Australian-made, built to last, and trusted by clinics nationwide
We’re Lone and Andrew - lifing together for 33 years and the founders of Posture Form Pillows.
We’ve built a life, raised three kids, and grown more than one business together. Somewhere along the way, we also built up a cupboard full of pillows that simply didn’t work.
So, if you’ve found us after buying yet another one - we completely understand.
Pillows were part of our health and wellness business at the time, meaning Andrew had access to just about every type on the market. Yet, he still couldn’t find one he wanted to sleep on every night. There was a reason he cared so much.
Refusing to Let Pain Dictate Our Lives
Andrew has always been physically active. From competitive swimming and rugby to years working as a builder, training has been a constant.
Eventually, his body started keeping score.
Years of shoulder, upper-back, and neck issues led to two shoulder reconstructions in his early forties, followed by a C6-C7 total disc replacement a decade later.
Some of it was sport, some was hard work, and some - according to his specialists - was simply genetics.
But winding back the things he loves has never been on the agenda.
Andrew swims every day, strength trains, and rehabs. He’s also a tad nuts about whole foods and nutrition.
He just wants to keep doing the things that make him feel like himself and being there fully for his family.
That’s really what our story has always been about: learning how to live well alongside bouts of pain and injury, rather than letting them become the story.
And good sleep became a big part of looking after himself.
When Better Sleep Became Non-Negotiable
Through our original business, Sundance Australia, we worked closely with hundreds of chiropractors, physiotherapists, and osteopaths.
Andrew was surrounded by experts helping people with neck and back problems every single day. He was doing all the right things - except sleeping well.
The more we learned, the more obvious it became - there was no single "perfect" pillow for everyone.
A broad-shouldered man sleeping on his side doesn’t need the same setup as a smaller woman sleeping on her back.
The foam mattered. The shape mattered. Being able to adjust the height mattered.
So, we decided to build it.
Building the Pillow We Couldn’t Find
Andrew brought years of working around health and practitioners, and a pretty clear idea of what he wanted from a pillow.
One of the common gripes we heard about traditional memory foam was the strong smell when it was new, the way some foams broke down and lost support with use, the heavy, doughy feel, and how hot they could be to sleep on.
They were things Andrew noticed himself too, and things we knew we wanted to do differently.
I had spent a decade designing and producing products for my sun-protection swimwear label, Sandy Feet Australia. I knew the road between a good idea and a product you are proud to put your name on.
And it had to do more than work. I wanted it to look beautiful, feel good against your skin, be hygienic. Plastic-free packaging was a must.
Between us, we knew exactly what we wanted.
Getting there was another story.
We embraced a new foam technology that addressed many of those traditional memory foam problems. But in the early days, consistency between batches became a problem of its own.
One batch would feel perfect, the next wouldn’t. Even small variations in the foam changed the height, support, feel and pressure relief of the pillow.
There were plenty of times when walking away would have been the easy choice.
Then, our close work with Dunlop Foams led to the breakthrough we’d been chasing from day one: our Australian-made NexGen foam.
Finally, we had the consistency, support, pressure relief and breathability we had been looking for.
It costs considerably more to manufacture our pillows this way than it would to import them or use traditional memory foam.
We’re entirely okay with that.
...Then I Stole His Pillow
One of my favourite parts of this journey happened long before we knew if Posture Form would become a successful business.
Of course, I decided to test the first prototype of our current NexGen foam. I remember sitting in the couch very early in the evening - and saying to Andrew, “I can actually hear my pillow calling me.”
I genuinely couldn’t wait to go to bed. I still feel that way today, and it turns out I’m not the only one.
Over the years, we’ve heard versions of the same story again and again.
Someone buys a pillow, and their partner steals it.
Someone else packs theirs for every holiday because they refuse to sleep without it.
Then Mum wants one.
One clinic practitioner who has stocked us for years says he’s now a self-confessed “pillow snob.”
Better Sleep Is Bigger Than a Pillow
For years, sleep itself remained a battle for Andrew.
Sometimes it was physical discomfort. Sometimes it was a brain that decided 3:00am was the perfect time to solve the world's problems.
Then, his snoring grew progressively worse.
I finally pushed him to get a sleep study. He was diagnosed with severe obstructive sleep apnoea and started CPAP therapy.
It was life-changing, and it reinforced something we believe even more strongly today: better sleep isn’t about finding one magic fix.
Sometimes it means movement, getting outside, eating real food, managing stress, or finally seeing a specialist about the thing you’ve been putting off.
And sometimes, the pillow underneath your head simply isn't doing you any favours.
What Better Sleep Gives Back
Andrew swims for about 30 minutes every day, in the sun if he can. If he can’t, he’ll swim in the dark!
He counts his strokes and breathes to a rhythm. It’s his daily meditation.
For me, living well is about movement, nature, family, and creating a peaceful home amidst the noise.
We don’t do all of it perfectly. Far from it.
But looking after your health matters because of what it lets you bring to the rest of your life.
Family and friends, work you care about, places you want to go, things you love doing, people you want to be there for.
Life happens when you get out of bed.
A Decade of Deeper Sleep
Ten years after launching Posture Form, one of the best parts is still hearing the stories that come back to us.
Some make us laugh. Some are incredibly moving. And every now and then, one makes us stop what we’re doing and read it twice.
We began this journey because we wanted to sleep better ourselves.
Somewhere along the way, it became about something much bigger: helping everyday Aussies sleep in a way that supports how they want to live.
If you’re navigating frustrating neck or back issues of your own, we know how exhausting it can be. But those challenges don’t have to become the most interesting thing about you.
Sleep better. Feel better. And get on with the life you want to live.
With gratitude,
Lone & Andrew
Founders, Posture Form Pillows
Frequently Asked Questions
Who founded Posture Form Pillows?
Posture Form Pillows was founded by Lone and Andrew Lawson, an Australian couple who have spent more than 30 years building a life, family and businesses together. Before developing Posture Form, they worked closely with hundreds of chiropractors, physiotherapists and osteopaths, giving them firsthand insight into the sleep, posture and support challenges people were dealing with every day.
Where are Posture Form pillows made?
Posture Form contour pillows are made in Australia using our proprietary NexGen foam, developed with Dunlop Foams. NexGen is a second-generation memory foam designed to combine a softer feel with consistent support and greater airflow than traditional memory foam.
What makes Posture Form Pillows different from other memory foam pillows?
Posture Form Pillows are designed to be adjusted to suit the person sleeping on them, rather than relying on one fixed height. Each pillow has a removable 2 cm insert, a double-contour shape and our proprietary NexGen memory foam, giving you soft comfort with consistent support throughout the night. They’re made in Australia and have been used by chiropractors, physiotherapists and other health practitioners around Australia for years.
Do chiropractors and physiotherapists use Posture Form Pillows?
Yes. Posture Form Pillows are stocked by more than 300 chiropractic, physiotherapy and other health clinics across Australia. We’ve worked closely with practitioners for many years, and their feedback has helped shape and refine the pillow we make today.