The concept of aromatherapy for wellness is not new as it is widely-practised across Asia.

Thus, when Fadz Subari, 41, began experiencing a sense of low self-esteem and general malaise, he turned to aromatherapy oils to lift his spirits. The oils worked and before long, he was back to his old self again.

Curious by nature, he began to wonder why most aromatherapy oils and scents sold in the country were imported, especially when Asia has so much to offer in this field.

After experimenting with different local plants as possible aromatherapy ingredients, Fadz and his business partner, Iskandar Dzulkarnain, 28, launched Eartheories, their own locally-made aroma-care brand.

“We launched just one month before the pandemic,” Fadz told FMT, recalling the anxiety he felt then because of the uncertainties of the pandemic. He worried about how the business would fare, how to reach out to customers and also if his own family and friends would contract the virus.

The entrepreneurs felt that Eartheories’ stress-relief products would be best, especially for frontliners in hospitals across Kuala Lumpur.

“Now two years later, one hospital has reached out, wanting us to curate lemongrass scents for the whole building,” Fadz said.

A friendly and upbeat character, Fadz said he firmly believed in the healing power of aromatherapy and in raising awareness about the wealth of benefits that Asian plants have to offer.

“With Eartheories we want to give new value to local ingredients,” Fadz explained. He said that lavender is one of the best-known aromatherapy scents used for relaxation.

“The local serai can do exactly what the foreign lavender does, so there is no reason to favour lavender.”

He also touched on the importance of supporting local products for environmental reasons.

“Actually, our serai is better because it is locally grown. It is supporting local farmers and has a much lower carbon footprint than lavender that is flown to Malaysia.”

Keeping with the green theme, Eartheories also offers their products in reusable containers, encouraging customers to return their used containers when purchasing more, or reuse them around the home.

The Eartheories flagship store is located at Publika Mall. They have two other stores – one in Bukit Bintang and the other at the Ascott Gurney in Penang.

Despite the business challenges posed by the pandemic, Eartheories thrived. “We managed to survive and grow bit by bit because people believe in us,” Fadz said, attributing the brand’s success to their supportive customers.

He added that there is a movement towards natural, locally-made products because customers are aware of harsh chemicals and preservatives used in products shipped from overseas.

Fadz said he often received positive feedback from customers who purchased their products after festive sales promotions. “I love to see how happy we make them, and how much our products help people to connect with their family and friends.”

While Eartheories uses locally-grown lemongrass for the majority of their products, it sources other ingredients from other countries in Southeast Asia.

Their products range from personal care and wellness items like soothing gels and body washes, to more traditional aromatherapy items like essential oils and reed diffusers.

Plans for the future include expanding his product range by using more local ingredients. To this end, he is actively working with a laboratory at Universiti Malaya (UM) to explore the benefits of local flora.

“We signed an MOU with UM and now we do cross-collaboration. We do research and design work with them, and we offer our expertise in entrepreneurship and business management to their students.”

Fadz said he hoped to spark an entrepreneurial desire among the students to create extraordinary products with local ingredients.

He also has big plans for Eartheories, wishing to take this Malaysian-made brand to a wider audience. “To me, this is not just a business. Bringing this premium made-in-Malaysia product to people is a matter of national pride.”

Follow Eartheories on Facebook and Instagram or explore their website to learn more about them.