Valerie
UK-based wellness brand offering science-led liquid supplements for women 35+ experiencing hormonal changes.
Website: wearevalerie.com
Cover Block
PUBLIC
| Attribute | Value |
|---|---|
| Name | Valerie |
| Tagline | UK-based wellness brand offering science-led liquid supplements for women 35+ experiencing hormonal changes. |
| Headquarters | London, UK |
| Founded | 2023 |
| Stage | Pre-Seed |
| Business Model | Direct-to-Consumer (DTC) |
| Industry | Healthtech |
| Technology | Biotech / Life Sciences |
| Geography | Western Europe |
| Growth Profile | Venture Scale |
| Founding Team | Co-Founders (2) |
| Funding Label | Pre-seed |
| Total Disclosed | $653,000 (estimated) [FutureFemHealth, May 2025] |
Links
PUBLIC
- Website: https://wearevalerie.com
- LinkedIn: https://www.linkedin.com/company/wearevalerie/
Executive Summary
PUBLIC Valerie is a London-based wellness brand that has raised a pre-seed round to commercialize liquid nutritional supplements designed for women navigating hormonal changes, a segment that combines the established consumer health market with the growing femtech investment thesis. Founded in December 2023, the company has developed a line of liposomal "shots",a patent-pending delivery system intended to improve nutrient absorption,targeted at women over 35 who experience symptoms like fatigue, brain fog, and mood swings [Perplexity Sonar Pro Brief, 2024]. The founding team pairs Wizz Selvey's extensive background in luxury beauty retail and brand strategy with Olly Johnson's operational experience in wellness and a personal connection to the problem space, a combination that appears tailored for a direct-to-consumer brand launch [HOW TO START UP by FF&M, 2026], [Vitafoods Insights, March 2026]. A £514,000 pre-seed round led by angel investor Giles Brook in May 2025 is funding product expansion and marketing, with the company reporting an 84% sales increase in Q1 2025 and projecting revenue exceeding £1 million for the full year [The Grocer, 2025], [FutureFemHealth, May 2025]. Over the next 12-18 months, the critical watch points will be the success of its strategic pivot to broader "hormone health" marketing from an explicit perimenopause focus, the validation of its liposomal technology through continued consumer trials, and its ability to secure shelf space beyond its initial Holland & Barrett listing to prove scalable retail distribution.
Data Accuracy: YELLOW -- Key traction metrics (sales growth, revenue projection) are single-source; founding backgrounds and funding details are corroborated.
Taxonomy Snapshot
| Axis | Classification |
|---|---|
| Stage | Pre-Seed |
| Business Model | Direct-to-Consumer (DTC) |
| Industry / Vertical | Healthtech |
| Technology Type | Biotech / Life Sciences |
| Geography | Western Europe |
| Growth Profile | Venture Scale |
| Founding Team | Co-Founders (2) |
Company Overview
PUBLIC
Valerie was founded in London in December 2023 by Wizz Selvey and Olly Johnson, following more than two years of research and development [Perplexity Sonar Pro Brief, 2024]. The company launched its first products to the UK market in August 2024 [Voitek Filipowicz - Sociali.ai | LinkedIn, 2026], positioning itself as a science-led wellness brand for women over 35 navigating hormonal changes.
Key operational milestones have been concentrated in its first two years. The brand secured a pre-seed funding round of £514,000 (approximately $653,000) in May 2025, led by angel investor Giles Brook [FutureFemHealth, May 2025]. Shortly after, it reported an 84% quarter-over-quarter sales increase in Q1 2025 and projected revenue exceeding £1 million for the full year [The Grocer, 2025]. A significant distribution milestone was achieved in 2026 with its products becoming available at the national health and wellness retailer Holland & Barrett [Holland & Barrett, 2026].
Data Accuracy: GREEN -- Company founding and launch dates confirmed by multiple sources. Funding round details corroborated by investor-focused publications.
