Welcome to DTC Marketing Wins, a recurring series examining the successful marketing tactics of DTC brands. Each column will highlight a recent strategy from a brand that can provide a roadmap for other marketers looking to foster consumer connections in innovative ways.
The brand
Founded in 2019, Apothékary is a wellness brand that sells powders and tinctures. Several products, created with the brand’s in-house herbalists, use plant medicine to target issues such as stress, sleep problems and hormonal imbalances. After starting with 10 signature blends and 10 single herbs, the brand now has 16 total products of signature formulas and tinctures.
While Apothékary began by selling direct-to-consumer only, it expanded into wholesaling last fall. The brand now sells at Sprouts brick-and-mortar as well as online at Ulta Beauty. Apothékary is marketing some products as “alcohol alternatives,” such as a red wine-inspired tincture made from motherwort and berries that is branded Wine Down. Several tinctures have sold out multiple times at Ulta.com and Apothékary is also looking to sell at other retailers later this year, said Theresa Bischof, head of brand.