Archive · 31 Aug 2026
Mother and Son Build £42m Women’s Wellness Brand
Rohini Sofat wanted health products that helped women feel well, not just products about losing weight or looking different.
She and her son, Arjun, decided to create those products themselves.
They started Free Soul with little money and had trouble convincing investors that women’s wellness was a large enough market.
They worked other jobs to pay for their first batch of products.
They also visited gyms early in the morning to give people samples.
Free Soul later began selling its products in major shops and online.
The company grew especially as more people bought health products during the Covid-19 lockdowns.
It now makes £42 million in yearly sales and has about 50 workers.
The founders hope sales will reach £100 million by 2028.
Rohini and Arjun Sofat built Free Soul after struggling to find wellness products designed around women’s needs.
The company recorded £42 million in sales for the year to April 2026.
Free Soul products are stocked by Boots, Tesco, Holland & Barrett and Superdrug.
The founders funded early production through construction work, gardening jobs and refurbishing flats.
Free Soul now employs about 50 people and is targeting £100 million in sales by 2028.
- Who
- Rohini Sofat and her son, Arjun Sofat, founders of Free Soul.
- What
- They built a women’s wellness and nutrition business that recorded £42 million in sales.
- When
- The company recorded those sales in the year to April 2026 and is targeting £100 million by 2028.
- Where
- Free Soul is based in London and sells through retailers and wholesale markets in several countries.
- Why
- The founders believed the market lacked products focused on women’s energy, wellbeing and nutritional needs rather than mainly weight loss or appearance.
Founders’ Opportunity
Investor Skepticism
Size of the women’s wellness market
Founders’ Opportunity
Rohini and Arjun Sofat believed women needed wellness products designed around energy, mood and nutritional support, rather than primarily weight loss or appearance.
Investor Skepticism
The founders said investors initially viewed women’s wellness as too niche and questioned whether the business idea could succeed.
How to build the brand
Founders’ Opportunity
The Sofats developed a bespoke vegan protein powder, tested multiple versions and focused on making it enjoyable enough for customers to use consistently.
Investor Skepticism
Early commercial obstacles included production minimums above £100,000, limited operating cash and difficulties keeping products in stock.
- Company
- Free Soul
- Latest reported sales
- £42 million in the year to April 2026
- 2028 sales target
- £100 million
- Employees
- Around 50
- Retailers
- Boots, Tesco, Holland & Barrett and Superdrug
- Total funding raised
- More than £500,000
- Fast-growth ranking
- Tenth on the latest Sunday Times 100 fastest-growing private companies list