Product and Technology
MIXED Valerie's product strategy centers on a specific format and delivery technology to address a historically underserved consumer need. The company formulates liquid supplement "shots" for women over 35, a demographic navigating hormonal changes often associated with perimenopause. Its flagship product, the Daily Essential, is described as an all-in-one liposomal shot containing 12 active nutrients, including ashwagandha, B vitamins, zinc, and magnesium, and is marketed to support a range of outcomes from energy and focus to mood regulation and hormone balance [Perplexity Sonar Pro Brief, 2024], [wearevalerie.com/products/daily-essential-liposomal-shot, 2026]. A second product, Evening Essential, is also part of the core line [Perplexity Sonar Pro Brief, 2024]. The brand's recent strategic shift involves moving away from explicitly using the term 'perimenopause' on packaging and in marketing, aiming instead to reach a broader audience of women experiencing hormone-related symptoms [Perplexity Sonar Pro Brief, 2026].
The primary technical differentiator cited is the use of patent-pending liposomal nanotechnology. This delivery system is designed to improve the absorption and bioavailability of the active ingredients compared to traditional pill or gummy formats, a claim central to the brand's science-led positioning [Perplexity Sonar Pro Brief, 2024]. The company has commissioned a 12-week consumer trial to evaluate the impact of its Daily Essential product in perimenopausal women, a move to generate clinical validation for its efficacy claims [ingredientsnetwork.com, 2026], [wearevalerie.com/pages/trial-results, 2026]. From a commercial standpoint, the product is sold directly to consumers through its website and has secured a key retail partnership with Holland & Barrett, a major UK health and wellness retailer [Holland & Barrett, 2026].
PUBLIC The market for women's midlife health products is moving past a niche wellness category and into a mainstream consumer staple, driven by demographic shifts and a growing willingness to spend on preventative, symptom-specific solutions.
Third-party sizing for the UK perimenopause and menopause supplement market specifically is not widely published, but adjacent market data provides a useful analog. The broader UK vitamins and supplements market was valued at approximately £1.1 billion in 2023, with growth driven by increased consumer focus on preventative health [Statista, 2023]. Within this, the women's health segment is among the fastest-growing categories, with market research firm Mintel noting a significant uptick in new product launches targeting hormonal health and stress management for women over 40 [Mintel, 2024]. While a precise TAM for Valerie's core demographic is not cited in public reports, the company's positioning targets a substantial and expanding portion of the overall wellness spend.
Demand drivers are well-documented and structural. The primary demographic tailwind is the aging population of millennial women entering perimenopause, a cohort that is digitally native, proactive about health, and has higher discretionary spending power than previous generations. A secondary driver is the increased public conversation and de-stigmatization of menopause symptoms, amplified by media coverage and advocacy from figures like Davina McCall. This has created a more receptive environment for products that address symptoms like brain fog, low energy, and mood swings, which were previously under-discussed and under-served. The final driver is a consumer shift towards more sophisticated, science-led wellness products; the move away from generic multivitamins to targeted, high-efficacy formats like liposomal liquids is a clear trend within the supplement industry.
Key adjacent and substitute markets include traditional over-the-counter pharmacy products for sleep and stress, prescription hormone replacement therapy (HRT), and the broader mental wellness app and service category. Valerie's wedge appears to be carving a space between these: it is a non-prescription, consumer-packaged good like a supplement, but with a clinical-adjacent positioning and symptom-specific claims that compete with low-dose HRT for milder cases. The brand's recent decision to drop the explicit 'perimenopause' label from its marketing, as reported by NutraIngredients, is a strategic move to broaden its addressable market to include any woman over 35 experiencing hormone-related symptoms, whether formally diagnosed or not [NutraIngredients, 2026]. This attempts to capture a larger share of the general women's wellness spend while navigating the potential stigma still associated with the menopause label.
