OUR STORY

Tea, reimagined.

TAE was born from a simple idea: tea deserved more.

I’ve always been a tea drinker, but while working in coffee shops, I watched speciality coffee in Ireland evolve into something much bigger than the drink itself. There was a new appreciation for quality, origin, brewing, beautiful packaging and the brands behind it. Tea by comparison still felt traditional.

I wanted to change that.

I founded TAE in 2023 to create the kind of tea brand I wanted to buy myself — one that brought together exceptional ingredients, contemporary design and the simple ritual of making something good for yourself.

We started with three herbal tea blends, developed to make high-quality, functional tea feel more accessible and relevant to a new generation of tea drinkers. Since then, TAE has grown into matcha sourcing directly from family-run farms in Japan. Alongside a collection of matcha bowls, whisk sets and accessories designed to make the ritual as enjoyable as the drink itself.

Designed to be part of your everyday.

For us, good design isn't an afterthought. It's part of the product.

From our refillable tea tubes and biodegradable refills to our matcha tins, bowls and accessories, everything is considered with both function and aesthetics in mind. We want to create products you'll enjoy using, leave out on your kitchen shelf and return to every day.

Sustainability is part of that thinking too. Our original tea tubes were designed to be kept and refilled rather than replaced, while our refill pouches offer a lower-waste way to replenish the teas you love.

Quality starts at the source.

We care deeply about what goes into every cup.

We develop our herbal tea blends using whole-leaf herbs, fruits and botanicals, working with specialist suppliers to source ingredients for their quality and flavour. Our matcha is sourced directly from family-run farms in Japan, where generations of knowledge and craftsmanship go into producing the tea we bring to you.

As TAE has grown, we've had the opportunity to travel to Japan, meet our suppliers and deepen our understanding of the traditions, cultivation and craft behind matcha — knowledge that continues to shape how we source, develop and share our products.

For better daily rituals.

Ultimately, TAE isn't about making tea complicated.

It's about taking something you already do and making it a little more intentional. Whether that's your morning matcha, an afternoon cup of tea, or ten quiet minutes at the end of the day.

We're here to create exceptional tea and matcha, thoughtfully designed for modern life.

For better daily rituals.