WelleCo Australia Opens First Flagship Store in Soho

By Christina Najjar | October 5, 2018 | Style & Beauty

WelleCo, the cult Australian wellness company and pioneer in the global ingestible beauty industry, has opened its first U.S. flagship store in the heart of the city’s bustling SoHo neighborhood.

You’ve definitely seen WelleCo products before—probably in the hands of models, beauty mavens and bloggers alike. What sets WelleCo apart is its grounding in science. All of the elixirs and supplements are scientifically formulated with nutrients derived from premium botanicals. The range of elixirs includes the cult Super Elixer Greens. WelleCo elixirs are plant-based active nutrients designed by nutritional doctors using carefully formulated ingredients derived from natural whole foods. In easily absorbable powder form, they are designed to nourish the body’s 11 systems at a cellular level.


The WelleCo flagship store is an extension of the brand’s premium digital offering, providing a tangible experience for their loyal U.S. customer base. Designed in partnership with their in-house design team, the store incorporates clear lucite, glass, ebonized timber, and natural greenery to emphasize the brand’s chic, clinic-meets-botanical aesthetic.

The in-house nutritionist consulting areas, complete with customized suede seating, provides a respite from the busy, modern city outside and allows customers to have their supplementation requirements customized. Within the store’s wellness space, customers can sample products, attend demonstrations and events, provide feedback, and seek expert nutritional advice.


“WelleCo’s aim has always been to create and share the world’s best whole food, plant-based nutritional supplements. We believe the global success of the brand comes down to the efficacy and integrity of the product, our team, and our global customer base who have committed to the formulations and incorporate them into their daily wellness regimes,” said Andrea Horwood, Co-Founder and CEO at WelleCo. “We are excited to introduce our Australian wellness products to a wider U.S. customer base with our first stand-alone store in the heart of SoHo. We found a loyal and growing customer base in the U.S. through our WelleCo.com site. More than half the company’s global sales come directly from the U.S. At WelleCo, we value customer connection and hearing each customer’s journey.”

“The qualities that remain important to WelleCo are emulated in store—science and innovation, expert advice, a whole food and plant-based lifestyle, customer connection through a warm and welcoming environment built for discovery and education. It’s not just a store or retail space, it’s a platform for people to experience WelleCo’s premium, science-backed product offering and meet the team behind the brand,” Elle Macpherson, Co-Founder of WelleCo added.

For additional information on WelleCo visit WelleCo.com.

Photography by: Photos courtesy of WelleCo