment, and postpartum wound care.
- Dr. Peter MolanmajorNew Zealand scientist who discovered Manuka honey's medicinal qualities, finding it 'annihilated Staph bacteria' in lab trials. Founding father of Manuka honey industry. Family was fortunate to call him friend. His discovery spearheaded the entire Manuka honey industry.
- Target CorporationcoreMajor retail distribution partnership. First Honey products made debut into Target stores nationwide, bringing natural first aid remedies to families across the United States.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
First Honey competitors and assessment
Company assessmentBroad incumbents
- Smith & Nephew: Smith & Nephew is a global wound management incumbent with broad clinical portfolios (Allevyn, Acticoat). It represents the established wound care infrastructure that First Honey's honey-based products must displace in hospital and clinical settings.
- 3M Health Care (Solventum): Solventum (formerly 3M Health Care) is a major wound care and skin integrity incumbent behind Tegaderm and other clinical dressing lines. It competes for the same clinical budgets and OTC shelf space that First Honey targets with its Manuka honey dressings.
- Mölnlycke Health Care: Mölnlycke is a global wound care leader (Mepitel, Mepilex, Avance) operating across professional and consumer channels. Its advanced wound dressing portfolio is the gold standard that First Honey's honey-based dressings must clinically differentiate from.
- Johnson & Johnson (Band-Aid / Neosporin): Johnson & Johnson owns the dominant OTC wound care franchise (Band-Aid bandages, Neosporin ointments) that First Honey competes against on mass-market shelves such as Target. They set consumer reference pricing and brand expectation for everyday first aid.
Direct peers
- Medihoney (Integra LifeSciences): Medihoney is the original and most clinically entrenched medical-grade Manuka honey wound care dressing brand, now owned by Integra LifeSciences. It competes head-to-head with First Honey in OTC and clinical wound care using the same core active (Leptospermum scoparium honey) and overlapping indications (burns, ulcers, surgical wounds).
- Manuka Health New Zealand: Manuka Health is a NZ Manuka honey specialist offering MGO-graded ingestible honey and Mēlis branded skincare. It is directly comparable to First Honey's vertically integrated NZ Manuka model and overlapping ingestible plus topical portfolio.
- Wedderspoon: Wedderspoon is a premium New Zealand Manuka honey consumer brand with skincare-adjacent product extensions. It is comparable to First Honey's premium MGO honey SKUs and pushes into the same natural skincare positioning in US retail and DTC.
- Comvita: Comvita is the largest New Zealand-based Manuka honey producer, offering both consumer MGO-graded honey and medical-grade honey wound dressings under the Medihoney brand it co-developed. It shares First Honey's vertically integrated NZ-to-global supply chain and overlapping product lines in wound care, skincare, and ingestible Manuka.
- Activon Medical (Trio Healthcare): Activon (part of Trio Healthcare) markets medical-grade Manuka honey wound gels, dressings, and sprays that compete directly with First Honey's Wound Ointment and Dressings. Its Activon Manuka honey line is positioned for the same clinical indications (leg ulcers, pressure ulcers, surgical wounds) at similar price points.
Emerging players
- HoneyLab: HoneyLab is a New Zealand-based honey research company producing Manuka honey-derived skin and wound care products. Comparable to First Honey in geographic origin, monofloral NZ sourcing, and emerging medical-grade honey positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
First Honey social profiles
Digital presenceFirst Honey compliance and trust
Trust signalCompliance4 records
First Honey financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Honey leadership team
Management profileNumber of profiles
Profiles2 records
First Honey funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Honey 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 First Honey
What does First Honey do?
First Honey develops and sells wound care and skin care products formulated with medical-grade Mānuka honey sourced from New Zealand. The product line includes bandages, wound dressings, ointments, creams, burn salves, foot creams, face oil, and edible premium Mānuka honey for immunity/wellness. Products are processed through the proprietary ApiPure filtration and certification system and sterilized via electron beam irradiation, distributed via direct-to-consumer e-commerce, Target retail, and subscription auto-delivery.
Is First Honey a public or private company?
First Honey is a private company. It is classified as family owned and is currently operating.
When was First Honey founded?
First Honey was founded in 2017. It employs 11 to 50 people.
Where is First Honey based?
First Honey is headquartered in Nashville, United States, in the North America region.
How does First Honey make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription/Recurring Revenue and retail Distribution.
Who are First Honey's main competitors?
Broad incumbents on record are Smith & Nephew, 3M Health Care (Solventum), Mölnlycke Health Care and Johnson & Johnson (Band-Aid / Neosporin). Direct peers are Medihoney (Integra LifeSciences), Manuka Health New Zealand, Wedderspoon, Comvita and Activon Medical (Trio Healthcare). HoneyLab is listed as an emerging player.
Does First Honey have an API?
No public API is recorded for First Honey.
What industry is First Honey in?
First Honey's product category is Medical-Grade Honey Wound Care. Its primary akta.pro industry code is HLAHALAK, Wound & Ostomy Skin Care (Barrier Films/Creams, Adhesive Removers, Cleansers), with a secondary code of CRABAAAG, Sensitive Skin & Barrier Repair. Its NAICS code is 325620 and its SIC code is 2840.