Eastern wellness is hitting Western shelves.
What’s happening: Herbal supplement company Apothékary secured $16M to support retail growth and product development as it nears $40M in annual revenue.
Tincture time. Supporting everything from sleep and beauty to metabolism and brain health, Apothékary’s functional tincture supplements merge Eastern rituals with Western goals, providing alternatives to coffee, alcohol, and pharma.
Driven by video testimonials and affiliate marketing, TikTok Shop is Apothékary’s top-selling channel, reaching $1M in monthly sales. With DTC and retail launches in Ulta Beauty, Whole Foods, and The Vitamin Shoppe, it’s growing 30–40% YoY, now selling a tincture every 90 seconds.
New rituals. Touting efficacy through its liquid-form delivery, Apothékary is bridging wellness cultures. As the ~$757B traditional medicine market goes mainstream, it and other brands are streamlining ancient routines.
TCM-inspired Elix sells cycle-supporting tinctures, Moon Juice offers adaptogenic blends, and momentm blends ayurvedic herbs and electrolytes. Meanwhile, in beauty, Olive Young is bringing K-wellness stateside with its first US store, while L’Oréal and Estée Lauder invest in Indian ayurvedic brands.
Punchline: As effortless wellness rituals take hold, Apothékary’s Japanese-inspired medicine is winning over customers on screen and in store.
