WishGarden Herbs Company Profile

Background

Founded in 1979, WishGarden Herbs is a woman-owned, family-run company specializing in liquid herbal tinctures. The company's mission is to empower individuals to take control of their health by providing fast-acting, effective herbal remedies. With over four decades of experience, WishGarden has become the #1 best-selling liquid herbal blends brand in the United States. The company is committed to sustainability, sourcing high-quality, organic, and sustainably harvested herbs from regenerative farms, forest farmers, and ethical wildcrafters.

Key Strategic Focus

WishGarden Herbs focuses on creating proprietary, condition-specific herbal blends that address common and seasonal health concerns. The company emphasizes the development of liquid herbal tinctures, which are known for their rapid absorption and efficacy. By leveraging both scientific research and traditional herbal knowledge, WishGarden aims to provide natural alternatives to conventional health products. Their primary markets include health-conscious consumers seeking natural remedies, particularly among Gen Z and Millennial demographics who value sustainability and holistic health approaches.

Financials and Funding

As of the latest available data, WishGarden Herbs has an estimated annual revenue of $6.8 million and employs approximately 30 individuals. The company has raised a total of $350,000 in funding over one round.

Pipeline Development

WishGarden Herbs continually expands its product line to meet consumer needs. Recent developments include:

Single-Herb Tinctures: In April 2023, the company introduced seven new single-herb tinctures—Ashwagandha, Holy Basil, Maca, Schisandra, Tart Cherry, Turmeric, and Yerba Mate—offering benefits ranging from immune support to energy and sleep enhancement.

Organic Body Care Line: In January 2025, WishGarden launched a USDA Organic Certified body care line for mothers and babies, featuring products like Pregnant Belly Oil and Baby Bum Balm, crafted with whole plant herbal-infused oils and balms.

Pregnancy Formulations: The company reformulated its pregnancy product line to improve taste and reduce alcohol content, incorporating apple cider vinegar for enhanced palatability and shelf stability.

Technological Platform and Innovation

WishGarden Herbs distinguishes itself through proprietary formulation techniques that combine scientific research with traditional herbal practices. The company's extraction methods ensure fast and effective absorption of herbal constituents without additives, fillers, sugars, or gums. Their rigorous Vendor Verification Program evaluates every ingredient, reflecting a deep commitment to quality and sustainability.

Leadership Team

Catherine Hunziker: Founder and Chief Formulator, Catherine has been instrumental in championing Herbal Regenerative Agriculture in the U.S.

Anna Harshman: Co-Owner and Director of Marketing, Anna continues her mother's legacy by bringing WishGarden's herbal remedies to modern consumers.

Tracy Van Hoven: Appointed as the first-ever Chief Marketing Officer in September 2024, Tracy brings extensive experience in building purpose-driven brands, previously serving as Vice President of Integrated Marketing at MegaFood and Emerson Ecologics.

Erin Stokes, ND: Joined as Medical Director in September 2024, Erin has a background in naturopathic medicine and education, including a role as Director of Education at MegaFood.

Victor Zesiger: Appointed as Quality Manager in September 2024, Victor has held previous leadership roles, including Division Vice President at Merieux Nutrisciences.

Leadership Changes

In September 2024, WishGarden Herbs expanded its leadership team with three strategic hires:

Tracy Van Hoven: First-ever Chief Marketing Officer.

Erin Stokes, ND: Medical Director.

Victor Zesiger: Quality Manager.

These appointments aim to drive growth and enhance the company's commitment to quality and education.

Competitor Profile

Market Insights and Dynamics

The herbal and botanical supplement market is experiencing significant growth, with increasing consumer interest in natural health products. Gen Z and Millennial consumers are particularly drawn to brands that align with their values of sustainability and holistic health.

Competitor Analysis

Key competitors in the liquid herbal supplements market include:

Gaia Herbs: Offers a wide range of herbal products with a focus on purity and potency.

Herb Pharm: Specializes in liquid herbal extracts, emphasizing sustainable sourcing and quality.

Nature's Answer: Provides a variety of herbal supplements, including liquid extracts, with a commitment to quality and innovation.

These competitors focus on similar product offerings and target health-conscious consumers seeking natural remedies.

Strategic Collaborations and Partnerships

WishGarden Herbs maintains transparent partnerships with organic regenerative farms, forest farmers, and ethical wildcrafters. Their rigorous Vendor Verification Program ensures the quality and sustainability of their ingredients.