Tonic was founded in the early 90's in Melbourne, Australia by two lifelong friends Toni Joel and Nikki Horovitz. Both entrepreneurial and creative spirits, they wanted to create a business together that would reflect and support their own personal goals and aspirations.

From humble beginnings, Tonic (a combination of their names) was born, and this year sees the company celebrate its 30th year in business designing and producing lifestyle and wellbeing accessories for like minded women.

From the outset, Toni and Nikki were keen to ensure they ran their business in an ethical and socially responsible way. They avoided animal based materials and minimised packaging at each stage of the logistics process. More recently they have formalised their commitment to prioritising sustainable practices and ethical trade with their suppliers, supply chains and all aspects of our production by the introduction of Eco Tonic.

As Nikki explains, "Our world is precious and we are all guardians of our planet as we pave the way for future generations. Every day at Tonic, we drive our team to continually look for ways to consider sustainability at every stage of the product development process. Our commitment to sustainability spans across every aspect of our business, from product fabric selection right through to our everyday office lifestyles. As a conscientious business, there are many ways we can reduce our environmental impact and we strive to do this. A great example is using a recycled lining (RPET) in our Flourish cosmetic bags and where packaging is necessary we use a recyclable box made from PET. It may take many years to complete, but we are committed and working hard every day to remain sustainable from the heart and leave our planet in a better way than we found it".

Another initiative supported by Tonic includes "Coat Drive" that runs each year from June through August in their home state of Melbourne. The association came about one freezing cold evening in Melbourne when Toni came across a homeless man asleep on a park bench and left him with her own coat to keep him warm. From there Toni launched "Off Your Back" an initiative which over the past 20 years has donated nearly 150,000 coats via the Salvation Army to those most in need throughout the State of Victoria.

At its core, Tonic is a women owned business that celebrates modern femininity, care, nurturing, beauty and the joy of giving.