Apothékary was featured in Vogue
On February 3, Vogue published an article exploring the growing popularity of herbal tinctures. “What Are Tinctures? And Do I Need One in 2026?” highlights how liquid herbal extracts are becoming a modern wellness ritual. Tinctures are concentrated plant extracts designed for ease, precision, and daily consistency, offering a simple way to incorporate herbal support into everyday life. As more people seek plant-based alternatives that feel both effective and intentional, tinctures are emerging as a bridge between traditional herbal practices and contemporary wellness routines. We were honored to see Apothékary included as part of this evolving conversation around functional herbalism and modern rituals.
"Because the body doesn’t have to work as hard to process them, tinctures feel gentler and more natural for many people. They also allow for smaller, more precise dosing." -Alexander Goldberg, MD, DO
The feature reflects a larger shift toward minimalist wellness: fewer products, deeper intention, and formats that integrate seamlessly into daily habits. Liquid herbal drops appeal to those looking for flexible dosing, faster absorption, and a ritual that feels grounding rather than complicated. In his interview with Vogue, Alexander Goldberg, MD, DO, stated that "[b]ecause the body doesn’t have to work as hard to process them, tinctures feel gentler and more natural for many people. They also allow for smaller, more precise dosing." At Apothékary, our approach has always centered on reconnecting people with time-honored plant traditions while translating them into modern, accessible formats. Tinctures allow herbs to meet you where you are: simple to take, easy to personalize, and designed to support balance across different phases of life.
"Tinctures are thought to be more powerful with higher absorption as they are directly absorbed through your oral mucosa." -Sameea Chughtai, DO
Whether you’re new to herbal drops or deepening an existing ritual, tinctures offer a way to engage with wellness on your own terms without sacrificing efficacy. According to Sameea Chughtai, DO, "[t]inctures are thought to be more powerful with higher absorption as they are directly absorbed through your oral mucosa." As interest in functional herbalism continues to grow, we’re excited to see conversations like this reaching wider audiences and helping more people discover the power of plant-based rituals.
Read the full Vogue article here.
