Herbs, Etc. Launches New Brand Identity to Celebrate 50 Years of Herbal Tradition

SANTA FE, N.M., Oct. 8, 2025 — Herbs, Etc., a prominent name in the herbal wellness industry since its inception in 1969, has announced an exciting new chapter in its history with the launch of a refreshed brand identity. This rebranding initiative not only pays homage to the company’s esteemed legacy, rooted deeply in the ancestral traditions of herbal medicine, but also embodies a modern aesthetic appealing to a contemporary audience.

Founded by the renowned herbalist Michael Moore in the enchanting setting of Santa Fe, Herbs, Etc. has built its reputation on bringing the extraordinary healing properties of plants into the hands of many. Over the years, the company has prioritized sourcing its ingredients from organic family farms and sustainable wildharvesters, ensuring that the products are of the highest quality and effectiveness.

Under the visionary leadership of President Dan Coyle and Director of Sales & Marketing Sara Steinbeck, the brand's updated look reflects not only their commitment to herbalism but also its goal to expand its reach across the nation. Coyle expressed, “Herbs, Etc. has always been about creating herbal medicines that people can trust. Our refreshed brand reflects not only our roots in Santa Fe and Michael Moore's pioneering vision, but also the exciting path forward as we expand into new markets.”

The redesigned logo and packaging emphasize the natural beauty of herbal ingredients, which are central to each formula. As part of this rebranding, flagship products like Deep Sleep®, recognized as the leading natural sleep aid in the U.S. natural channel, and ChlorOxygen®, the top-selling chlorophyll supplement, will showcase new and vibrant designs that capture the essence of the plants within.

Sara Steinbeck added, “As we grow with retail partners like Vitamin Shoppe and Whole Foods, it signals a new phase for the brand – one of excitement and celebration. We’re bringing our vast knowledge and wonderful healing formulas to more people, and that is something to celebrate.” The excitement for Herbs, Etc.'s revitalized identity is palpable, as it embarks on a journey to connect with a broader audience.

The new packaging, which is now being introduced across the country, represents a significant step for Herbs, Etc. in maintaining its commitment to quality while also adapting to the modern retail environment. Products like Allergy ReLeaf®, Stress ReLeaf®, and Rocky Mountain Throat Syrup™ will continue to be available, ensuring that customers can rely on these trusted solutions wherever they are.

The company prides itself on its unique extraction methods, which preserve the integrity of the plants and ensure high potency in every product. Herbs, Etc. remains dedicated to its foundational principles – providing effective herbal remedies that are equally accessible and beneficial to everyone.

With over 50 years of experience in herbal wellness, Herbs, Etc. stands at the forefront of the industry. The blend of traditional knowledge and modern practices positions the company to thrive in the evolving marketplace of herbal products.

For those interested in exploring the new look and feel of the company, visit www.herbsetc.com. With a heritage steeped in plant wisdom and a vision focused on the future, Herbs, Etc. invites everyone to join them on this exciting new journey. Follow their journey online through various social media platforms to stay connected and informed about their latest developments in the field of herbal wellness.

In conclusion, Herbs, Etc. is not just refreshing its brand, but it is also revitalizing its commitment to the community, making herbal wellness accessible to more individuals. As the brand evolves, so too does its vision for the future, honoring the past while confidently stepping into what’s to come.