Mānuka Health Enters American Beauty Specialty Retail At The Detox Market And Violet Grey

Mānuka Health is making its debut in American beauty specialty retail today with launches at The Detox Market and Violet Grey.

The New Zealand-based beauty and wellness brand is known for its Mānuka honey products, which span both ingestibles and topicals. On the ingestible side, its offerings include $60 Mānuka Honey MGO 400+, $100 Mānuka Honey MGO 800+, and $28 Immunity Elixir Shots With Propolis, MGO 600+. The numbers in the product names indicate methylglyoxal (MGO) concentration, a key compound in Mānuka honey. Bee byproducts like propolis have been having a moment post-pandemic as consumers search for immunity-boosting medicinal ingredients.

On the topical side, Mānuka Health introduced its Eternal Renewal skincare range priced from $34 to $140 in October. The range includes a face cream, face serum, eye serum and lip balm. Eternal Renewal pairs Mānuka honey with two additional bee-derived ingredients: royal jelly and a purified form of bee venom.

The new retail partnerships mark Mānuka Health’s first presence in the United States and Canada beauty retail channels. They follow the early success of Eternal Renewal, which has already “done almost 2X the sales of what we saw direct-to-consumer on our core range,” according to Travis Brennion, head of global marketing and innovation at Mānuka Health. Mānuka Health’s honey products are also sold at The Vitamin Shoppe, Target online and independent North American retailers.

Mānuka Health joins approximately 155 and 130 brands at The Detox Market and Violet Grey, respectively. In a statement, The Detox Market founder and CEO Romain Gaillard says, “Mānuka Health embodies the future of wellness and beauty, rooted in nature, backed by science and crafted with intention. Their commitment to ingredient purity and proven efficacy aligns perfectly with what our community seeks: clean solutions that truly perform. We’re excited to introduce a brand that so seamlessly bridges internal wellness and topical ritual, bringing something both trusted and transformative to our shelves.”

Violet Grey CEO Sherif Guirgis adds, “Mānuka Health’s clinically credible, exquisitely crafted formulas represent a new frontier in luxury wellness, where beauty and vitality are part of a complete, holistic system. We’re proud to bring their story and trusted products to our community as we continue to set the standard for what the best in beauty truly means.”

“Mānuka Health embodies the future of wellness and beauty, rooted in nature, backed by science and crafted with intention.”

Founded in 2006 in the rural town of Te Awamutu in Aotearoa (New Zealand), Mānuka Health has become a leading global Mānuka honey brand sold in over 45 countries. In 2018, it was acquired by Malaysia’s Hong Leong Group, a diversified conglomerate with holdings in food, financial services, hospitality and real estate, for an estimated $144 million. Two years prior, private equity firm Pacific Equity Partners had acquired it for $110 million.

New Zealand’s BusinessDesk reported on Nov. 21 that Mānuka Health returned to profitability in the fiscal year ended June 30, 2024, posting a net profit of 4 million NZD or about $2.5 million based on last year’s average exchange rate. Revenues during the period declined 9.2% to 110.8 million NZD or nearly $70 million.

Brennion describes Hong Leong Group as taking a “long-term orientation” to building the brand. He says, “We’re really looking to grow the business through these partnerships, through the expansion of this [Eternal Renewal] range and by building the brand in North America and other key markets.”