Amaranth
Amaranth is an independent UK health and wellbeing retailer founded in 2017 in Bramhall, Greater Manchester, operating a physical store and e-commerce platform selling natural health, organic beauty, and wellness products across 70+ brands alongside nutritional therapy and holistic treatments.
- Company typePrivate
- Founded2017
- HeadquartersBramhall, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingServices
What Amaranth does
Amaranth is an independent UK health and wellbeing retailer founded in 2017 by Joanne and headquartered in Bramhall, Greater Manchester. The company operates a dual-channel model: a single physical retail showroom at 19 Lane South, Bramhall, Cheshire SK7 1AL (open Monday–Friday 9:30am–5:30pm, Saturday 9:30am–5pm) combined with a national e-commerce storefront at amaranth-wellbeing.com offering free UK delivery on orders over £36 and free Click & Collect. Its product catalogue spans over 70 natural and organic third-party brands across beauty (haircare, skincare, body & bath, makeup, sun care), health supplements (vitamins, minerals, probiotics, omega oils, specialty formulas), superfoods and proteins, herbals and teas, and lifestyle/home items such as diffusers and candles.
Revenue is generated through three streams: unit-priced product sales (one-off transactions with product prices ranging from approximately £2.60 to £72.50), professional treatment services spanning roughly a dozen holistic modalities (massage, reflexology, facials, nutritional therapy, hypnotherapy, Bowen Therapy, ScarWork, otoscopy/ear wax removal) booked via the Phorest salon platform, and gift voucher sales. The business is product-led but differentiates through a personalised advice overlay: registered nutritional therapists (mBANT/CNHC-qualified) and natural beauty experts provide free 15-minute health or skincare reviews both in-store and online, alongside a 10%-off first-order email capture mechanic. Target customers are health-conscious UK consumers — individuals with skin, hormonal or digestive concerns, natural beauty enthusiasts prioritising organic and cruelty-free products, wellness seekers in the Greater Manchester area, and supplement buyers seeking practitioner guidance. The company has accumulated consecutive industry recognition including Best Independent Retailer 2025, Independent Retailer of the Year 2024, Natural Health Awards 2023 winner, and Highly Commended at Natural Health Awards International 2018, and is also recognised as Independent Natural Beauty Retailer of the Year. No funding rounds, parent company, subsidiaries, M&A, or external institutional investors are disclosed in the input data, and Amaranth operates as a founder-owned independent business.
Amaranth firmographics
Firmographics- Name
- Amaranth
- Legal name
- Amaranth
- Website
- https://amaranth-wellbeing.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Short description
- Amaranth is an independent UK health and wellbeing retailer founded in 2017 in Bramhall, Greater Manchester, operating a physical store and e-commerce platform selling natural health, organic beauty, and wellness products across 70+ brands alongside nutritional therapy and holistic treatments.
- Ownership category
- akta.pro rank
Amaranth industry classification
Industry- Product category
- Natural Health and Wellness Retail
- NAICS
- Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where Amaranth is headquartered
LocationHeadquarters
- HQ city
- Bramhall
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Amaranth business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Product Sales: Revenue from selling natural health supplements, organic beauty products, and wellness items through both online e-commerce store and physical retail store. Products range from supplements to skincare to aromatherapy.
- Treatment Services: Revenue from holistic health treatments and therapies including facials, massage, reflexology, nutritional therapy consultations, and other wellness services booked through the Phorest salon booking system.
- Gift Vouchers: Sale of gift vouchers for products and treatments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing across health, beauty and wellness categories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Amaranth product offering
Product offeringCore offering
Amaranth is an independent health and natural beauty retailer that curates and sells organic beauty products, nutritional supplements, superfoods, herbals, and lifestyle products from over 70 brands through both a Bramhall physical store and an e-commerce website. The business complements product sales with a holistic treatment centre offering nutritional therapy consultations, facials, massage, reflexology, and other wellness therapies delivered by registered practitioners. Free 15-minute health or skincare reviews are provided as a value-add to drive personalised product recommendations.
