Holy Tea

Teatox, operating under Holy Tea UG, is an e-commerce company specializing in functional organic teas aimed at the wellness market. The company was founded around 2013 by Felix Ilse and Michael Decker in Berlin, Germany. They identified a market revival in tea, driven by a global fitness trend, and capitalized on it by focusing on branded detox teas. Initially, the business model was centered on online sales and social media marketing, particularly through Instagram, which led to a seven-figure turnover within its first year.

To build a sustainable lifestyle brand, Teatox expanded its strategy to include offline retail distribution. Their products, such as the 'Skinny Teatox' program, 'Energy Matcha', and 'Pure Beauty' tea, became available in major German retail chains including Galeria Kaufhof, Edeka, and Müller. The product line is based on curated organic ingredients designed to address specific wellness goals like detoxification, fitness, and beauty, often bundled into programs with accompanying fitness and nutrition plans. In addition to teas, the company sells accessories like thermo bottles and tea infusers.

In July 2019, Teatox was acquired by Lycka, indicating a successful exit for the formerly venture-capital-backed startup. The company's legal name is Holy Tea UG (haftungsbeschränkt), and it operates from Hamburg, Germany.

Keywords: organic tea, detox tea, e-commerce, wellness products, functional beverages, herbal tea, lifestyle brand, fitness tea, beauty tea, matcha, Felix Ilse, Michael Decker, Lycka, retail distribution, nutrition plans, tea accessories