Tend 2
Tend-2 is an Australian direct-to-consumer wellness brand selling a single vegan hangover supplement (Hangover Aid) developed by nutritionists and pharmacologists, distributed via its Shopify storefront and subscription program across five English-speaking markets.
- Company typePrivate
- Founded-
- HeadquartersRichmond, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tend 2 does
Tend-2 is an Australian consumer wellness company that sells a single dietary supplement, branded as Hangover Aid, formulated to be taken before and after alcohol consumption to support the body's natural recovery and assist in managing acetaldehyde levels. The formula was developed over three years by a team described as comprising nutritionists, scientists, and pharmacologists, and is positioned as vegan, gluten-free, non-GMO, soy-free, and dairy-free. The company is headquartered in Richmond, Australia, with a stated headcount of 1–10 employees.
The product is offered in a 20-capsule starter pack (from A$35.37), an 80-capsule value bottle (A$120.28), bulk bundle options, and a customizable Bundle Builder. Revenue is generated entirely through direct-to-consumer e-commerce on a Shopify-based storefront (tend2.com / tend2.com.au), with no disclosed wholesale or third-party retail distribution. A Subscribe & Save subscription program provides 15% recurring discounts, easy cancellation, and a referral points system. The company ships internationally to five markets: Australia, the United States, Canada, New Zealand, and the United Kingdom, and supports checkouts via Shop Pay, PayPal, Apple Pay, Google Pay, and Afterpay.
The company reports over 1,000,000 doses sold, 61,000+ customers, and 1,200+ five-star reviews as proof points. Marketing relies on organic social (Facebook, Instagram, TikTok), email, customer testimonials, and earned media coverage in lifestyle outlets including Broadsheet, The Urban List, Concrete Playground, and Network 10. A 30-day money-back guarantee is offered. The company is privately held, with no disclosed institutional funding, acquisitions, or partnerships.
Tend 2 firmographics
Firmographics- Name
- Tend 2
- Legal name
- Tend-2
- Website
- https://tend2.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Tend-2 is an Australian direct-to-consumer wellness brand selling a single vegan hangover supplement (Hangover Aid) developed by nutritionists and pharmacologists, distributed via its Shopify storefront and subscription program across five English-speaking markets.
- Ownership category
- akta.pro rank
Tend 2 industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- akta.pro primary industry
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
Keywords
Where Tend 2 is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Tend 2 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase of hangover supplement products across multiple pack sizes (20 capsules, 80 capsules, bulk bundles). Revenue generated through e-commerce storefront.
- Subscription Program: Recurring subscription model offering 15% discount to subscribers. Features easy start and cancel options, exclusive perks, and referral points system for customer acquisition and retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hangover Aid 20-pack |
| Unit Pricing | Pay-as-you-go | Hangover Aid 80 capsules |
| Unit Pricing | Pay-as-you-go | Bulk Value Bundles |
| Subscription | Monthly | Subscribe & Save |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Tend 2 product offering
Product offeringCore offering
Tend-2 manufactures and sells an advanced pre-and-post alcohol dietary supplement called Hangover Aid, formulated over three years by expert nutritionists, scientists, and pharmacologists. The product is sold in capsule form (20-pack, 80-pack, and bulk bundles) through a direct-to-consumer Shopify storefront, with a Subscribe & Save program offering a 15% discount on recurring orders.
Product overview
Tend-2 is a single-product wellness brand offering an advanced hangover prevention supplement formulated over three years by nutritionists, scientists, and pharmacologists. The core offering is the Hangover Aid supplement available in 20-capsule and 80-capsule formats, with value bulk pack options. The product supports the body's natural recovery after alcohol by assisting in managing acetaldehyde levels. The company also offers a Subscribe & Save program for recurring deliveries with 15% discount, and a Bundle Builder tool for custom multi-product orders.
Differentiator
Problem solved
Functional benefit
Products and services
- Hangover Aid (20 Pack) A 20-capsule bottle of Tend-2's advanced pre-and-post alcohol supplement formulated to support the body's natural recovery and assist in managing acetaldehyde levels after alcohol consumption. Targeted at adult consumers who want to reduce hangover symptoms such as headaches, head-fog, anxiety, and fatigue.
- Hangover Aid (80 Capsules) An 80-capsule value-size bottle of the same advanced pre-and-post alcohol formula, offering a lower per-dose price for higher-volume consumers seeking the same hangover symptom management.
