From granola-crunching, patchouli-scented hippies through to Botox-browed wellness influencers, allegations of inappropriate behaviour against key figures in the yoga industry, and the often transphobic and racist sermons of red-pilled figures like Pete Evans and J.P. Sears – the world of wellness has been somewhat of a rollercoaster ride over the past 10 years with a steady stream of stereotypes, cliches and pseudo-science threatening to derail it. 

But amongst the noise are those who take the business (because, let’s face it, it is a business) seriously. Among them locally is Tonic Room in Tāmaki’s Kingsland, which is currently celebrating 10 years since opening. 

Featuring herbal tea blends, a naturopath-run dispensary, an assortment of non-toxic beauty products, and practitioner rooms featuring a mix of facials, massage, reiki, acupuncture, clinical psychology and integrative medical practitioners: on paper, Tonic Room might sound very ‘infused with Gwyneth’s vagina’, in a capitalising on self-care kind of way. 

However the store has been advocating for transparency around ingredients and education around the relationship between gut and skin health since long before collagen was a buzzword, and back when Dr Hauschka and Trilogy were among the only ‘natural’ beauty brands on the market.

Fast-forward a decade since it opened and ‘natural’ isn’t just mainstream, it’s an increasingly crowded and competitive market. Heidi Billington, who bought the business off the original owner Kat when it was two years old, admits that competition can be exhausting, especially off the back of the pandemic, but is quick to point out her business is agile and their offering and expertise unparalleled.

The staff are more than retail assistants; a trained naturopath will help recommend beauty products and skincare suitable for any concerns, and at the same time offer naturopathic advice on supplements and gut health that may help further. I was impressed when I stopped by a few years back to ask about skincare for my prepubescent son who was getting spots, and instead left with a very reasonably priced liquid zinc that cleared the problem up immediately. 

During lockdown, Tonic Room drew upon the strength of their already successful online store, but since reopening “it’s been all about the therapists”, says Heidi. “And our therapies have changed to be more emotional, with more connection to the clients. A lot of people are exhausted and are letting go in the treatment rooms. We get them crying. It's not just a facial. It's not just a massage. It's like, I feel safe. I need this touch and that connection.” 

I know what she means. When I visited I received a (complimentary) ‘balancing intuitive facial’ with Natalie, that combined reiki with a deeply relaxing facial massage that left my skin incredible, and while I didn’t cry, I definitely felt restored, grounded, and slept like a baby that evening. The glow I walked away with, the primary reason you’d usually book a facial, became secondary to the other benefits received.

Since Covid restrictions lifted, Tonic Room has gone from one facialist to four, such is the demand. All therapists and practitioners must be aligned with the kaupapa of the business which includes being experienced and knowledgeable in the area of natural beauty and wellness. 

I point out that in today’s world there’s an oversaturation of people receiving ‘credentials’ online. “You’re right,” Heidi agrees. “People are popping up everywhere. They'll do an online course on yoga, and suddenly they’re a yoga teacher. A lot of people are getting on the wagon.” All Tonic Room practitioners are heavily vetted in line with Heidi’s philosophies.

Similarly, all brands stocked must tick her stringent boxes. “Quality of ingredients,” she says, starting a list with her fingers. “Where they source their ingredients, transparency around that, their packaging, their whole ethos behind it, even the smell of a product.” For every brand that is sold at Tonic Room there are many that don’t meet Heidi’s standards. 

The store was the first to bring cult skincare brand Tata Harper into Aotearoa, and it remains one of their top-selling brands to this day. Locally, Heidi points to Auckland-based Maryse, who she’s been a longtime supporter of, as a brand aligned with her values that also happens to be highly effective.

Tonic Room is like a wonderful collection of exquisite curios that you’re invited to sniff, touch and try, all while supping on fresh brewed tea blends. It’s a respite from the outside world (and the ongoing Kingsland roadworks). It’s a testament to Heidi’s blood and sweat – and her customers tears.