About Us
The story
I didn’t set out to create a wellness company.
I set out to help my daughter sleep.
My youngest, Evey (I call her Peanut), struggled with chronic anxiety. It touched everything: her sleep, her confidence, her ability to simply be herself. Like most parents, we went looking for help.
The first recommendation was medication.
Medication can be appropriate and life-changing for many families. But for us, at that moment, it felt like skipping to the last page. We wanted to work with her, not override her. To support her, not silence her.
So we asked a quieter question: where do you start when you want something gentler?
The plants we’ve forgotten
Just before the pandemic, I found myself in the Wellcome Collection reading an ethnobotanical study about plant use in rural Italy. It catalogued more than a hundred plants once used for everyday concerns: anxiety, digestive upset, inflammation, sleep disturbance. Knowledge passed down through families. Rooted in daily life.
And I remember thinking: we haven’t lost the plants. We’ve lost the habits.
Plants were once woven into our food, our rituals, our evenings and mornings. Over time, they’ve been pushed to the edges, labelled “alternative” when in truth they are ancient, practical and deeply human.
That idea stayed with me. It reframed natural support not as something fringe, but as something we’d quietly stopped practising.
sofi emerged from those two threads: a father’s desire to help his daughter find rest, and a growing understanding that we’d lost our everyday relationship with plants.
But if we were going to do this, it couldn’t be another generic supplement with vague promises. It had to be honest. Measurable. And designed for real life.
So we started with biology.
We started with how sleep actually works
Sleep doesn’t begin at bedtime.
It starts with how we cope with the day.
Before creating anything, we stepped back and looked carefully at the biological pathways involved in stress, overstimulation, disrupted rhythms and poor sleep. Where things break down. And where gentle support might help.
That work led us to two plants with some of the clearest evidence across those pathways:
Ashwagandha, traditionally used to support emotional steadiness, stress balance and daytime resilience.
Passiflora, long used to support calming of the mind, unwinding and more continuous night-time rest.
Each aligns with a different part of how stress and sleep are regulated in the body. Together, they form a simple, natural rhythm: support by day, rest by night.
Why we chose purity over blending
Most supplements combine many ingredients into a single formula. We chose a different path.
At sofi, each product contains one plant only.
That decision wasn’t aesthetic. It was philosophical. A single-plant approach allows each formulation to be understood, measured and refined with clarity. You can feel what’s helping, rather than guessing which ingredient might be doing what.
Our raw materials are selected carefully and produced to strict standards. Each batch is independently analysed to confirm identity and consistency. It’s an uncommon step in this category, but an essential one if quality and trust actually matter.
We tested it in real life
We weren’t trying to knock people out or override their biology. We wanted to support the body’s own ability to restore, and then observe what actually happened.
That’s why we created the sofi Pioneer Programme.
Thousands of people used sofi day and sofi night in their own homes while journaling how they slept and felt each day. Not in labs. In real life. With screens, commutes, caregiving, jet lag and everyday stress.
Patterns began to emerge.
Many participants reported improvements in sleep quality, fewer night-time wake-ups and better mornings. Others noticed calmer evenings, easier winding down and more continuous rest.
Taken together, the data showed something important: most people tend to benefit from at least one of the two plants.
This became a core belief at sofi. Biology is individual. There isn’t one answer for everyone. So instead of forcing a single solution, we offer a small number of well-understood plants and help people discover what works for them.
To make this possible, we developed sofi match over three years, combining a smart spray, a simple app and learning algorithms to understand how plants affect people outside the lab, in everyday life.
Natural wellness, but measured.
Designed for how people actually live
Even the best formulation doesn’t help if people don’t use it.
Pills live in cupboards. They’re easy to forget, awkward to swallow and often feel medical or stigmatised.
We chose a pocket-sized oral spray because sprays live with you. In your bag. On your desk. By your bed. They feel gentle, modern and easy to use wherever life happens.
Design, for us, isn’t about looking good. It’s about removing friction. Making support feel natural, not clinical.
Who we work with
sofi is supported by clinicians, herbalists, ethnobotanists and researchers who care deeply about evidence, integrity and human health. Their role isn’t to sell certainty. It’s to help us ask better questions, design better studies and stay honest about what we see.
Our promise
We believe in sofi enough to stand behind it properly.
Some people feel a difference quickly. Others need time. Some respond better to one plant than another. That’s normal.
If you take part in a sofi programme that includes a satisfaction guarantee, use the products as directed, engage with the experience fully and see no meaningful improvement, we’ll offer a refund or an alternative pathway.
Not because we expect it not to work. The data suggests it does for most people. But because trust matters more than conversion, and biology is individual.
What makes sofi different
Most sleep and stress products fall into one of three camps: medication, generic supplements with inconsistent quality, or apps that track without actively supporting.
sofi brings together three things that rarely coexist:
Pure, single-plant formulations with deep scientific and cultural roots
Real-world evidence gathered at scale from people living real lives
A format designed to fit naturally into everyday routines
UK regulations mean we don’t publish health claims or outcomes. But the science shapes everything we make. It’s natural wellness, grounded in evidence and designed with care.
An invitation
Peanut gave sofi its heart.
Forgotten plant wisdom gave it roots.
Modern design and real-world science made it practical.
The result is Ashwagandha by day. Passiflora by night. Two formulations. One natural rhythm.
If you’re navigating restless days and sleepless nights, if you want something gentle but grounded, something that fits into your real life, we’d love you to try sofi.
Not because it’s a miracle.
Because it’s what we wish we’d had from the beginning.
And because, in many ways, it’s what we had in the beginning.
To the future we’re building together, and the wisdom we choose not to forget.
Kaveh
Founder, sofi