How Gold Coast family business became leading suppliers of health, home and beauty

40 years since it launched, the Helensvale-based business Proma Systems has remained at the forefront of family products. Their secret? A focus on people.

Apr 05, 2024, updated Apr 05, 2024

Proma Systems was launched with a passion for supporting people from all walks of life to attain personal and financial freedom.

“We started in May 1983 and have been going strong since,” said Valentine Fittler, Founder and CEO of Proma Systems.

Over the past few decades, the business has evolved from its original line of car care products into an inclusive range of brands. Today, Proma Systems is home to four Australian brands: Grace Cosmetics, Proma Performance, Optimum Health and Home Cleaning. 

“We didn’t want to corner ourselves in a niche market, but go broad.”

“We saw a need in each of the markets we represent, and so wanted to extend our passion for quality products into each of these markets.”

While Proma Systems’ brands extend to different markets and needs, each retains the business’ passion for natural and quality products at various facets of your life. 

“Quality is everything in our business.”

This emphasis on quality has seen the business grow from its starting 70-sqm office of four employees into its sprawling Helensvale operational hub with nearly 100 employees. 

For Gold Coast locals Val and Sandra, Gold Coast wasn’t just a convenient spot to start their business – it offered a unique entry point for entrepreneurs, even in the 80s. 

“It was a location we saw potential in for big growth.” 

“We saw an opportunity to build our roots here and build and grow a successful business without needing to go to one of the capital cities.”

The Gold Coast location has let Proma Systems remain hands-on during production for the ultimate quality control. 

“Perhaps our most unique feature is that we manufacture our products right here onsite.”

“We wanted to set up a manufacturing facility close by where we were able to have complete control over quality maintenance and uphold our high standards.” 

Cosmetic Manufacturers is one of Australia’s leading TGA and ACO licensed facilities, producing not just for Proma Systems, but for many other brands all over the world. 

Its decades of success are a testament to not just the products but the company’s specific approach to business. 

Today,  all four product lines export to PNG, Canada, NZ, UK, North America and Philippines, serving its award-winning customer experience to people and businesses across the globe. 

“Our people-first ethos carries through the unique and personal customer service we offer – from placing orders, picking, packing and shipping.”

“Not only are we passionate about products that are good quality, but products that are also good for you, for your family and the environment.”

Its years of success have been celebrated with a host of accolades from across the country, recognising Proma Systems’ contributions to the local and national industry. 

Beyond being a recipient of the Gold Coast Family Business of the Year award and the Supreme Winner of the Gold Coast Business Excellence Award, Val Fittler has been elected Chairman of the Direct Selling Association of Australia’s (DSAA) Board of Directors twice. In 2002, he was the 14th inductee into the DSAA Hall of Fame.

However, Proma Systems shows no sign of slowing down anytime soon. Its recent investment into technology and new systems is setting the company up to take on the next level. 

“Looking forward, we are busy planning expansions of new products, reaching new markets, and exploring new strategies.”


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