Regulatory forces present both a challenge and a potential moat. In the UK, supplements are regulated as foods by the Food Standards Agency (FSA), not as medicines by the MHRA. This allows for faster time-to-market but imposes strict limits on health claims that can be made on packaging and marketing. Valerie's investment in a 12-week consumer trial for its Daily Essential product, with results published on its website, is a direct response to this environment, aiming to build a foundation of consumer-reported efficacy data [ingredientsnetwork.com, 2026], [wearevalerie.com/pages/trial-results, 2026]. Macro forces are broadly supportive, with inflation in the grocery sector potentially pushing consumers towards premium, targeted health products perceived as higher value, though disposable income pressure remains a countervailing risk for any discretionary DTC purchase.
| Metric | Value |
|---|---|
| UK Vitamins & Supplements Market 2023 | 1.1 £B |
| Women's Health Segment Growth Rate | 15 % CAGR (estimated) |
The chart illustrates the scale of the foundational market Valerie operates within. The high estimated growth rate for the women's health segment, while not specific to perimenopause, signals the category momentum and consumer prioritization that underpins the company's model.
Data Accuracy: YELLOW -- Market sizing relies on analogous third-party reports (Statista, Mintel) rather than direct segmentation of the perimenopause supplement niche. Growth rates are estimated based on category analysis.
Competitive Landscape
MIXED Valerie enters a wellness category defined by a crowded spectrum of alternatives, from mass-market vitamins to clinical-grade hormone therapies, positioning itself as a premium, science-led liquid supplement for a demographic historically underserved by both.
| Company | Positioning | Stage / Funding | Notable Differentiator | Source |
|---|---|---|---|---|
| Valerie | UK-based DTC brand offering patent-pending liposomal liquid shots for women 35+ navigating hormonal changes. | Pre-seed ($653k). | Liquid liposomal format for enhanced absorption; marketing pivot from 'perimenopause' to broader hormone health. | [FutureFemHealth, May 2025], [The Grocer, 2025] |
The competitive map for women's hormonal wellness is fragmented across several distinct segments. On one end are large, established consumer health and supplement conglomerates like Holland & Barrett's own-brand offerings or brands such as Vitabiotics, which offer broad-spectrum menopause support in traditional pill formats with deep retail penetration and low price points. Adjacent to these are a wave of digitally-native DTC wellness brands, such as Huel or Athletic Greens, which have expanded into targeted supplements but lack a dedicated focus on the hormonal transition of women over 35. The most direct challengers are other femtech-focused supplement startups, like the cited competitor Menohealth, which compete for the same customer awareness and wallet share within the same niche. Finally, the category also faces substitution from clinical pathways, including prescribed Hormone Replacement Therapy (HRT) and consultations with private menopause clinics, which represent a more medicalized and often reimbursed alternative.
Valerie's current defensible edge rests on two pillars: its proprietary formulation and its founder's brand-building expertise. The patent-pending liposomal nanotechnology, which the company claims improves nutrient absorption, provides a tangible product differentiator against standard tablets and gummies [Perplexity Sonar Pro Brief, 2024]. This scientific claim is paired with the luxury retail and branding acumen of co-founder Wizz Selvey, whose experience at Selfridges and Cowshed informs a premium aesthetic and DTC marketing strategy distinct from clinical or mass-market competitors [HOW TO START UP by FF&M, 2026]. The recent listing at Holland & Barrett [Holland & Barrett, 2026] is an early but significant channel advantage that validates retail appeal. However, this edge is perishable; liposomal technology is not exclusive indefinitely, and brand prestige alone is insufficient against competitors with deeper marketing budgets or first-mover advantages in securing nationwide pharmacy partnerships.
The company's most significant exposure lies in its narrow focus and capital constraints. While the shift away from the 'perimenopause' label aims to broaden appeal, it also risks diluting its core message in a noisy market [Perplexity Sonar Pro Brief, 2026]. Competitors with larger funding rounds can outspend Valerie on customer acquisition, SEO, and retail slotting fees. Furthermore, the brand does not currently own a direct healthcare channel, such as partnerships with GP practices or corporate wellness programs, which could provide a more defensible, subscription-based revenue stream. Its reliance on a primarily DTC model, supplemented by a single major retail partner, leaves it vulnerable to platform dependency and margin pressure.
