Zooki is the nutrient brand that treats health like high fashion

It’s another winter morning in London. The city is wrapped in mist and illuminated with the low glow of streetlamps. The parks stand bare; their trees etched in frost seem skeletal against the sky. The air smells faintly of rain and stone. Commuters snuggle into their chunky-knit jumpers as their breath rolls out in the crisp air.

But over the past few weeks, Londoners have been glancing up from their phones to find big, glossy billboards of something that might just be capable of reinvigorating them in the depths of their winter blues: Zooki.

The campaign features unusually vibrant images. It treats nutrition like fashion: bold and curated. There are no clinical charts. It’s devoid of overwhelming and joyless scientific drivel. The imagery delivers a visual zing that hits the same ways as biting into a luscious fruit, or perhaps, consuming a Zooki sachet.

For a British brand that has grown quietly — conversed about in dressing rooms, passed between friends with good skin, spotted poking from the handbags of people who have actually have their life together — the campaign feels less like a debut and more like a soft launch into public consciousness. Not a rebrand, but a reveal of the powers of Zooki; a reminder that daily nutrition should be as culturally relevant as any other part of your routine.

Zooki’s approach promotes consistency over chaos. There are no extremes, no punishing regimes, no need to take 14 capsules with food, water and the light of a full moon — something which seems to be dominating the wellness market in 2026. Instead, the answer is: liquid supplements, designed to taste good, travel well and be taken without thinking too hard about it. Tear, sip, go. Health but realistic.

The easy functionality might explain why Zooki has infiltrated the routines of people whose jobs rely on showing up well: founders, creatives, performers. Charlotte Tilbury. Rochelle Humes. Meghann Fahy. You wouldn’t necessarily know that, though. These icons never push Zooki in a sponsored-post kind of way. Instead, it is the chicest kind of endorsement: Zooki is simply always in their bag and they need it!

In fact, Zooki has earned the slightly conspiratorial reputation of being “the secret weapon of successful people” — which might sound like a tagline, but is really just what happens as the product keeps popping up in the same high-functioning circles. Dressing rooms, film sets, kit bags and in ‘What’s In My Bag?’ videos. Supplements have traditionally lived in gym lockers or the back of unopened cupboards. Zooki lives where real life is actually happening.

Although it might appear like beauty’s best kept secret, the brand has also been quietly racking up some very big wins. It was awarded Exporter of the Year at the Made in the North West Awards, in partnership with the Department for International Trade. It also gained a spot on the Startups 100 list of the UK’s most disruptive businesses. Oh, and in 2025, Zooki was the best-selling product across all Whole Foods Market’s UK stores. That isn’t just their supplements, but all products. (In case you’re wondering, the previous year’s winner was tinned sardines — a slightly humbling industry benchmark.)

As the famously upmarket supermarket suggests, Zooki’s status is also marked by where you can buy it. Soho House and Harrods? Naturally. Daylesford Organic? Obviously. But it’s also stocked in Boots and Holland & Barrett. Zooki has pulled off the tough task of combining high-street accessibility with top-of-the-range credibility.

So, to dispel winter’s monotony, maybe the answer isn’t to book a holiday anywhere with a warm climate. Instead, it could be to introduce a realistic and consistent ritual into your winter days. Start the Year of the Horse with all the energy of a wild stallion — or at least, a bit more than last year.