Celebrating 135 Years Strong

Our story dates back to 1889 when Mr. Albert Alexander Hyde founded the Yucca Company in Kansas, USA. This marked the humble beginnings of what would eventually become Mentholatum.

Born in 1848 in Massachusetts, USA, Hyde was a entrepreneur whose innovation laid the groundwork for a company dedicated to creating effective and reliable healthcare products.

Mentholatum Ointment was our first product, and this is the original jar it came in. The ointment was packaged in a carton. This product was versatile, claiming to treat a variety of ailments.

The name "Mentholatum" is a clever combination of two key ingredients: menthol and petrolatum.

Menthol, derived from mint, provides a soothing, cooling sensation, while petrolatum, also known as paraffin oil, acts as a moisturising agent to protect and heal the skin. This unique blend of ingredients help to offer both relief and protection.

The image (left) captures a scene in the early days of The Yucca Company. George Simons, a dedicated worker in his younger days, stands ready with a horse-drawn wagon to load the substantial shipment of Mentholatum products at the company’s loading dock. Numerous boxes stacked and prepared for distribution.

The inscription on the back of photo: "First 50 gross order of Mentholatum”

George Simons, in his younger days, ready to load the same.

The Mentholatum Ointment quickly grew popular and was widely recommended by doctors and medical outlets of the time, becoming an indispensable medicine of high reputation in the US. Following the launch of the ointment, in 1895 the name Mentholatum was official registered.

In 1903, Mentholatum was officially launched in New York, USA. This year marked the transition of Mentholatum from a regional product to a nationally recognised brand. The launch in New York, a major hub of commerce and innovation, was a strategic move that set the stage for the company’s expansion across the United States. This year symbolised the beginning of Mentholatum's journey in becoming a household name, known for its effective and reliable health products.

In 1906, the Yucca Company was dissolved and replaced by Mentholatum. The rebranding to Mentholatum reflected the growing popularity and success of its product, the Mentholatum Ointment. This change allowed it to establish a distinct identity and further its mission of providing effective health solutions to customers worldwide.

In 1906, the Laxettes Paige company began manufacturing Laxettes, a chocolate-based laxative, in Richmond, VIC. This product became popular for its unique approach to digestive health. The image (left) captures a moment at the Laxettes factory, showcasing the employees who were part of the production process.

In 1906, the foundations of modern pharmaceutical manufacturing were being laid. This period marked a significant advancement in the production of medicinal products. The image depicts an early manufacturing line, similar to what might have been used in the nascent days of Mentholatum. Women working diligently at their stations reflect the commitment to quality and precision that has been a hallmark of Mentholatum's operations since its inception. This era set the stage for the innovative and effective healthcare solutions that Mentholatum continues to provide today, exemplifying over a century of dedication to improving lives through pharmaceutical excellence.

Laxettes, a market leader in digestive health, built its legacy through strategic advertising. Their unique chocolate-based medicine made the laxative more appealing, especially to children. Ads targeted families, emphasising safety and effectiveness for all ages, which led to widespread recognition and trust as a reliable solution for constipation.

Mentholatum used a range of different advertising from varying countries, mainly the US. These nostalgic advertisements reflect diverse themes such as comic style ads, health & wellness, family orientated marketing & wartime support, contributing to Mentholatum's global recognition and trust.

Advertising in 1917 was heavily influenced by the First World War, during which nurses became iconic figures of care and compassion.

Mentholatum introduced the "Little Nurse" character in their advertising. This figure was designed to resonate with the public, symbolising trust, care, and reliability - it helped solidify Mentholatum's reputation as a brand that always cares for its customers.

Brand Packaging: The Little Nurse image was prominently displayed on packaging, creating an immediate association with relief and comfort.

From early 20th-century posters to mid-century ads, the Little Nurse has been a reassuring presence, symbolising the brand's dedication to alleviating minor ailments with a gentle touch

This image shows a U.S. Mentholatum manufacturing line from the 1920s (isn’t it fascinating to see what manufacturing lines looked like 100 years ago?)

The production team are engaged in producing tube products in the early industrial processes that contributed to Mentholatum's success.

(Left) A Mentholatum plant in England during the 1940s.

The manufacturing line is producing Mentholatum jar products.

In 1956, Deep Heat was launched in Australia, coinciding with the year of the Melbourne Olympic Games.

This timing was significant, as the global spotlight on the Olympics provided an excellent opportunity to introduce Deep Heat to an audience that really needed it!

The product quickly became popular among athletes and the general public for its effective relief of muscular aches and pains.

The 1970s saw the introduction of Alpha Keri, a revolutionary product for dry skin care. The ad (left) highlights the soothing benefits of an Alpha Keri bath, promoting its ability to soften skin and seal in moisture.

The ad states, "Dry skin never had it so soft." Alpha Keri helped protect the skin from everyday aging and drying effects of weather, detergents, and chemicals. The product quickly became a favourite, recommended by physicians and embraced by those seeking effective relief from dry skin.

After 99 years as a family-owned business, Mentholatum was acquired by Rohto Pharmaceutical Co. Ltd. of Osaka, Japan, in 1988. Founded in 1899, Rohto pioneered over-the-counter medicines and consumer healthcare products.

In 1989, Mentholatum celebrated its 100th birthday, marking a century of commitment to health and well-being.

The company honoured this milestone with festive celebrations and special packaging that paid homage to its rich history. Fireworks and wrapped presents symbolise the joy and pride of reaching this significant anniversary.

The iconic Mentholatum jars, displayed prominently, reflect the brand's legacy and continued dedication to providing trusted healthcare solutions.

In 2003, Mentholatum acquired the Alpha Keri brand from Bristol-Myers Squibb for the Australia and New Zealand markets. This strategic acquisition allowed Mentholatum to expand its portfolio of skincare products, offering high-quality solutions for dry and sensitive skin.

Alpha Keri, known for its effective and gentle formulations, complemented Mentholatum's commitment to providing reliable healthcare products.

Hada Labo - Skin Laboratory. The name Hada Labo means "skin laboratory", the brand was founded in 2004 in Kyoto - Japan in the laboratories of pharmaceutical potentate Rohto Pharmaceuticals. Hada Labo products are appreciated by customers for their simple composition and high quality in relation to price.



Hada Labo’s legacy is founded on an uncompromising dedication to skin health and radiance, offering an enduring passion for simplicity, reliability, and efficacy that spans generations.

In 2004, Mentholatum acquired the global rights to the Oxy brand. The Oxy brand was introduced to Australia in 2005, providing consumers with a trusted solution for managing and treating acne.

Oxy’s range of products, including the popular Oxy 5 Vanishing Cream, helps clear and control acne while fighting bacteria to prevent future breakouts.

This brings us to today. In 2024, we proudly celebrate 135 years of Mentholatum.

Since its founding in 1889, Mentholatum has grown from a small family business to a globally recognised brand, dedicated to providing high-quality healthcare products. Over the years, we have remained committed to innovation, trust, and care, continuously striving to improve the health and well-being of our customers.

We look forward to continuing our journey, bringing effective and reliable health solutions to people around the world.