Fresh Look, Same Us: Why We Rebranded and Why Nothing That Matters Has Changed
TL;DR (Too Long; Didn't Read):
Two big things have happened at Lemon Myrtle Fragrances. We've rebranded with a fresh new look and refreshed collection logos. And separately, we've moved - home and warehouse - from Sydney to the Southern Highlands of NSW. Our products, ingredients, APVMA-approved formulations, and love for Australian lemon myrtle are completely unchanged. Here's the full behind-the-scenes story.
Two Big Changes. One Exciting Chapter.
We’ve got two big updates to share with you: we’ve rebranded, and we’ve moved to the Southern Highlands.
Both mark an exciting new chapter for Lemon Myrtle Fragrances, while staying true to what we’ve always been about.
Here’s the story behind the changes, and what they mean for you.
Part 1: The Rebrand
Why We Did It
Lemon Myrtle Fragrances has been growing steadily for years. Our product range has expanded, our customer base has grown, and the brand we were presenting to the world had started to feel like it belonged to an earlier version of the business - not the one we are today.
The rebrand isn't a reinvention. It's an honest update. We wanted our visual identity to reflect the quality, care, and confidence that goes into our products. Cleaner. Brighter. Fresher. More considered. With colours inspired by nature, the Australian landscape, and the lemon myrtle we’ve always been proud to work with. A fresh new look that feels more like us - and matches what's actually inside the bottle.
The tagline captures it perfectly: Fresh Look, Same Us. We've rebranded - but our products, ingredients, and love for lemon myrtle haven't changed a bit.
A Refreshed Way to Navigate Our Range
As part of our rebrand, we've refreshed the way our product range is organised. Our five collections now each have their own distinct logo, making it easier to see which products belong together and find what you're looking for.
Each collection brings together products based on the role they play in your life - from caring for yourself and your home to looking after your family and pets.
BODY
Everything you put on your body, from head to toe. Soap Bars, Body & Hand Washes, Foaming Hand Wash, Shower Gel, Bubble Bath, Moisturiser, Body Lotion, Face Cleanser, Face Mists, Face Moisturiser, Lip Balm, Hair Care, Deodorants, and Toothpaste.
PURE
Lemon myrtle in its most concentrated, versatile forms. 100% Pure Essential Oils, Leaf Tea, and Lemon Myrtle Spice. For purists, cooks, and aromatherapy enthusiasts.
REPELLENTS
Australia's natural insect protection, APVMA-approved and DEET-free. Natural Insect Repellent and Mozzie & Sandfly Repellent.
HOME
Bring lemon myrtle into your living spaces. Air Freshener, All Purpose Surface Cleaner, and Linen Mist - all Australian-made.
PET
Natural care for your animals. Pet Soap, Dog Shampoo, Dog Conditioner, and Pet Bed Freshener.
If you've only ever explored one corner of the range, now is a great time to look around.
What Has NOT Changed
Every product formula is identical. Every ingredient is the same. Our lemon myrtle essential oil is still 100% pure, sourced from Australian plantations on the north coast of NSW, with a citral content of 90–98% - the highest of any plant in the world. Our APVMA-approved formulations are unchanged. Our commitment to Australian-made, genuinely natural products hasn't shifted a millimetre.
If you loved our products before the rebrand, you will love them just as much now. The look is fresh. The product inside is exactly as you know it.
Part 2: The Move - Sydney to the Southern Highlands
We've Relocated
Separately from the rebrand, we've made a significant personal and business decision: we've moved. After years of operating out of Sydney, both home and warehouse have relocated to the Southern Highlands of NSW.
What This Means for Your Orders
All orders are now picked, packed, and dispatched from our Southern Highlands warehouse. Same care, same attention to packing, same commitment to getting your order to you in great condition -just from a new postcode.
If you've ordered from us before, you won't notice any difference in the experience. Shipping times across Australia remain the same. Our contact details haven't changed, and our team is just as reachable as ever.
A Note to Our Loyal Customers
If you've been with us for years - through the early days, through the growth, through Sydney and now into the Highlands - thank you. Genuinely. As a family-owned and family-run business, you are the reason this business exists and the reason a rebrand felt worth doing properly.
The refreshed look is for you as much as it's for anyone discovering us for the first time. You deserve a brand presentation that matches the products you've trusted.
Nothing about what makes Lemon Myrtle Fragrances worth trusting has changed. The ingredients, the formulations, the Australian-made commitment, the APVMA approvals - all intact. All exactly as you know them.
Fresh look. Same us.
FAQ: Your Questions Answered
Q: Have the product formulas changed as part of the rebrand?
No. Every formula is identical to before. Only the visual presentation of the brand has been updated. Ingredients, concentrations, and APVMA-approved formulations are all unchanged.
Q: What are the five collection logos?
As part of the rebrand, we've refreshed how our range is organised. Each of our five collections - Body, Pure, Repellents, Home, and Pet - now has its own distinct logo, making it easier to find what you're looking for and discover products that suit your life.
Q: Is the lemon myrtle essential oil still the same source?
Yes. Our lemon myrtle essential oil is still 100% pure, sourced from Australian plantations on the north coast of NSW, with a citral content of 90-98%. Nothing about our sourcing has changed.
Q: Where are orders dispatched from now?
All orders are dispatched from our warehouse in the Southern Highlands of NSW. Shipping times across Australia remain the same.
Q: Has the business changed ownership?
No. Same business, same people, same values. The rebrand and relocation are internal decisions made by the existing team.
Q: Will prices change?
No. Pricing is unchanged. Neither the rebrand nor the relocation has affected our pricing structure.
Questions? We'd love to hear from you. Ready to explore the range? Browse all five collections here.
