Boulder stories

The Celestial Seasonings Story: From Boulder Roots to Beloved Brand

Published July 2026 · Updated September 2026

Long before wellness culture became a global industry, a group of young idealists in Boulder, Colorado were hand-picking wild herbs in the Rocky Mountain foothills and selling them in hand-sewn muslin bags. That scrappy operation, launched in the early 1970s, would eventually become Celestial Seasonings—one of the most recognizable herbal-tea brands in the world.

Humble Beginnings in the Foothills

The company traces its origins to 1969, when founder Mo Siegel and a small circle of friends began harvesting local botanicals and blending them into teas. Boulder's countercultural spirit and proximity to mountain meadows made it an ideal birthplace for an herb-based venture. Early blends were sold locally and eventually found their way into natural-food stores across the country.

The brand grew steadily through the 1970s, riding a wave of consumer interest in natural foods and alternatives to conventional beverages. By the mid-1980s, Celestial Seasonings had become a genuine household name, with its whimsical box artwork and philosophical quotes earning a loyal following far beyond Colorado.

A Factory Built for Tea Lovers

Today the company still calls Boulder home, operating out of a facility on Sleepytime Drive—yes, named after its famous chamomile blend. The factory produces an enormous volume of tea, and remarkably, it welcomes the public inside for guided factory tours (currently about $6 per person; check the website for current pricing).

The Celestial Seasonings factory tour runs Tuesday through Saturday and requires advance online reservations (with a signed waiver); the gift shop and tea sampling are open without reservations, and hours can vary seasonally, so check ahead. Visitors walk through production areas, see blending and packaging equipment in action, and learn about how the company sources ingredients from around the world.

The Famous Mint Room

No visit is complete without stepping into the Mint Room—a walk-in storage space where raw peppermint and spearmint are kept. The concentrated aroma is, by most accounts, an experience that has to be felt to be believed. Many visitors describe it as equal parts exhilarating and overwhelming; children under 5 aren't permitted on the factory-floor portion, and anyone sensitive to strong scents should be prepared. The room is usually just a brief stop on the tour, but it tends to be the moment everyone remembers.

Beyond the Tour

The on-site Tea Bar, Tea Shop, and gift shop give visitors a chance to sample seasonal blends and pick up teas that aren't always easy to find elsewhere. The company's visitor center also displays original packaging and artwork, offering a nice visual history of the brand's evolution.

A Sundance Connection Worth Noting

With the Sundance Film Festival making its historic move to Boulder for its first Colorado edition (January 21–31, 2027), the city is set to welcome an influx of film lovers, many of whom will be discovering Boulder for the first time. A Celestial Seasonings tour makes an easy, low-key half-day outing between screenings—a grounding counterpoint to the festival buzz.

Note: The 2027 dates and official venues have been announced (venues include Boulder Theater, Macky Auditorium, Chautauqua Auditorium, the Dairy Arts Center, eTown Hall, Cinemark Century Boulder, Boulder High School Auditorium, Casey Middle School Auditorium, Gordon Gamm Theater, Muenzinger Auditorium, Roe Green Theatre, and several CU Boulder venues, among others); the full film lineup and ticketing details are still forthcoming. Check sundance.org for official updates as they become available.

Whether you're a lifelong fan of Sleepytime or just curious about how a handful of herb-pickers built something lasting, Celestial Seasonings is one of those rare places where a good story and a good cup of tea arrive together.