Ethical is our everyday
Ethical is our everyday
Our promise to you. Ethical by Nature.
Our Naturopaths carefully check every new product to ensure it delivers on New Zealand’s leading ethical, ingredient and environmental standards. If it’s made the grade, you can be sure it’s a kinder choice for both you and our planet.
Delivering wellness your way since 1988
Our story
From beautiful Mohua Golden Bay
Since back in the day, in ’88, to today, we’ve been delivering wellness.
These days, we’re a little bigger, delivering New Zealand’s largest range of natural health, clean beauty, healthy food & drink, and eco living products to doorsteps everywhere.
But the philosophy at the heart of our business hasn’t changed – putting people and planet first. Not a beat.
Choose products that help you live well, and live lightly
- 6000+ products for your everyday wellbeing
- 350+ brands backed by values
- 1 Mindful Committee encouraging meaningful change
Your wellness store making a healthy difference
5000+
Natural health and wellnes products to choose from
30,000+
5 star reviews from our customers
10,000+
Happy customers every week
100+
Passionate people bringing you the goodness
Your wellness store making a healthy difference
5000+
Natural health and wellnes products to choose from
30,000+
5 star reviews from our customers
10,000+
Happy customers every week
100+
Passionate people bringing you the goodness
Our 5-step ETHICS check
Before we stock any new brand or product, our Naturopaths ‘ETHICS check’ it against our six criteria:
Eco-friendly, Transparent, Holistic, Ingredient Integrity, Caring and Sustainable. Here’s how:
We’re on an ethical evolution to help you make more mindful choices – and our supplier brands are too.
Our promise to you.
Ethical by Nature.
Our Naturopaths carefully check every new product to ensure it delivers on Aotearoa’s leading ethical, ingredient and environmental standards. If it’s made the grade, you can be sure it’s a kinder choice for both you and our planet.
Delivering wellness your way since 1988
Our story
From beautiful Mohua Golden Bay
Since back in the day, in ’88, to today, we’ve been delivering wellness.
These days, we’re a little bigger, delivering New Zealand’s largest range of natural health, clean beauty, healthy food & drink, and eco living products to doorsteps everywhere.
But the philosophy at the heart of our business hasn’t changed – putting people and planet first. Not a beat.
Choose products that help you live well, and live lightly
- 5000+ products for your everyday wellbeing
- 250+ brands backed by values
- 1 Mindful Committee encouraging meaninful change
Your wellness store making a healthy difference
5000+
Natural health and wellnes products to choose from
30,000+
5 star reviews from our customers
10,000+
Happy customers every week
100+
Passionate people bringing you the goodness
Your wellness store making a healthy difference
5000+
Natural health and wellnes products to choose from
30,000+
5 star reviews from our customers
10,000+
Happy customers every week
100+
Passionate people bringing you the goodness
Choose products that help you live well, and live lightly
- 6000+ products for your everyday wellbeing
- 350+ brands backed by values
- 1 Mindful Committee encouraging meaningful change
Our 5-step ETHICS check
Before we stock any new brand or product, our Naturopaths ‘ETHICS check’ it against our six criteria:
Eco-friendly, Transparent, Holistic, Ingredient Integrity, Caring and Sustainable. Here’s how:
We’re on an ethical evolution to help you make more mindful choices – and our supplier brands are too.
10 ethical questions we ask before stocking our shelves
New brands:
- Can they provide proof of their values, and how do they share this with their customers?
- How engaged are they with being on a journey to doing better?
- Can they provide evidence of supply chain transparency and ethical trade?
- What certifications do they hold? E.g. Certified B Corp, Certified Organic, NATRUE, Certified vegan
- If they’re an international brand, is there a local brand we can support instead?
New products:
-
Are the products manufactured to high standards?
-
Do the ingredients meet our strict standards and are they sourced ethically and transparently?
-
Are they following legislative guidelines for marketing claims and amounts of allowable ingredients for their products so that the customer's safety is top of mind and there is a high level of social responsibility?
-
Are they delivering higher quality or more sustainable options than what’s currently available on the market?
-
Are the formula & ingredients well researched and appropriate for the intended use?
