Love Mushrooms UK: A Year of Growth, Impact & Magic - 2025 Highlights!
Hello mushroom lovers - I hope you’re so well and are smiling wherever you are. It has been SUCH a huge year. Honestly, despite our ambitions when we started amidst a literal global pandemic in 2020, I could have never imagined how far we would have developed in 5 years on our mushroom-powered wellness mission. As we lean in to the end of 2025, I wanted to take some moments to reflect and celebrate 2025 for the immensity of this year - all the learnings, growth and success both as a business AND in my personal journey - giving thanks to everyone that made this possible, and to briefly look forward into 2026.
Retail expansion:
Knowing the potent power of mushrooms, a big motivator for me has been to smash the perception and myths of functional mushrooms as a luxury product and therefore to bring our products to all, regardless of background and income bracket. Part of this has been to collaborate with retailers to ensure we can make our products available starting from only £9.99 in some of the largest chains in the UK. I’m overjoyed to reflect that 2025 marked a massive leap increasing the accessibility of our products across the UK. These included:
Holland & Barrett Marketplace: A huge moment for us: Love Mushrooms supplements are now available on the UK’s biggest health retailer’s online store. I’m so proud that H&B customers have loved us and that our contacts at the retailer seem to love us too and just want more and more! Expect to see our presence increase here in 2026!
CLF Distribution: We expanded into one of the UK’s leading health & wellness wholesalers, helping independent retailers offer our range across the country. CLF stocks over 17,000 products from 1,100+ brands and services thousands of health stores and outlets nationwide, meaning even more people can discover mushroom magic near them.
The Natural Dispensary: Our products are now featured in this well-established natural healthcare wholesaler and online shop, known for its curated range of wellness brands and trusted by practitioners and health-conscious consumers alike.
Tesco: We celebrated our listing in the UK’s largest retailer in 2024, but we’re overjoyed that we continue to be available for Tesco customers in over 250 Tesco stores nationwide and online, bringing functional mushrooms into the hands (and homes!) of thousands of households across the UK.
Women’s Wellness:
One of the areas we wanted to develop in 2025 was how our products could support specific need states. After reviewing a number of areas that functional mushrooms could support (the list is essentially endless!), around mid-year we decided to settle on Women’s Wellness as a focus area. This decision was informed by conversations and focus groups with women, my awakening to the lived reality of menopause and PMS journeys of friends, colleagues, family and groups I know and met, and knowing that functional mushrooms can support many challenges that women of all ages are experiencing. I wanted to position myself as an ally to these women and although this was an edgy position to put myself in, I’m SO glad I did, as the benefits have been staggering and humbling to behold.
In terms of products we focused on the development and launch of our Empower range: a suite of products crafted especially for perimenopause, menopause, and PMS support. These include:
- Empower Menopause, Perimenopause and PMS Capsules
- Decaf Coffee Boosts designed for menopause and perimenopause wellness
We worked with a team from the University of Oxford to help us develop the blends, and the final result is they combine the power of adaptogenic mushrooms with herbal extracts, vitamins and minerals to help ease up to 34 recognised menopause symptoms. Huge! On top of that, we partnered with the mighty GEN-M so they could test our products and we were overjoyed when they earned MTick certification, a certification mark that helps women to avoid ‘meno-washing’ by marking products which have been shown to markedly support the signs of menopause and perimenopause.
Pioneering Skincare:
2025 has been a year of risk-taking, and pioneering action for us. And what better example of this than a truly exciting milestone with the launch of Love Mushrooms Skincare range. Face masks, moisteriser, toner, cleanser, serum and even a functional Love Mushrooms branded gua sha tool, we worked with an outstanding laboratory partner to combine the natural skin cleaning and plumping qualities of Tremella, Reishi, and White Truffle to be the first UK mushroom brand to bring functional fungi into skincare in this way. MASSIVE! And again, quite unexpected if you’d have asked my past self what direction we’d take the business! BUT we’re all about innovation and this range has been born from a deep respect for the intelligence of mushrooms and their ability to support the body both inside and out.
From formulation to finish, each product has been designed to support skin health holistically, aligning with our ethos of working with nature rather than against it. The response so far has been incredibly encouraging, with customers telling us their skin feels calmer, more hydrated and visibly refreshed. This launch feels like the beginning of a whole new chapter for Love Mushrooms: one that expands our mission beyond supplements and into daily rituals of self-care, all powered by the quiet brilliance of mushrooms. Check out some of the outstanding feedback from a campaign we forwarded on Trustpilot.
