From Sydney to the world: Star Combo Pharma sets benchmark in Australian export growth

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Leading Australian health and natural beauty manufacturer Star Combo Pharma was invited as a keynote speaker at the recent NSW Export Capability Building Workshop— hosted by Investment NSW and the Australian Industry Group (Ai Group). The company shared its strategic insights and practical experience in navigating international markets, offering a real-world roadmap to inspire more local SMEs to expand globally. 

Held on 22 July 2025 in Western Sydney, the workshop was highly praised by Cumberland Mayor Ola Hamed around the initiative and the importance of empowering local businesses to thrive with international expansion. 

Manufacturing plays a pivotal role in Western Sydney Cumberland’s export economy, accounting for an impressive $5.39 billion, or nearly 44% of total exports. This strong performance highlights the area’s well-established capabilities in food processing, machinery, and advanced manufacturing, with local businesses such as Star Combo Pharma delivering high-quality products to markets across Australia and overseas. 

From Local Foundations to Global Markets 

Ms. Su Zhang, Chief Executive Officer of Star Combo Pharma, reflected on the company’s internationalisation journey that began in 2004. Star Combo’s early foray into global markets started with the export of its Amax skincare brand to South Korea. Today, the company exports a diverse portfolio—including COSTAR, Living Healthy, and J&K—to key markets across Asia, building a robust ecosystem of functional nutrition and beauty products with growing global reach. 

As the keynote speaker, she shared her journey and expertise in scaling Star Combo to become a successful international exporter of premium health and natural beauty products. The workshop also covered essential export topics such as market research, protecting intellectual property, developing a value proposition, and accessing finance. 

Three Strategic Pillars: Localisation, Digitalisation, Collaboration 

Ms. Zhang summarised Star Combo’s international success as anchored in three core strategies:

1. Market-Specific Product and Content Localisation 

In-depth consumer research guides the customization of product formulas, packaging, and brand messaging to reflect local preferences. For instance, the company developed China-specific beauty supplements and leveraged short-form video and livestreaming content to deepen audience engagement. 

2. Digitally-Driven Brand Ecosystem 

Star Combo has built a dedicated in-house livestreaming team in China, operating official accounts on Douyin and Kuaishou, and working closely with KOLs through factory tours and interactive promotions. In other markets, the company partners with digital agencies to execute targeted campaigns on Instagram, YouTube, and other relevant platforms. 

3. Leveraging Government Programs and Global Platforms 

The company actively participates in export support programs such as Investment NSW’s “Going Global” initiative, and regularly exhibits at high-impact trade shows including the China International Import Expo (CIIE) to enhance international exposure and partnership development. 

Ms. Zhang encouraged SMEs to embrace global opportunities by taking a structured approach—beginning with clear market positioning, building agile operations, and forming strong strategic partnerships. 

“We never pursue blind expansion. In every new market, we take the time to understand customers, build brand presence, and adjust our offerings accordingly. With solid preparation, international trade is within reach.” 

A Model for Scalable International Growth 

As global demand for health and wellness continues to rise, Star Combo is expanding capabilities in innovative formulas and dosage forms to strengthen its global market reach in the thriving complementary medicines industry. The company is accelerating expansion across Southeast Asia and the Middle East, while upholding its core promise of “Australian Manufactured, Globally Trusted.” 

This workshop not only provided a platform for knowledge sharing and policy engagement, but also showcased Star Combo’s journey as a replicable example of a local Australian business tapping into the tremendous opportunities for further growth and innovation. With the global market projected to reach $418 billion by 2027, the health and wellness industry is well positioned to capitalise on this growth. The Australian market is expected 

to grow 5.7% (CAGR) between now and 2029. It serves as a model of government-industry collaboration and a testament to the export potential of locally grown Australian brands.

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