From Kitchen Renovations to £55 million: How Free Soul Scaled Without Traditional Funding
Arjun and Rohini Sofat grew their vegan supplement brand Free Soul from a £15,000 start-up funded by kitchen-fitting work to a £55 million turnover business stocked in major UK retailers.
Former Barclays analyst Arjun Sofat and his mother Rohini, co-founder of Free Soul, turned a modest £15,000 seed fund into a £55 million supplement enterprise by first running a kitchen-fitting business to finance their initial stock. Their product line, inspired by Rohini’s health struggles, focuses on strength-building rather than weight-loss, targeting women seeking empowerment. Lacking a marketing budget, they relied on grassroots tactics—early morning gym promotions, direct sample distribution (even approaching Harry Styles), and self-taught web and Amazon skills via online tutorials.
A breakthrough moment on TikTok Shop sparked rapid growth, expanding the range to protein powders, electrolytes, and beauty gummies, and delivering a £5.5 million pre-tax profit. The company now employs 50 people and is sold across major UK chains, while the founders aim for a £100 million turnover without pursuing overseas expansion.
Why it matters
The story shows how resource-constrained founders can build a multi-million-pound health brand through creative financing and direct customer engagement.
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