Same Soul. Elevated look.

When Free Soul began, one thing was clear: women deserved more from wellbeing.

What started as a simple mission, to provide high-quality nutrition that’s formulated to meet women’s unique needs, has grown into a global destination for women’s wellbeing.

Since 2017, we’ve supported over three million women. From one do-it-all protein to over 30 products, and sell-out community events to a nationwide retail launch - every step of the journey has been guided by Her.

And, to keep serving Her properly, we need to keep evolving. Not just with our products, but how we show up. How we speak. How we represent Her, everywhere.

So, as we’ve always done, we listened. We heard the stories of over 7,000 women, interviewed experts and immersed ourselves in women’s wellbeing culture. And, as a result, we’ve evolved. 

You may notice things are looking a little different, but what matters most: the products you trust, the community you love, the Soul you know, stays exactly the same.

Free Soul. Wellbeing for being a woman.

Why are we evolving?

From day one, Free Soul has been shaped by women. Every product, every decision, every story has been guided by the women who trusted us first. 

What began as a deeply personal story of a mother and son determined to create something better, has grown into a team of over 50, all united by one mission: to impact the lives of women through the power of nutrition.

With growth comes responsibility. And, like the women we represent, we are continuously evolving.

Our next chapter isn’t just about a new logo or colour palette, it’s an evolution of what came before and a foundation for the next phase of our journey. As our brand builds, we knew we needed an identity bold enough to reflect our ambition and clear enough to reach Her, wherever she is on her wellbeing journey. 

Our new look allows us to communicate more clearly than ever, to show not just that our products work, but ‘how’’ and ‘why’ they do. Every formula remains science-backed, expertly crafted and designed to support women’s real lives. 

What is changing?

What’s new is how we show up, with more clarity, more accessibility and more of a celebration of Her.



So, you can expect to see an elevated identity. With an enhanced logo that reflects confidence, colours, fonts and packaging that communicates clarity and tone of voice that makes you feel truly at home.

But inside? It’s the same trusted formulas you know and love. Every ingredient is carefully chosen, combining clinically-studied nutrients with careful testing and insights from real women through our Designed by Her programme.

Whether you’re picking up Free Soul for the first time or the fiftieth, you’ll always know what’s inside, and why it works.

And, more importantly, what’s not?

While our look may have changed, our Soul hasn’t.

Our mission remains the same: to support women with honest, effective nutrition that fits Her real life.

Our formulations remain unchanged: the same science-backed blends, designed to serve women through every age and stage.

Our team is still independent, with the same founders, mission and commitment to making Free Soul a brand built as the home of women’s wellbeing.

This is Free Soul: Chapter Two.

Still your trusted home for women’s wellbeing. Now, with an identity that feels as confident, clear and evolved as Her.