Good & Proper Tea

Good & Proper Tea is a UK-based company specializing in high-quality, ethically sourced loose leaf teas, offering a variety of tea products to enhance customer experience and knowledge. Good & Proper Tea was founded in 2012 in London, UK, focusing on providing premium whole leaf teas. The company has raised GBP 850,000 in its most recent round of funding on April 25, 2025. The founder has a background in the food and beverage industry, which has informed the company's approach to sourcing and quality.

Good & Proper Tea does not have any subsidiaries or parent companies, nor has it undergone any notable pivots in its business strategy. Good & Proper Tea specializes in providing a diverse selection of high-quality, whole leaf teas sourced from ethical suppliers. Their core offerings include various types of loose leaf teas, such as black, oolong, green, white, and herbal varieties, as well as tea bags for convenience. The company places a strong emphasis on expanding tea knowledge for its customers, evidenced by their Guest Tea Series, which features unique, small-batch teas launched quarterly.

Targeting tea enthusiasts and casual drinkers alike, Good & Proper Tea aims to enhance the tea experience by offering exceptional quality and brewing tips. The company operates primarily in the United Kingdom but also provides worldwide shipping, ensuring accessibility to a global customer base that values premium tea products. Good & Proper Tea generates revenue through direct-to-consumer sales and subscription models, allowing customers to receive regular deliveries of their favorite teas. The subscription service offers convenience by automatically sending selected teas at a frequency determined by the customer, alongside a 10% discount on each order.

Additionally, the company engages in retail and wholesale partnerships, expanding its reach to various markets. Specific flagship products include their extensive range of loose leaf teas and the Guest Tea Series, which appeals to both individual consumers and businesses seeking high-quality tea options. The structure of transactions is designed to foster long-term relationships with customers while promoting the enjoyment and appreciation of premium tea. In April 2025, Good & Proper Tea raised GBP 850,000 in venture funding from individuals and other unspecified investors.

The company plans to utilize this funding to support business expansion in the tea beverage industry. Upcoming products include new blends and limited-edition teas, aimed at launching by late 2025. Furthermore, Good & Proper Tea is targeting expansion into European markets, including Germany and France, by mid-2026, aiming to reach a wider audience of tea consumers.