Afrinatural Holdings

What Afrinatural Holdings does

Afrinatural Holdings is a Cape Town-headquartered B2B supplier of African botanical ingredients, cold-pressed oils, and natural butters serving international buyers and product developers in the phytomedicine, pharmaceutical, nutraceutical, cosmeceutical, cosmetic, personal care, and health foods industries. Its portfolio spans raw botanicals (South African species such as rooibos, buchu, and honeybush as well as non-South African species including baobab, marula, moringa, and shea), cold-pressed seed oils and butters, essential oils, extracts and tinctures, botanical resins, and natural sweeteners such as thaumatin. Underlying capability is a Pan-African supply chain network with established alliances, joint ventures, harvesting contracts and cultivation projects across Southern, West and East Africa, supported by relationships with manufacturers, academic and research institutions, analytical laboratories, and government departments.

The company's revenue model combines wholesale B2B ingredient supply to manufacturers (quote-based pricing on bulk orders) with a consumer-facing retail line under the Zizamele sub-brand (blended medicinal teas, capsules and Moringa-based supplements such as MOR*Green and MOR*Immune), acquired in February 2013. Go-to-market is enterprise field sales executed by a small international marketing and export team, complemented by participation in trade development programmes such as the Dutch CBI initiative and regional government support projects. In May 2023 Afrinatural expanded to Asia via Afrinatural China, with a dedicated Mandarin-speaking executive, marketing and IT team to serve the Chinese market. The company is privately held, closely associated with its founders (Kersten Paulsen and CEO Adolf Joubert), and operates with a small core team (approximately 7 leadership members plus a 11-50 employee headcount range).

Name

Afrinatural Holdings

Legal name

Afrinatural

Website

https://afrinatural.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Afrinatural Holdings is a Cape Town-based B2B supplier of African botanicals, cold-pressed oils and natural butters serving international buyers in pharmaceutical, nutraceutical, cosmetic, cosmeceutical, personal care and health food industries, with a retail sub-brand and a 2023 China expansion.

Ownership category

akta.pro rank

Product category

Botanical Ingredient Supply

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD)

akta.pro secondary industries

Herbal & Botanical Supplements (CRADAGAD), Natural Extracts & Botanical Concentrates for Beverages (herbal, spice, aromatic extracts) (AFAFAGAJ)

Keywords

• Botanical ingredients supply
• Cold-pressed seed oils
• Natural plant butters
• African medicinal plants
• Essential oil distribution

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Botanical Ingredients: B2B wholesale of raw botanicals, pressed oils, butters, extracts, tinctures, essential oils, and botanical resins to manufacturers in pharmaceutical, cosmetic, personal care and health food industries.
2. Retail Health Products: Direct retail of health products including blended medicinal teas (20 tea bags or 100g loose), capsules and tablets (Zizamele and Moringa ranges) to consumers.
3. Value-Added Manufacturing Services: Relationships with manufacturers of pressed oils & butters, essential oils, tinctures & extracts and capsules & tablets for processing botanical materials into finished products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Afrinatural Holdings supplies African botanicals, cold-pressed oils, natural butters, essential oils, extracts, tinctures, botanical resins and natural sweeteners (including thaumatin) to international buyers and product developers in the phytomedicine, pharmaceutical, nutraceutical, cosmeceutical, cosmetic, personal care and health foods industries. Through its acquired Zizamele sub-brand, it also sells blended medicinal teas, capsules and Moringa-based supplements directly to consumers. The company covers the full supply chain from grower and harvester through manufacturer and supplier to end customer.

Product overview

Afrinatural is a B2B supplier of African botanical ingredients and value-added products, covering the full supply chain from grower and harvester through to manufacturer and consumer. Its core offerings are grouped into Raw Botanicals (non-South African and South African plant materials), Pressed Oils & Butters (cold-pressed African seed oils including baobab, marula, Kalahari melon, Manketti, Ximenia, and mafura, plus natural butters such as shea, kokum, mango, and cocoa), and a complementary portfolio of Essential Oils, Extracts & Tinctures, Botanical Resins, and Natural Sweeteners (including thaumatin). The company also operates the Zizamele retail sub-brand, acquired in 2013, which offers consumer-facing blended medicinal teas and botanical capsules and tablets. Products serve buyers and product developers in the phytomedicine, pharmaceutical, nutraceutical, cosmeceutical, cosmetic, personal care, and health foods industries.

