Abundant Natural Health P/L & Inc.

What Abundant Natural Health P/L & Inc. does

Abundant Natural Health Pty Ltd is an Australian private company (ABN 11 614 499 937) headquartered in Chatswood, NSW, that develops, manufactures and sells ocean-sourced magnesium-based wellness products across four sub-brands: Ocean Magnesium (topical gels, sprays, lotions and bath soaks), Ocean Soothe (scalp and body care for sensitive, dry and problematic skin), Abundant Element (oral magnesium powder supplements — Glycinate, Citrate and Daily Flavour-Free) and ELMT (a ready-to-drink magnesium beverage). The company's core technology centres on transdermal Magnesium Chloride sourced from regenerative salt ponds in Karratha, Western Australia via its supplier EcoMag, with a proprietary cucumber stem cell infusion that delivers a sting-free formulation positioned as Australia's only ocean-sourced stingless magnesium. Products are cruelty-free certified under the Leaping Bunny Programme and carry the Australian Made & Owned mark; the company has publicly opted out of mainland China distribution to preserve that position.

The business operates a hybrid direct-to-consumer and retail distribution model. Primary DTC revenue comes from two Shopify-powered e-commerce storefronts (abundantnaturalhealth.com.au for Australia and abundantnaturalhealth.com for the US) with international shipping to the UK and EU, supported by unit pricing typically ranging from A$14.95 to A$84.25 across individual SKUs and pre-packaged bundles, with free domestic shipping over A$80. Secondary retail revenue flows through tier-1 Australian pharmacy chains — Priceline Pharmacy and TerryWhite Chemmart — alongside independent pharmacy networks including Blooms, Healthsave, Pharmacist Advice and P4L. The customer base is long-tail and consumer-oriented, with over 15,000 customers served across 29 in-stock products, addressing use cases from muscle recovery and sleep support to dry scalp and skin conditions, and including oral supplementation for users who cannot tolerate topical formats. Marketing is conducted through Instagram, Facebook, TikTok, blog content, a Spotify podcast and a 'Find My Magnesium' product quiz, with AfterPay, PayPal and major card networks integrated at checkout.

Strategically, 2024 was an active expansion year: three new product launches (ELMT Drink, Magnesium Glycinate, refreshed Magnesium Citrate), a dedicated US storefront, international shipping enablement for the UK and EU, and tier-1 pharmacy chain partnerships. The company is privately held with no disclosed funding rounds, no disclosed headcount, no M&A activity and no public ticker, and there is no revenue figure publicly available. All evidence indicates a bootstrapped, brand-led consumer wellness operator at sub-scale relative to the broader Australian pharmacy and supplements market.

Name

Abundant Natural Health P/L & Inc.

Legal name

Abundant Natural Health Pty Ltd

Website

https://abundantnaturalhealth.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Abundant Natural Health is an Australian wellness company that sells ocean-sourced magnesium products — topical gels, sprays, lotions and bath soaks, oral powder supplements, scalp and body care, and a magnesium drink — to health-conscious consumers across Australia, the US, UK and EU via Shopify e-commerce and pharmacy retail.

Ownership category

akta.pro rank

Product category

Natural Magnesium Wellness Products

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Medical Supplies & Consumables Wholesale (Non-Device) (CRAOAHAE)

Keywords

• Magnesium wellness products
• Topical magnesium skincare
• Magnesium dietary supplements
• Scalp care products
• Natural mineral body care

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - E-commerce: Direct online sales through abundantnaturalhealth.com.au to consumers in Australia and internationally. One-time purchase model for individual products and bundles.
2. Product Sales - Retail Distribution: Wholesale distribution through pharmacy and health store chains including Priceline Pharmacy, TerryWhite Chemmart, Blooms, Healthsave, Pharmacist Advice, and P4L stores.
3. Bundled Product Packages: Pre-packaged bundles offering multiple products at discounted prices compared to individual purchases (e.g., Ocean Magnesium Trio Bundle, Complete Scalp Relief Set, Starter Kits)

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Abundant Natural Health sources, formulates and sells ocean-sourced magnesium-based wellness products under multiple sub-brands. The portfolio includes Ocean Magnesium topical gels, sprays, lotions and bath soaks; Ocean Soothe scalp and body care products for sensitive and flaky skin; Abundant Element oral magnesium powders (Glycinate, Citrate, Daily); and ELMT magnesium-fuelled drinks. The products are sold through a direct-to-consumer Shopify e-commerce site and through pharmacy and health-store retail partners in Australia and the USA.

