Fragrance house

Natio

Natio was founded in Melbourne in 1993 by Max Ross and his late wife, Vivienne Ross. The brand grew from the Ross family’s cosmetics heritage, which began with James Ross’s founding of Ross Cosmetics in 1921, and from three natural haircare products developed in the family garage and distributed through health-food stores. In 1994, Natio created Aromatherapy, a plant-based range built around essential-oil principles that expanded across skin, hair and body care. The following year, it articulated an identity rooted in natural Australian beauty. During the 2000s, Natio broadened into bath and body care, men’s grooming and skincare, adding the Wellness and Ageless ranges in 2007. In 2016, Home Happiness extended its aromatherapy approach into the living space through essential-oil products positioned as an alternative to synthetic home fragrances. By its 30th anniversary in 2023, Natio described itself as having evolved into a broader beauty-care brand while retaining its Australian family-business identity, with Australian landscapes informing its formulations, shades and packaging.