Aelo

What Aelo does

Aelo is an Australian consumer healthcare company specializing in eyelid hygiene and self-heating eye care products, founded in 2022 by Australian optometrists who observed a gap between clinical recommendations for eye care and consumer-available products. The company sells two complementary product lines: the Aelo Eyelid & Eyelash Wash, which holds Australia's first TGA-listed eyelid and eyelash cleanser registration (AUST L 490647) as a pH-balanced, fragrance-free foam, and a self-heating eye mask line available in four variants (Fragrance-Free, Lavender, Chamomile, Lutein) plus the 30-mask Triluxe Fragrance Collection bundle. The masks use air-activated iron powder oxidation to reach approximately 40°C for up to 30 minutes without electricity, microwave, or batteries, and are sold in 10-mask boxes at the same price points competitors typically charge for 5-mask boxes.

The business model is direct-to-consumer e-commerce through aelo.com.au, supported by a subscription option (10% savings with monthly, bi-monthly, or quarterly delivery) and a wholesale stockist channel into optometrist and wellness clinic retail. International shipping is available to the US, UK, EU, and ANZ with multi-currency support (USD, AUD, GBP, EUR). Unit prices range from $22 USD for the 50mL cleanser to $59.99 USD for the 30-mask Triluxe bundle, positioning Aelo as a mid-priced, premium-feeling DTC eyecare brand. Marketing is content-led via the Dry Eye Hub, organic social (Facebook, Instagram), email, and verified customer reviews, with the Eyecare Project dry eye clinic in Hawthorn, Melbourne providing professional services and clinical credibility.

Name

Aelo

Legal name

Aelo Pty Ltd

Website

https://aelo.com.au

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Aelo is an Australian consumer eyecare brand founded in 2022 by optometrists, selling a TGA-listed eyelid cleanser and air-activated self-heating eye masks direct-to-consumer online, via subscription, and through optometrist stockists in Australia with international shipping.

Ownership category

akta.pro rank

Product category

Dry Eye Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABAAAC

Eye & Lip Skincare

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAKAC

Eyelash Tools (Curlers, Applicators) & False Lashes

Consumer Products & Retail/Beauty & Personal Care/Beauty Tools & Accessories

Keywords

• Dry eye care
• Eyelid hygiene products
• Self heating eye masks
• Eye care cleansers
• Optometry consumer products

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales (One-time): Direct product sales through ecommerce website with one-time purchase options for eye masks and cleansers. Individual products and bundles available.
2. Subscription/Recurring Revenue: Monthly subscription model with 10% savings for subscribers. Customers can set delivery frequency (monthly, bi-monthly, or quarterly) with ability to skip, delay, or cancel anytime. Provides predictable recurring revenue and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Aelo designs, manufactures (or sources), and sells consumer eye care products, primarily the Aelo Eyelid & Eyelash Wash (Australia's first TGA-listed eyelid and eyelash cleanser) and a line of air-activated self-heating eye masks in Fragrance-Free, Lavender, Chamomile, and Lutein variants. The brand sells these products direct-to-consumer through its own e-commerce site (aelo.com.au), via an opt-out subscription program, and through a stockist network of optometrists and wellness clinics, supplementing sales with an in-house dry eye clinic (Eyecare Project).

