For many women navigating the hormonal transitions of their late 30s and 40s, the clinical term ‘perimenopause’ can feel like a wall. London-based wellness brand Valerie is now betting that the path to market isn’t through that specific door, but through the symptoms themselves [NutraIngredients, 2026]. The company, which sells science-led liquid supplements, is deliberately dropping the word from its packaging and marketing to reach a wider audience of women over 35 seeking support for hormonal changes [NutraIngredients, 2026]. It’s a subtle but significant repositioning for a direct-to-consumer brand that raised a $653,000 pre-seed round last year and is now aiming for over £1 million in revenue in 2025 [FutureFemHealth, May 2025] [The Grocer, 2025].
The science-led wedge
Valerie’s core product is a liquid supplement shot, a format chosen to differentiate from the crowded shelf of pills and gummies. Its flagship Daily Essential is described as the UK’s first-of-its-kind liposomal shot, packing 12 active nutrients like ashwagandha, B vitamins, and magnesium into a single dose [Perplexity Sonar Pro Brief, 2024]. The company claims its patent-pending liposomal nanotechnology improves nutrient absorption compared to standard formats, a technical claim that forms the foundation of its ‘science-led’ branding [Perplexity Sonar Pro Brief, 2024]. The product is positioned to address a cluster of common complaints: anxiety, brain fog, low energy, and mood regulation [Valerie Website, 2026].
From luxury retail to liquid supplements
The brand’s aesthetic and commercial instincts are heavily influenced by co-founder Wizz Selvey. With a 15-year background that includes roles as Head of Beauty at Selfridges and director positions at luxury brands like Cowshed, Selvey brings a deep understanding of premium consumer packaging and retail strategy [HOW TO START UP by FF&M, 2026] [Simon Says, 2026]. Co-founder Olly Johnson contributes a background in wellness commercial leadership and a degree in Sports & Exercise Science, rounding out the founding team with operational and product development expertise [RocketReach, 2026]. The company was founded in December 2023 after more than two years of research and development [Perplexity Sonar Pro Brief, 2024].
Early traction and retail reach
Valerie’s early metrics suggest it is finding its audience. The company reported an 84% quarter-on-quarter sales increase in the first quarter of 2025 [The Grocer, 2025]. It secured a listing with Holland & Barrett, a major UK health and wellness retailer [Holland & Barrett, 2026]. The pre-seed funding round, led by angel investor Giles Brook, notably included approximately 45% investment from female backers [FemTech Insider, May 2025]. The company has also invested in early validation, commissioning a 12-week consumer trial to evaluate the impact of its Daily Essential shot in perimenopausal women, with results published on its website [ingredientsnetwork.com, 2026] [wearevalerie.com/pages/trial-results, 2026].
| Founder | Role | Key Background |
|---|---|---|
| Wizz Selvey | Co-founder | 15 years in luxury retail (Selfridges, Cowshed); founder of brand consultancy WIZZ&CO [HOW TO START UP by FF&M, 2026] [Simon Says, 2026]. |
| Olly Johnson | Co-founder | Wellness commercial leadership; BSc in Sports & Exercise Science [RocketReach, 2026]. |
Navigating a crowded and skeptical market
The path forward is not without its challenges. The supplement market, particularly for women’s health, is fiercely competitive and often viewed with skepticism by clinicians. Valerie’s primary differentiator rests on its liposomal delivery system and its repositioning around broader hormone health. However, this shift carries risks:
- Brand dilution. Moving away from the focused ‘perimenopause’ niche could blur the brand’s identity.
- Clinical evidence. While the company has run a consumer trial, the long-term efficacy of its formulations would benefit from peer-reviewed clinical studies.
- Competitive pressure. The brand competes with other femtech-focused supplement companies and the vast marketing budgets of established mass-market vitamin brands.
The standard of care and the road ahead
The condition Valerie primarily addresses, perimenopause, affects a vast population of women typically between the ages of 35 and 50. The standard of care today is often fragmented and inadequate. For Valerie, the next twelve months will be about proving its new positioning can drive sustained growth. Key milestones to watch include whether it expands its retail footprint beyond Holland & Barrett, if it publishes further data from its consumer trials, and if it attracts institutional investment for a seed round to scale marketing and product development.