Product overview

Abundant Natural Health is an Australian wellness company specializing in ocean-sourced magnesium products. The portfolio consists of two main sub-brands: Ocean Magnesium (topical gels, sprays, lotions and bath soaks for muscle relief and relaxation) and Ocean Soothe (scalp and body care products for sensitive, dry and problematic skin). The Abundant Element line offers dietary supplements in powder form (Magnesium Glycinate, Magnesium Citrate, and Daily Flavour-Free formulations) for internal use. Products are sustainably sourced from Australian salt ponds, cruelty-free certified by Leaping Bunny, and Australian Made & Owned. Bundles and starter kits combine products for complete wellness routines targeting muscles, scalp care, and daily supplementation.

Differentiator

Problem solved

Functional benefit

Brands

• Ocean Magnesium: Topical magnesium gel, spray, lotion, and bath soak products sourced from Australian ocean-derived magnesium with cucumber stem cell for sting-free application.
• Ocean Soothe
• Abundant Element
• ELMT

Products and services

• Ocean Magnesium Gel 100mL Fast-acting, ocean-sourced magnesium chloride gel for targeted transdermal application to sore muscles, cramps and tense joints. Infused with cucumber juice to eliminate sting and enhance absorption, with effects reported within 5-10 minutes lasting up to 5 hours.
• Ocean Magnesium Spray 100mL Lightweight, sting-free magnesium chloride spray for targeted application to muscles and joints, infused with cucumber juice for mess-free absorption.
• Ocean Magnesium Lotion 100mL Rich, creamy magnesium chloride lotion infused with cooling cucumber juice, designed for evening wind-down routines to soothe the body and replenish magnesium levels.
• Ocean Magnesium Bath Soak 500mL Highly concentrated magnesium chloride bath soak infused with calming lavender oil, providing up to 8 soaks per 500mL bottle for muscle relaxation and rest.
• Ocean Soothe Scalp Control Shampoo 300mL Gentle sulphate-free shampoo for sensitive, flaky and dry scalps, formulated with ocean-sourced magnesium, pure salt and cucumber stem cell to support scalp balance.
• Ocean Soothe Scalp Control Conditioner 300mL Nourishing fragrance-free conditioner enriched with Shea Butter and Eucalyptus that conditions hair while supporting scalp comfort and hydration.
• Ocean Soothe Scalp Relief Serum 50mL Leave-in scalp serum with concentrated ocean-sourced magnesium and pure salt for targeted ongoing relief between washes; fast-absorbing and non-greasy.
• Ocean Soothe Scalp Relief Spray 50mL Leave-in scalp spray combining ocean-sourced magnesium with mineral-rich sea salt to cleanse build-up and restore scalp balance between washes.
• Ocean Soothe Inverse Relief Body Wash 240mL Gentle, soap-free body wash for sensitive, dry and problematic skin, formulated with Magnesium Chloride and Sodium Chloride to cleanse without stripping moisture.
• Ocean Soothe Flare Relief Bath Soak 500mL Mineral-rich bath soak for dry, sensitive and problematic skin combining ocean-sourced Magnesium Chloride, Sodium Chloride and calming Lavender Oil.
• Ocean Soothe Lotion 200mL Nourishing body lotion for dry, sensitive skin, supporting hydration and comfort with ocean-sourced minerals and soothing ingredients.
• Lips Alive 15mL Active lip balm powered by Lycopene antioxidant, nourishing dry, rough and dull lips with tomato-derived antioxidant formula.
• ELMT Magnesium Fuelled Drink Lemon 4PK Ready-to-drink lemon-flavored magnesium beverage designed for daily internal magnesium supplementation, positioned as a clean, drinkable blend.
• Abundant Element Daily Flavour-Free Powder Magnesium 250g Clean flavour-free magnesium powder delivering 90% Daily Intake for Men and 100% for Women per 3g serve, mixable into water, juice, coffee or smoothies.
• Abundant Element Magnesium Glycinate 300g Single-ingredient magnesium glycinate powder supporting muscle function, nervous system health, relaxation and sleep; gentle on the gut with high bioavailability.
• Abundant Element Magnesium Citrate 300g Magnesium citrate powder supporting digestive comfort, regularity and sleep; helps maintain healthy magnesium levels and normal digestive function.

