The global skincare industry is undergoing a quiet but powerful shift—consumers are moving away from harsh, chemical-laden formulas and leaning into gentler, more sustainable remedies. From plant-based actives to holistic healing traditions, the demand for natural skincare solutions continues to grow, with families seeking products that are both safe and effective. In this landscape of change, Frankie Apothecary stands out as a brand rooted in cultural wisdom and dedicated to easing the struggles of sensitive skin and eczema. Created by Georgina and her husband Matt, the brand is built on a deeply personal journey—one that transformed a mother’s search for relief into a trusted range of natural, low-waste skincare solutions.
Healing Through Heritage
Frankie Apothecary’s heart lies in the power of rongoā rākau, traditional Māori herbal medicine. Each product is crafted with native New Zealand plants like kawakawa, harvested by hand using age-old practices and infused with care. The brand’s hero, the Kawakawa Repair Balm, was first made to soothe the founders’ daughter’s eczema—and its success soon resonated with families across Aotearoa and beyond. By staying true to natural formulations free from fillers, preservatives, and harsh chemicals, Frankie Apothecary continues to offer gentle yet effective relief for those seeking holistic skin care.
Guardianship in Action
Beyond healing skin, Frankie Apothecary is guided by the principle of kaitiakitanga—guardianship of the land. Sustainability is woven into every decision, from recyclable packaging and refill programmes to compostable pouches and plant-based courier bags. By embracing both tradition and innovation, the brand not only honours its cultural roots but also contributes to a healthier planet. For Frankie, skincare is more than a ritual—it’s an act of care that extends from families to whenua (the land), blending modern needs with timeless wisdom.
To know more visit:
Instagram- https://www.instagram.com/frankieapothecary
Website- https://frankieapothecary.com/collections
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