The company continued to expand and as it did so it reached markets beyond Asia. The first significant foreign market was Saudi Arabia, after the Axe Medicated Oil had been adopted by pilgrims on their way to hajj. Often these arduous trips were made by sea, in cramped and uncomfortable conditions. Suffering from headaches, giddiness and insect bites, pilgrims came to rely on the naturally soothing properties of Axe Medicated Oil to treat their ailments. In their respective countries, sales began to increase.