About

For 100 years we’ve created products to support your everyday health and wellness by focusing on one simple idea: When you put incredible in, you get incredible out. Long before people began talking about alternative medicines and holistic health, an English trained naturopath by the name of William T. Anderton was creating his own herbal remedies for the people of Auckland, New Zealand. From his elegant shop in Symonds Street, opened in 1923, he offered his clients pure, natural prescriptions to assist good health. Today, we're inspired by New Zealand nature and the incredible nature of all New Zealanders. That’s what gets us out of bed in the morning. To work on new ideas that build on one hundred years of knowledge and naturopathic wisdom, creating incredible products to support the everyday health and wellness of all New Zealanders. We think there’s incredible inside all of us.

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