Apothékary, a beauty-wellness brand founded 2020, has rebranded.
In addition to a new logo, the brand has adopted new packaging in blues, greens, reds and pinks to signal various herbs and benefits.
Single herbs are now packaged in "biodegradable and compostable cartons made from wood pulp and printed with vegan ink," per the company. These cartons are also more adept at withstanding the rigors of shipping, eliminating the need for bubble wrap, kraft wrapping, etc.
The brand has also adopted custom-molded recyclable wide-mouthed glass jars for greater ease of access. (In response to the wider jar mouths, Apothékary has increased the size of its gold daily remedy spoons to a ½ teaspoon size.) The jars' embossed lids are also reportedly recyclable.
Simultaneously, the brand has launched refill sachets to eliminate the repurchase of jars. Sachets comprise a one-month supply of herbal formulas and, due to their lightweight nature, cut down on the carbon footprint and costs related to shipping.
In 2024, Apothékary aims to make the refill sachets 100% compostable.
Looking ahead, the brand will be launching herbal tinctures to improve portability of products, as well as ease of use.
In addition to product upgrades, the brand is upgrading ingredient education led by clinical herbalists. At the same time, Apothékary has enhanced its loyalty program to offer free shipping, up to 20% off orders, a birthday gift, early access to new products, two points for every $1 spent and more.
!['Mented is a very strong addition to the West Lane platform of beauty and wellness businesses, and we are excited to work with [co-founder] KJ [Miller] and the team to continue providing high quality products to Mented's loyal customer base,' said Michael Wentz, a vice president at West Lane.](https://img.gcimagazine.com/files/base/allured/all/image/2024/04/370162342_682917563865368_4553016856103776370_n.66268d872fb63.png?auto=format%2Ccompress&fit=crop&h=191&q=70&rect=0%2C0%2C1080%2C1080&w=340)
