From The Block to $22M: How al.ive body Built a Sustainable Product Empire

From The Block to $22M: How al.ive body Built a Sustainable Product Empire

The al.ive body journey and what product founders can learn.

If you're watching The Block Daylesford 2025, you've likely spotted more than just the breathtaking homes and innovative design challenges. Look closely during the styling segments, and you'll notice sleek al.ive body bottles making strategic appearances throughout those perfectly curated spaces.

It's no coincidence that al.ive body has returned to The Block's Daylesford season — and it's certainly no coincidence that we're writing about them from our base here in Daylesford itself. Those bottles represent one of Australia's most strategic product business success stories, happening right in our backyard.

Co-founders Alisa and Lysandra Fraser didn't just win The Block in 2013. They used that platform to build what's now a $22M product business — and their journey holds powerful lessons for every product founder ready to scale beyond six figures.

The Foundation: From Police Officers to Product Entrepreneurs

Before al.ive body, the Fraser sisters were South Australian police officers. In 2013, they took a calculated risk, joined The Block Sky High, and won — gaining national recognition and a crash course in high-pressure project delivery.

But here's what most people missed: they strategically built on that exposure, returning as guest judges and design contributors in multiple seasons. Most recently, their products are prominently featured throughout The Block Daylesford 2025 — keeping their brand visible to millions of viewers while the contestants transform heritage homes in this picturesque Victorian region.

Lesson #1: Never waste visibility. Every media opportunity compounds over time when used strategically.

The Gap They Spotted (And How They Filled It)

By 2019, working on high-end renovations, they identified a clear market gap: personal care products that matched their design aesthetic AND environmental values.

The existing options were either:

  • Beautiful but environmentally questionable, or
  • Sustainable but poorly designed

So they built the solution they couldn't find.

By 2020 — yes, launching during COVID — al.ive body was born with a clear mission:

  • Design-led function: Products worthy of designer homes
  • Sustainability at the core: Vegan, palm-oil free, cruelty-free
  • Purpose-driven impact: One tree planted per product sold

Lesson #2: The best product ideas solve your own frustrations. If you can't find it, build it.

The Strategic Moves That Delivered $22M Growth

Within four years, al.ive body achieved:

  • 50+ product lines
  • 750+ stockists nationwide
  • $22M projected turnover (2024)

Here's exactly how they did it — and what you can apply to your product business:

1. They Made Their Product The Marketing

Their interlocking bottles, custom trays, and muted palettes weren't just packaging — they were Instagram content waiting to happen. Customers bought them as much for home styling as personal care.

Your move: In crowded markets, exceptional packaging isn't an expense — it's a silent sales team.

2. They Moved Fast and Made Bold Decisions

"I don't spend time pondering over things... If it feels right, you do it. We make a decision quickly." — Alisa Fraser, Add To Cart Podcast

They divided leadership roles clearly: one sister drives design and concepts, the other handles operations and growth. No decision paralysis.

Your move: Speed beats perfection in growth phases. Define roles, trust your instincts, execute fast.

3. They Embedded Values Into Operations

Sustainability isn't a marketing add-on for al.ive body — it's built into every touchpoint. Tree-planting, refill pouches, 100% recyclable bottles are core to the customer experience.

Your move: If values matter to your market, make them operational, not just aspirational.

4. They Stayed Connected to Their Origin Story

The Block connection didn't end in 2013. They maintained relationships, appeared in later seasons, and now their products feature in 2025's Daylesford episodes — keeping them relevant to millions of viewers.

Your move: Never abandon what gave you your first break. The al.ive body products appearing in The Block Daylesford 2025 homes aren't just product placement — they're evidence of a long-term relationship strategy that keeps delivering brand exposure and credibility.

The Real Challenges (And How They Handled Them)

Challenge #1: Launching During Crisis

COVID could have killed their launch. Instead, they exceeded sales targets 11 months early.

Solution: They recognized their products met emotional needs (beautiful homes, sustainable choices) during uncertain times.

Challenge #2: Scaling Operations

Complex warehouse relocations and supply chain challenges threatened to derail growth.

Solution: Careful planning, vetted partners, and references before major operational moves.

Challenge #3: Perfectionism vs Progress

Obsessing over design details slowed some launches but also created their competitive edge.

Solution: They learned when perfectionism adds value vs when it blocks progress.

The reality: Scaling brings operational complexity most founders underestimate. Success requires systems that evolve with your growth.

What This Means for Your Product Business

al.ive body's journey proves that sustainable growth happens when strategy meets execution:

  • Leverage every platform you've earned (media, partnerships, collaborations)
  • Turn products into experiences that customers want to share
  • Move fast on decisions that align with your vision
  • Build values into operations, not just marketing
  • Prepare for operational complexity before you hit it

These are exactly the foundations we build with clients at The SheEO Agency.

The Strategic Product Growth Framework

At The SheEO Agency — based right here in Daylesford where The Block 2025 season is unfolding — we work with product founders ready to scale from six figures to seven and beyond, using the same strategic pillars that powered al.ive body's growth:

Product Strategy — Clear positioning, pricing, and roadmap for sustainable growth
Operations That Scale — Systems and processes that evolve with your business
Brand Strategy — Building recognition that drives demand and premium pricing
Go-to-Market Execution — Channel strategy and sales systems for consistent growth
Global Expansion — Taking your product beyond Australian shores

From our Daylesford base, we work with women-led product businesses across Australia and internationally. We don't do generic playbooks. We rebuild systems alongside you — so they fit your business, your team, and your stage of growth, long after we're gone.

Ready to scale like al.ive body? Let's talk about your product growth strategy.

Work with us →

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