Spotlight of the Month | ŌKU New Zealand
Name: Helen Paul-Smith
Company and Position: Co-Founder & Director of ŌKU New Zealand
Can you share the story behind ŌKU New Zealand and how the idea for the brand was born?
ŌKU New Zealand was founded in 2010 by Helen Paul-Smith and Scott Smith, both experienced in herbalism and naturopathy. The idea for the brand emerged from their shared commitment to blending ancient wisdom with modern wellness practices. Inspired by native New Zealand plants, ŌKU was created to offer sustainable, ethically sourced products like herbal teas, wellness tonics, and balms. The brand’s mission has always been to connect consumers with the healing power of New Zealand’s native plants, while promoting sustainability and cultural integrity. Scott formulates the products, drawing on his knowledge of rongoā Māori (traditional Māori medicine), while Helen focuses on the design and branding, ensuring the packaging reflects both cultural heritage and a forward-thinking approach to environmental stewardship.
What inspired you to focus on native New Zealand botanicals in your products, and how do these ingredients set ŌKU apart?
The focus on native New Zealand botanicals is rooted in a deep respect for the environment and sustainable practices. Plants like mānuka, and kawakawa have been used for centuries by Māori for their healing properties. ŌKU’s use of these botanicals not only taps into the potency of these natural remedies, but also reflects the company’s commitment to sustainability. The plants are harvested in a way that honours both the land and the people, ensuring that their cultivation is sustainable for future generations. This approach—integrating cultural values and environmental care—distinguishes ŌKU from many wellness brands that rely on more commonly used ingredients.
What are some unique benefits of your product range, and how do you source the ingredients for them?
ŌKU’s product range—comprising herbal teas, balms, and wellness tonics—focuses on providing holistic benefits to support immunity, stress relief, and skin health. The use of native botanicals such as mānuka and kawakawa is central to each product's efficacy. ŌKU ensures that every ingredient is ethically sourced from Māori landowners and local suppliers committed to sustainable harvesting practices. They collaborate with iwi (tribes) to ensure that the harvesting is done in harmony with nature, and they prioritise intergenerational sustainability, returning leftover materials to the land and engaging in regenerative planting projects. This ensures that the natural environment is respected and replenished, helping preserve the land for future generations.
How has ŌKU evolved over the years, and what are some key milestones that have defined your growth?
ŌKU has grown considerably since its inception, with significant milestones marking its success. A standout achievement was obtaining B Corp certification, a rigorous process that recognises companies meeting high standards of social and environmental performance, accountability, and transparency. This aligns perfectly with ŌKU’s values of sustainability, community well-being, and cultural integrity. The company also saw substantial growth in international markets, including securing an export deal to Singapore in 2024 and expanding into the Middle East and throughout Australia. These milestones, alongside ŌKU’s ongoing collaboration with research institutions like AgResearch and Plant & Food, continue to shape its global presence and commitment to the principles of kaitiakitanga (guardianship).
Can you tell us more about your sustainability practices and what drives these choices in your business?
Sustainability is at the core of ŌKU’s mission, driven by the Māori concept of kaitiakitanga, or guardianship of the environment. ŌKU employs several eco-friendly practices, such as using solar panels, collecting rainwater, and avoiding plastic packaging entirely. All packaging is plastic-free, made from recyclable materials, and designed with minimal environmental impact in mind. ŌKU’s commitment extends beyond their operations, incorporating Māori principles into their supply chain. Karakia (prayers) are performed before harvesting to ensure the well-being of both the land and people, and they focus on giving back to Papatūānuku (Mother Earth) more than they take. The company is also deeply involved in supporting regenerative planting and sustainable harvesting through partnerships with iwi landowners, creating economic opportunities for Māori communities.
With ŌKU now available at retailers like Little Farms, how has the journey been to expand into international markets?
Expanding internationally has been a significant achievement for ŌKU, and the support from organisations like New Zealand Trade and Enterprise (NZTE) has been invaluable. The company’s presence in Singapore, Australia, and the Middle East has allowed them to showcase their sustainable products and Māori heritage on a global stage. The rising international demand for indigenous wellness practices and sustainably sourced products has opened new markets, and ŌKU continues to build relationships with international retailers to grow its global footprint. In particular, the brand's commitment to sustainability resonates strongly with overseas consumers who value ethical and eco-friendly products.
How do you see ŌKU’s brand presence growing in Singapore and other international markets?
In Singapore, ŌKU is focusing on educating consumers about the benefits of Māori healing practices and native New Zealand plants like mānuka through its range of wellness products. The aim is to connect with a market that values sustainability and cultural authenticity. Building on the strong reception of the products in Singapore, ŌKU plans to expand further into Southeast Asia and the Middle East in the coming years.
What are some of your most popular products, and do you have recommendations for customers who are new to the ŌKU range?
One of our most popular products, particularly in international markets, is our Mānuka Tea. Mānuka is renowned worldwide for its exceptional health benefits, largely due to the medicinal properties of the plant, which are found not only in its honey but also in the leaves. While many are familiar with Mānuka honey, our tea harnesses the power of the Mānuka leaf, offering a unique and effective way to enjoy the plant's therapeutic qualities. Mānuka Tea is rich in antioxidants and has natural antibacterial properties, making it a great choice for those looking to support their immune system and overall well-being. For new customers, this tea is an excellent starting point as it introduces them to the benefits of New Zealand's native plants, while also reflecting ŌKU’s commitment to sustainability and traditional knowledge. It’s a perfect blend of modern wellness and ancient healing practices.
What has been the most surprising piece of feedback you’ve received from customers, and how has it influenced the brand?
One of the most surprising and encouraging pieces of feedback has come from international customers, particularly those in markets like Singapore, who expressed a deep interest in the cultural story behind ŌKU’s products. Many were not only attracted to the products themselves but also to the sustainable and ethical approach the brand embodies. This feedback has reaffirmed ŌKU’s commitment to sharing the wisdom of indigenous knowledge and has encouraged the company to further emphasise their dedication to sustainability and cultural heritage, both in their marketing and product development.
If you could describe ŌKU New Zealand in three words, what would they be, and why?
Cultural, Sustainable, Healing. These three words capture the essence of ŌKU. "Cultural" reflects our deep commitment to Māori and Indigenous traditions, ensuring that our products honor ancestral knowledge and the wisdom of the land. "Sustainable" highlights our dedication to eco-friendly practices, from sustainable harvesting to plastic-free packaging, and our broader commitment to protecting the environment for future generations. "Healing" speaks to the core of what we do—creating wellness products rooted in the natural healing properties of New Zealand’s native plants, designed to support the physical, emotional, and spiritual well-being of our customers.
