Shop Our Brands

Eterna®

Timeless Beauty, Ageless Grace.

Specialising in health and beauty for the more mature demographic.

Endurage®

Resilience over the years.

Tailored to cater to the fitness aspirations of those in their middle years and beyond.

Snooze Pals®

Dream Better, Wander Rested.

Elevate your nights with inspired sleep for a revitalised tomorrow.

We are a collection of diverse brands anchored in Fitness, Health and Beauty, Outdoors, Nutrition, Wellbeing, and Fashion.

At the heart of our portfolio is the flagship brand, Soul of Steel® (S.O.S.), embodying Strength, Resilience, and Integrity. Under the Soul of Steel® umbrella, to date, we champion four distinct brands:

Soul of Steel – Dedicated to universal fitness pursuits.
Endurage – Tailored to cater to the fitness aspirations of those in their middle years and beyond.
Eterna – Specialising in health and beauty for the more mature demographic.
Snooze Pals – Your trusted companion for restful nights, offering sleep aids and comforts for serene slumbers at home or on the go.

Our cohesive family of brands collaborates passionately, weaving compelling narratives and crafting visual identities that resonate with, and truly represent, our clientele's unique essence.