The Interview: Emilee, Amy and Tammy Hembrow on 'flipping the script' and launching Selfish Supps in UK
Australian influencer sisters Tammy, Amy and Emilee Hembrow have built a global following by championing female empowerment and strength. From Tammy’s fitness app Tammy Fit to beauty venture SSKIN, the trio has become trusted voices in the health and lifestyle space, known not just for their aesthetic but for the authenticity behind it.
Now, they’re taking their next entrepreneurial step with the launch of Selfish Supps, a female-focused sports nutrition brand developed to cut through the noise and meet women’s health needs.
While the brand was born in Australia, its first major retail launch is happening in the UK - a move that speaks volumes about the sisters’ international appeal and the demand they’ve built across borders. With a presence in over 1,300 Boots stores and a range that spans plant-based protein, gut health support, electrolytes and more, Selfish is here to disrupt a male-dominated market.
In this exclusive interview, TheIndustry.beauty spoke to the sisters to hear more about the story behind the brand, why the UK was first on their global roadmap, and how they’re planning to build a movement, not just a product line.
You’re known for being fitness influencers with a huge joint following. After launching Tammy Fit and SSKIN, was creating a product in the fitness sphere always the next logical step for you?
Tammy: In a way, yes, but only when it felt right. We’ve spent years building trust with our audiences and connecting with women who constantly ask about our routines, what supplements we take, and how to get started. We knew there was a gap for a range that actually speaks to women and we felt strongly that if we were going to do it, we needed to do it properly. That meant formulating with intention, working with nutritionists and creating something simple, effective and genuinely enjoyable to use.
What inspired Selfish Supps, and how long have they been in the works?
Amy: The idea for Selfish came from conversations with our communities. Women were telling us they felt confused, overwhelmed, or ignored by the sports nutrition category. It felt like everything was designed for men or women chasing unrealistic body goals. So, we started creating something we wished existed. It’s been in development for over two years and every decision from product function to flavour to messaging has been made with women in mind.
What makes Selfish Supps different to those already available in the market?
Emilee: Selfish strips away the pressure, jargon, and outdated “gym bro” mentality. The range is designed to support how women actually live - whether you’re smashing workouts, juggling work and kids, or just trying to feel a bit more like yourself again. It’s also designed to taste good and feel good. No chalky textures, no bloat, no complicated blends that don’t deliver.
Why was it important for you to specifically target women?
Amy: Women represent over 39% of the sports nutrition market in the UK as of 2024, but so much of the category still speaks to them like an afterthought or pushes unrealistic expectations. We wanted to change that to give women a brand that understands their needs and speaks their language, without guilt or pressure.
What’s the meaning behind the name ‘Selfish’?
Tammy: It’s about reclaiming the word. Women are made to feel guilty for putting themselves first. We wanted to flip that script. Taking a moment for your mental health or fuelling your body properly is essential. Being selfish with your time, your energy, your health - that’s powerful. That’s what we stand for.
Can you break down the product offering and price point? What are your individual favourites?
Amy: The range includes seven core products: plant protein powders, protein waters, gut health support, electrolytes for hydration, and pre-workout energy. Everything is priced accessibly, from £29 and available online and at more than 1300 Boots stores. We wanted quality formulas that don’t cost a fortune, because looking after your health shouldn’t be a luxury.
As for my favourite, I don’t go a day without Balance My Gut. It’s the best-tasting blue-green powder you’ll get, and I think gut support is such an important part of overall wellbeing.
Tammy: Choosing a favourite is almost impossible, but I have to go with the protein waters. They’re so light, refreshing and the opposite of what you expect from vegan protein.
Emilee: Both of those are my go-tos! I also love the Hydrate Me, our Raspberry Lemonade electrolytes powder. It’s a quiet hero.
View this post on Instagram
You’re Australian, so what made you decide to bring Selfish Supps to the UK market and why now?
Tammy: Our audiences in the UK have always been incredibly engaged and supportive. From day one we had messages asking when Selfish would be available there. We knew there was a huge appetite for products like this and for a brand that speaks to women in a real, empowering way.
How did you approach choosing retail partners in the UK, and what made Boots the right fit for your launch?
Amy: Boots felt like the perfect partner. It’s trusted, accessible, and a destination for health and wellness. We wanted women to be able to discover Selfish easily, not just online but in places they already shop.
How are you planning to cut through the noise and stand out? Are there plans for pop-up events, in-store activations or sampling opportunities to introduce the brand?
Emilee: Definitely. We know that once women try the products, they’ll love them so we’re putting a big focus on sampling and community activity to meet women where they’re at and invite them into the Selfish world. We’ve got a team in the UK and want to make sure we’re able to be really present in what matters to our consumer and what’s going on in their lives.
How do you plan to use your social media platforms and online presence to drive brand awareness?
Tammy: We’ve always been about showing up authentically. We share our routines, how we use the products, and the real stories behind the brand, and we’ll also be spotlighting our community. We want to use our platforms to demystify supplements and make it feel easier for women to prioritise their health, without judgment or perfectionism.
Emilee: The best thing about our platforms is how accessible they make us as founders. You can leave a comment or DM us, and we get to have really candid chats with our communities. That personal relationship we have with our audiences through social media is so powerful.
Do you have ambitions to expand Selfish Supps around the globe?
Amy: Absolutely. The issues Selfish was built to solve aren’t unique to Australia or the UK. Women everywhere are looking for better support, better products and a brand that gets them. We’re just getting started.