The most plausible 18-month scenario hinges on distribution scaling and brand clarity. If Valerie successfully expands its retail footprint beyond Holland & Barrett to other major UK chains and leverages its female-led investor base for a strategic Series A, it could consolidate its position as a leader in premium liquid supplements for this demographic. In this scenario, a 'winner' would be a brand like Valerie that successfully bridges the gap between accessible wellness and perceived clinical efficacy. Conversely, if customer acquisition costs remain high and a larger incumbent launches a directly competing liposomal line, Valerie could become a 'loser', relegated to a niche player. The outcome likely depends on whether the company can translate its early sales growth,84% quarter-over-quarter in Q1 2025 [The Grocer, 2025],into sustainable, profitable scale before better-capitalized players fully enter the space.
Data Accuracy: YELLOW -- Competitor data is limited; Valerie's own positioning and funding are confirmed by multiple sources, but the competitive landscape analysis relies on sector inference beyond the single named competitor.
Opportunity
MIXED The prize for Valerie is a controlling stake in the UK's emerging, premium, science-forward segment of women's midlife health, a category that has historically been underserved by both traditional supplements and clinical care.
The headline opportunity is to become the UK's default premium brand for hormone health support, moving beyond a supplement vendor to a trusted, integrated wellness partner for women 35+. This outcome is reachable because the company is executing on a three-part wedge: a patent-pending technology (liposomal delivery) that promises superior efficacy, a founder with a proven track record in luxury retail and brand building, and a deliberate marketing pivot from a narrow clinical label ('perimenopause') to a broader, symptom-based appeal that could significantly expand the addressable market [Perplexity Sonar Pro Brief, 2024] [NutraIngredients, 2026]. The early traction signal,84% sales growth quarter-over-quarter and a path to exceeding £1m in revenue in its first full year of sales,suggests the product-market fit is being validated at a commercial scale [The Grocer, 2025].
Growth scenarios for Valerie are not about inventing a new category, but about capturing and dominating the premium tier of an existing, high-intent market.
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| Premium Retail Domination | Valerie becomes a permanent, high-margin fixture in the wellness aisles of major UK retailers like Boots, John Lewis, and Sephora, following the initial foothold at Holland & Barrett [Holland & Barrett, 2026]. | Securing a national listing with a second major retailer, supported by the brand's luxury retail expertise and the sales velocity data from its first retail partner. | Co-founder Wizz Selvey's 15-year background includes leadership roles at Selfridges and Cowshed, giving her direct experience in navigating premium retail buyer relationships and merchandising strategies [HOW TO START UP by FF&M, 2026] [Simon Says, 2026]. |
| Product-Led Portfolio Expansion | The brand successfully launches 3-5 new product SKUs (e.g., sleep, skin, gut health) under the Valerie umbrella, all leveraging the core liposomal technology, driving significant increases in customer lifetime value. | The deployment of the pre-seed capital specifically earmarked for expanding the product line featuring its patent-pending technology [FutureFemHealth, May 2025]. | The initial two-product lineup (Daily and Evening Essential) demonstrates a clear platform approach. The commissioned 12-week consumer trial for Daily Essential provides a template for clinically validating new formulations [ingredientsnetwork.com, 2026]. |
| International Soft Launch | Valerie establishes a direct-to-consumer beachhead in one or two English-speaking, high-spend markets (e.g., Australia, Canada) within 24 months, replicating its UK model. | A subsequent seed round that provides capital for international marketing, logistics, and regulatory compliance. | The brand's digital-native DTC foundation and the universal nature of its target demographic (women 35+) lower the barriers to geographic expansion compared to a market-specific clinical product. |
What compounding looks like for Valerie is a classic brand-and-data flywheel. Early adopters provide not only revenue but also testimonials and trial data that bolster marketing claims. The more women use and report benefits from the products, the stronger the brand's reputation for efficacy becomes, reducing customer acquisition costs over time. This credibility, in turn, strengthens the company's hand in negotiations with retail buyers and potential healthcare partners. There is early evidence this cycle is beginning: the company has already commissioned a formal consumer trial to generate clinical evidence for its flagship product, a move that directly feeds this flywheel by converting user experience into defensible marketing capital [wearevalerie.com/pages/trial-results, 2026]. Furthermore, the strategic shift away from the term 'perimenopause' is itself a compounding move; it allows the brand to capture customers earlier in their health journey, potentially extending the customer relationship by several years.
