Tammy Hembrow's nutrition and supplement brand Selfish, which launched in the UK earlier this year, may be facing closure. The brand, founded by the Australian influencer and her sisters Amy and Emilee, was marketed as a wellness line for women, focusing on energy, hydration, gut health, protein, and recovery.
Selfish debuted in Australia in 2024 and expanded to the UK shortly after, offering products such as protein powder, electrolyte powder, gut health powder, and pre-workout powder. The brand emphasised research-backed ingredients and avoided artificial colours and synthetic sweeteners.
Despite initial success and a strong social media presence—Hembrow has 17 million Instagram followers—the brand now appears to be struggling. No official statement has been made regarding the potential closure, but industry insiders suggest that sales have not met expectations.
The news comes as a surprise to fans who had welcomed the brand's arrival in the UK. Hembrow, known for her fitness-focused content and relatable personality, had built a loyal following since rising to fame in 2013.
