Amazing Oils

What Amazing Oils does

Amazing Oils, which rebranded to Amazing You in 2025, is a privately held Australian consumer wellness company founded in 2010 by a family following a serious health diagnosis of a family member. The company specializes in topical magnesium chloride products — sprays, gels, lotions, bath flakes, and a sensitive-skin formulation — positioned as transdermal alternatives to oral magnesium supplements that bypass digestive discomfort. In 2025 the portfolio was extended into ingestible wellness drinks (Daily and Nightly Wellness Drinks) and a five-SKU bundle architecture priced from $51 to $122, with unit prices ranging from $10.95 for Epsom Salts Flakes to $69.95 for a 1L Daily Magnesium Oil Refill.

The core technology is formulation rather than software: water-based magnesium chloride solutions and gels optimized for skin absorption, plus a 1L bulk refill format that lowers per-application cost for repeat users. The company claims it coined the term 'magnesium spray' to differentiate from generic 'magnesium oil' language, and markets on attributes including Australian-made provenance, vegan/cruelty-free certification, a 30-day risk-free trial, and an education-driven content hub on magnesium deficiency, sleep, and pain. The reported milestone of 'over 1 million products sold worldwide' anchors brand-credibility claims.

Revenue is generated primarily through direct-to-consumer e-commerce on its Shopify-based storefront (amazingyou.com), supplemented by a wholesale stockist program targeting health food stores and pharmacies and a Store Finder for physical retail. The company ships DTC to 150+ countries with active markets in Australia, New Zealand, the United States, and the United Kingdom. Marketing is multi-channel: a magnesium education blog, Facebook, Instagram, YouTube, and TikTok under the @AmazingYouOfficial handle, email/newsletters, and the 'Amazing Points' loyalty program. The company is headquartered in Beerwah, Queensland, operates with 11-50 employees, has not disclosed external funding or revenue, and has no disclosed patents, regulatory certifications, partnerships, or M&A activity.

Name

Amazing Oils

Legal name

Amazing You

Website

https://amazingoils.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Topical Magnesium Wellness Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Bath Additives (Bath Bombs, Salts, Oils, Soaks) (CRABAEAE)

Keywords

• Topical magnesium products
• Magnesium supplements
• Sleep support products
• Pain relief solutions
• Wellness products

Headquarters

HQ city

Caloundra

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time and subscription-ready sales of topical magnesium products (sprays, gels, lotions, bath flakes, wellness drinks) through e-commerce and retail channels. Products sold in various sizes with unit pricing ranging from $10.95 to $69.95. Bundle offerings provide incremental revenue through product combos.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Amazing Oils (now Amazing You) manufactures and sells topical magnesium chloride products including sprays, gels, lotions, bath flakes, and oral wellness drinks for sleep support, muscle and joint pain relief, and daily health maintenance. The company also offers curated product bundles combining daily and sleep-focused formulations. All products are Australian-made, vegan, cruelty-free, and positioned as alternatives to oral magnesium supplements through transdermal absorption.

