Aotea

What Aotea does

Aotea is a New Zealand-based therapeutic skincare company founded in 2017 and headquartered in Auckland, with manufacturing operations on Aotea (Great Barrier Island). The company grows native New Zealand flora — Kawakawa, Mānuka, Harakeke, and Kūmarahou — on its own farm and extracts active compounds using proprietary methods including supercritical CO2 extraction, a custom wood-fired steam distillation system for Mānuka oil, and a three-week cold infusion process for Kawakawa oil. Its formulations are anchored by a proprietary blend called BIOACTIVE MĀKU™, containing β-triketones and diayangambin sourced from Mānuka and Kawakawa, with claimed anti-inflammatory and antibacterial properties relevant to eczema, psoriasis, dermatitis, sensitive skin, and minor wound and burn care. Manufacturing facilities are solar-powered and operate on a circular-economy model in which biomass, water, and greywater are reused.

The product range spans topical skincare (Kawakawa Balm, Mānuka Day Cream, Harakeke Night Cream), cleansers and moisturizers (Mānuka Honey Cleanser, Kūmarahou Hand & Body Wash, Kawakawa Face Oil), specialty items (Mānuka Oil, Kawakawa Toner), haircare (Kūmarahou Shampoo, Kawakawa Conditioner), Mānuka honey at multiple MGO grades, a clinical Mānuka Antimicrobial Gel, and bundled gift packs. Distribution combines a Shopify-based direct-to-consumer e-commerce site with global shipping, a flagship concept store at Commercial Bay in Auckland, an Auckland Airport kiosk, wholesale stockists across New Zealand, Australia, the United States, and Hong Kong, and an Air New Zealand onboard amenity kit partnership. Pricing is unit-based with a 20% site-wide auto-applied discount and a Laybuy installment option.

Customer segments are hybrid: end consumers with inflammatory skin conditions and health-conscious buyers seeking natural Māori-knowledge-inspired skincare (primary), supported by retail/gift stockists, and travel/hospitality B2B buyers such as Air New Zealand (secondary). Marketing is content-led via an editorial Journal (puka rātaka), earned media in Vogue, Elle, Harper's Bazaar, NZ Herald, and Stuff, and organic social on Instagram, Facebook, Pinterest, and YouTube. The company is privately held with no disclosed institutional funding rounds, no parent company, and no subsidiaries.

Name

Aotea

Legal name

Aotea Store

Website

https://aoteahealth.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Aotea is a New Zealand-based therapeutic skincare company, founded in 2017, that vertically integrates native flora cultivation, proprietary bioactive extraction, and manufacturing on Great Barrier Island to produce skincare, haircare, body care, and honey products sold worldwide via DTC e-commerce, owned retail, wholesale, and Air New Zealand.

Ownership category

akta.pro rank

Product category

Natural and Therapeutic Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Natural skincare products
• Therapeutic skincare brand
• Mānuka honey skincare
• Native botanical extracts
• Indigenous Maori skincare

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify e-commerce platform with global shipping. Products sold at various price points from $9.60 to $105 USD for bundles. 20% site-wide discount automatically applied at checkout.
2. Wholesale Distribution: Wholesale sales through network of stockists including retailers across New Zealand, Australia, USA, and Hong Kong. Online gift partners also distribute products. Wholesale portal available through separate store system.
3. Retail Store Sales: In-person sales through company-owned concept store at Commercial Bay, Auckland and kiosk at Auckland International Airport.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core offering

Aotea manufactures and sells a therapeutic natural skincare line formulated from native New Zealand botanicals grown, harvested, and extracted on-site at its farm and distillery on Great Barrier Island. The range spans topical balms, day and night creams, cleansers, hand and body washes, face oils, toners, hair care, antimicrobial gel, and Mānuka honey, anchored by the proprietary BIOACTIVE MĀKU™ blend. Products are sold direct-to-consumer via the aoteahealth.com e-commerce store, a flagship Auckland concept store, an airport kiosk, and a wholesale stockist network spanning New Zealand, Australia, the United States, and Hong Kong.