Industry Events & Live Shows
Although in a way I miss the days of attending small Northern Scottish farmers markets speaking all day about mushrooms, we’ve upped the game this year by
attending a number of major trade and holistic health shows including:
NOPEX (Natural & Organic Products Expo): the launchpad for exciting new product ranges and fresh packaging that reflect our Scottish heritage.
PAUSE Live & Adele Johnston’s Women’s Health & Menopause Expo: we focused on these events particularly to connect with women and our Empower range products. We met thousands of amazing women, I learned A LOT about women’s health and heard firsthand real and humbling stories of wellness journeys. These events were emotional, energising, and deeply inspiring.
Press Features & Buzz:
Communicate, communicate, communicate. Running Love Mushrooms has felt much like a romantic relationship in 2025 - healthy communication has been a focus for me and us - and I’m so thrilled that we’ve been picked up hundreds of times for our achievements. Some of the highlights have included:
Vegan Food & Living Award: Developed and crafted by my own fair hands, I was ecstatic that our Lion’s Mane Liquid Drops were honoured with the Vegan Food & Living Product Awards 2025 Editor’s Choice for Best Vegan Supplement! Judges praised the tincture for aiding focus and alertness, calling it a standout in the category.
Larder Magazine featured Love Mushrooms winning a national vegan award for Best Supplement Editor’s Choice — celebrating quality and taste.
NutraIngredients UK covered our Empower range launch and how it’s targeting a wide spectrum of menopause symptoms with thoughtful formulations.
Local press like The Scotsman and Press & Journal highlighted our Holland & Barrett listing and spread word of our growing UK presence.
Giving Back: Supporting Dementia Carers Count
From the outset, it has felt critical that we give back. We wanted to initiate this dream this year and we spent some time seeking an appropriate partner. We’re super proud to have started a collaboration with Dementia Carers Count, committing to donate a percentage of profits to support this vital lifeline for carers across the UK. It feels great to pay forward some of what we’ve gained to a cause that matters so deeply - I pray that similar initiatives can emerge in the near future too.
So, what does 2026 hold?
As I look ahead to 2026, my heart is full and focus is clear. 2025 has been a year of massive expansion, and now it feels like the right time to hone and sharpen, to really nurture the resources, products and systems we’ve worked so hard to build. A key focus for the year ahead is making sure that the people who can benefit most from Love Mushrooms know about us and can access us.
One of my biggest learnings from this year (and from the whole Love Mushrooms journey) is just how competitive and noisy the online space can be. Being heard takes intention and consistency. Because of that, you can expect to hear more directly from me in 2026 as I begin taking more of a lead in getting ‘out there’ speaking about Love Mushrooms, the benefits of our products, and connecting more closely with those who use them.
Listening will be just as important as sharing. I’m really keen to hear from our customers, to better understand your needs, experiences and feedback - to develop and maintain connection - so we can continue refining our offerings and ensure Love Mushrooms continues to grow into our brightest, greatest service possible.
We also have some exciting new retail partnerships lined up. While I’m not quite ready to announce them yet, I am incredibly excited to collaborate with these retailers and reach even more people who could benefit from our products.
And finally… the farm. I’m dreaming of some big upgrades in 2026. Nothing is promised just yet, and I’m pulling a few strings and have my fingers in a few pies as usual, but watch this space. There are some truly exciting developments bubbling away beneath the surface.
From Humble Beginnings to Today:
It feels like my writing above has honestly only scratched the surface, but I hope you can join in my joy. From sprouting our dream in the middle of COVID-19, to now being featured in major UK stores, digital platforms, award lists, and wellness expos, I honestly couldn’t have imagined this trajectory. Every order, shout-out, product review, and kind message has grown this into the community we cherish. Thank you to everyone that has made this dream possible - and that includes our amazing team internally, you know who you are, we couldn’t be doing this without your tireless efforts. I’m looking forward to the future with great anticipation.
Oh also, check out our new website here - including a spanking new custom bundle builder so anyone can order and get lower prices on literally any combination of products they desire!
Stay tuned. Stay real. And looking forward to the next chapter with you.
Smith Feeney
Co-Founder and Director, Love Mushrooms