Innermost

Innermost sells powdered “functional nutrition” blends—adaptogens, nootropics, whey & plant proteins, super-greens, collagen, recovery and weight-management formulas—priced £24-£45 per 300-600 g pouch (mid-range). The line is vegan-friendly, gluten-free, soy-free and uses natural sweeteners; SKUs are sold as 300 g refill pouches or 15-stick travel packs. Distribution is DTC through liveinnermost.com, Amazon UK and EU, plus boutique gyms, Equinox London, Harrods and Sephora EU shelves. Formulations are designed by nutritionists and built around evidence-backed active doses—ashwagandha KSM-66, lion’s mane, maca, L-theanine, 3 g creatine, 25 g protein—clearly listed on front-of-pack. The brand groups products into goal-based “Collections” (Relax, Focus, Fit, Health, Glow) and offers a 3-minute online quiz that recommends a personalised stack. Best-sellers include The Fit Protein (whey + magnesium), The Relax Capsules and The Strong Protein (whey + creatine). Core buyer is 25-40, urban, time-pressed and data-driven: exercisers who track macros, bio-hackers managing stress & sleep, and beauty-oriented consumers adding collagen or antioxidants to smoothies. They value clean labels, clinical dosing, recyclable packaging and an educational tone that demystifies adaptogens. Innermost competes with both sports-nutrition legacy brands and Silicon-Valley-style nootropic start-ups; it differentiates by bridging the two—combining performance macros with cognitive/stress actives in one formula, transparent labelling, fashion-forward tins and content that speaks to mental wellbeing as much as muscle.