- Hangover Bulk Packs Discounted bulk bundle pack options of the Hangover Aid supplement, intended for consumers purchasing larger quantities at a lower per-unit cost.
Quantifiable outcome
- Over 1,000,000 doses sold
- +2 more outcomes
Companies that use Tend 2
Customer profileSegments1 record
Ideal customer profiles1 record
Tend 2 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature1 record
Tend 2 partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Tend 2 competitors and assessment
Company assessmentRegional players
- Pharmacie Health & Beauty: Pharmacie is an Australian wellness/beauty brand selling ingestible supplements online and through retail; comparable to Tend-2 in AU-specific premium positioning and DTC channel mix rather than in the hangover niche specifically.
Broad incumbents
- AG1 (Athletic Greens): AG1 is a high-AOV daily greens subscription brand with a significantly larger scale and a similar DTC nutrition play; useful as a comp for premium subscription LTV, not a direct hangover-substitute product.
- Care/of: Care/of is a personalized vitamin/supplement DTC brand with subscription personalization, comparable to Tend-2's direct-to-consumer, recommendation-and-subscription playbook, though operating in a broader daily-wellness category.
- Ritual: Ritual is a DTC multivitamin/specialty supplement brand with subscription economics and clinical-claim positioning analogous to Tend-2's approach; an indirect comp for premium DTC supplement unit economics rather than a hangover category competitor.
- Swisse Wellness: Swisse is an established Australian vitamin/supplement brand owned by H&H Group with broad liver and detox SKUs (Swisse Ultiboost Liver), serving the same premium-wellness positioning and ANZ pharmacy/DTC channels as Tend-2; a scaled incumbent more than a direct hangover rival.
Direct peers
- DHM Depot: DHM Depot sells a Korean-inspired hangover defense supplement (DHM, milk thistle, electrolytes) directly online with multi-bottle bundles, mirroring Tend-2's bottle/bundle structure and targeting the same wellness-minded social drinker.
- Purple Tree K-Wellness: Purple Tree offers a 'Drinkade' hangover effervescent mix and gummies, targeting a near-identical use case (minimize morning-after effects) and capturing incremental DTC demand that competes directly with Tend-2's capsule format.
- Flyby Recovery: Flyby is a DTC hangover supplement brand founded by medical students that ships globally and competes head-to-head with Tend-2 in capsule-form liver/recovery support. Pricing, packaging, and use case (before and after drinking) are tightly aligned.
- Cheers (by Greaux): Cheers sells a best-selling effervescent hangover 'support' supplement shipped directly to consumers in the US; it is the closest direct analogue to Tend-2's Hangover Aid capsule, with overlapping target customer (social drinkers avoiding next-day symptoms) and nearly identical pre/post-drink usage ritual.
- Morning Recovery (by LES Labs): LES Labs' Morning Recovery is a DHM-based liquid 'hangover aid' in pouches competing for the same pre-bed ritual as Tend-2's capsules; comparable price points and subscription availability make it a direct substitute in the US DTC channel.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tend 2 social profiles
Digital presenceTend 2 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tend 2 leadership team
Management profileNumber of profiles
Tend 2 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tend 2 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 Tend 2
What does Tend 2 do?
Tend-2 manufactures and sells an advanced pre-and-post alcohol dietary supplement called Hangover Aid, formulated over three years by expert nutritionists, scientists, and pharmacologists. The product is sold in capsule form (20-pack, 80-pack, and bulk bundles) through a direct-to-consumer Shopify storefront, with a Subscribe & Save program offering a 15% discount on recurring orders.
Is Tend 2 a public or private company?
Tend 2 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tend 2 founded?
Tend 2 was founded in -1. It employs 1 to 10 people.
Where is Tend 2 based?
Tend 2 is headquartered in Richmond, Australia, in the Oceania region.
How does Tend 2 make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Program.
Who are Tend 2's main competitors?
Pharmacie Health & Beauty is listed as a regional player. Broad incumbents are AG1 (Athletic Greens), Care/of, Ritual and Swisse Wellness. Direct peers are DHM Depot, Purple Tree K-Wellness, Flyby Recovery, Cheers (by Greaux) and Morning Recovery (by LES Labs).
Does Tend 2 have an API?
No public API is recorded for Tend 2.
What industry is Tend 2 in?
Tend 2's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity). Its NAICS code is 456191.