LKF Medical sharpens Axe to take brand on global stage

In this day and age when people are more health-conscious and aware of what they ingest, alternative medicine and holistic health practices remain as viable choices to remedy minor ailments. Many companies cater to the steady demand for non-traditional therapies, but it can be challenging to determine which product can deliver actual results.

For 91 years, a multifunctional medicated oil produced by one of Singapore’s oldest brands, Leung Kai Fook Medical (LKF Medical), has been a staple in many households all over the world – from small huts in remote villages to modern apartment complexes – for its proven efficacy. A heritage brand in Singapore, the Axe Brand Universal Oil continues to be the soothing remedy of choice for nasal congestion, insect bites, muscle pains, headaches and stomachaches.

Containing menthol, camphor and eucalyptus oil, the Axe Oil is based on the original formulation that founder Leung Yun Chee received from German physician Dr Schmeidler.

“When people suddenly get a headache or stomachache and they are unable to go to a doctor immediately, they reach for Axe Oil to give them relief. In providing a handy, affordable and effective product that offers respite from discomfort, we see it as a way of helping society,” says managing director Leong Mun Sum. “Our long-standing presence speaks for itself. If it is not a good product, it would not be renowned among Chinese, Malaysians, Indians, Caucasians, Arabs, Hispanics and many more.”

LKF Medical founder Leung possessed the foresight to take the brand beyond Singapore’s borders early on in its history. After the second world war, LKF Medical expanded to Malaysia, followed by Indonesia. Travellers from Saudi Arabia in the 1950s to the 1970s turned to Axe Oil to relieve the pain and discomfort brought about by the long journey. During the 1980s, Axe Oil reached mainland China, Hong Kong, and African countries such as Kenya and Nigeria.

By the 1990s, Vietnam, Cambodia, the Philippines, the United States and Australia were added to the list of markets LKF Medical serves. Today, Axe Oil is among the top Singapore-made products purchased by travellers as souvenirs.