Product overview

Aotea is a New Zealand-based therapeutic skincare company founded in 2017, inspired by mātauranga Māori (Māori knowledge) and traditional rongoā Māori healing practices. The company operates as a single unified product line rather than a modular platform. The product portfolio centers on four key native botanicals—Kawakawa (Macropiper excelsum), Mānuka (Leptospermum scoparium), Harakeke (Phormium tenax), and Kūmarahou (Pomaderris kumeraho)—which form the active ingredient base across all formulations. The proprietary BIOACTIVE MĀKU™ blend, containing β-triketones and diayangambin from Mānuka and Kawakawa, anchors the range. Individual products include topical treatments (Kawakawa Balm, Mānuka Day Cream, Harakeke Night Cream), cleansers (Mānuka Honey Cleanser, Kūmarahou Hand & Body Wash), moisturizers (Harakeke Hand & Body Cream, Kawakawa Face Oil), specialty items (Mānuka Oil, Kawakawa Toner), hair care (Kūmarahou Shampoo, Kawakawa Conditioner), and health products (Mānuka Honey at various MGO strengths, Antimicrobial Gel). Bundled offerings combine complementary products into themed packs: Essentials Pack (Kawakawa Balm, Body Wash, Mānuka Oil), Hand & Body Care Pack, Skincare Pack, Therapeutic Pack, Morning Pack, and Ritual Face Pack. All products are handmade on Aotea (Great Barrier Island) using flora grown, harvested, extracted, and bottled on-site, with a focus on natural ingredients and sustainable practices including solar-powered facilities and circular economy principles.

Differentiator

Problem solved

Functional benefit

Products and services

• Kawakawa Balm A scientifically developed topical balm for treating skin irritations including eczema, psoriasis, bites, burns, and dry skin, formulated with Kawakawa plant actives Diayangambin and Myristicin combined with Mānuka oil and beeswax; sold in 10gm, 30gm, and 60gm sizes.
• Harakeke Hand & Body Cream A rich, nourishing hand and body cream that combines Harakeke seed oil (rich in linoleic acid and omegas 3, 6, and 9) with Mānuka for antibacterial and anti-ageing benefits; available in 30ml, 300ml, 500ml bottle and 500ml glass formats.
• Kūmarahou Hand & Body Wash A gentle natural hand and body wash for all skin types, also known as "gumdigger's soap," formulated with Kūmarahou saponins that create a foamy lather combined with Mānuka β-triketones for antibacterial effect; available in 300ml, 500ml bottle, and 500ml glass formats.
• Mānuka Day Cream A lightweight, 100% natural day cream that evens skin tone, soothes irritations, and supports the skin's protective barrier using 500+ MGO Mānuka Honey for antimicrobial and anti-inflammatory action; available in 50ml and 60ml sizes.
• Mānuka Honey Mask A restorative and regenerative face mask containing 500+ MGO Mānuka Honey and Mānuka Oil, delivering methylglyoxal and β-triketones for naturally occurring anti-inflammatory and antibacterial benefits.
• Harakeke Night Cream A 100% natural, deeply nourishing night cream that revives skin moisture overnight using Harakeke seed oil rich in linoleic acid and omegas 3, 6, and 9 to lock in moisture.
• Mānuka Honey Cleanser A gentle facial cleanser containing 100+ MGO Mānuka honey combined with Kūmarahou saponins that removes makeup and dirt while maintaining the skin's protective barrier.
• Mānuka Oil A multi-purpose antibacterial and antifungal oil for treating acne, reducing redness and inflammation, and supporting wound healing; positioned as 30 times more powerful than Tea Tree Oil as a skin restorer.
• Kawakawa Face Oil A calming and healing facial oil that reduces inflammation and assists skin cell repair, combining Kawakawa's Diayangambin with hydrating oils including Mānuka, jojoba, blackcurrant, and grape seed.
• Kawakawa Toner A balancing, mildly astringent toner for all skin types that closes pores, cleanses, and balances pH using Kawakawa with Diayangambin.
• Kūmarahou Shampoo A gentle shampoo combining Kūmarahou's natural saponins with Mānuka Hydrosol to cleanse hair without stripping natural oils and to soothe irritated scalps.
• Kawakawa Conditioner A nourishing conditioner that smooths hair and supports a healthy scalp using Kawakawa Diayangambin combined with Harakeke seed oil rich in linoleic acid and omegas.
• Mānuka Antimicrobial Gel A hospital-grade antimicrobial mist containing 70% alcohol and Mānuka β-triketones that kills 99.9% of germs, with added Vitamin B5 for skin barrier support.
• Mānuka Honey 500+ MGO Raw, unpasteurised, sustainably sourced Mānuka honey with a certified 500+ MGO rating, positioned as premium-grade for skin therapy and wound care with antibacterial and antimicrobial properties.
• Mānuka Honey 300+ MGO Raw and unpasteurised Mānuka honey with a certified 300+ MGO rating, containing antimicrobial methylglyoxal for daily use, immune support, and skin health.
• Essentials Pack A bundled gift pack combining the three hero products (Kawakawa Balm 30gm, Kūmarahou Hand & Body Wash 300ml, and Mānuka Oil 10ml) into a single must-have gift package.
• Hand & Body Care Pack A bundled care pack pairing Kūmarahou Hand & Body Wash with Harakeke Hand & Body Cream for cleansing and nourishing hands and body.
• Skincare Pack A facial skincare bundle combining Mānuka Day Cream, Mānuka Honey Mask (500+ MGO), and Kawakawa Balm into a three-step skincare routine.
• Therapeutic Pack A therapeutic trio combining Harakeke Night Cream, Mānuka Day Cream, and Kawakawa Balm for day-to-night skincare and pain relief.
• Ritual Face Pack A daily ritual bundle for cleansing, toning, and hydrating that combines Mānuka Honey Cleanser (50ml), Kawakawa Toner (50ml), and Mānuka Day Cream (50ml).

