Puna Noni

What Puna Noni does

Puna Noni Naturals (legal entity: Noni Connection, LLC; DBA previously Puna Noni) is a privately held, family-owned Hawaiian health and wellness brand founded in 1999 by a Honolulu Fire Fighter who created a pure noni juice product based on his grandmother Puna's traditional recipe. The company sells directly to consumers through a Wix-hosted e-commerce website at punanoni.com, shipping FedEx 2nd-day air with free domestic delivery and FedEx pass-through pricing for Alaska, Puerto Rico, and international orders (international shipping requires direct email inquiry). The core catalog spans 22 SKUs across two product lines: a juice-and-supplements line consisting of 32oz noni juice bottles (sold singly, in 4-packs, and cases of 12) and 625mg/100-count noni capsules (sold singly, in 6-packs, and cases of 12), and a noni-infused body care line of shampoos, conditioners, body washes, and lotions offered in Jasmine/Pikake, Plumeria, Coconut, Sweet Orchid, and Tuberose scents. Pricing is unit-based, with monthly and annual subscription tiers available for juice ($33/month or $256/year) and capsules ($29/month or $210/year) to drive recurring revenue.

The company's target customers are health-conscious individual consumers seeking natural, chemical-free alternatives to prescription health regimens and synthetic personal care, including those interested in traditional Hawaiian remedies and vegan/cruelty-free products. The go-to-motion is exclusively direct-to-consumer via the brand's own e-commerce storefront supplemented by an email newsletter, an Instagram presence, and a customer reviews page; there are no retail, wholesale, or B2B channels in the source data. There are no patents, trademarks, certifications, partnerships, or external investors disclosed; the firm appears bootstrapped and family-funded, structured as a Hawaii LLC operating from Kailua, with raw noni sourced from the Big Island of Hawaii. A 2023 warehouse fire materially disrupted operations and the brand is currently operating in a limited-product, delayed-shipping mode while rebuilding.

Name

Puna Noni

Legal name

Noni Connection, LLC

Website

https://punanoni.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Puna Noni Naturals is a family-owned Hawaiian wellness brand (founded 1999) that sells pure Hawaiian noni juice, capsules, and a noni-infused body care line directly to health-conscious consumers via its own Wix e-commerce site with global FedEx shipping.

Ownership category

akta.pro rank

Product category

Natural Health Supplements and Personal Care

NAICS

Dried and Dehydrated Food Manufacturing (311423), Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Beverages (2080), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Natural & Clean Fragrance (CRABADAG)

Keywords

• Noni juice supplements
• Natural body care
• Hawaiian health products
• Noni fruit capsules
• Vegan personal care

Headquarters

HQ city

Kailua

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Product Sales - Juice and Supplements: Direct sales of noni juice (32oz bottles, 4-packs, cases of 12) and capsules (100ct bottles, 6-packs, cases of 12). One-time purchase model with subscription/recurring order options for customer retention.
2. Product Sales - Body Care: Sales of body care line including shampoos, conditioners, bodywashes, and lotions in various scents (Jasmine, Plumeria, Coconut, Sweet Orchid, Tuberose).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Puna Noni Naturals produces and sells pure Hawaiian noni juice (32oz bottles), 625mg noni capsules (100-count bottles), and a noni-infused body care line including shampoo, conditioner, bodywash, and lotion in five scent collections. All products are made from 100% pure Hawaiian noni fruit sourced from the Big Island of Hawaii, with no flavors, preservatives, dilutants, added water, parabens, sulfates, fragrances, or chemicals. The company sells direct-to-consumer worldwide via its Wix e-commerce site and offers monthly/annual subscriptions.

Product overview

Puna Noni Naturals is a family-owned Hawaiian health and wellness brand founded in 1999, offering a product portfolio centered on pure Hawaiian noni (Morinda citrifolia) fruit. The core offering consists of noni juice (32oz bottles available individually, in 4-packs, and case quantities) and noni capsules (625mg, 100-count bottles in single, 6-pack, and case quantities), both marketed as health supplements made from 100% pure noni. The company expanded into a complete noni body care line featuring shampoos, conditioners, body washes, and lotions across four fragrance collections: Jasmine/Pikake, Plumeria, Coconut, and Sweet Orchid/Tuberose. All body care products incorporate Hawaiian noni fruit juice as the principal active ingredient, along with certified organic botanical extracts, and are marketed as biodegradable, paraben-free, SLS-free, vegan, cruelty-free, and free from gluten and soy. Products are available via the company's e-commerce site with recurring subscription options, free FedEx 2-day shipping, and are sold throughout Hawaii and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Pikake/Jasmine Line: Body care product line featuring the pikake flower scent. Pikake was brought to the Hawaiian islands in the 1800s and named by Hawaii's Princess Kaiulani after the Hawaiian word for peacock. The line includes shampoo, conditioner, bodywash, and lotion in jasmine/pikake fragrance.