Differentiator

Problem solved

Functional benefit

Brands

• Zizamele: Blended medicinal teas and capsules including Sutherlandia, Pelargonium, and Sceletium products
• MOR*Green
• MOR*Immune

Products and services

• Raw Botanicals A comprehensive portfolio of raw plant materials sourced from across Africa, including non-South African botanicals (baobab, marula, moringa, shea nut, Tamanu, bitter kola, ylang-ylang) and South African botanicals (buchu, Cape aloe, rooibos, honeybush, devil's claw, cancer bush), serving the phytomedicine, pharmaceutical, nutraceutical and cosmetic industries.
• Pressed Oils & Butters Cold-pressed African seed oils and natural butters for cosmetic and personal care formulations, including baobab, marula, Kalahari melon, Manketti/Mongongo, Ximenia, argan, rose hip and macadamia oils, plus shea, mafura, kokum, mango and cocoa butters.
• Essential Oils Essential oils sourced from African botanicals and complemented by select non-African varieties, including buchu, ylang-ylang, wild rosemary, Cape chamomile, helichrysum, lemon grass, palmarosa, tea tree, ravintsara and German chamomile, primarily supporting cosmetic and fragrance industries.
• Extracts & Tinctures Botanical extracts and tinctures including buchu, rooibos, honeybush, devil's claw, Sutherlandia (cancer bush), griffonia (5-HTP), Pelargonium sidoides (Umckaloabo) and Sceletium tortuosum, used in nutraceutical and pharmaceutical applications.
• Natural Sweeteners Natural sweetener ingredients derived from African botanicals, including thaumatin (from Thaumatococcus daniellii, approximately 2000-3000x sweeter than sugar), miraculin, monellin and brazzein, targeting food, beverage and pharmaceutical sweetening applications.
• Botanical Resins Botanical resins including gum arabic (Acacia senegal), frankincense/olibanum (Boswellia carterii), myrrh (Commiphora africana) and other Commiphora species resins, sourced from across Africa for fragrance, pharmaceutical and industrial uses.
• Zizamele Retail Product Range Retail consumer products under the Zizamele brand acquired in 2013, comprising blended medicinal tea bags (rooibos, honeybush, energy tea, breathe eazy tea, happy bladder tea, joint tea, chillax tea), capsules and tablets (Sutherlandia/Cancer bush, Pelargonium, Sceletium/Kanna), plus Moringa-based supplements (MOR*Green, MOR*Immune).
• Marula Seed Oil Premium African seed oil from Sclerocarya birrea prized in skincare for its high oleic acid content, rapid skin absorption, antioxidant properties and stability, sourced from sub-Saharan Africa with rural women as primary harvesters.
• Baobab Seed Oil Seed oil from Adansonia digitata with high vitamins A, D, E and F content, providing moisturizing benefits, rapid absorption, skin elasticity improvement and applications in eczema and psoriasis treatments.
• Kalahari Melon Seed Oil Golden oil from Citrullus lanatus native to the Kalahari Desert, rich in omega-6 and omega-9 essential fatty acids, used as a light non-greasy moisturizing emollient in cosmetics and aromatherapy.
• Manketti / Mongongo Seed Oil Oil from Schinziophyton rautanenii traditionally used as a natural sunscreen and hair protectant, rich in vitamin E and zinc, forming a protective film over hair and skin.
• Ximenia Seed Oil Oil from Ximenia americana/X. caffra rich in saturated and monounsaturated fatty acids (approximately 99%), valued for skin moisturizing, anti-aging properties and improvement of sebaceous gland function.
• Mafura Butter / Seed Oil Oil and butter from Trichilia emetica seeds, rich in essential fatty acids, used for skin and hair nourishment, soap making, lip balm, cosmetics and candle making.
• Thaumatin Natural protein sweetener extracted from Thaumatococcus daniellii fruits, approximately 2000-3000 times sweeter than sugar, GRAS-approved, zero calorie, heat and pH stable, used in food, cosmetic and pharmaceutical sweetening applications.

