This Cult Australian Nutrition Brand Has Finally Landed In The UK

When Australian fitness influencer and entrepreneur Tammy Hembrow teamed up with her sisters Amy and Emilee, their goal was simple: create a nutrition brand that spoke directly to women’s real, everyday needs – not just the demands of hardcore gym-goers. Having spent years trying products that missed the mark in taste, texture or formulation, the trio knew there was space for something better. Selfish was born out of this gap – a collection of clean, clever, easy-to-use powders designed to help women put themselves first, whether they’re chasing fitness goals, returning to exercise after a break or investing in long-term health.

Since launching in Australia, Selfish has quickly become a go-to name among wellness insiders, thanks to its straightforward, no-fuss approach to nutrition. There’s no overwhelming wall of choices and no complicated ingredient lists. Instead, the range focuses on five pillars – energy, hydration, gut health, protein and recovery – the foundations of feeling and performing your best, inside and out. The brand ethos is simple but powerful: give women the tools to fuel their bodies properly, without any nasties. That means vegan-friendly, gluten-free, Halal-certified formulations, with no fillers or gimmicks – just functional nutrition that delivers real results in great-tasting, easy-to-use powders

What sets Selfish apart is its commitment to research-backed ingredients. You’ll find familiar, proven actives – like green tea extract, electrolytes, probiotics and plant proteins – carefully chosen for  gut health, energy, hydration and muscle recovery, distilled into supplements formulated by nutritionists with the everyday woman in mind.  What’s equally key is what’s left out: no artificial colours, no synthetic sweeteners, no heavy or gritty textures. Flavours are natural and clean, creating effective formulas you’ll actually look forward to taking.