The Hembrow Sisters Redefine ‘Selfish' With Their New Sports Nutrition Brand (And It's Landing At Boots)

Graziadaily

5 days ago

The supplement aisle is about to get a serious shake-up. Meet Selfish Supps, the Australian brand that's changing the conversation around putting yourself first - and it's the brainchild of global fitness stars, the Hembrow sisters.
With over 17 million followers and a global fitness empire, Tammy Hembrow has become the go-to voice for real talk about wellness, motherhood, and showing up for yourself. Now, alongside her sisters Amy and Emilee, she is taking on the sports nutrition industry with a brand that's refreshingly honest about what women actually need.
Now available exclusively in Boots, the timing couldn't be more perfect. Despite women making up over 39% of the UK sports nutrition market, walk into any supplement shop and you'll find yourself surrounded by aggressive branding focused on male performance goals and outdated wellness ideals. Selfish Supps is here to change that narrative entirely.
"Fitness isn't just about hitting PBs or dropping dress sizes. It's about showing up for you," says Tammy. "Taking what you need and leaving guilt behind. It's knowing your best is enough and that giving your best to others starts with being selfish."
The sisters are not just talking the talk - they're living it. Between them, they've navigated 5am feeds, postnatal recovery, business meetings squeezed between school drop-offs, and the constant juggling act of ambition versus self-care. This isn't another celebrity supplement line; it's a brand born from genuine experience.
The core product range has launched exclusively at Boots (yes, Boots!) and covers the full spectrum of women's everyday health needs, from energy and performance to digestion, hydration, and muscle recovery. There's Give Me Plant Protein with its bloat-free 20g boost, Balance My Gut delicious blueberry blend with probiotics, and Hydrate Me's refreshing electrolytes with coconut water.
Each formula is backed by science, is vegan, gluten-free, halal-certified, and comes in flavours like Pink Lemonade, French Vanilla, and Juicy Watermelon - because let's face it, who said supplements have to taste like punishment?
Perhaps most refreshingly, Selfish Supps' debut UK campaign features real women from the TammyFit community rather than polished influencers or models. These are the faces of women working out for strength, for clarity, for energy and not perfection.
At £29 and upwards, the range is now available in 1,300 Boots stores nationwide and online. Finally, a sports nutrition brand that gets it: sometimes the most revolutionary thing you can do is be a little selfish. Scroll to shop the whole collection below.
Give Me Plant Protein
The Selfish Supps vegan protein powder comes in two flavours - French Vanilla and Rich Chocolate. For strength, tone and recovery, it has a prebiotic boost with a smooth and creamy texture.
Balance My Gut
A refreshing Blueberry Bliss flavour, the Selfish Supps powder is aimed at de-bloating your gut by aiding digestion and supporting your gut microbiome.
Hydrate Me
The Selfish Supps electrolyte powder is best for during and post-gym sessions, aimed at recovery and fast hydration. The Pink Lemonade flavour contains magnesium, coconut water and vitamin C.
Give Me Protein Water
Selfish Supps has developed a light, hydrating protein in a juicy, non-gritty format. Best for aiding in recovery, it's perfect for a hydrating hit during and after your workout.
I Want Energy
Boost your gym sesh with Selfish Supps jitter-free pre-workout that contains aminos, BCAAs and green tea for focus and endurance.
Natalie Corner is a commercial content editor for Grazia. Deeply invested in her skincare routine, she is never without SPF. She has tried and tested all sorts of hair products for curly hair and is on a mission to find the perfect under-eye colour corrector.