Gemma Feare Of everystate: The Woman Seeking To Make Wellness Inclusive And Approachable
Within the wellness space there is still a need for inclusivity and representation. More than ever wellness needs to be inclusive of all cultures. Fairly new to the wellness space is functional mushrooms, with the global functional mushroom market set to hit $76 billion by 2033. Yet despite this in the UK, awareness remains low — 78% of Brits are still unfamiliar with the benefits of functional mushrooms and the ease with which it can have a positive impact on their wellness.
Gemma Feare a Woman of colour whose background involved a Caribbean household and a grandmother that prioritised natural ingredients and grew as much as she could in her garden has combined her superfoods expertise (she was formerly at Moju and Pollen + Grace) with her business experience to head a functional mushrooms brand that widens access to wellness.
everystate the functional mushroom brand as founded by Gemma, Jonathan Relph and singer Ellie Goulding seeks to revolutionise the wellness industry by breaking the complexities of functional mushrooms by simply offering functional mushroom blends based on the outcomes as needed. Gemma with everystate is offering mushroom supplements for every state of life.
We spoke to her not only all about the brand but also about inclusivity in the wellness space, how her Caribbean background has shaped her experience of wellness and her approach to it, about being a Woman of colour in a space known for being exclusive and how she has built a company culture of authenticity and intentionality and more.
Read on for our exclusive interview with Gemma.
Hi Gemma it is a pleasure to speak to you. For those who don’t know what functional mushrooms are, could you explain what they are please?
Varieties of fungi that are often consumed in concentrated formats, like powders, and are valued for their potential to support different aspects of health and wellbeing. Lions’s Mane is great for energy and focus; Reishi is a powerful anti-inflammatory and can calm stress; tremella has fantastic skincare benefits and is a beauty industry favourite.
You are of Caribbean heritage and was raised by your Grandmother, how has this culture and upbringing influenced what you bring to the wellness and beauty market?
I was raised in my grandmother’s home in a very working-class, Jamaican household, in which natural, fresh ingredients were prioritised, This is where my passion for herbal, holistic remedies stems from.
You have co-founded a functional mushroom brand – everystate – , with Ellie Goulding. How did this happen?
We were introduced by fellow cofounder Jonathan Relph and built a relationship from a shared love and passion for wellness, and have subsequently formed a great relationship. Ellie has used functional mushrooms for nearly a decade so knows exactly what the consumer needs while I bring the health industry expertise.
What are you hoping to achieve with everystate?
The wellness space can be an exclusive space. I’m hoping that with everystate we can break down the complexities of functional mushrooms so that everyone can reap the benefits based on the wellness outcomes they need for every state of their life.
What has the pressure of being a young Woman of colour in business been like for you?
I faced a lot of challenges with access to spaces, often getting overlooked in certain rooms because of how I look. I had a really amazing mentor who has helped me navigate certain challenges within the industry and I now mentor multiple people.
What are your thoughts on AI and how are you using AI to drive efficiency while the brand is in scale up mode?
I struggled with decision fatigue and decision paralysis in the past, AI has made that easier, allowing us to focus on the more human touches of the brand such as our tone, creativity and how we build our community.
Are you seeking to intentionally revolutionise the wellness industry and if so why is this important to you?
I’m personally passionate about widening access to traditionally exclusive spaces and hope to target women, in particular, as a large majority of the health market has been designed for men.
How important is intentionality and inclusion in the wellness space – a traditionally exclusive space?
The wellness space is so crowded, there’s no need to shout the loudest. I prioritise staying true to myself, so I’ve facilitated a culture of authenticity with the company.
On a last note how should functional mushrooms be best used?
Start with a coffee, matcha or cacao blend. They offer gentle, sustained alertness that many find easier on the nerves and stomach than a regular brew. We have a subscription model to help people slot these delicious drinks into their daily routine as building a healthy routine is the best way to get the most from these powerful ingredients.
Our Final Thoughts
Gemma’s passion for wellness and a wellness industry and space that is an accurate reflection of society in addition to her approach on providing solutions that better wellbeing structured on the required outcomes is truly extraordinary.
We are thoroughly inspired by her and her revolution of wellness industry. Many thanks to Gemma for speaking to us.
everystate is the brand seeking to do wellness differently – making it more accessible, transparent and grounded in real benefits.
Discover everystate here.