Beauty Executives Launch Digestive Health Startup, We Are Regular

Holly Brooke and Joely Walker, former beauty industry executives, have transitioned from their high-profile careers to launch a new health-focused venture, We Are Regular. The startup aims to provide an all-in-one solution for constipation, responding to a personal struggle that drove the founders to create a product they felt was sorely needed. Within four weeks of its launch, the company has reported significant sales success.

Brooke, who previously served as the commercial director for Skin Rocks, and Walker, the former beauty director at Grazia magazine, founded We Are Regular to address chronic constipation, a condition that has plagued Brooke for much of her life. “I’ve suffered with constipation my whole life,” Brooke shared in an interview. “After years of relying on 30 daily pills to manage my symptoms, I knew there had to be a better way.”

The journey began when Brooke sought medical advice at the age of 17, only to be told she had irritable bowel syndrome (IBS) and should increase her fiber intake. This marked the start of a lengthy struggle for effective solutions. Brooke noted, “Having toxins in your gut significantly impacts mental health, leading to symptoms like brain fog and hormonal imbalances.”

After years of consulting various health professionals and naturopaths, Brooke developed her own remedy, culminating in a regimen of 30 supplements costing up to £400 each month. This experience sparked an innovative idea for Walker when they were out to lunch, and Brooke began taking her daily pills. “It’s not okay to require that many pills to function,” Walker remarked. “We should be able to consolidate those ingredients into one effective daily solution.”

The result is a powdered supplement designed to be mixed with water, producing a greens drink packed with ten key ingredients that Brooke found beneficial, including L-Glutamine, magnesium citrate, and ginger. The product is conveniently packaged in stick packs, making it easy to use on the go.

Breaking the Stigma of Constipation

Understanding the social stigma surrounding digestive health issues, particularly among women, the founders intentionally targeted their marketing towards females. “Many women feel shame about discussing constipation,” Walker explained. “Our goal is to create a supportive community where open conversations can take place without judgment.”

Brooke added, “Finding others who share your struggles can be incredibly relieving. We want to foster connections and discussions around this topic.” This approach has resonated with consumers, and the company has leveraged the popularity of social media to promote its message. The hashtag #pooptok has gained traction on TikTok, highlighting the growing trend of destigmatizing digestive health.

To ensure a successful launch, Walker utilized her editorial connections to secure features across national newspapers, resulting in thousands of orders within the initial weeks. “The response has been overwhelmingly positive, with many repeat purchases already,” Walker noted. “We can feel the brand gaining momentum, which is very exciting.”

Future Expansion Plans

Looking ahead, the co-founders are eager to expand their product line to cater to specific demographics that may benefit from their offerings. “We often receive inquiries from parents asking if their children can use our product,” Brooke said. “While the current formulation isn’t suitable for children, we are motivated to develop a child-friendly version.”

They also recognize that pregnant women frequently experience constipation, as do individuals on certain medications or those recovering from surgery. “There’s a clear demand for solutions across various audiences,” Brooke stated. “We are committed to helping as many people as possible with our products.”

As We Are Regular continues to grow, Brooke and Walker remain focused on their mission to provide effective, accessible solutions for digestive health while fostering an empowering community around a topic that has long been shrouded in silence.