'Selfish is NOT a dirty word': The Hembrow sisters launch sports nutrition brand that gets women's bodies
But that's all about to change.
Launching on the 23rd of June, Selfish Supps is here to flip the script – and it's doing it in style. Created by fitness icons Tammy, Amy, and Emilee Hembrow, this dynamic new range is landing in the UK following their roaring success Down Under, creating products designed by women, for women, with zero fluff and no fads.
And if you've ever felt overwhelmed by the endless options in the supplement world, this is the refresh you didn't know you needed - now with an exclusive 25% off your first order with offer code 'DMSELFISH25'.*
The female-focused revolution
Women now make up over 39 per cent of the UK's sports nutrition market, with the majority aged between 16 and 34. This is the era of choosing spin class over cocktails, wellness retreats over wild nights out, and goals that go way beyond dropping a dress size.
Yet until now, women have had to navigate a space that just wasn't built for them.
Enter Selfish Supps – a collection of seven power-packed, science-backed products tailored to support women's unique health and fitness needs. Whether you're chasing support for boosted energy and focus, stronger recovery, or hydration that keeps up with your pace, Selfish has you covered.
And the best part? No gritty shakes. No confusing labels. No compromise.
Simple, smart, and seriously effective
The formulations are functional, fuss-free and actually enjoyable to take. Gone are the days of choking down chalky drinks in the name of 'gains.' These are products you'll want to use – whether you're smashing your 5am workout or just trying to survive the afternoon slump.
And it's not just what's in them that matters – it's also what's left out. Every product is meticulously crafted with women's wellness in mind, minus the unnecessary additives or overhyped promises.
Because showing up for yourself shouldn't be complicated—it should feel empowering.
Behind the brand are three sisters, mothers, and entrepreneurs who have lived every part of the fitness rollercoaster. From pregnancy and postpartum to gym gains and goal resets, Tammy, Amy, and Emilee Hembrow know what it means to start over, to struggle, and to show up anyway.
'For us, fitness isn't just about hitting PBs or dropping kilos,' they explain. 'It's about feeling good in your skin, doing what's right for you, and letting go of the guilt. Because your best is enough – and giving your best to others starts with being selfish.'
Selfish Supps is more than just a product launch – it's a movement. And leading the way are Fiona and Nikki, two everyday powerhouses from the Tammy Fit community. Handpicked by hundreds of applicants, these two women are proof that fitness doesn't have a 'look' – it's a mindset.
They joined the Hembrow sisters on set to try the full Selfish range and share their own inspiring stories of strength, resilience and self-discovery. It's all part of Selfish's mission to put real women front and centre – because this isn't just a brand. It's a celebration of showing up for yourself.
Whether you're training for your first 5K, tackling the chaos of postpartum recovery, or just prioritising your health like never before, Selfish Supps is here to help you do it your way.
Because taking care of yourself isn't selfish – it's essential.
Selfish Supps: The launch range
Give Me Plant Protein
20g of deliciously smooth lean plant protein per serve to fuel your day - from workout to workday.
Pea, brown rice and hemp protein are blended with a dose of prebiotic fibre to support lean muscle growth and performance while being easy on the stomach and deliciously smooth and creamy.
Give Me Protein Water
A refreshing and hydrating hit of hydrolysed plant protein to help you hit your daily protein goals.
Pea and brown rice protein deliver a complete amino acid profile to support lean muscle growth, tone and repair in a mouth-wateringly refreshing, non-gritty formula.
Hydrate Me
Your thirst-quenching electrolyte powder with magnesium and vitamin c to amplify recovery and fast-track hydration.
Rehydrate your body post-workout or party with a sweet yet zesty and refreshing hit of hydration supported by coconut water, zinc and key electrolytes.
I Want Energy
An extra-juicy pre-workout with essential amino acids for non-jittery performance, stamina and focus.
Think sustained, long-lasting energy without the crash, with branch chain amino acids and green tea extract to support your workouts, fuel performance, and unlock endurance.
Balance My Gut
A delicious do-it-all phyto blue-greens complex with probiotics to nourish your microbiome and debloat for good gut feelings, daily.
Boosted with key superfoods including sea moss, blue spirulina and chlorella in an invigorating blueberry flavour. Aids digestions, de-bloats and supports overall health.
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