• by Les Luchter , August 14, 2024

Horopito, an herb that  grows only in the damp rainforests of New Zealand, has been the key fungus-fighting ingredient in that country’s Kolorex brand since its 1985 launch.

Nature’s Sources, which has sold Kolorex in the U.S. for the past quarter-century, is now emphasizing the brand’s use of horopito in revised packaging as well as a just-launched ad campaign.

The brand consists largely of vaginal care products, but also includes items for lips, feet and toes, skincare and gut health.

The vaginal care positioning now also emphasizes Kolorex’s recommended use as a daily wash treatment.

Studies on the ingredient's efficacy can be found on the website of Forest Hills Research, the Kiwi company that owns the Kolorex brand, which says “tit took 65 million years for horopito to perfect its antifungal defenses and 30 years of research to bring you its benefits.”  But not only is horopito an anti-fungal, but an anti-viral and an anti-bacterial, making it effective against vaginal thrush, jock itch, athlete’s foot, candida and other digestive imbalances.

Nature’s Sources' new campaign, Zapfel says, includes paid ads on Google and Amazon, influencer marketing, radio interview placements and upcoming educational webinars, which the brand says will be presented “by experts in natural health and wellness.” Previous webinars foucusing on horopito and candida can be found on Forest Herb’s YouTube page.

Kolorex in the U.S. is sold both online and at brick-and-mortar retailers, with sales divided evenly between the two, Zapfel says. Retail outlets include Whole Foods, Albertsons, Safeway and BJ’s, according to the Nature’s Sources website.

Nature’s Sources also markets the AbsorbAid brand of digestive enzymes.