Our Story

For over 100 years we’ve created products to support your everyday health and wellness by focusing on one simple idea:

When you put incredible in, you get incredible out.

Long before people began talking about alternative medicines and holistic health, an English trained naturopath by the name of William T. Anderton was creating his own herbal remedies for the people of Auckland, New Zealand. From his elegant shop in Symonds Street, opened in 1923, he offered his clients pure, natural prescriptions to assist good health. 

Based on his studies and observations, Anderton believed the human body to be self-correcting. He also believed that this process could be assisted and hastened with certain herbal and natural remedies.

"When it becomes ill, the body automatically begins to cure itself and re-establish the balance needed for good health" - William T. Anderton.

At Red Seal, we’re naturopaths at heart. We believe in the power of nature to support the body’s natural ability to thrive. Our approach to wellness is simple: balance, nourishment, and honesty in everything we do. That’s why we choose ingredients that are as close to nature as possible - pure, purposeful, and free from unnecessary additives.

Proudly born in New Zealand, Red Seal is inspired by the strength of our land and the people who call it home. We’re deeply connected to the natural environment and committed to sustainability, from how we source our ingredients to how we craft our products. Whether it’s a calming cup of green tea, a trusted natural supplement, or everyday essentials like toothpaste, every Red Seal product is made with care, intention, and a belief in natural health.

 

Today, we're inspired by New Zealand nature and the incredible nature of all New Zealanders. 

 

That’s what gets us out of bed in the morning. To work on new ideas that build on one hundred years of knowledge and naturopathic wisdom, creating incredible products to support the everyday health and wellness of all New Zealanders.

We think there’s incredible inside all of us. Help us help you let it out!

 

 

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Frequently Asked Questions

FAQs page

What are the marks on Red Seal toothpaste tubes?

These little squares are a clever piece of code for our packing machines! They're called “eye marks”, and are used in the packaging process, letting machines know when to perform certain tasks such as cutting or crimping tubes. There are two things that determine the colour of these squares.
1. They need to have good contrast against the background colour.
and 
2. They need to use one of the colours already present on the packs.
At Red Seal we use a dark grey for the eye marks – the same dark grey used for pack copy – as we know it offers a good contrast against white background.

Does Red Seal toothpaste contain palm oil?

All our NATRUE certified ranges in Australia and New Zealand are made with non-palm oil based ingredients.

What is SLS and is it in Red Seal toothpastes?

SLS has been removed from our NATRUE Certified toothpastes. Look for the NATRUE logo on the back of the pack to be sure.
SLS is considered safe when used as recommended and historically, SLS was used in our toothpaste formulations when there were limited ingredient options for creating effective products. However, as we've advanced our formulations with developing technology, ingredients and knowledge, we were able to phase out SLS from all Red Seal toothpastes in New Zealand and Australia.

What product do you recommend for dentures?

Please consult with your denture provider or dental healthcare practitioner to find the product best suited to your needs.

Are Red Seal toothpastes gluten-free?

All Red Seal toothpastes are gluten-free. We ensure this by testing our products and checking food allergen statements from all our raw material suppliers. Your safety and peace of mind are important to us.

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