Marvel’s ‘Agatha All Along’ Debuts Wellness Collab with Apothékary

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Agatha Harkness is the ultimate mistress of manipulation: She can live for centuries, teleport through space and time, manipulate minds and transform into a powerful wildcat. While the Marvel witch’s magic is a work of fiction, a new collab lets fans harness the power of plants to boost their brain and body.

To celebrate Agatha All Along, the Marvel Television series is joining forces with herbal supplement brand Apothékary on the limited-edition Wellbound Box ($45) featuring the new Mindcraft herbal tincture. The kit also includes the Gold Daily Remedy Spoon, a collectible box and a digital booklet of potion recipes.

The supplement “offers Marvel fans a unique way to tap into their ‘inner witch,’ while supporting cognitive health, longevity and immunity,” Apothékary CEO and founder Shizu Okusa tells The Hollywood Reporter. The brand’s blueberry-infused concoction features all organic ingredients including those commonly found in Traditional Chinese Medicine, such as lion’s mane (believed to support brain and gut health, nerve function, and inflammation reduction) and cordyceps (thought to boost energy, strength and immunity), red ginseng (known to help with immune function and controlling blood sugar), galangal root (known for its bacteria-fighting properties), antioxidant-rich butterfly pea flower, bacopa leaf and stem, and more.

A former Goldman Sachs exec, Okusa left her Wall Street career to rediscover her Japanese roots and live a more balanced life. The New York-based wellness entrepreneur created the brand in 2020 to offer herbal concoctions to address sleep, energy, skin, digestion, inflammation, brain health and more concerns. (Products are not evaluated by the Food and Drug Administration or intended to cure, prevent, treat or diagnose diseases.)

“I was so thrilled when Marvel reached out to partner with their new live-action series, Agatha All Along,” explains Okusa. “We’re excited to blend the magic of herbal wellness with the enchanting world of Agatha, empowering everyone to craft their own wellness potions! At Apothékary, we believe in the power of nature to enhance our overall well-being and health. This is a unique moment for us as we embrace the witchy spirit of herbalism and spooky season. To set the tone for this limited-time offering, we’ve embraced more dark and alluring branding with a ‘witty witch’ tone of voice to transport our community into the world of Agatha meets Apothékary.”

Adds Holly Frank, Partnership Management and Operations, Marvel, “We’re excited to brew up some magic with this unique collaboration for Marvel Television’s Agatha All Along and Apothékary — blending the mystical with the practical in a way only Marvel can. This activation will include cognitive-supporting concoctions and potions letting fans embrace their ‘inner witch’ while garnering excitement for our Disney+ original series.”

‘AGATHA HARKNESS: THE SAGA OF THE SALEM WITCH’

Premiering on Sept. 18 on Disney+, Agatha All Along stars Kathryn Hahn as Agatha Harkness, who was last seen onscreen losing all of her powers to the Scarlet Witch (aka Wanda Maximoff, played by Elizabeth Olsen) in Marvel Cinematic Universe’s WandaVision. “After a suspicious goth Teen helps break her free from a distorted spell, her interest is piqued when her begs her to take him on the legendary Witches’ Road, a magical gauntlet of trials that, if survived, rewards a witch with what they’re missing. Together, Agatha and this mysterious Teen pull together a desperate coven and set off,” notes the series’ logline.

At the D23 expo in Anaheim, Calif., earlier this month, Hahn and co-star Aubrey Plaza performed a song together and unveiled a new trailer.

Agatha first appeared in 1969 in Marvel Comics’ Fantastic Four #94, per PopVerse. A new Marvel paperback compilation, Agatha Harkness: The Saga of the Salem Witch, will be released on Penguin Random House on Sept. 3 and contains previous comic books with Agatha.