When Lee Harold’s father was diagnosed with cancer in 2011 his family’s world was turned upside down.
With his wife Uma and children Shalm and Grace, Lee began searching for natural treatments that may help his father Colin in his hour of need.
Based on Queensland’s Sunshine Coast, the Harold family are founders of one of Australia’s most popular yoga schools.
As a family of yoga teachers, they have always maintained a strong focus on health, exercise, diet – and in particular all-natural products.
“We devoted endless hours searching the Internet before eventually discovering a product from Hawaii that contained magnesium oil,” explains Shalm.
But magnesium comes in many different forms and the family spent long hours of extensive research and product testing.
Sourced from pristine salt lakes
“After trialling sources from Northern Europe, the US and even Asia we discovered that there was a natural source of Magnesium Oil right here in Australia,” says Shalm.
The magnesium is pumped from pristine salt lakes in Western Australia and Victoria and is the only certified organic source in the world.
It is much finer than magnesium found in Europe and Asia, which means it is smoother to apply and better absorbs into the skin.
They began trialling the new products with some of their yoga students.
“The feedback was fantastic,” says Shalm.
To further spread the word, his father Lee set up a stall at the famous Eumundi Markets, near Noosa.
On the stand he displayed a simple sign: “Spraying Not Selling.”
“He literally wanted to get out there and help as many people as he could,” says Shalm.
Soon, people were asking where they could find this ‘amazing oil’ – and the Amazing Oils company was born.
Their client base expanded rapidly as they gained exposure across Australia through yoga classes, social media, local markets and shows.
Within 12 months the business grew from the kitchen bench to the garage, then to a small shared warehouse.
Extensive range of high quality products
“Our first customers came from the markets,” Shalm recalls. “We then started selling our products through retail outlets, pharmacies and health food stores.”
The Harold family has since created an extensive range of topical pharmaceutical grade magnesium products. Their products are designed to aid in the relief of pain associated with fitness related injuries, cramping, restless legs, insomnia, headaches, migraines, joint pain, PMT, mild skin irritations and stress.
With an office and three warehouses at Maroochydore on Queensland’s Sunshine Coast, Amazing Oils now employs about 15 full-time and casual staff and boasts more than 1 million unit sales. Its products can be found in over 3,000 retail outlets across the country.
Strong international demand
And the company is now ready to take on the world.
“We’ve already had some big orders from South Korea,” says Shalm, who is now the company’s Brand Manager. “And there is also strong demand from the US and Europe.
“New Zealand is another big market for us.”
China is also on the company’s radar, but it requires a major education campaign to convince consumers who are more familiar with traditional local pain relief products.
Shalm says the company’s main focus is on regions where there is a strong awareness of magnesium and its health benefits.
Unique products to bring to market
“The US is country with a huge health market and huge potential,” Shalm says. “There are already some big companies selling magnesium oil products in the US. But we have some really unique products to bring to market – so we’re very excited.”
Negotiations have begun with a number of US retailers to stock the exclusive Australian Made products.
“But first we want to build an e-commerce presence in the US,” says Shalm. “We love having direct liaison with our consumers – and we really love hearing their stories. Those direct relationships mean a lot to us.”
Supporting those in need
The company is also a strong supporter of the local community and those in need. It has raised and donated hundreds and thousands of dollars for a number of charitable events including the Children’s Hospice Hummingbird House High Tea, Pink Ribbon Breakfast for Cancer Council, the annual Noosa Triathlon, Ironman Championships and Westpac’s Massage on the Mountain.
Amazing Oils has also partnered with not-for-profit organisation, Endeavour Foundation, to create job prospects for people living with disabilities.
Unlike many companies, Amazing Oils makes no extravagant claims about its products.
But the company is so confident about the quality of its range it offers a money back guarantee on all products sold.
Extensive scientific research has clearly demonstrated the benefits of magnesium in treating a broad range of medical conditions.
According to the World Health Organisation, fewer than 60 percent of adult men and women meet the adequate intake values for magnesium. Low magnesium intake is linked to chronic inflammation, which is one of the drivers of aging, obesity and chronic disease.
You could say Amazing Oils is in the right place at the right time.
And with a number of new products on the horizon the future certainly looks bright for this family-owned company with a big heart.
To learn more about the Amazing Oils visit: www.amazingoils.com.au
Healing the world … the Harold family (from left) Shalm, Grace, Lee and Uma