An Australian-made pain relief cream has entered a David vs Goliath battle with well-known Big Pharma staple products by offering a natural alternative to the 3.37 million Australians who live in pain and spend a total of $144.10 billion each year on its management.
The Australian Register of Therapeutic Goods (ARTG)-listed Kunzea Pain Relief Cream contains the rare oil Kunzea, derived from a native Australian bush that flourishes in the pristine wilderness of north-east Tasmania. Unlike many pain relief products, it can be applied over and over again.
Zea founder, Hayden Brass, grew sales of his company from $70,000 in the first year to $4 million in revenue in the last 12 months, with 168% average growth year on year since launching in 2016.
“In the past 10 years, there has been a monumental shift in people’s attitudes away from Big Pharma – looking for more natural, non-toxic, chemical-free, ethical alternatives,” says Brass.
“Many of our competitors’ products advise you can only use them for one week at a time, which is an issue for chronic pain sufferers when their pain is 24/7.
“Many of our competitors also fill their base with nasties such as petroleum jelly, paraffin and harsh chemicals that can dry and irritate the skin if used continuously.
“We have kept sensitive skin types,/ front of mind while formulating the product, so that it is not only an essential pain management modality for various conditions, but also nourishing for the skin and safe on most skin types – especially sensitive skin.
“It contains skin conditioning emollients to improve the overall health of the skin, and hydrate and support your skin after each application. We like to call it our ‘inflammation-fighting’ moisturiser!”
The anti-inflammatory cream contains the 100% natural active ingredients of Kunzea, rosemary antioxidant, Tasmanian lavender, and Vitamin E.
The product has been listed on the ARTG for the treatment of muscle aches, soreness, strains, mild nerve pain, mild sciatica, mild arthritis and joint pain.
“Its listing on the ARTG, coupled with the thousands of positive consumer reviews we have received and exponential sales growth, is proof we are on to something really big,” says Brass.
“While we don’t have the sales of the big-name pharmacy brands yet, we do have all the building blocks needed to make this product one to watch on the world stage.”
Within the thousands of positive reviews for Kunzea Pain Relief Cream are life-changing stories. Like Geoff Surtees of Sydney, who cancelled his knee replacement surgery because his pain “went from a 12/10 to a 2/10” after using it. Or Rachel Mia of Geelong, who sufferers from nerve and muscle-related pain for a spinal injury and reaches for the cream in preference to her prescribed medication. Laura Banks of Hobart uses it to treat the pain throughout her body following a car accident.
These case studies have been able to return to their daily routines.
To help Zea Kunzea Pain Relief Cream strengthen its position and tackle the growing need for natural pain management options, the company will undertake a Birchal equity crowdfunding raise – where its loyal customers can buy shares in the company and share in its success.
“Our company’s vision is to improve the quality of life of 10 million people by 2030 – the additional funds will allow us to expand and distribute our cream to more people in need throughout the world, and also research and develop new innovative products that contain the natural benefits of the Kunzea bush.
“There is huge potential in the skin, beauty, personal care and wellness industry. One of the first products we have lined up in the next 6-12 months is an eczema cream. We are only just getting started!”
Brass first learnt about Tasmania’s Kunzea plant as a 13-year-old working on his Mum and Dad’s essential oil stall at Launceston’s Saturday markets.
“Kunzea can be identified as one of nature’s most-effective multi-use oils – but it’s only recently that its popularity has taken off,” he says.
“Working every weekend on my parent’s market stall, we’d always get one or two locals asking if we had any products made with Kunzea – some even said it was a ‘wonder oil’. That really piqued our interest and my parents, and I investigated its properties.”
Once confirmed, they started making health and wellness products, which they sold at the markets.
“After finishing Uni, I told my parents I wanted to start a new company dedicated to Kunzea. At the age of 24, I launched Australia’s first-ever natural personal care range based solely on Kunzea. Our products were developed in conjunction with the country’s leading botanical scientists in Kunzea research. From small beginnings big things grew, selling $70,000 in the first year, right up to $4 million in the past 12 months.
“Kunzea is a cousin of tea tree oil, but we believe it has the potential to be even bigger on the global stage. The plant flourishes in Tasmania’s north-east and the islands of the Bass Strait, such as Flinders Island, where we source a lot of Kunzea oil and Kunzea honey. The plant is so abundant it can be sustainably wild-harvested 2-3 times per year.
“The properties of Kunzea oil are similar to tea tree and eucalyptus, except it is a non-irritant that has a much milder sensation when applied topically to the skin.”
The health and wellness brand continues to innovate with products such as Zea Gourmet Kunzea Honey, produced from the nectar of the Kunzea Ambigua flower, and Zea Active’s Sports Cooling Spray – MAGZEA, combining the natural benefits of Kunzea, peppermint, and magnesium.
Zea’s most recent focus has been on sustainability and being a profit-for-purpose business. The company donates 1% of all sales to the planet, and recently became a Certified B Corporation. This means Zea has met the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose.
For more information: www.zea.com.au