Quantifiable outcome

• CBI trade development programme exposure to best practices and EU client requirements
• +1 more outcomes

Named customers7 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

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Zizamele HerbscoreStrategic or Co-development Partner · 1 February 2013Afrinatural took over Zizamele Herbs in February 2013 with their specialist processing facility and retail products including blended medicinal teas and capsules. This expanded Afrinatural's product portfolio into consumer retail.
• CBI (Centre for the Promotion of Imports from developing countries)coreStrategic or Co-development PartnerDutch trade development agency selected Afrinatural for a 3-5 year trade development programme to learn best practices and EU client requirements. Benefits extended to international non-EU clients as well.
• Karen Swanepoel (SAOEPA President)coreStrategic or Co-development PartnerIndustry expert and current president of SA Essential Oils Association consulted for selection and quality management of developing oil pressing and associated industries in Southern Africa.
• Southern African SupplierscoreOthersMultiple suppliers from Southern Africa including: Supplier 1 (B.Sc Botany, 20+ years locating botanicals for European companies), Supplier 2 (Engineering Diploma, successful manufacturer of pressed oils, essential oils and harvesting), Supplier 3 (Pharmacological degree, manufacturer of pressed oils).
• West African SupplierscoreOthersWest African suppliers including: Supplier 1 (Chartered Member of Chartered Institute of Building, sourcing indigenous West African plant products since 1995, serving wide field of international clients), Supplier 2 (Degree in botany, Postgraduate diploma in ethnobotany, 20+ years trading West African botanicals, worked with Kew botanical gardens and lead Earthwatch research expeditions).
• East African SupplierminorOthersQualified Food Technologist serving as East African supplier for botanical materials.
• Academic and Research InstitutionscoreTechnology or IntegrationWell networked with world scientists in academic and research organisations, analytical laboratories, and relevant government leaders on national and regional level. Also networked with industry associations and task teams.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Linnea SA: Swiss-headquartered supplier of high-purity botanical extracts and active pharmaceutical ingredients for pharmaceutical and nutraceutical applications. Directly comparable as a specialist B2B botanical extracts supplier into pharmaceutical and nutraceutical channels.
• Provital Group: Spanish-headquartered supplier of natural active ingredients and botanical extracts for the cosmetic and personal care industry. Directly comparable in supplying cold-pressed oils, extracts, and botanical ingredients into cosmetic and cosmeceutical channels.
• Synthite Industries: Indian-headquartered supplier of spice extracts, oleoresins, and natural ingredients serving food, beverage, and personal care markets. Comparable as a B2B botanical ingredient specialist sourcing from developing regions, with similar product structure (oils, extracts, resins).
• BiOrigins: South Africa-based supplier of African botanical extracts and natural ingredients for cosmetic, nutraceutical, and food applications. The closest direct geographic peer to Afrinatural, operating with a similar pan-African sourcing model and overlapping customer base.

Broad incumbents

• Naturex (Givaudan): Global botanical extracts supplier now owned by Givaudan, serving nutraceutical, food, and cosmetic markets with a deep plant-based ingredient portfolio. Highly comparable as a B2B botanical extract supplier but at vastly greater scale and with broader geographic coverage.
• Symrise: Global top-tier flavor and fragrance house with a substantial naturals/botanical extracts portfolio serving food, beverage, and personal care customers. Overlaps with Afrinatural in supplying botanical-derived ingredients for cosmetic and food applications but at far greater scale and with integrated fragrance capability.
• Sensient Technologies: US-listed global supplier of natural and synthetic colors, flavors, and ingredients for food, beverage, and personal care. Comparable as a B2B ingredient supplier to cosmetics and food brands, though at much larger scale and with broader synthetic capabilities.
• Döhler Group: German-headquartered global supplier of natural ingredients, flavors, and ingredient systems for beverages, dairy, and confectionery. Comparable as a B2B supplier of botanical-derived ingredients and natural extracts to consumer brand manufacturers.
• Hallstar: US-headquartered specialty ingredient supplier serving the personal care and beauty industries with naturals, esters, and botanical-derived actives. Comparable as a B2B supplier of botanical and natural ingredients into the cosmetic/personal care value chain.
• Martin Bauer Group: One of the world's largest suppliers of botanical extracts, teas, and plant-based ingredients for the food, beverage, and pharmaceutical industries. Directly comparable in B2B botanical ingredient supply, though considerably larger and more globalized than Afrinatural.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/afrinatural-holdings

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 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 Afrinatural Holdings