Viral Women’s Nutrition Brand Free Soul: The Mother and Son Duo Redefining Women’s Wellness

Free Soul, the viral women’s nutrition brand behind the internet-famous Mango Greens Powder (with over 17 million servings sold), is redefining the women’s wellness industry. Founded by mother-and-son duo Rohini and Arjun Sofat, the brand’s journey is one of resilience, purpose, and community-driven innovation, proving that mission-led businesses can achieve extraordinary commercial success.

From a Family Health Scare to a Female-First Nutrition Revolution

Free Soul was born in 2017 after a devastating health scare within the Sofat family. When Rohini’s husband (and Arjun’s father) fell seriously ill, it ignited a personal journey into nutrition and wellbeing for Rohini, but it revealed a glaring gap in an artificial, male-oriented market with reductive messaging with no products designed specifically with women in mind. What began as a search for quality products quickly exposed a glaring issue that the wellness market was overwhelmingly male oriented and riddled with reductive, artificial messaging.

Realising that women were being consistently overlooked, Rohini and Arjun set out to create something different, a female-first nutrition brand built around quality, education, and community. Their inspiration came from Arjun’s grandmother, a trained nutritionist who championed the power of natural ingredients like Ashwagandha long before they became mainstream.

The pair’s journey wasn’t easy. With no external funding, Arjun launched a gardening business to fund the first production run, while Rohini took on side jobs fitting kitchens and bathrooms. At times, they couldn’t even afford transport from factory to warehouse, forcing Arjun to personally deliver orders across London in a borrowed car.

Years of rejection from investors and suppliers only strengthened their resolve. In 2021, their persistence paid off with a seven-figure investment, fuelling Free Soul’s next phase of growth. Today, the brand has sold over 17 million servings of its bestselling Mango Greens Powder and built a loyal, grassroots community of women across the UK.

At the core of Free Soul’s success lies its ‘DesignedByHer’ initiative, a pioneering model that brings its community directly into product development. By listening to women’s real-life health experiences, challenges and aspirations, Free Soul ensures that every product is a direct response to genuine need.

This participatory approach has become a cornerstone of the business and a catalyst for growth, with up to 15 new products launching by the end of 2025. For Arjun and Rohini, the community is not just part of the brand; it IS the brand.

Since its inception, Free Soul has been at the forefront of reshaping how women engage with wellbeing. The brand has challenged outdated diet culture and replaced it with empowerment, education and authenticity. By putting women’s needs at the centre, Free Soul has sparked a cultural shift, one where wellness is no longer an aspiration, but an achievable, everyday reality.

Free Soul has hosted free wellness retreats, organised the UK’s largest women’s workout class and continues to champion open, honest conversations about women’s health. The brand remains committed to its mission, never branching into men’s products and staying true to its founding purpose to make wellbeing accessible, effective and educational for every woman.