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Apothékary: Nature's Medicine, Tech's Growth
How a $18.7M funded wellness brand is scaling with a 2/5 Trustpilot rating
Apothékary isn't just selling supplements; they're selling a philosophy that 'Nature is Medicine.' Yet, despite a $6M revenue run rate and $18.7M in funding, the brand faces a critical trust gap that threatens its ambitious growth trajectory.
"Apothékary's biggest challenge isn't product-market fit—it's converting traffic into trust at scale."
The Founder's Vision vs. Market Reality
Shizu Okusa, Founder & CEO, has built a brand rooted in centuries of herbal tradition. With a team of 43 and a lean operational structure led by Charlene Tsang and Ellen Kang, the company is structured for agility. However, the data reveals a disconnect: despite $18.7M in funding, monthly traffic sits at a mere 715 visits. This isn't a scaling issue—it's a visibility crisis. The 100% 'undefined' country traffic suggests either a data blind spot or a hyper-niche, localized audience that hasn't yet broken into the mainstream.
The Growth Paradox: High Funding, Low Traffic
With $6M in revenue, the revenue-per-employee ratio is approximately $139,535, indicating a relatively efficient operation for a lifestyle brand. However, the traffic numbers are alarmingly low for a company of this stature. The 33% organic search and 42% direct traffic split suggests a brand that relies heavily on direct engagement (likely via social channels like TikTok and Instagram) rather than broad discovery. The tech stack—heavy on Shopify and analytics tools—shows a focus on conversion optimization over top-of-funnel acquisition.
The Trustpilot rating is the elephant in the room. A 2/5 score with 64 reviews is a red flag for any investor or product lead. It suggests either a product efficacy issue, shipping/logistics failures, or a mismatch between marketing promises and customer experience. In the wellness space, where word-of-mouth is currency, this rating is a bottleneck to scaling the $6M revenue into a $60M reality.
- Tech Stack Efficiency: Built on Shopify with Tailwind CSS and Google Analytics—optimized for conversion, not discovery.
- Social-First Strategy: Dominant presence on TikTok and Instagram explains the high direct traffic but leaves organic search untapped.
- Operational Lean: 43 employees generating $6M revenue indicates high productivity but potential strain on customer support.
The Verdict: A Sleeping Giant
Apothékary has the product, funding, and team. The missing piece is a scalable trust engine to match its ambitious vision.
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Apothékary | Nature is Medicine
Welcome to Apothékary, where Nature is Medicine™. Getting to the cause of health issues using centuries of herbal tradition, proven by science.
Apothékary | Nature is Medicine
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Reviews (20)
I have so far had only good experiences…
I have so far had only good experiences with using this product and with the shipping of the product. Started with trying wine down and take the edge off. Love the products! Even my husband likes take the edge off and he is very skeptical about products like this. I used to drink wine regularly and now use these products to help me relax at night. I just started using blue burn. I just put directly in my mouth. The others I mix with seltzer water and sometimes cranberry juice. I’m a little nervous about subscribing due to some of the reviews, but since there are so many ways to purchase these products, I’ll probably just buy when needed. You can buy some of these products at Ulta as well as Sprouts.
I started with the mini samples Rose…
I started with the mini samples Rose colored glasses, Take the edge off and Wine Down. Rose colored glasses didn't seem to do anything for me but the other 2 were great. 2nd order Mindcraft, BlueBurn, Take the Edge Off and Wine Down. I love all of them so far. I have been taking for about a week. As far as customer service I haven't had to contact them. All orders were on time and what I ordered.
So far so good!
So far, so good. I’ve ordered twice and both were received quickly. My first order was the Free Spirit Minis set with Wine Down, Take the Edge Off, and Rosé Tinted Glasses. I could definitely feel the stress lifted with take the edge off. I would use it under my tongue when I would feel stress starting to hit. Wine down was great before going to bed. I’d mix it with some flavored seltzer. Relaxed me and I slept through the night. Verdict is still out on the rosé. Didn’t notice much of a change with that one but I know each one will react differently. Just ordered full bottles of Wine Down and Take the Edge Off plus I got Blue Burn and Minecraft.
Wow I’ve come on here to suggest the…
Wow I’ve come on here to suggest the company enlarge the font on their bottles - there is enough room and instructions are important. I just had an eye test and my eyes aren’t bad for my age but it’s almost impossible to read the instructions. I can’t believe there are so many bad reviews here, and the company is risking the product at the expense of terrible customer service. Not sure what’s going on but I’m guessing they are way beyond their depth. Best of luck in lifting your game; you could have a very successful business with some minimal obvious improvements by the looks of these reviews !
Not for me. Too gritty
The Stop your wining is really gritty and won't mix up. I've been using it every day and no difference. Doesn't work for me. I'm going to try something different.
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About apothekary.co
Welcome to Apothékary, where Nature is Medicine™. Getting to the cause of health issues using centuries of herbal tradition, proven by science.
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apothekary.co uses 24 technologies across their website including Adobe Fonts, Google Fonts, HSTS, AWS CloudFront, Cloudflare, and more.
Fonts
Adobe Fonts, Google Fonts
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HSTS
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AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
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Awin, Microsoft Ads, Pinterest Tag, TikTok Pixel +1 more
E-commerce & Payments
Shopify
Traffic & Audience
apothekary.co receives approximately 715 monthly visitors and ranks #8,858,206 globally. The website has a bounce rate of 36% with visitors viewing an average of 1.1 pages per visit. Users spend an average of 0:00 on the site.
The majority of apothekary.co's traffic comes from .
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