From The Little Potion Co to Muscle Nation, explore how five Smart50 alumni turned small ideas into expanding brands with significant market impact.
A lot can change in just a few years of business. What began as a modest concept can evolve into a market-leading brand, a small team can expand into a global operation, and what once operated from a home office can successfully reach shelves across the country. For nearly two decades, SmartCompany’s Smart50 Awards have acknowledged Australia’s fastest-growing small and medium businesses, highlighting founders who have translated ambitious visions into monumental achievements.
With the 2023 Smart50 list showcasing remarkable talent, we celebrate the ongoing journeys of five alumni who not only made the cut but continue to raise the bar in their respective industries. Let's look at their impressive stories and the valuable lessons they offer for aspiring entrepreneurs.
The Little Potion Co – Smart50 2023
Melbourne sisters Alicia Gordon and Jacinta Evans transformed a simple idea into a thriving business with The Little Potion Co. Founded in 2019, their project initially stemmed from a mother's quest to create a magical potion-making kit for her son, inspired by Harry Potter.
Within a few short years, the venture expanded significantly, ranking 44th on the 2023 Smart50 list. The sisters shifted from a home-based operation to a dedicated warehouse, employing a team and reaching more than 200 stockists across Australia, including renowned retailers like THE ICONIC.
2024 proved pivotal, as their appearance on Shark Tank Australia resulted in a $400,000 investment offer from Maxine Horne, which helped elevate their profile. With orders surging around Black Friday, they had to ramp up their production to meet demand. Recently, a collaboration inspired by Enid Blyton's The Magic Faraway Tree has further broadened their product range, and they now boast a presence in stores across the U.S. and Canada.
Délidoor – Smart50 2023
Amid the challenges of the COVID-19 lockdowns in 2020, founders Jacques Lépron and Mathieu Thomas created Délidoor, a solution for families needing easy access to nutritious meals. By 2023, the meal delivery service was garnering attention with an impressive sale of around 25,000 meals each month, earning them the 37th spot on the Smart50 list.
The company's operations have surged, with annual revenues increasing fivefold to around $14 million, and a significant expansion of delivery services throughout Australia. Délidoor now sells around 70,000 meals monthly, supported by a newly opened production facility and a conservative reliance on external capital, raising less than $1 million.
Hero Packaging – Smart50 2022
Founded in 2018 by Anaita Sarkar and Vik Davé, Hero Packaging aims to tackle the pervasive issue of plastic waste in e-commerce with sustainable packaging solutions. By 2022, their initiative had already aided over 40,000 businesses in eliminating plastic, securing them the 13th place on the Smart50 list and a Retail Champion Award.
However, Hero Packaging faced a critical juncture as they had to decide between shutting down or pivoting their business model. The founders opted to invest their resources into manufacturing their own packaging, a gamble that ultimately paid off. Today, they operate six machines and service over 77,000 businesses, with custom design capabilities added through their HeroMaker tool.
Muscle Nation – Smart50 2021
From its modest beginnings in Brisbane to becoming a household name found in national supermarket chains, Muscle Nation has undergone significant growth. Founded in 2016 by Nathaniel Anthony and Chris Anastasi, the brand began by selling gym apparel and later expanded into supplements and high-protein foods.
By 2021, Muscle Nation ranked 9th in the Smart50 list, boasting revenue of $51.3 million and an impressive growth rate of 321.7%. The brand has continued to innovate, launching a protein yogurt range in Woolworths in 2026, successfully entering a new market segment and making its products increasingly accessible to customers.
b.box for kids – Smart50 2016, 2017
Launched in 2007 by friends Dannielle Michaels and Monique Filer, b.box has successfully grown its brand from a simple cardboard prototype into an internationally recognized name in children's products. The company focuses on creating practical solutions for everyday parenting challenges through innovative items like water bottles, bento boxes, and utensils.
Having been listed in the Smart50 as early as 2016 when it took 10th place, b.box saw its revenue increase from $5.7 million to more than $13.9 million by 2017. The company has since diversified its product line to about 300 items and collaborated with beloved brands such as Disney.
Looking Ahead: Smart50 Awards 2026
The journeys of these Smart50 alumni underscore a powerful lesson: making the list can often mark the beginning of a broader narrative. As we anticipate the Smart50 Awards 2026, attention shifts to emerging Australian businesses with similar potential. Organizations like Optus continue to support entrepreneurial growth through tailored business solutions, helping ease the pains associated with scaling operations.
For those interested, tickets for the November 12 ceremony in Melbourne are now available. This event will highlight the accomplishments of this year's exemplary businesses, promising to inspire the next generation of entrepreneurs.
Explore more about Optus’ Business Teams Plan Plus, a flexible connectivity solution aimed at simplifying mobile management as teams expand.