Quantifiable outcome

• Products work within 5-10 minutes of application and provide relief lasting up to 5 hours
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• EcoMagcoreStrategic or Co-development PartnerAustralian company committed to sustainable magnesium sourcing. Supplies ocean-sourced magnesium from regenerative salt fields in Karratha, Western Australia. The magnesium is solar dried for 2 years to ensure extreme purity and is a regenerative resource that does not deplete natural reserves.
• Priceline PharmacycoreChannel Partner/ Reseller/ DistributorMajor Australian pharmacy chain retailer stocking the full Ocean Soothe and Magnesium product ranges in stores nationwide.
• TerryWhite ChemmartcoreChannel Partner/ Reseller/ DistributorNational Australian pharmacy chain partnership for in-store distribution of Abundant Natural Health products.
• Blooms, Healthsave, Pharmacist Advice, P4LminorChannel Partner/ Reseller/ DistributorIndependent pharmacy and health store networks across Australia stocking the product range.
• ShopifycoreTechnology or IntegrationE-commerce platform powering abundantnaturalhealth.com.au. Provides SSL certificate with 128-bit encryption, payment processing through Visa, MasterCard, Amex, PayPal and AfterPay.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NOW Foods: Large US natural products manufacturer with one of the broadest magnesium supplement ranges (glycinate, citrate, malate, oxide, topical). Competes with Abundant Natural Health on price, breadth and global supplement distribution reach.
• Blackmores: Australia's largest natural health brand with deep pharmacy and grocery footprint. Magnesium is a long-established part of its range, making it a direct competitor for both physical shelf and consumer mindshare in the same Australian channels.
• Swisse Wellness: Australian premium supplement and wellness brand owned by Health & Happiness Group, with extensive pharmacy distribution (including Priceline and TerryWhite). Competes head-on for the same Australian pharmacy shelf space across multiple categories including minerals.

Direct peers

• Natural Calm: Canadian magnesium brand famous for its magnesium citrate powder drink format. Directly comparable in magnesium positioning, e-commerce-led growth and adult wellness consumer, mirroring Abundant Natural Health's Abundant Element and ELMT lines.
• Ancient Minerals: Brand under Quick Scientific (Quicksilver Scientific) focused on topical magnesium chloride products (oils, lotions, gels, flakes). Overlaps directly with Abundant Natural Health's Ocean Magnesium formats and natural-wellness positioning.
• Life Extension: Premium US supplement brand offering multiple magnesium formulations (glycinate, citrate, threonate, magnesium oxide). Competes for the same educated supplement buyer Abundant Natural Health targets via its own DTC site.
• Dr Teal's: Mass-market US bath and body brand centred on Epsom salt (magnesium sulphate) soaks, sprays and lotions. Closest large-scale analogue to the Ocean Magnesium bath soak and spray formats, with much broader US retail distribution.
• Pure Encapsulations: Professional-grade supplement brand with multiple magnesium formats (glycinate, citrate, threonate). Competes with the Abundant Element line for the same quality-conscious supplement consumer via practitioner and direct channels.
• BetterYou: UK-based specialist in transdermal magnesium products (sprays, oils, bath flakes) and other vitamin oral sprays. Directly competes with Abundant Natural Health's Ocean Magnesium range on proposition, format and target health-conscious consumer.

Emerging players

• Ancient Nutrition: Supplement brand co-founded by Josh Axe and Dr. Nicole Leckie, offering magnesium products alongside collagen and adaptogens in DTC and natural retail. Overlaps with Abundant Natural Health's positioning around natural and traceable wellness ingredients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AbundantNH
• Instagraminstagram.com/abundantnaturalhealth
• TikToktiktok.com/@abundantnaturalhealth
• LinkedInlinkedin.com/company/abundant-natural-health

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Abundant Natural Health P/L & Inc.