Quantifiable outcome

• Mānuka oil is 1000x more powerful than Mānuka Honey and 30x more powerful than Tea Tree Oil as a skin restorer
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Air New ZealandcoreChannel Partner/ Reseller/ DistributorAotea kawakawa balm and harakeke hand & body cream are featured in Air New Zealand's onboard amenity kits. Leanne Geraghty, Chief Customer and Sales Officer, recognizes the importance of authentic New Zealand products. Products also available through Airpoints Store online.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Trilogy Skincare: New Zealand natural skincare brand known for rosehip oil and clean beauty formulations, now owned by Unilever. Comparable to Aotea in origin and natural-ingredient category but at materially larger scale, illustrating the scale-up trajectory.
• Herbivore Botanicals: Premium botanical skincare brand known for natural ingredients, minimalist packaging, and strong DTC presence. Comparable to Aotea in natural-ingredient DTC model and prestige positioning.
• Antipodes: New Zealand-founded natural skincare brand using native botanicals (including Mānuka honey) in premium serums, creams, and cleansers. Most directly comparable to Aotea in terms of geography, ingredient philosophy, and DTC-plus-international-stockist distribution model.
• Drunk Elephant: Premium 'clean' skincare brand built on biocompatible actives and free-from formulation philosophy. Comparable to Aotea in clinical-grade clean skincare positioning and premium pricing, though synthetic rather than botanical in ingredient base.
• Tata Harper: Luxury natural skincare brand operating its own farm in Vermont with on-site extraction and farm-to-bottle supply chain. Closest peer to Aotea's vertical-integration thesis and premium 'farm-grown' brand story.
• Snowberry: New Zealand premium skincare brand combining natural ingredients with peptide-led anti-aging formulations. Comparable to Aotea as a fellow NZ-based prestige skincare brand exporting internationally with a science-meets-nature positioning.

Broad incumbents

• Aesop: Established luxury botanical skincare brand owned by L'Oréal, with global flagship stores and apothecary positioning. Comparable as a much larger incumbent demonstrating the trajectory and scale ceiling of the premium natural-skincare category Aotea aspires to.
• L'Occitane en Provence: Global natural-ingredient beauty group built on regional botanicals (Provençal lavender, shea, immortelle) with broad retail and hotel-amenity distribution. Comparable as an incumbent illustrating how regional botanical origin stories can scale into global brands with travel-retail exposure.
• Weleda: Global natural cosmetics and skincare company founded on anthroposophic and natural-medicine principles, with a broad skincare range addressing sensitive and problem skin. Comparable to Aotea in natural-ingredient positioning for therapeutic/dermatological use cases.

Regional players

• Comvita: New Zealand Mānuka honey and bee-product wellness brand with global retail distribution. Comparable to Aotea as a fellow NZ Mānuka-led natural health brand with overlapping ingredient base, though positioned in wellness/honey rather than skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@aotea5823
• Facebookfacebook.com/aoteamade
• Instagraminstagram.com/aoteahealth
• Pinterestpinterest.com/aoteamade
• LinkedInlinkedin.com/company/aotea-made

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 Aotea