We believe wellness should be rooted in tradition and elevated by innovation. Rooibos tea—Cape Town’s red bush brew—is doing just that. Once a local remedy, it’s now a global sensation, steeped in culture, science, and digital storytelling.
From Indigenous Wisdom to International Ritual
Rooibos was first brewed by the Khoisan people of Cederberg Mountains, cherished for its healing properties and calming effect. During WWII, when traditional tea imports were cut off, rooibos stepped in—and the world took notice. Today, it’s exported to over 30 countries and enjoyed in countless ways: delicately brewed in Japan, blended with herbs in the Netherlands, and increasingly featured in wellness cafés from London to Los Angeles.
In London, rooibos is making its mark on the city’s iconic afternoon tea culture. Luxury hotels and heritage tea rooms now offer rooibos blends alongside classics teas, giving guests a caffeine-free option that’s both elegant and health-conscious. Rooibos citrus bloom served in fine China, paired with almond shortbread or rhubarb scones, is becoming a staple of modern British tea time.
Across the Atlantic, New York City is embracing rooibos with its signature blend of tradition and trend. At places nestled in Greenwich Village, rooibos is celebrated for its flavor and endless possibilities to every ritual. Locals sip it hot in cozy cafés or iced with fruit infusions during summer strolls through Central Park. Rooibos is also appearing in mixology menus and wellness pop-ups, where it’s used in mocktails and adaptogenic tonics.
Meanwhile, California is turning rooibos into a lifestyle. From San Francisco’s organic tea bars to Los Angeles’s beauty boutiques, rooibos is infused into everything from smoothies and skincare to sparkling tea spritzers. Its antioxidant-rich profile and caffeine-free nature make it a favorite among health-conscious consumers, yogis, and digital nomads seeking calm in a cup.
The Science Behind the Sip
Rooibos is naturally caffeine-free and low in tannins, making it gentle on digestion and ideal for all-day sipping. Its antioxidant compounds—aspalathin and quercetin—are being studied for their potential to support heart health, reduce inflammation, and regulate blood sugar. In fact, recent research investments are exploring rooibos as a therapeutic aid for chronic conditions like diabetes and cancer.
Tech-Infused Tea Culture
From smart kettles that brew rooibos at optimal temperatures to AI-powered apps recommending blends based on mood and sleep patterns, technology is transforming how we experience tea. Rooibos is also making waves in biotech labs, where its active compounds are being extracted for use in supplements, skincare, and even wearable wellness patches.
A Market on the Rise
Rooibos is steeping its way into the global wellness spotlight. With growing interest in plant-powered beverages and caffeine-free rituals, it’s finding a place on supermarket shelves, wellness boutique menus, and lifestyle Magazines around the world.
Innovative formats like sparkling rooibos tonics, specialty blends, and ready-to-drink infusions are expanding its reach. Sustainable packaging and ethical sourcing are giving conscious consumers even more reasons to raise their cups.
This isn’t just tea—it’s a movement. Rooibos is evolving into a symbol of intentional living, soulful nourishment, and international culture. Whether it’s sipped in an afternoon ritual or infused into skincare, the red bush is becoming a staple in the modern wellness lexicon.
How We Sip It at Hale and Hearty
We love rooibos in all its forms and lemon grass flavor: – As a morning ritual with oat milk and honey – As a cooling iced tea with citrus or mint – As a culinary infusion in desserts and syrups – As a skincare ingredient in soothing toners and bath soaks – And now, as the centerpiece of afternoon tea, from London’s tea salons to California’s garden brunches
The Red Thread of Global Wellness
Rooibos is proof that ancient wisdom and modern innovation can brew something extraordinary. It’s a tea that transcends borders, speaks to diverse lifestyles, and invites everyone to sip the glow—naturally.
Stay tuned as we unveil Hale and Hearty’s rooibos-inspired recipes, rituals, and product ideas. Whether you’re in Toronto, Tokyo, London, New York, or California, rooibos is ready to meet you where you are—perhaps at your next afternoon tea.
Rooibos is no longer just a tea—it’s a lifestyle product, a wellness tool, and a cultural connector.