By Josie O’Brien
When Tammy Hembrow burst onto the social media scene in 2013, her perfectly toned physique is what reeled fans in 鈥 but they stayed for how relatable and authentic she is.
The 31-year-old shares insights into her life as a cool-girl influencer and mum-of-three to son Wolf, nine, daughter Saskia, seven, and toddler Posy, three.
With 17 million Instagram followers and three businesses under her belt, it鈥檚 safe to say that Tammy鈥檚 vulnerability online has been a winning strategy for the last decade.
However, hailing from the Gold Coast, Australia, it hasn鈥檛 been particularly easy for British fans of the fit-fluencer to shop her products鈥 until now.
Tammy鈥檚 nutrition and supplement brand Selfish 鈥 which she founded with her two sisters on the premise of it being for women, by women 鈥 has finally arrived in the UK. Ladies, remain calm.
Tammy teamed up with her sisters Amy and Emilee to create a wellness brand that spoke directly to women鈥檚 real, everyday needs.
Women鈥檚 needs have long been overlooked in the fitness and health space 鈥 which is a struggle many of us know all too well 鈥 due to archaic 鈥榦ne-size-fits-all鈥 attitudes.
And with Tammy鈥檚 USP in the social media arena being her love for fitness, she鈥檚 connected with countless women who felt overlooked or intimated by protein brands. Through this, the concept of Selfish was born.
Alongside her sisters, she鈥檚 also spent years trying products that fell short on taste, texture or ingredients, and the trio knew they could create something better.
Since its debut Down Under last month, Selfish has swiftly earned a reputation among wellness insiders for its uncomplicated, no-nonsense take on nutrition.
Lucky for us British ladies, the dynamic new range, which focuses on five pillars of energy, hydration, gut health, protein and recovery, has now landed on our shores.
What’s in the Selfish range?
The Selfish ethos is powerful in its simplicity: it wants women to be selfish (the clues in the name, we guess) by empowering us with tools to properly nourish our bodies 鈥 no nasties included.
Among the offerings is protein powder to be mixed with either milks or water, electrolyte powder for recovery and fast hydration, a gut health powder and juicy pre-workout powder with BCAAs for performance, stamina and focus.
Give Me Plant Protein powder in 鈥榝rench vanilla鈥 and 鈥榬ich chocolate鈥
Give Me Protein Water powder in 鈥榲ery berry鈥 and 鈥榯ropical crush鈥
I Want Energy BCAAs in 鈥榡uicy watermelon鈥
Balance My Gut powder in 鈥榖lueberry bliss鈥
Hydrate Me electrolyte powder in 鈥榩ink lemonade鈥
What鈥檚 the science behind Selfish?
What sets Selfish apart is its focus on research-backed ingredients. It incorporates familiar and proven actives (such as green tea extract, electrolytes, probiotics, and plant proteins) all carefully selected to support gut health, energy, hydration and muscle recovery.
Equally important is what the brand omits: artificial colours, synthetic sweeteners, and heavy or gritty textures. The natural and clean flavours result in effective formulas that we’ll genuinely anticipate taking.
What has Tammy said about her nutrition brand?
鈥淔itness isn鈥檛 just about hitting PB鈥檚 or dropping dress sizes,鈥 she says. “It鈥檚 about showing up for you: taking what you need and leaving guilt behind. It鈥檚 knowing your best is enough and that giving your best to others, starts with being selfish.鈥
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