Martin & Pleasance

What Martin & Pleasance does

Martin & Pleasance is an Australian natural health and wellness company founded in 1855 in Melbourne and continuously operating for over 170 years. The business is structured as Martin & Pleasance Wholesale Pty. Ltd., wholly owned by the Holyman family since 1992. Headquartered in Port Melbourne, the company sells a broad portfolio of natural health products — including supplements, vitamins, superfoods, homeopathic remedies, Schuessler tissue salts, herbal creams, Bach flower remedies, and natural personal care — across an 18-brand portfolio that encompasses legacy lines (Schuessler Tissue Salts, Herbal Creams, Ainsworth), acquired brands (Vital Everyday, Green Nutritionals, Anipal, Organic Formulations), a Canadian joint venture (Ener-C), and its own 2024 launch (Ener-Life).

The commercial engine combines direct-to-consumer e-commerce — operated primarily through Shopify at martinandpleasance.myshopify.com, supplemented by regional storefronts in Canada, the UK, the US, and Norway — with wholesale distribution through every major Australian pharmacy chain (Chemist Warehouse, Woolworths, Terry-White Chemmart, Blooms The Chemist, Amcal, and others) plus dedicated New Zealand retail partners (Toniq, Health 2000, Health Post, Bargain Chemist). Products are priced at retail points from approximately $12 to $30+ AUD per supplement, with international courier shipping rates of $39.97-$59.97 AUD and a 30-day money-back guarantee. Marketing spans a Wellness Hub content publication, Pegasus Club loyalty email program offering 20% discount, and an active presence across Facebook, Instagram, YouTube, TikTok, Pinterest, LinkedIn, and X.

Underlying technology is conventional rather than differentiated: a Shopify storefront, Stripe payments, and a portfolio of per-brand microsites, with no public API or developer platform. No AI/ML capabilities are disclosed. Revenue is not publicly reported and the company has not raised institutional funding; growth has been funded internally and executed through organic launch and a steady cadence of brand acquisitions and the Canadian joint venture.

Name

Martin & Pleasance

Legal name

Martin & Pleasance Wholesale Pty. Ltd.

Website

https://martinandpleasance.com

Company type

Private

Founded year

1855

Operating status

Operating

Headcount range

51–100 employees

Short description

Martin & Pleasance is an Australian-owned natural health company founded in 1855 that develops, markets, and distributes an 18-brand portfolio of supplements, homeopathic remedies, superfoods, and personal care products to consumers across Australia, New Zealand, Canada, the UK, and the US via pharmacy wholesale and direct e-commerce.

Ownership category

akta.pro rank

Product category

Natural Health & Wellness Products

NAICS

Food (Health) Supplement Retailers (456191), Drugs and Druggists' Sundries Merchant Wholesalers (42421), Other Health and Personal Care Retailers (45619)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Medicinal Chemicals & Botanical Products (2833), Food And Kindred Products (2000)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Health Food & Supplement Stores (CRAHAEAC), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL)

Keywords

• Natural health products
• Herbal supplements
• Homeopathic remedies
• Vitamins and minerals
• Wellness and personal care

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce sales of natural health products including supplements, vitamins, superfoods, homeopathic remedies, tissue salts, herbal creams, and personal care products. Products sold directly to consumers through their Shopify storefront and regional websites.
2. Wholesale Distribution: Distribution of products through pharmacy chains, health food stores, and retail outlets across Australia, New Zealand, Canada, UK, and US markets. Revenue generated through bulk orders to stockists.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Martin & Pleasance develops, sources, and distributes a multi-brand portfolio of natural health and wellness products including vitamins, superfood supplements, homeopathic remedies, Schuessler tissue salts, herbal creams, women's and men's health formulations, immunity and sleep support ranges, organic personal care, and pet wellness products. The company sells directly to consumers via its Shopify e-commerce storefront and regional websites, and wholesale to pharmacy chains, health food stores, and supermarkets across Australia, New Zealand, Canada, the US, and the UK.

Product overview

Martin & Pleasance is a multi-brand natural health and wellness company with origins dating to 1855, operating as a portfolio of distinct sub-brands and acquired brands rather than a single unified platform. The company distributes health products across Australia, New Zealand, Canada, United States, and United Kingdom. The product portfolio spans: foundational homeopathic remedies (Homeopathic Lab, Homeopathic Complex Range, Schuessler Tissue Salts, Herbal Creams, Ainsworth Bach Flower Remedies); vitamins and superfoods (Vital Everyday with Vital All-In-One and Vital Plant Protein, Green Nutritionals with spirulina and superfoods); specialty health categories (Harmony Womens Health, He Mens Health, Ki Health Defence for immunity, Zen for joint/muscle support, Rest&Quiet for sleep); sustainability-focused lines (Organic Formulations personal care, ECOLogic, Biologika); and newer innovations (Ener-C and Ener-Life for energy support, Anipal for pet wellness). The company emphasizes integrative approaches combining science with natural ingredients, with formulation principles focused on bioavailability, therapeutic dosing, and clean plant-based ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Vital Everyday: Health supplement brand featuring Vital All-In-One and Vital Plant Protein products
• Green Nutritionals
• Anipal
• Harmony Womens Health
• Schuessler Tissue Salts
• Ki Health Defence
• Zen
• Rest&Quiet
• Herbal Creams
• Biologika
• Homeopathic Lab
• Organic Formulations
• He Men's Health
• Homeopathic Complex Range
• ECOLogic
• Ener-C
• Ainsworth
• Ener-Life

Products and services

• Vital Everyday Vitamins and superfood supplements brand offering Vital All-In-One and Vital Plant Protein for everyday health support.
• Green Nutritionals

Named customers12 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• Anipal (Dr. Stephanie Stubbe)coreStrategic or Co-development Partner · 1 January 2023Anipal, an innovative pet wellness brand developed by veterinarian Dr Stephanie Stubbe, became part of Martin & Pleasance portfolio in 2023. Built on scientific research and natural health principles, delivering targeted, evidence-based solutions for pet health.
• Green NutritionalscoreStrategic or Co-development Partner · 1 January 2022Green Nutritionals, a globally respected leader in premium superfoods, joined Martin & Pleasance in 2022. Known for commitment to purity, sustainability, and nutrient-dense formulations. 1% of all Green Nutritionals sales is donated to Positive Change for Marine Life.
• Pauling Labs (Canada)coreStrategic or Co-development Partner · 1 January 2016Joint venture with Pauling Labs in Canada to launch Ener-C product line in 2016. This partnership enabled Martin & Pleasance to expand into the functional beverages/supplements market with a science-backed vitamin C product.
• Dr. Edward BachcoreStrategic or Co-development Partner · 1 January 1930Started distributing Original Bach Flower Remedies in 1930. Martin & Pleasance owners dealt directly with Dr Bach himself, establishing a long-standing relationship with this iconic natural health brand.
• Positive Change for Marine Life (PCFML)coreGTM or Marketing PartnerThrough Green Nutritionals, 1% of all sales is donated to Positive Change for Marine Life, supporting community-led programs that protect oceans and restore marine ecosystems including Waste to Wealth, Fishing for Change, and Rewilding our Floodplains initiatives.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/martinpleasance
• YouTubeyoutube.com/channel/UCqFhz4L_O9aOuhjepMggTLw
• Facebookfacebook.com/MartinandPleasance
• LinkedInlinkedin.com/company/martin-&-pleasance/posts/?feedView=all
• Instagraminstagram.com/martin__and__pleasance
• Pinterestpinterest.com/MartinandPleasance
• TikToktiktok.com/@martin_and_pleasance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Martin & Pleasance