We Are Regular lands at Boots in first retail partnership

Gut health brand We Are Regular has launched in select stores and online at Boots, marking its first entry into a major UK high street retailer.

The rollout includes the brand’s existing product, 01. Bowel + Bloat Relief (£45 for 28 servings), alongside a new travel format, the Perfect Poos Starter Pack (£15 for seven servings).

The new pack contains the same core formulation in single-serve stick sachets designed for short-term use and travel occasions such as holidays and festivals.

It is positioned as an alternative to traditional laxative-based solutions, instead focusing on supporting regular bowel movements through dietary supplementation.

Key ingredients include magnesium citrate, vitamin C, prebiotic fibres, ginger and peppermint.

We Are Regular was launched by Holly Brooke and Joely Walker Sanderson last year, who say the product was developed from their own experiences with digestive health issues.

Brooke has previously spoken publicly about experiencing long-term constipation and the difficulty of maintaining a consistent and affordable supplement routine before developing the current formulation.

“To us, Boots is the retailer that reaches - and speaks to - everyone. And that’s exactly who our brand is for: anyone and everyone who has ever experienced constipation or bloating,” Brooke told TheIndustry.beauty.

“It’s where people go to shop for supplements they know they can trust. And let’s be honest, we all have key memories unlocked in some capacity with Boots. It runs deep and we hope to be a part of that for many years to come.”

The launch expands the brand's retail presence beyond its direct-to-consumer channels and further into the UK’s mainstream health and wellness market.

“I vividly remember the very first conversation we had about our dream retail partners. It was a year ago, in Holly’s Notting Hill flat, brainstorming at her kitchen table. Simultaneously, we both said: Boots. So to have turned that around just eight months after launch is a proper pinch us moment,” said Walker Sanderson.

“The fact that Boots believed in us before we had even launched says everything. We didn’t even have a finished product to show them but they backed us completely. Their confidence in us, our brand and our product was there from the very beginning.”

Looking ahead, the founders emphasised the importance of physical retail as part of their wider mission to challenge taboos surrounding digestive health and reach consumers beyond digital platforms.

“Physical retail runs so much deeper than a social post or a TikTok live, it reaches those quiet corners sometimes forgotten - in order to land the impact we wish to make, physical retail has to feed into our entire omnichannel strategy,” said Walker Sanderson.

“We believe that the world is becoming more invested in how they show up physically and therefore in order to build a brand with long term integrity we have to be a part of those physical places. And what better place than Boots to make our first footprint,” Brooke added.