Tamarin Howse – Better Tea Co
Life Instyle chats with Tamarin Howse, Owner of Better Tea Co to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
Better Tea Co. began during a really stressful period in my corporate life when my colleagues and I were facing redundancy. We would make tea together during our breaks and jokingly called them our “anxie-tea” moments. Those small pauses made such a difference. I decided to learn more about the medicinal side of botanicals and ended up creating my first blend, Anxietea. What started as a personal coping tool slowly became a business centred around supporting mental wellbeing in simple, everyday ways.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
Life Instyle has always felt like a space where thoughtful, design-led brands are truly seen. The calm, curated energy of the show aligns beautifully with our own focus on mindfulness, slow living, and intentional rituals. It feels like the right place for people to discover our products in the way they’re meant to be experienced.
What gap in the market—or personal passion—sparked the creation of your brand?
A big part of starting The Better Tea Co. was wanting to make conversations about mental health feel normal - something you could talk about as easily as you talk about the weather. Naming our first blend Anxietea was very intentional. I wanted people to see it in their kitchen, on their desk at work, or sitting in their break room and feel like, “Oh… we can talk about this.”
Anxiety affects close to one in four people in Australia and New Zealand. It’s incredibly common, yet we still tiptoe around it. Creating a product that naturally opens the door to those conversations felt important to me.
At the same time, I couldn’t find teas on the market that combined quality, calm, and a genuine focus on mental wellbeing. That blend of purpose and practicality is what inspired me to start.
What do you believe sets your brand apart in today’s competitive retail space?
Our blends are need-based, handcrafted in small batches, and thoughtfully designed to support mental wellbeing. We focus on rituals, not quick fixes and care just as much about how people feel when they use the products as we do about how they taste. But more importantly, our brand has heart. It’s personal. It’s lived experience poured into every box.
Could you share your personal favourite product, and why it holds significance?
Anxietea will always be my favourite. It was the very first blend I created during a time when I really needed something soft to hold onto. It feels like the heart of the brand but our blooming tea balls have become a favourite too. Watching them unfurl feels like a tiny reset button, which I rely on more than ever now as a new mum.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Like many small business owners, I navigated uncertainty, financial pressures, and plenty of self-doubt. Losing my dad along the way was incredibly tough. Later, becoming a new mum shifted everything again. I overcame it mostly by slowing down, simplifying where I could, asking for help, and allowing the business to evolve with me instead of forcing it to look like it used to.
What feedback do your customers frequently give, and what do they appreciate most?
People often tell me our teas feel like a warm hug. They love that everything is ethically sourced and created with intention. And they always mention how beautiful the packaging is - how it feels gift-worthy, mindful, and a true reflection of the calming experience inside.
How did you first get involved with Life Instyle, and how do events like this help?
I’ve admired Life Instyle for years as a place where thoughtful, design-led brands come together. Being here lets me meet the people who stock my teas, hear their stories, and understand how my products support their customers. Events like Life Instyle allow us to meet people face-to-face and create genuine connections that online interactions sometimes can’t capture.
Can you highlight some proud achievements or milestones?
We’ve been featured in major media, won awards, and grown to supply beautiful retailers across New Zealand and Australia. But honestly, my proudest moments are the messages from people saying our tea helped them through panic attacks, hard seasons, grief, or burnout. That impact means everything to me.
Is there a piece of business advice that shaped your journey?
Slow growth is still growth. You can build something meaningful without burning yourself out. One piece of advice that’s really stayed with me is to take small risks rather than big ones, and to keep moving even when things feel hard. You don’t have to leap, you can step. Building a business isn’t about winning every time, it’s about learning quickly, adjusting, and staying true to what you value.
Any brands you admire or draw inspiration from?
I’ve always admired Ecovask and Becca Project. They’re steady, thoughtful, and consistent in the way they show up. They make choices that align with their ideals, not just trends. They’re female-owned, based in Aotearoa, and have built brands with a real sense of heart. I love seeing businesses show up with that kind of integrity.
How do you stay in tune with what your customers want as trends evolve?
I listen. I read every message, every email, every review. My customers are open about what they’re struggling with, what they need, and what helps. Because mental wellbeing evolves with the seasons of life, I stay close to them and let their needs shape what’s next. I’m also a product designer by trade, so innovation and problem-solving are part of how I think.
Core values that steer your brand?
Community, compassion, empathy, and transparency. These guide how I communicate, how I produce, and how I show up for my customers and partnerships.
What’s next for your brand-and what dreams are you chasing?
I want to continue creating products that help people slow down in simple, meaningful ways. I’m exploring micro-moments of mindfulness and ways to make everyday rituals more grounding. My hope is to grow steadily and thoughtfully, while still staying connected to the heart of why I began.
Rapid Fire Questions
Personal motto or mantra?
“Just keep swimming”
Dinner with anybody?
My dad. He was my mentor, my biggest supporter, and the reason I kept going.
A hobby people might be surprised by?
I love scuba diving. Being underwater feels like the purest form of stillness.
Go-to pick-me-up song?
Probably something embarrassing from early 2000s pop. The kind you’d never admit you still know every word to.
Advice for someone starting their own journey?
Start small, trust your gut. You don’t need everything figured out. Just begin and let the next step reveal itself as you go. Imperfect progress is still progress!