Product overview

Amazing Oils (now Amazing You) is a consumer wellness company specializing in topical magnesium products for sleep, pain relief, and daily health support. The product portfolio consists of two main lines: Daily Wellness products (Daily Magnesium Spray, Gel, Wellness Drink, Flakes, Sensitive Oil, and 1L Refill) designed for everyday energy and general health, and Sleep products (Sleep Magnesium Lotion, Spray, Nightly Drink, Gel, and Flakes) formulated for nighttime relaxation and sleep support. Additional offerings include Joint Magnesium Flakes for targeted joint relief and Epsom Salts Flakes. The company also sells pre-curated Bundles combining products from both lines (Awake & Asleep, Pour & Restore, Energise & Rest, Evening Calm, All Day & All Night) to provide comprehensive morning-to-night wellness solutions. All products deliver magnesium chloride through topical absorption (skin application, bath soaks) or oral consumption (drinks), positioning the brand around the benefits of transdermal magnesium delivery as an alternative to oral supplements.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Magnesium Spray A topical magnesium chloride spray for daily wellness support, designed for targeted application on skin for better absorption without digestive discomfort.
• Daily Magnesium Gel A gel-based magnesium supplement applied topically for daily muscle and joint support with easy absorption.
• Daily Wellness Drink An oral wellness drink formulated with magnesium to support daily energy and overall health.
• Daily Magnesium Flakes Magnesium chloride bath flakes for soaking, designed to help relax muscles and support daily wellness through topical absorption.
• Epsom Salts Flakes Epsom salt flakes for bath use, providing magnesium sulfate for muscle relaxation and recovery.
• Sensitive Magnesium Oil A gentle magnesium oil formulation designed for sensitive skin, delivering magnesium through topical application.
• Daily Magnesium Oil Refill (1L) A 1-liter bulk refill of daily magnesium spray for ongoing use, offering an economical option for regular magnesium supplementation.
• Sleep Magnesium Lotion A topical magnesium lotion formulated to promote relaxation and better sleep when applied before bedtime.
• Sleep Magnesium Spray A spray-on magnesium product designed for evening use to help calm the mind and relax the body for improved sleep quality.
• Nightly Wellness Drink An oral drink supplement formulated with magnesium specifically for nighttime use to support restful sleep.
• Sleep Magnesium Gel A gel-based magnesium product for evening application, designed to help relax muscles and prepare the body for sleep.
• Sleep Magnesium Flakes Magnesium bath flakes formulated for evening use to promote deep relaxation and support restful sleep.
• Joint Magnesium Flakes Magnesium chloride bath flakes designed to target joint discomfort and support musculoskeletal comfort through topical absorption.
• Awake & Asleep Bundle A curated bundle combining daily wellness and sleep-focused magnesium products, providing support from morning to night.
• Pour & Restore Bundle A wellness bundle featuring drink products designed to restore balance and support daily vitality.
• Energise & Rest Bundle A bundle pairing daytime energy support with nighttime relaxation products for round-the-clock wellness.
• Evening Calm Bundle A bundle of evening-focused products designed to calm the body and mind before bedtime.
• All Day & All Night Bundle A comprehensive bundle providing full-day and full-night magnesium support for sustained wellness routines.

Quantifiable outcome

• Over 1 million products sold worldwide

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Blackmores: Largest Australian health supplements company offering magnesium tablets and broader wellness portfolio. Comparable as the dominant domestic incumbent competing in the same magnesium category and broader Australian wellness market.
• Nature's Way: Established North American supplements brand offering magnesium capsules, gummies, and topical lines. Comparable as a broad wellness incumbent competing for the same sleep, pain, and daily magnesium consumer.
• Solgar: Premium mineral and vitamin supplement brand with a strong magnesium range (citrate, glycinate, oxide). Competes with Amazing You for the same wellness-conscious consumer seeking magnesium supplementation.
• Swisse Wellness: Major Australian supplements and wellness brand owned by Health & Happiness Group. Overlaps with Amazing You in sleep and daily wellness positioning, with broader portfolio across vitamins and minerals.

Emerging players

• Ritual: Direct-to-consumer essentials and supplement brand selling magnesium and sleep-support formulations. Comparable as a digitally native, design-forward wellness brand targeting the same modern wellness consumer that Amazing You addresses via content and DTC.

Direct peers

• Magnesium For Life: Specialist online retailer and brand focused on transdermal magnesium products including oils, flakes, and lotions. Direct category peer with similar DTC-led distribution.
• Seven Minerals: Pure-play topical magnesium brand selling magnesium oil sprays, gel, and bath flakes direct-to-consumer in North America and Europe. Closely matches Amazing You's core product matrix.
• Ancient Minerals (by Enviromedica): One of the most established topical magnesium chloride brands globally, offering magnesium oil sprays, flakes, lotions, and gels. Directly competes with Amazing You on product format, ingredient, and transdermal delivery positioning.
• BetterYou: UK-based specialist in transdermal magnesium and vitamin sprays, lotions, and bath flakes. Operates the same product-category playbook as Amazing You with overlapping SKUs (sprays, gels, bath flakes) and a similar direct-to-consumer plus retail model.
• Life-flo: US wellness brand offering Pure Magnesium Oil, magnesium chloride flakes, and topical mineral lotions. Closely comparable SKU set and category positioning to Amazing You's sprays and bath flakes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AmazingYouOfficial
• Facebookfacebook.com/AmazingYouOfficial
• Instagraminstagram.com/AmazingYouOfficial
• TikToktiktok.com/@AmazingYouOfficial
• Xx.com/theamazingoils

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Amazing Oils