Product overview

Aelo is an Australian eye care brand founded by optometrists offering two core product lines: the Aelo Eyelid & Eyelash Wash (Australia's first TGA-listed eyelid and eyelash cleanser, AUST L 490647) and Self Heating Eye Masks available in four variants (Fragrance-Free, Lavender, Chamomile, and Lutein). The products are designed as a complementary two-step ritual—the cleanser removes irritants from eyelids and lashes in 30 seconds, while the self-heating masks provide gentle warmth (up to 40°C for 30 minutes) for tired, screen-fatigued eyes. Each mask box contains 10 single-use masks (double the quantity compared to competitors). Bundle options (30 masks) and the Triluxe Fragrance Collection (all three scented variants in one box) provide value and variety. A subscription service offering 10% savings is available for repeat purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Aelo Eyelid & Eyelash Wash Sting-free, pH-balanced eyelid and eyelash cleanser for daily lid hygiene; removes airborne pollution, dust, dirt, and makeup residue; suitable for sensitive eyes, contact lens wearers, and eyelash extension users. Australia's first TGA-listed eyelid and eyelash cleanser (AUST L 490647).
• Fragrance-Free Self Heating Eye Masks (10 Masks) Air-activated self-heating eye mask with no added fragrance; reaches up to 40°C for ~30 minutes via iron powder oxidation; individually wrapped for home, travel, or evening routines; 10 masks per box.
• Self Heating Eye Masks with Lavender (10 Masks) Lavender-infused self-heating eye mask providing gentle, consistent warmth up to 40°C for ~30 minutes; designed for relaxation and evening wind-down rituals; 10 single-use masks per box.
• Self Heating Eye Masks with Chamomile (10 Masks) Chamomile-infused self-heating eye mask reaching up to 40°C for ~30 minutes; positioned to soothe screen-fatigued eyes and support relaxation; 10 individually wrapped masks per box.
• Self Heating Eye Masks with Lutein (10 Masks) Fragrance-free self-heating eye mask with lutein-inspired positioning for a fresh, bright-feeling under-eye moment; consistent warmth up to 40°C for ~30 minutes; 10 single-use masks per box.
• Triluxe Fragrance Collection Self Heating Eye Masks (30 Masks) Mixed bundle of 30 self-heating eye masks (10 Lavender, 10 Chamomile, 10 Lutein); allows customers to try all scented variants and rotate by mood/moment; individually wrapped, air-activated warming to ~40°C for ~30 minutes.
• Fragrance-Free Self Heating Eye Masks Bundle (30 Masks) Bundle of 30 fragrance-free self-heating eye masks at reduced per-mask pricing; available as one-time purchase or via subscription with 10% savings.
• Product Subscriptions Subscription service for Aelo products offering 10% savings, with flexible delivery frequency (monthly, bi-monthly, or quarterly), and the ability to skip, delay, or cancel anytime with a 3-day reminder before each shipment.

Quantifiable outcome

• 30-second daily cleansing routine
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Melbourne Accelerator ProgramcoreOthers · 1 January 2023Aelo was selected into the Melbourne Accelerator Program 2023 cohort, gaining access to mentorship, funding, and networks to accelerate development over five months. The program focuses on startups working on health, environmental, and community solutions.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• The Ordinary: High-volume skincare brand with eye-area serums at accessible price points — illustrates the commoditising pressure Aelo's premium eyelid cleanser faces from mass-market skincare incumbents.
• Ilia Beauty: Established clean-beauty brand with eye-area products sold via DTC and Sephora — broader incumbent sharing Aelo's premium, ingredient-led positioning but across a wider beauty portfolio.

Direct peers

• OCuSOFT: US-based leader in eyelid hygiene products (Lid Scrub) sold through optometrists and pharmacies — directly competes with Aelo's TGA-listed eyelid & eyelash cleanser in the same clinical-recommendation channel.
• Bruder Healthcare: Leading heated eye mask and warm compress brand sold via optometrists — directly competes with Aelo's self-heating eye masks on both product format and professional recommendation channel.
• EyeEco: Specialty retailer of moist heat eye compress masks and dry-eye accessories — competes in the same heated eye mask category, primarily through eye-care professional channels.
• Blephadex: Specialty eyelid cleanser brand targeting blepharitis and dry eye sufferers — competes head-to-head with Aelo's daily lid hygiene positioning and optometrist-driven distribution.
• Cliradex: Tea-tree based eyelid cleanser sold through eye-care professionals for blepharitis and dry eye — overlaps with Aelo's eyelid hygiene use case and professional channel.
• Heyedrate: DTC eyelid and lash cleanser brand focused on dry eye, blepharitis and Demodex — closely comparable to Aelo on product format, customer segment, and optometrist-endorsed positioning.

Emerging players

• Optase: Emerging dry-eye brand with a multi-product range (wipes, drops, masks) sold internationally via optometrists — partial overlap with Aelo's eye mask and lid hygiene portfolio.
• iLumin: Beauty-meets-clinical eye care brand offering heated masks and serums — overlaps with Aelo's premium self-heating mask positioning and self-care consumer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/aelo.au
• Instagraminstagram.com/aelo.au

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aelo