I didn’t set out to launch a hangover brand.
When I got into my mid 30's I thought the problem couldn’t be solved and i'd be stuck feeling rough after socialising forever - because if it could... surely some big company with tonnes of resources would have done it already?
Then I learned the science behind what was actually happening in the body during and after drinking alcohol... I realised every product was built around the same old idea: Hydration, vitamins, & branding. That may sound useful. But it doesn’t address the real issue - how your body processes the toxic byproducts of alcohol.
Around the same time, I was deep into supplement absorption technology through my work in health tech for elite sport at Chelsea FC (launched a supplement range for the first team players). That’s when the gap became obvious.
The science made sense. The absorption technology & formula was the missing piece.
But still - Why has nobody done this?... I found out it's due to red tape around trials with alcohol - No company is going to make a formula and tell employees to go out, get drunk, and test it.
It’s a liability nightmare.
So... I knew I could make this work - I had the Science, the technology to support the science & a reason why nothing existed on the market that actually worked.
But making it work was brutal.
For three and a half years, I tested formulas with every lab worldwide who were developing this emerging liposomal technology. I watched other brands launch, get attention, and sell products that I knew were unable to do the job.
I stuck to one goal: make something that actually works.
Eventually, after 3.5 years of awful hangovers - Only one lab in the world had the technology advanced enough to create this final product - We now have the only proprietary liposomal formula that works.
After an initial order and incredible feedback from my amazing customers - I committed the worst sin from Dragons Den... December 2025 - I sold my house to fund my business.
NO GIMMICKS - NO LOW DOSED IRRELEVANT INGREDIENTS - THIS IS SCIENCE
PS. That's an old photo of me looking smart - I got rid of the perm haha
Chris Cowell
Founder
GET OVER IT
PT & Elite Sports Product Development
