Oshun says one unflavoured bottle has won 8,000 subscribers
Two founders sold a 15-product supplement brand, then built a company around a single pump-top electrolyte. Their argument: any habit that needs willpower eventually loses.
Every January, Britain buys transformation. By March it owns a drawer of abandoned sachets.
London-based Oshun sells one product against that drawer: an unflavoured liquid electrolyte concentrate, dispensed by a measured pump into whatever the customer is already drinking. No sugar, no sweeteners, no flavourings, no fillers.
The founders arrived at the minimalism the expensive way. Jack Atkinson and Joe Welstead built the supplement brand Motion Nutrition, which launched in 2016 with 15 products and was sold in 2022.
Their stated lesson from that sale: the range sprawl that grows a wellness brand is the same thing that makes customers quit it.
So the second company has one hero product and a rule to match. If a habit requires discipline — a flavour you tire of, a sachet you forget on holiday — it loses eventually. A pump that disappears into coffee, water or cordial has nothing to lose to.
The company says it has grown to 8,000 subscribers since launching in April 2024. The founders say they will substantiate that figure on request; the Gazette has not seen the underlying data.
Oshun also reports a rating of 4.7 out of 5 across roughly 1,500 reviews on Judge.me, with ease of use the recurring theme. Elsewhere in the same material the company cites over 1,200 five-star reviews on its own website, which is a different count of a different thing.
The presenter and beauty entrepreneur Trinny Woodall is a customer, on the company's account, introduced by her trainer. The Guardian named Oshun when covering the electrolyte boom and noted a sell-out driven by her endorsement.
The concentrate is sourced from the Great Salt Lake in Utah and sold by subscription. The company says every batch is tested for heavy metals and contaminants.
One caveat travels with the pitch, and the company puts it there itself. The product contains sodium, so anyone advised to watch their salt intake — including people with high blood pressure, or heart or kidney conditions — should speak to a doctor first.
The customer base is not the gym bag. Oshun describes its buyers as skewing heavily towards women aged 30 and over who want daily wellbeing rather than sports performance.
For founders in any consumer category, the interesting number is not the subscriber count. It is that the same two people ran the 15-product version of this business for six years, sold it, and chose to start again with one bottle.
Range breadth is the default growth lever in supplements. Oshun is a live test of whether removing that lever improves the thing that actually pays the bills, which is whether people are still buying in month twelve.
More: Oshun