Healthy products backed by
ethical values
Mindful Brands
Our Mindful Values guide our daily choices – to make sure we’re always mindful of nature, people, materials, and that these choices are always transparent. That’s why we created Mindful Brands, so you can shop brands that share your values too.
Shop Your Way
You're one of a kind, so we’ve made it easy to shop your way with our 40+ filters. If you’re looking for products that are carbon neutral, vegan, New Zealand made, organic or more, you can Shop Your Way, by your values.
Our standards. Your standards.
Marine Sustainability Policy
We care deeply about the health of our oceans, so we only stock fish and krill oil products that are independently certified as being sustainably sourced.
No Surprise Sugars
We’re sweet on nature, not on sugar. You won’t find any surprise sugars hidden where they shouldn’t be – not in your supplements or protein powders.
Independently tested sunscreen
We're thrilled to see NZ law change in 2022, requiring all sunscreen to be independently tested. Something we've been committed to since 2018, and we'll continue to raise the bar for more ethical and effective sunscreen.
Plastic-free tea bags
All of our tea bags are free from every kind of plastic – including micro and nano plastics, so they’re safer for your health and our planet.
Like you, we mind whether we’re making a difference.
That’s why we continue to ask the hard questions and collaborate with leaders to
raise ethical standards across our industry.
Make ethical choices your everyday
Love us? Join Us.
We’re looking for likeminded people and partners to join us. Explore our current vacancies or get in touch with us about your product and brand values. We want to hear from you.
Why choose us?
10,000+ customers choose us every week because of our good value and good values. From our ingredient standards to delivering wellness to your door, shopping with us has never been easier.
10 ethical questions we ask
before stocking our shelves
New brands:
- Can they provide proof of their values, and how do they share this with their customers?
- How engaged are they with being on a journey to doing better?
- Can they provide evidence of supply chain transparency and ethical trade?
- What certifications do they hold? E.g. Certified B Corp, Certified Organic, NATRUE, Certified vegan
- If they’re an international brand, is there a local brand we can support instead?
New products:
-
Are the products manufactured to high standards?
-
Do the ingredients meet our strict standards and are they sourced ethically and transparently?
-
Are they following legislative guidelines for marketing claims and amounts of allowable ingredients for their products so that the customer's safety is top of mind and there is a high level of social responsibility?
-
Are they delivering higher quality or more sustainable options than what’s currently available on the market?
-
Are the formula & ingredients well researched and appropriate for the intended use?
Healthy products backed by
ethical values
Mindful Brands
Our Mindful Values guide our daily choices – to make sure we’re always mindful of nature, people, materials, and that these choices are always transparent. That’s why we created Mindful Brands, so you can shop brands that share your values too.
Shop Your Way
You're one of a kind, so we’ve made it easy to shop your way with our 40+ filters. If you’re looking for products that are carbon neutral, vegan, New Zealand made, organic or more, you can Shop Your Way, by your values.
Our standards.
Your standards.
Marine Sustainability Policy
We care deeply about the health of our oceans, so we only stock fish and krill oil products that are independently certified as being sustainably sourced.
No Surprise Sugars
We’re sweet on nature, not on sugar. You won’t find any surprise sugars hidden where they shouldn’t be – not in your supplements or protein powders.
Independently tested sunscreen
We're thrilled to see NZ law change in 2022, requiring all sunscreen to be independently tested. Something we've been committed to since 2018, and we'll continue to raise the bar for more ethical and effective sunscreen.
Plastic-free tea bags
All of our tea bags are free from every kind of plastic – including micro and nano plastics, so they’re safer for your health and our planet.
Like you, we mind whether we’re making a difference.
That’s why we continue to ask the hard questions and collaborate with leaders to raise ethical standards across our industry.
Make ethical choices your everyday
Love us? Join Us.
We’re looking for likeminded people and partners to join us. Explore our current vacancies or get in touch with us about your product and brand values. We want to hear from you.
Why choose us?
10,000+ customers choose us every week because of our good value and good values. From our ingredient standards to delivering wellness to your door, shopping with us has never been easier.
