Walk down any supplement aisle and you are looking at products built for male bodies, with women served as an afterthought: the same formulas, smaller scoops, pinker tubs. FREE SOUL started in 2017 from the refusal to accept that. Its founding question was almost embarrassingly simple: what would nutrition look like if you started with women's bodies and built from there?
The answer turned out to be a company. Co-founded by Rohini Sofat, who shapes the customer experience, FREE SOUL makes nutrition formulated around what women actually contend with: hormones that cycle rather than sit still, energy that has to stretch across work and caring and training, and an industry that had never thought any of that worth formulating for. It is a family business too, built by Rohini alongside her son Arjun, which gives the brand something the category rarely has: a founding table where a woman's experience was the starting point rather than the market extension.
What FREE SOUL has built since is hard to argue with. It has grown into one of the UK's most recognisable women's wellness brands, with a community that talks about it the way people talk about brands they discovered rather than brands that were advertised at them. Scroll its TikTok and you find something rare in supplements: actual enthusiasm, from actual women, in their own words.
That community is the point, and it is why FREE SOUL matters to Women's Work. We exist on the belief that women back the brands that take them seriously, and FREE SOUL is what taking women seriously looks like at scale: not a pink label on someone else's formula, but a company where the woman was the blueprint.
This is the kind of brand this platform was built to stand beside.