It wasn't Michelle's intention to create a scalable, international brand but when an oil she was regularly asked about led her to the kunzea plant, she knew she was on to "a good thing".
"Ten years ago while we were working at the local markets in Tasmania, where we used to live, selling a full range of our own essential oils, local Tasmanians kept asking for one specific oil we hadn't heard of. We did some digging and discovered over 20 years of research on the kunzea species and the components within the oil," Michelle explained.
"This got us excited and we couldn't believe what we learnt and that nobody was using it commercially. So, as a family project, we started testing, investing, promoting and learning about kunzea oil. I started to use it at my naturopathic clinic on clients with various chronic conditions. The customer feedback and results we started to see were remarkable."
In 2016, Michelle's son Hayden, 27, decided to go "all in" and turned the family project into a scalable business. "He started Zea Relief featuring kunzea oil in a small collection of products," she said.
Since then, Zea Relief has already helped over 10,000 people. "We engaged an incredible formulator who helped us nail the exact formulation for arthritis and the pain management market. It's high quality, cruelty-free, chemical-free and skin-friendly. Zea Relief products are also vegan, except Kunzea Balm that contains beeswax as the base," Michelle explained.
"It's this formulation of the actual Zea Relief products that's our biggest innovation. We have developed the first topical pain relief product to contain kunzea as the key active ingredient to be listed as a 'therapeutic good' in Australia.
"This is big kudos for our brand as it recognises the real benefits of kunzea oil on arthritis and joint pain management. There are millions of people worldwide who suffer from pain everyday, and we have a 100% natural, Australian made product that can effectively help those people find relief," she said.
"The Kunzea Cream was launched to the public in January 2018 and since then we have received over 500+ 5-star reviews for this product alone and sold over 10,000 units."
Michelle said having a product-based business has been both rewarding and challenging. "Seeing customers apply our products to their body and see almost immediate results has been extremely rewarding. And seeing our product come to life and grow over the past few years has been exciting."
And with most businesses, it has its challenges. "It's very cash-intensive and requires a lot of investment to see the business grow and expand. It's particularly difficult to break into the market with a therapeutic product with healing benefits, as the regulation in Australia is extremely tight and has high barriers to entry. It requires a lot of upfront capital, which was difficult as a bootstrapped family business."
Despite this, Michelle and Hayden along with an expanding team, have created unique products customers are calling 'liquid gold' and 'wonder oil'. "I love being able to build a business that can change the lives of people. Having received so many incredible emails and reviews from customers is incredibly rewarding and feels like we are really making a difference.
"It's also really nice working with my family. While it certainly has a lot of challenges, I have a relationship with my family members that are very close, which is inspiring."
Zea Relief has also helped bring to life a family dream that one of the original co-founders, Simon Brass, held close to his heart. With a background in horticulture, Simon had an extensive understanding of and knowledge of native Australian flora.
"Sadly, Simon passed away in August 2016. He had a passion and love for the Tasmanian kunzea ambigua plant and the Zea Relief products. Simon will always be fondly remembered for the remarkable impact he had on getting Zea Relief to where it is today."
With a strong family focus and solid sales growth year on year, Michelle said 2020 is set to be another big year. "We plan on launching nine new products including a large pump bottle version of our popular 100gm cream and much-anticipated kunzea honey - we believe will be the next Manuka honey," she added.
As product stocks are low via the Zea Relief website, people can visit the below stores should they wish to try the Zea Relief products: https://www.zearelief.com/pages/store-locator
Question: What is the kunzea plant?
Michelle Brass: The Kunzea Ambigua plant is an incredible Australian native that flourishes in the pristine wilderness of North-East Tasmania. It is also known as "White Cloud", "Tasmanian Kunzea", "Zea Oil" and the "Tick Bush".
The plant itself is a tall shrub, that grows up to three metres in height, and in Spring it blooms with the most beautiful, fragrant white flowers.
As it is native to the cooler coastal areas of Australia, you will most likely find it in Southern New South Wales, Victoria and Tasmania, although it grows most profusely in wild Tasmania and the Bass Strait islands.
Question: How did the kunzea plant lead to a whole product range?
Michelle Brass: While we were living in Tasmania and working at the local markets, selling our own range of essential oils, locals kept asking for one specific oil we hadn't heard of called kunzea.
We did some digging and discovered over 20 years of research on the kunzea species and the components within the oil. This got us really excited and we couldn't believe what we learnt and that nobody was using it commercially. So, as a family project, we started testing, investing, promoting and learning about kunzea oil.
I started to use it in my naturopathic clinic on clients with various chronic conditions and the customer feedback and results we started to see were remarkable.
In 2016, my son, Co-Founder and Managing Director, Hayden, 27, said he "wanted all in" and turned the family project into a scalable business. And so Zea Relief was born, featuring a signature range of products based around kunzea oil.
Question: Can you tell us about the innovative product range?
Michelle Brass: The biggest innovation to shape our business really comes down to the actual formulation of the Zea Relief products themselves.
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