August 12, 2025

Felicity Evans | Founder of Imbibe

59 minutes

In episode 144 of the Glow Journal podcast, host Gemma Dimond talks to the founder of Imbibe, Felicity Evans.

Felicity’s founder story is really different to my usual guests in that she never really set out to create a “brand.” I thought this was a wonderful opportunity to show you how many different shapes the startup journey, so to speak, can take.

The short version- Felicity wanted to overhaul her health, so she started making probiotic drinks in her kitchen. Her friends and family saw a change in her skin, her hair, her energy, and her health, so she started making up batches for them. Word spread, local retailers started asking if they could stock her products, and over a decade on Imbibe is a fully fledged beauty and wellness brand with SKUs spanning ingestible and topical skincare.

There’s a lot you can take from this, but what I find the most interesting is the finding-the-right-manufacturer piece- if you set out specifically with the goal of becoming a “brand founder,” hearing the word “no” time and time again (a startup inevitability) would be really disheartening. In Felicity’s case, she didn’t necessarily want to start a brand, so hearing a “no” was kind of a straightforward “okay, well you’re not the right manufacturer.” Business wasn’t her primary motivator- her primary motivator was just getting a shelf stable version of her product to the people who wanted it.

In this conversation, Felicity shares why the hotel space has become one of her most interesting and fruitful distribution channels, the many ways inflammation can show up in the body, and why she’s always used her customers as her biggest influencers.