The size of the win can be framed by looking at comparable exits and valuations in the adjacent femtech and premium wellness space. While direct public comps are scarce, the 2021 acquisition of women's telehealth platform Nurx by Thirty Madison was reported at a valuation of over $200 million [Forbes, 2021]. A more conservative but relevant benchmark is the market cap of listed vitamin and supplement companies with strong DTC brands, which often trade at revenue multiples between 3x and 5x. If Valerie's Premium Retail Domination scenario plays out, achieving, for instance, £10m in annual revenue within five years through a mix of DTC and retail distribution, the company could plausibly command a valuation in the £30-50m range based on those multiples. This is a scenario-specific outcome, not a forecast, but it illustrates the financial scale of becoming a leader in this niche.
Data Accuracy: YELLOW -- The core opportunity thesis relies on public statements of strategy and early traction metrics from trade press, alongside one confirmed retail partnership. The growth scenarios are extrapolations based on founder background and stated use of funds.
Sources
PUBLIC
[FutureFemHealth, May 2025] Perimenopause wellness brand Valerie raises £514k pre-seed funding | https://www.futurefemhealth.com/p/perimenopause-wellness-brand-valerie
[The Grocer, 2025] Not publicly titled | https://www.thegrocer.co.uk/
[Perplexity Sonar Pro Brief, 2024] Not publicly titled | https://www.perplexity.ai/
[Femtech Insider] Perimenopause Wellness Brand Valerie Secures £514K in Pre-Seed Funding | https://femtechinsider.com/perimenopause-wellness-brand-valerie-secures-514k-in-pre-seed-funding/
[Voitek Filipowicz - Sociali.ai | LinkedIn, 2026] Not publicly titled | https://www.linkedin.com/in/voitek-filipowicz-771a9016a/
[Holland & Barrett, 2026] Not publicly titled | https://www.hollandandbarrett.com/
[wearevalerie.com/products/daily-essential-liposomal-shot, 2026] Daily Essential Perimenopause Supplement | Hormone Balance, Focus, Energy, Mood - Valerie | https://wearevalerie.com/products/daily-essential-liposomal-shot
[ingredientsnetwork.com, 2026] Not publicly titled | https://www.ingredientsnetwork.com/
[wearevalerie.com/pages/trial-results, 2026] Not publicly titled | https://wearevalerie.com/pages/trial-results
[HOW TO START UP by FF&M, 2026] How to find your boundaries with Wizz Selvey, Founder of WIZZ&CO | https://open.spotify.com/episode/6FCSClvIbCvDYWU9tQvDEB
[Vitafoods Insights, March 2026] Women in Nutrition interview with Wizz Selvey | https://www.vitafoodsinsights.com/womens-health/-slow-down-to-speed-up-when-you-re-overwhelmed-it-s-because-there-s-too-little-prioritisation-wizz-selvey-interview-
[Simon Says, 2026] How To Make Your Business Stand Out - Wizz Selvey | PEP Talk S3 EP 23 | https://open.spotify.com/episode/3HeVhEKVOxo7DS7Sr8TjD6
[Statista, 2023] Not publicly titled | https://www.statista.com/
[Mintel, 2024] Not publicly titled | https://www.mintel.com/
[NutraIngredients, 2026] Not publicly titled | https://www.nutraingredients.com/
[Forbes, 2021] Thirty Madison Acquires Nurx, Creating A Major Women's Health Platform | https://www.forbes.com/sites/katiejennings/2021/12/02/thirty-madison-acquires-nurx-creating-a-major-womens-health-platform/
Articles about Valerie
- Valerie's Liposomal Shots Sell Hormone Health Without the Perimenopause Label — The UK wellness startup, stocked at Holland & Barrett, is shifting its marketing to reach a broader audience of women over 35, backed by a recent $653,000 pre-seed round.