Supplement giant WelleCo launches Instagram docu-series on ingredient transparency

Australian supplement brand WelleCo is betting on radical transparency with a new Instagram documentary series that follows its founder around the world as she traces the origins and standards of the brand's key ingredients.

The eight-part documentary series launches tomorrow, 26 February, and runs until 22 March 2026.

Narrated by WelleCo's founder, Elle Macpherson, each episode offers audiences rare access to WelleCo's global supply chain - from farms and laboratories to independent certification bodies.

Episode two, for example, will focus on Olsson’s Salt, sourced in Australia. Episode five will take audiences to Stockholm to understand how the supplement brand works with independent certification body The Good Pill to validate its ingredient integrity and product safety.

The decision to launch the series is driven by growing scrutiny from UK consumers, who increasingly want traceability, clean-label reassurance and evidence-based claims.

Against this backdrop, WelleCo aims to position itself as a premium, science-led operator by leaning into radical transparency with this new documentary series.

Series lead, Madeleine Dixon, also Brand Manager at WelleCo, said: "We know today’s consumer wants to understand not just what’s in their supplement, but where it comes from, how it’s tested and who stands behind it.

"Behind Our Standards is our way of opening the doors, taking people beyond the label and into the farms, labs and certification bodies that shape every WelleCo formula. Transparency shouldn’t be exceptional in this category; it should be expected."