Our entry into premier yoga studios marked a significant milestone in our journey. Starting with our first partnership with an influential yoga studio, we quickly became a trusted name in the yoga community. This natural alignment with yoga's holistic approach to wellness opened new doors and helped establish our presence in the broader wellness community.

Our reputation for excellence led to a prestigious partnership with the Professional Football Chiropractic Society (PFCS). Since then, our reach
has expanded significantly within professional sports, including partnerships with the Professional Baseball Chiropractic Society (PBCS) and the Professional Hockey Chiropractic Society (PHCS). Today, our products are trusted by healthcare professionals who treat elite athletes across multiple sports, from collegiate athletics to Olympic competitors and various professional leagues. This widespread adoption at the highest levels of sports validates our commitment to quality and effectiveness in the most demanding athletic environments.

In response to growing demand for more natural products, we introduced our white version of China-Gel. This innovative formulation eliminated the mint coloring additives while maintaining our signature effectiveness. The new white version resonated strongly with our yoga community and wellness practitioners, furthering our commitment to natural, minimalist solutions for pain relief.

Listening to our core community of healthcare professionals, we recognized an unmet need in manual therapy. Working directly with practitioners, we developed our Soft Tissue Therapy Creme. This specialized formula maintains our signature 7 herb blend while introducing arnica for enhanced benefits. Its superior glide and quick absorption have made it the go-to choice for manual therapies, massage, and kinesiology taping applications. The result? Less time spent on cleanup, more time devoted to patient care.

As pioneers in holistic topical pain relief, we took our commitment to natural ingredients even further with the introduction of aulief Gold. This innovative topical pain relief cream features our signature formula crafted with organically-sourced ingredients, embodying our dedication to eco-conscious wellness solutions. aulief Gold represents a perfect fusion of our proven pain relief expertise with the purest natural ingredients available, offering a premium choice for those seeking organic alternatives.

In 2024, we unveiled our new identity: aulief. This name change reflects our growth and evolving vision while honoring our heritage. "Au"—the chemical symbol for gold—represents our gold standard in pain relief, while "lief" echoes both our herbal roots and our mission of relief. This thoughtful rebranding aligns perfectly with our organic aulief Gold line, creating a unified family of products that better represents our values and aspirations for the future of pain relief.

As we continue to grow, we're excited to announce our upcoming expansion into the Canadian market - a significant milestone in our mission to make effective pain relief accessible to everyone. We believe that no one should have to live with pain, and this next step will bring us closer to realizing that vision. By bringing our innovative topical pain relief solutions to Canada, we're not just entering a new market - we're expanding our commitment to holistic wellness to more people who need it, furthering our goal of making quality pain relief available across borders.