Founded in 2018 by lifelong friends Rosie Speight, a former investment banker, and Alice Mackintosh, a leading London nutritionist, EQUI LONDON is a former Walpole Brand of Tomorrow that creates nutritional supplements for women using an effective, practitioner approach aimed at removing the confusion of the supplement market. Nourishing each of the body’s ten systems (immune, reproductive, detoxification, digestion, energy, brain, hormones, musculo-skeletal, skin, and cardiovascular), the EQUI LONDON range offers the ultimate in holistic supplementation to restore both inner and outer health and beauty.
Walpole: Your brand has real momentum in a category of large, well-established players. What is your unique proposition?
Rosie Speight: We started EQUI LONDON because we wanted to improve the standard of the supplement market and break-down the barriers between practitioner’s clinics, where supplements are used effectively, and the consumer. People’s trust in supplements is low – understandably so given low quality of many products on the market. Our mission is to fundamentally change this narrative by setting a new standard with products that we know work.
We pride ourselves on offering practitioner-quality supplements and our products are indeed to be used and trusted by practitioners across the UK, from the superior nutrients we use and the dose size we include to the sophistication of our formulations.
We understand the vast array of supplements can be daunting. Consumers often know they should be taking a probiotic, multi-vitamin and might have heard about herbs like ashwagnada, superfoods, mushrooms and collagen, but our unique solution is to simplify this complexity with all-in-one solutions that combine around 50 nutrients. This holistic, expert approach ensures there are no gaps in our customers' wellness regimes and also enhances ease and consistency in their daily health practices – key factors in achieving noticeable results.
What have you learned from the largest companies in your space – and what do you do differently to them?
We have tremendous respect for the longevity and success of some of the largest companies in our space, and have definitely learnt about scale and market penetration. However, we actively took a unique path that combines the best of the sub-categories that we see in our market: the first are mass-market products that are affordable, but typically low in quality and give minimal results; the second are practitioner-grade supplements that offer high quality, but are unbranded and difficult to access without a specialist; and the third are high-end, expensive products that prioritise style over substance. Our vision for Equi was to create a brand that offers the best of these three worlds: practitioner quality, beautiful branding and accessible to everyone.
With the acceleration of scientific research furthermore supporting the efficacy of supplements, when taken correctly, we have positioned ourselves as a trustworthy voice in a very busy market. My Co-Founder, Alice Mackintosh, is and old friend and a registered nutritional therapist. She is still running her successful London clinic and working first-hand with clients on a weekly basis, keeping afresh of the science in this space, which is fundamental to ensuring we stay true to our approach.
How does your company benefit the wider community?
Firstly, we are challenging and calling out companies that work to the minimum standards the loose regulations of supplements allow for. Formulating our products with integrity and quality is paramount to us. We hope that as consumers learn more, there will be pressure for the standard to raise across the board.
Secondly, with the difference our products make to people. We receive incredibly moving customer reviews weekly, telling us how our formulas have had such a positive impact on their lives, whether it be helping to manage a tricky menopause, to supporting sustained energy and a feeling of vitality, to finally helping clear problem skin that gives them their confidence back. These stories are absolutely why we are so committed to our approach. As we expand to the Middle East this year, we are excited to bring our effective approach to female health to more women across the region. I truly hope that as we grow further, we can have a bigger impact on the overall quality of the industry.
Luxury brands tend to think in generations, not years. What is your long-term vision for the company – and what plans are you setting in place now to make that happen?
Our vision is to establish EQUI LONDON as a cornerstone in daily wellness, synonymous with uncompromising quality and transformative health benefits. We aim to be a part of our customers' lives by not only providing premium wellness solutions, but also helping to influence and educate, promoting a sustained commitment to health and wellbeing. We have already established a range to support women through all stages in life, but have plans to extend this. In fact, we have a new range in development this year which will address what we see as an area of the market that exploits women’s insecurities – watch this space.
What’s been your proudest achievement with your company so far?
I’m proud of so many things we’ve achieved since we launched, however, I was DM’ing a lady in Sweden one evening last week and she said: “From the bottom of my heart, thank you so much for making and keeping high standards of your products – it saved my sanity and livelihood. My menopause symptoms came overnight: hair loss, weight fluctuations and chronic dryness drove me insane. But slowly and surely it worked. Everything is under control. Whatever you do, please don't stop making and selling Menopause Formula. I want to grow old with it.” That put a bigger smile on my face than any award could.
Can you tell us one major hurdle you encountered with your company, and how you overcame it?
We’re omni-channel, but e-commerce is a huge part of our business. The digital space is challenging and is a large focus of mine – it’s a science within itself. Regulatory changes and technological advancements continually move the goal posts. A hurdle we face most days is competing in this space. With complex products that need time to explain (when people scroll in a micro-second) against a sea of brands making the same claims, reaching people is getting more expensive and difficult. We overcome this in many ways: by staying true to our messaging; ensuring that our customer service is exceptional; leveraging our brand and community; and building a strong, dedicated customer base who have brought EQUI LONDON into their lives as their daily go-to.
What is your key piece of advice you’d have for an entrepreneur of an emerging British luxury brand?
Watch other brands in your space, but don’t be distracted by them. Around 800,000 businesses were set up in the UK last year, which is a phenomenal number. In 2023, the Government reported that there are 5.6 million private businesses in the UK, with 5.5 million of these being small. So, as an emerging brand, it is more than likely you'll feel the pressure of another business vying for your space in your market. At many points, I’ve felt the pressure to accelerate growth, look for investment at potentially the wrong time (we are still 100% founder-owned), and to diversify. In hindsight, the slower path to scale has allowed for the foundations of EQUI LONDON to be built with stability and it’s brilliant to now be in our next phase, with exciting things ahead.