FORMER LONDON BEAUTY EXECUTIVES BUILD SIX-FIGURE GUT HEALTH BRAND IN WEEKS
Two former senior figures from London’s beauty industry have built a fast-growing wellness business after leaving established careers to address what they describe as a neglected area of women’s health: digestive regularity.
Joely Walker-Sanderson and Holly Brooke, whose backgrounds include senior commercial and editorial roles at Grazia Magazine and within the Caroline Hirons beauty ecosystem, stepped away from their careers last year to launch WE ARE. REGULAR., a gut health supplement brand focused on constipation and bloating.
The move followed years of personal frustration with digestive health, an issue that both founders say is widespread yet rarely discussed openly. Brooke had struggled with chronic constipation for most of her adult life, while Walker-Sanderson experienced recurring bouts alongside daily bloating. Despite access to premium products and medical advice, neither found a solution that delivered consistent results.
After Brooke identified a combination of supplements that significantly improved her own symptoms, the pair decided to consolidate those ingredients into a single daily product. The result was a powdered supplement containing ten all-natural ingredients, designed to be taken once a day and packaged in individual sticks for portability, without relying on harsh laxatives.
The brand launched earlier this year and gained traction almost immediately. WE ARE. REGULAR. acquired thousands of customers within its first week of trading, recorded six-figure revenues within five weeks, and sold out just seven weeks after launch. The product has also attracted high-profile endorsements on social media, including from I’m a Celebrity star Vogue Williams and singer Kimberley Walsh.
Rather than positioning the brand within the clinical end of the wellness market, the founders have leaned into a more direct, conversational tone, deliberately addressing subjects that are often treated as taboo. They argue that embarrassment and silence have prevented many people from seeking effective solutions to common digestive problems.
Speaking about their mission, Co-Founder Joely Walker-Sanderson said: ‘Our all-natural formula gives people real relief from constipation and bloating, but our mission reaches even further: we want to dismantle outdated taboos around poo — to be loud and proud in a quiet corner of women’s health that’s been shrouded in secrecy and shame for far too long. Everyone poos; we just want to empower people to do it better.’
For Brooke, the business is rooted in lived experience rather than market opportunism. She spent nearly two decades seeking medical and commercial remedies for constipation, often being told the condition was something she would have to accept.
Echoing Joely’s sentiments, Co-Founder Holly Brooke added: ‘Every frustration I’ve faced, after living for almost two decades with chronic constipation, has led to this moment. The thousands of pounds spent on specialists, the tests, the endless supplements that did nothing. There is nothing I haven’t tried to fix my irregularity. Going regularly has changed my life in ways I never thought possible. The mental clarity. The energy. The joy of living again. It’s all back and I feel fiercely passionate about bringing this to the masses. For all the times I was told this would be my “normal”, I’m here to say it doesn’t have to be. I’m living proof that when you poo better, you live better.’
Beyond commercial growth, the founders say the company has a wider social purpose. The business has already made donations to Bowel Cancer UK and plans to launch a dedicated fundraising campaign next year, following the loss of a family member to the disease.
As consumer demand for gut health solutions continues to rise, WE ARE. REGULAR. is positioning itself at the intersection of wellness, lived experience and brand-led advocacy — an approach that appears to be resonating with customers seeking both results and reassurance.
For further information visit: https://www.weareregular.com/
