The Hembrow Sisters Launch Selfish Supps

Tammy, Amy, and Emilee Hembrow, Australia’s most famous sibling trio, have launched Selfish Supps, a sports nutrition brand developed specifically for women.

The fitness influencers and entrepreneurs founded the brand in response to a market that, they argue, has long prioritised male consumers. While women now make up over 39% of the UK sports nutrition market, many still face a supplement landscape dominated by gym-heavy jargon, male-centric branding, and gritty formulas that fail to meet their needs. Selfish Supps was created to challenge this, offering female-friendly formulas that reframe being ‘selfish’ as an empowering act of putting your own health and wellbeing first.

The brand launches with a line of seven science-backed products, each priced at £29, that combine nutritional performance with simplicity and flavour. The range is tailored to support women’s unique health and fitness needs, including energy, endurance, muscle tone, recovery, gut health, focus, and hydration, all while being vegan, gluten-free, and halal certified.

“Selfish Supps is the support you need to fuel your goals — from workout to workday,” the sisters said in a statement. “Whether you’re running your first 5km, finding your fitness during postpartum, or investing in your health now for better returns later. It’s uncomplicated, inclusive nutrition made for your needs. Because we believe fuelling your body should feel as good as moving it.”

The multi-functional formulas are easy to incorporate into daily life and offer smooth blends in a range of juicy flavours — a far cry from the chalky, medicinal textures often associated with protein and recovery supplements.

The debut range includes:

• Give Me Plant Protein: a creamy, easy-to-digest plant protein blend with 20g of protein per serving, combining pea, brown rice, and hemp protein with added prebiotic fibre to support lean muscle growth and everyday energy. It is available in French Vanilla and Rich Chocolate flavours.
• Give Me Protein Water: a clear, refreshing alternative to traditional shakes. Available in Tropical Crush and Very Berry flavours, this hydrolysed plant protein delivers a complete amino acid profile to support muscle tone, repair, and recovery.
• Hydrate Me: a thirst-quenching electrolyte blend designed to replenish fluids fast. Featuring a refreshing Pink Lemonade flavour, it delivers magnesium, zinc, coconut water, and vitamin C to support hydration and recovery after a workout or a late night.
• I Want Energy: a non-jittery pre-workout formula, flavoured with Juicy Watermelon and infused with essential amino acids, green tea extract, and natural stimulants to fuel endurance, focus, and stamina, without the crash.
• Balance My Gut: a daily gut health blend powered by probiotics and nutrient-dense supergreens, including sea moss, blue spirulina, and chlorella. Available in Blueberry Bliss flavour, it supports digestion, reduces bloating, and promotes overall wellbeing.

Selfish Supps is exclusively available in Boots stores across the UK, as well as online at boots.com and uk.selfishsupps.com. A US launch has not yet been announced.