Our story
Impacting the lives of women through the power of nutrition.
Because wellbeing isn't one-size-fits-all, but it should be for us all.
On the outskirts of London, at a time when high-end health clubs and fleeting fitness trends dominated the industry, warped by standards that did little to empower women, Free Soul was born.
It wasn't created in a boardroom, or as part of a marketing strategy. It was the result of a deeply personal journey. In 2017, Rohini and Arjun Sofat found themselves navigating an incredibly difficult time: Rohini's husband, and Arjun's father, was facing a critical health scare.
For Rohini, a mother committed to her health, staying active became her anchor. She turned to nutrition and exercise to cope with stress, and quickly realised something was missing.
The market was flooded with products that treated women's health as an afterthought. The few products "for women" were either watered-down versions of men's supplements or rooted in outdated messaging: be smaller, be thinner, take up less space. If you were a woman, the options were almost exclusively "slim shakes". If you were a man, they were for "bulking and shredding".
Women deserved better. And Free Soul was going to change that.
A brand built for women, not just marketed to them.
Rohini brought the knowledge and lived experience of a woman in nutrition, and a vision of the products women everywhere would need. To this day she remains deeply engaged with our customers' journeys.
Arjun, then exploring a career in finance, threw himself into his mother's mission, from driving across London to bring test shakes to gyms to building supply chains from scratch.
But this brand was never about our founders. It's about the millions of women we serve every day. We have always put the voices and stories of our female-led community at the forefront.
Since launching with a single product, our now iconic Vegan Protein Blend, Free Soul has grown into the home of women's wellbeing: a brand built on community, education, inclusivity and inspiration, with a comprehensive range formulated with women, and their bodies' unique needs, in mind.
We don't just sell products. We're committed to educating and shining a light on the areas of women's wellbeing that have been overlooked for too long.
Hormones
Raising awareness and supporting women navigating hormone imbalances, including PCOS (now PMOS).
Menopause
Thousands of women rely on our products every day through perimenopause and beyond.
Gut health
Supplements crafted to support digestive health and everyday comfort.
Periods
We talk about them. A lot. Around here, there's no such thing as "TMI".
More than nutrition. A movement.
What began as a family's struggle has grown into a global community of women breaking taboos, demanding better and redefining wellbeing on their own terms. Now, we're bringing it to South Africa.