How The Hembrow Sisters Are Moving Into The Wellness Space

It’s a natural extension of the empire the Hembrow sisters have been building together.

The wellness space is continuing to grow, and whilst this may not be in the clinic wholesale space, consumers are now demanding more choice when it comes to supplements. Women represent over 40% of the sports nutrition market in Australia, yet most are left navigating an industry built with men in mind – from gym junkie jargon to male-centric branding and supplement overload. 

Sisters Amy and Emilee Hembrow, in collaboration with their sister Tammy Hembrow, whose global influence in the fitness and beauty space is undisputed, have officially launched Selfish Supps, a new range of functional, science-backed supplements designed specifically for women.

Selfish Supps is already stocked in 530 Chemist Warehouse stores nationwide as well as online.

A Smarter Way to Supplement

From gut health and hydration to sustained energy and lean muscle tone, Selfish Supps offers a targeted, female-first take on sports nutrition, without the male-dominated gym culture undertone.

The range includes seven multi-functional formulas, with each product being vegan, gluten-free, dairy-free, and halal-certified, with every formulation backed by nutritional science and purpose-built for women juggling multiple roles and a busy lifestyle.

“For us, fitness isn’t just about hitting PB’s or dropping dress sizes. It’s about showing up for you. 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. ”

 – Tammy, Amy and Emilee Hembrow, Selfish Supps Founders

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