Product overview
Amaranth is an independent health and natural beauty retailer offering a comprehensive wellness ecosystem. The business operates as both an e-commerce platform and physical store (Bramhall, Greater Manchester) with two primary pillars: (1) A curated product portfolio spanning natural beauty (haircare, skincare, body & bath, makeup), health supplements (vitamins, minerals, probiotics), superfoods, herbals, and lifestyle home products, all handpicked by registered nutritional therapists; and (2) A holistic treatment center providing nutritional therapy consultations, diagnostic testing, facials (Dr Hauschka, SKN-RG), massage therapies, and wellness treatments. The company emphasizes personalised recommendations through free health reviews and expert in-store advice, positioning itself as a one-stop natural health destination.
Differentiator
Problem solved
Functional benefit
Companies that use Amaranth
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Amaranth technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Amaranth partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PhorestsupportingPhorest salon booking software is used for treatment appointments and bookings. Customers are directed to https://www.phorest.com/salon/amaranth to book treatments and therapies.
Scale indicators2 records
Recent moves3 records
Expansion highlights4 records
Amaranth competitors and assessment
Company assessmentDirect peers
- Neal's Yard Remedies: UK-based natural beauty and wellbeing company with own-brand products, physical stores, and holistic treatments. Closely comparable to Amaranth in combining natural product retail with practitioner-led wellness services and a similar curated, expertise-led positioning.
- Holland & Barrett: UK's largest natural health and wellness retailer offering vitamins, supplements, natural beauty, and whole foods across800+ stores plus e-commerce. Direct competitor with overlapping product mix and omni-channel model, though at significantly larger scale.
- Lush: UK-based handmade natural cosmetics retailer with global physical store footprint and e-commerce. Comparable in natural-beauty focus, multi-brand in-house manufacturing, and direct-to-consumer omni-channel model.
- Planet Organic: UK-based organic food and wellness retailer with physical stores and online delivery. Comparable in curated natural/organic product positioning, physical retail plus e-commerce, and wellness-adjacent customer base.
- Revital: UK-based health supplements retailer offering vitamins, minerals, and natural health products online and via retail. Direct overlap in supplements focus, practitioner-adjacent advice, and UK natural-health consumer targeting.
- Healthspan: UK direct-to-consumer health supplements brand and retailer. Comparable in supplements focus, multi-channel distribution, and serving health-conscious UK consumers seeking practitioner-recommended products.
Emerging players
- Green People: UK-based natural and organic beauty brand selling via DTC and third-party retail. Comparable in organic/natural beauty positioning, cruelty-free and clean-beauty credentials, and practitioner-aligned formulation ethos.
Broad incumbents
- The Body Shop: Global natural-ethically-positioned beauty retailer with strong UK presence. Comparable in natural beauty assortment and physical-plus-online retail, but operates at much larger scale and broader geographic footprint.
- Boots: UK's largest pharmacy-led health and beauty retailer with thousands of stores. Overlaps with Amaranth on health supplements and natural beauty categories, but offers a much broader assortment and pricing scale advantages.
- Superdrug: UK high-street health and beauty retailer with extensive physical footprint. Comparable in health and beauty categories and value-oriented consumer overlap, though far broader and more mainstream in positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Amaranth social profiles
Digital presenceAmaranth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amaranth leadership team
Management profileNumber of profiles
Amaranth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amaranth 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 Amaranth
What does Amaranth do?
Amaranth is an independent health and natural beauty retailer that curates and sells organic beauty products, nutritional supplements, superfoods, herbals, and lifestyle products from over 70 brands through both a Bramhall physical store and an e-commerce website. The business complements product sales with a holistic treatment centre offering nutritional therapy consultations, facials, massage, reflexology, and other wellness therapies delivered by registered practitioners. Free 15-minute health or skincare reviews are provided as a value-add to drive personalised product recommendations.
Is Amaranth a public or private company?
Amaranth is a private company. It is currently operating.
When was Amaranth founded?
Amaranth was founded in 2017.
Where is Amaranth based?
Amaranth is headquartered in Bramhall, United Kingdom, in the Europe region.
How does Amaranth make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are treatment Services and gift Vouchers.
Who are Amaranth's main competitors?
Direct peers on record are Neal's Yard Remedies, Holland & Barrett, Lush, Planet Organic, Revital and Healthspan. Green People is listed as an emerging player. Broad incumbents are The Body Shop, Boots and Superdrug.
Does Amaranth have an API?
No public API is recorded for Amaranth.
What industry is Amaranth in?
Amaranth's product category is Natural Health and Wellness Retail. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 456191 and its SIC code is 2833.