WelleCo wellness brand was founded by supermodel Elle Macpherson and formulator Dr Simone Laubscher, PhD. The company provides the plant-based supplements with herbal extracts, vitamins and minerals, and probiotics for whole-body wellness. The ingestible elixirs nourish the body from the inside out. WelleCo SUPER ELIXIR Alkalizing Greens is the hero product and is one-and-done super greens powder formulated with over 40+ naturally sourced ingredients such as turmeric, maitake and shiitake mushrooms, omega 3, pro and prebiotics, kelp, horsetail extract and dandelion. Daily consumption of WelleCo supplements helps to support overall gut health, enhances energy, provides immune support, healthy skin, and stronger hair and nails. The offering has grown from brand’s signature Super Eixir and pure plant-based Protein supplements to good clean kid’s snacks, a veggie wash that removes pesticides and Sleep Welle Valerian tea.
THE FOUNDER
Eleanor Nancy Macpherson known as Elle Macpherson is an Australian born model, television host, actress and businesswoman. She has graced dozens of magazine, from the Sports Illustrated Swimsuit issue, where she appeared a record five times, to Vogue (Australia, British, Italia, Russia) and worked with many brands such as Revlon, Biotherm, Louis Vuitton, Ralph Lauren, Victoria’s Secret to Omega Watches and was an UNICEF UK Ambassador for Baby Friendly Initiative in 2005. In addition to all of this, Elle launched a workout video, “Your Personal Best – The Body Workout” in 1995, and later Elle Macpherson Intimates. She is an executive producer of NBC's Fashion Star and was the host for the first season. Being known under the nickname “The Body” and with such an entrepreneurial spirit, she also founded the Fashion Cafe with Naomi Campbell and Claudia Schiffer. Her latest venture WelleCo, a wellness brand of natural supplements brings her personal approach to health & wellness and active lifestyle to the masses.
THE STORY
It all started when Dr. Simone Laubscher shared the benefits of her alkalising green powder with Elle, who found the neutralising, acidity balancing results so life-changing that she wanted to share them with the world. The ex-model was in her late 40s when she noticed that lacks in energy and inspiration. She wasn’t getting a good night’s sleep and just felt sluggish. This is when she understood that something in her lifestyle needed to be changed. She sought advice from her nutritionist, Dr. Laubscher, who put her on an alkaline diet. Immediately, she discovered the profound benefit of good nutrition and eating alkaline. In addition to adhering to an alkaline lifestyle, she practised Traditional Ayurveda medicine. Focusing on greens, Dr. Laubscher looked at the average imbalances and thought about specific ingredients she could include to support gut health and balance the body’s 11 systems. This is how the WelleCo green and clean brand appeared. It currently offers a full range of bio-live, organic plant-based supplements that provide the body with the nutrients, pure plant greens and proteins, calming tea to help people live a blissfully balanced life. Recognising the importance of easily absorbable supplements, WelleCo acts in the same way as natural wholefoods.
PRODUCTS & PRICES
SUPER ELIXIR Greens. THE SUPER ELIXIR™ is a bestseller and a daily health supplement formulated using a combination of 45 naturally derived ingredients, including wholefoods, herbal extracts, vitamins, minerals and probiotics. Created by Dr Simone Laubscher PhD, it helps support overall gut health, provides immune support, enhances energy, and helps support the appearance of healthy skin, and stronger hair and nails. The price is $80 for 300g package, $135 for a 300g caddy, $195 for 3X300g packages. It is available in two flavors Lemon and Ginger or Pineapple and Lime. There is also a starter set of The Super Elixir 300g, pH test kit and a Hydrator Bottle at $90.
NOURISHING PROTEIN is a plant-based health supplement formulated using a combination of organic pea and brown rice proteins, as well as herbal extracts, vitamins, minerals, pre- and probiotics. Created to help support muscle recovery and energy levels, it is a great source of plant-based protein. The price for the proteins is $90 for a kilo pack, $70 for a 300g caddy, $35 for 300g package. Two flavours of Vanilla and Chocolate are available.
WelleCo Super Kids’ NOURISHING PLANT PROTEIN Chocolate. The all-in-one expert formulated plant-based treat for healthy kids-on-the-go. It is a specially created protein for kids that is vital for brain development, organ function, muscle repair and a healthy immune system, making it crucial for growth and development during childhood. According to the web store, it is currently unavailable and will appear soon.
SLEEP WELLE Calming Tea is formulated with skullcap, hops and valerian root, that when combined, has calming effects, promotes a sense of well-being, and eases stress. This tea is good to dring before going to bed as it has a special blend of natural ingredients to overcome anxiety and have a good night sleep. The 50 bags refill goes at $37 and caddy - $69.
SUPER BOOSTERS are the pencil-shaped tonics with different effect. Together with overall health these plant-based formulas each specifically aimed at improving certain body functions i.e. at supporting the natural cleansing and detoxifying processes of the liver, balancing of hormones and enhancing energy and libido, collagen formation and skin firmness, maintaining immune defence, joint health, bone strength, calcium absorption etc. All-natural blends have fresh tastes of fruits and berries and come at a price of $55 each.
WelleCo has also a skincare line which consists of Japanese Green Tea Salt Scrub - $38, Organic Rose Geranium Crème - $45 and Organic Cacao Lip Balm - $27.
MARKETING & SALES
The branded products can be purchased all over the world online as well as offline in the United States, Canada, Australia, Asia, New Zealand, and also in many countries of the world, a complete list of which can be found by the link. It is also sold in Goop and Sephora.
Following marketing principles of successful brands, various collaborations with famous personalities for WelleCo is also very important. For example, in collaboration with Aerin Lauder, creative director of Estée Lauder Companies, Elle created a limited edition of lux caddy of her all-plant daily multivitamin. Aerin represents American beauty at its best - timeless and elegant. Her style and personality are an inspiration to many. The intention was to create elegant and purposeful gift. The unique, handcrafted, gold ceramic jar filled with 600g (three months’ worth) of the premium alkalizing greens came in Lauders’ signature gold and shargreen style.
MEDIA
“[WelleCo SLEEP WELLE Calming Tea] Reduced Anxiety and Sleeping Like A Baby. I'm not going to lie, the tea bags do NOT smell good! But, once you add hot water a transformation takes place and the tea tastes really good. After just a few days of having a cuppa in the evening, I found my anxiety levels had reduced and I was no longer waking up several times in the night. Great result!” Jo.M Review
"Taken as a shot or in a smoothie, this supplement easily fits into your daily routine however busy and hectic life gets. So time to wave goodbye to synthetic tablets and potions and embrace this daily ritual to a one-way road to general wellness and optimum vitality. Beauty comes from within after all." Vogue UK
"Welleco is the super elixir that will help combat the stresses of our busy days and the toxins of the modern world. Developed by Elle Macpherson and Dr Laubscher, PHD Nutritional Doctor, these powders are here to make your life healthier through adding them to your daily juice or smoothie for an extra boost to your health. The first Elixir was the Alkalising Green which helps boost your immunity and so much more. Now the collection of elixirs has expanded, so take a look and find which one is best for you." Yoga Rebel
