In recent decades, the concept of functional foods has offered a new and practical approach to achieving optimal health by promoting the use of natural products with physiological benefits theoretically reducing the risk of various chronic diseases. In 2013 Andrea Horwood founded WelleCo and over the following 6 years pioneered the Direct To Consumer (DTC) wellness model with over 80% sales through their own website, harvesting global customers through premium retailers and e-tailers including Selfridges, Net-a-Porter, David Jones, Sephora, GOOP, Harrods, Space NK.

Andrea’s previous history in publishing and innovative packaged consumer goods meant the company was able to produce and publish all content, digital, owned magazines and run innovative NPD in-house with a small guided team. The valuable original content produced was taken up by global platforms and on-sellers, contributing to the awareness and global communications for the brand.

WelleCo became the authority in plant based wellness. Celebrities and spokespersons were engaged in this strategy, including Australian model Elle Macpherson who signed on as face of the brand and spokesperson in 2014. Andrea sold her shareholding and concluded with the company in 2021.