Products and services

• Puna Noni Juice 32oz 100% pure Hawaiian noni juice aged to perfection with no flavors, preservatives, dilutants, or added water. Available as a single 32oz bottle ($35), 4-pack ($109), or case of 12 ($275). Recommended dosage is 1 oz daily, half-hour before meals; one bottle lasts approximately one month and a case lasts approximately one year.
• Puna Noni Capsules 625mg (100ct) Capsules made from 100% whole ripe Hawaiian noni fruit dehydrated and pulverized into powder, placed in pure veggie capsules. Available as a single 100-count bottle of 625mg capsules ($29), 6-pack ($114), or case of 12 ($210). Recommended dosage is 2 capsules daily, half-hour before meals; designed as an alternative for those who cannot tolerate the taste of noni juice.
• Puna Noni Shampoo Premium shampoo featuring 100% pure Hawaiian noni fruit juice with certified organic ingredients. Biodegradable, paraben-free, SLS-free, dye-free, fragrance-free, vegan, gluten-free, and soy-free. Available in 12oz bottles at $22 each across multiple scent collections (Jasmine/Pikake, Plumeria, Coconut, Sweet Orchid).
• Puna Noni Conditioner Premium conditioner with Hawaiian noni fruit juice, noni seed oil, olive fruit oil, pumpkin seed oil, and certified organic ingredients. 12oz bottles priced at $22 each across Jasmine, Plumeria, Coconut, and Sweet Orchid scent collections.
• Puna Noni Bodywash Body wash formulated with Hawaiian noni fruit juice and certified organic ingredients, designed to cleanse and rejuvenate skin. 12oz bottles priced at $22 each across Jasmine, Plumeria, Coconut, and Tuberose scent collections.
• Puna Noni Lotion Body lotion featuring Hawaiian noni fruit juice, noni seed oil, olive fruit oil, and pumpkin seed oil for skin rejuvenation. 8oz bottles priced at $22 each across Jasmine, Plumeria, Coconut, and Tuberose scent collections.
• Puna Noni Recurring Subscriptions Subscription plans for recurring delivery of Puna Noni juice and capsules. Options include monthly single-bottle juice ($33/month), monthly single-bottle capsules ($29/month), annual juice case of 12 ($256/year), and annual capsule case of 12 ($210/year), providing discounted replenishment versus one-time purchases.

Quantifiable outcome

• Blood pressure normalized within 4 weeks
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Gaia Herbs: Gaia Herbs is a larger natural supplement brand selling herbal tinctures, capsules, and liquid extracts DTC and through natural retail; comparable to Puna Noni's supplement line in customer demographic (natural wellness consumers) and product form.
• SheaMoisture: SheaMoisture is a major natural hair and body care brand with vegan, sulfate-free, ethically sourced positioning; competes in the same natural beauty segment as Puna Noni's body care line, with vastly broader distribution.
• Dr. Bronner's: Dr. Bronner's is an established natural personal-care brand with similar clean-label, organic, vegan positioning across soaps, lotions, and body care; competes for the same natural/clean beauty consumer with much broader scale and retail distribution.
• Hempz: Hempz is a herbal/botanical body care brand selling lotions, shampoos, and body washes with natural positioning; comparable to Puna Noni's body care range in channel and customer overlap, with broader mass-retail presence.

Direct peers

• Morinda (Tahitian Noni International): Morinda is the largest global noni juice brand (Tahitian Noni) and the dominant player in the noni beverage/supplement category; competes head-to-head with Puna Noni for the same health-conscious noni consumer.
• Noni Fruit Leather / Island Noni: Island Noni produces noni juice, capsules, and topical noni products from Hawaii; comparable small-batch, family-style Hawaiian noni brand competing in the same niche and channels.
• Hawaiian Organic Noni: Hawaiian Organic Noni is the most direct competitor — also a Hawaii-based noni juice and supplement producer selling certified organic noni products with similar heritage positioning and DTC/wholesale channels.
• Healing Noni: Healing Noni is a smaller DTC noni juice and supplement brand selling directly to health-conscious consumers online; comparable in scale, channel strategy, and ingredient focus.
• New Age Health Sciences: New Age Health Sciences sells noni-based nutritional supplements and topical skincare; directly comparable in product mix (noni juice/capsules + body care) and target market (natural wellness consumers).

Emerging players

• Heritage Products / Health Concerns: Heritage Products markets natural supplements with some noni-based formulations and broader tropical botanical ingredients; comparable in scale, distribution, and overlap with Puna Noni's niche supplement positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/NoniPuna
• LinkedInlinkedin.com/company/noni-connection

Revenue estimate

Valuation estimate

Number of profiles

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 Puna Noni