A SIMPLE IDEA TURNED INTO 2UP.
I liked nasal inhalers. I just thought they could be better.
Most of the ones I came across were pretty much the same. One nozzle, one nostril, one flavour. I wanted something that felt more practical, more fun and a little different.
So I started messing around with the idea of making one myself.
"It started with a product I liked, a few things I didn't, and the slightly stupid idea that I could make it better."
THE MOMENT I HAD THE IDEA
I was using a nasal inhaler I'd already had when I started thinking about all the little things I'd change if I could. I liked having it there, but something about the experience just felt like it could be better.
Why just one nostril? Why just one flavour? Why couldn't you have both?
It was a pretty random thought at the time. I didn't know where it would lead, but I couldn't quite let the idea go.
The idea was easy. Making it work was a completely different story. Months went into testing formulas, changing oils, adjusting menthol levels and trying different wicks and concentrations.
There were plenty of versions that looked good on paper and didn't work in reality. So I kept changing things, testing again and starting over until it finally felt right.
Eventually, I had to stop tweaking it and put it out there. That was the scary part. I'd spent so long making something that started as an idea in my head, and now strangers were deciding whether it was actually worth buying.
Then the orders started coming in. People were taking 2UP to festivals, raves and nights out, sharing it with their friends and sending us messages about it. Seeing people genuinely enjoy something I'd spent so much time creating was pretty special.
V1 was never supposed to be the finished product. It was the beginning. And after selling 2,000+ inhalers, we had something even more valuable: real feedback from the people actually using 2UP.
So we went back to work. New flavours, better packaging, better manufacturing and a better overall experience. V2 takes everything we learned from V1 and brings it much closer to what I pictured from the beginning.
OUR VALUES
THE VISION IS BIGGER THAN AN INHALER
2UP started with a simple product, but it was never really just about an inhaler. It's about building a brand that actually belongs in the places and experiences people care about: festivals, raves, road trips, big nights out, and plenty of ordinary moments in between. The goal was never to be the biggest brand out there, just the one that actually gets it.
When you buy from 2UP, you're backing an Australian brand built by someone who lives in the same world you do. No corporate spin, just a real product from a real person. Festival merch, collaborations and exclusive VIP drops are all coming. If one small idea could turn into what 2UP is today, I don't want to imagine what happens if we keep going.
THIS IS ONLY THE BEGINNING.
What started as one idea turned into something bigger than I expected. If you've been here from the start, thank you. If you're just finding us, welcome, there's a lot more coming.