Ellie Goulding, one of the electronic dance music community’s most beloved vocalists, has launched Everystate, a wellness company developing functional mushroom supplements.
The brand’s first product is a cacao and reishi blend designed to mix with hot water or milk. It’s available as part of a monthly subscription starting at £36, with plans to expand into retail.
Functional mushrooms have gained traction for their potential to improve focus, mood and skin health, though the market is still relatively nascent in the UK. Everystate is entering a space that has already started to boom in the US, where brands like MudWtr and Four Sigmatic have built large followings.
Goulding this week announced the launch on social media, noting that the Everystate team has been “working on this for years.”
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Despite the celebrity connection, Goulding insists the venture is not a superficial endorsement, co-founding the company alongside wellness executive Gemma Feare and nutrition entrepreneur Jonathan Relph. The chart-topping singer-songwriter also contributed her own capital alongside VC firm Era, among others.
“I haven’t actually, surprisingly, got involved with that many things in my career,” Goulding told The Sunday Times. “I’ve been so preoccupied with my career and with music… “There hasn’t been anything that’s really been sort of on my level, that’s aligned with me strongly enough for me to really commit to it.”
She acknowledged that many artists turn to endorsements or brand deals to supplement income from live shows, which has become less reliable as inflationary pressures hike the costs of touring. But for Goulding, who said she’s been using similar products “for a long time,” it seems personal alignment matters more than short-term profits.
“Fans can see through something when it’s perhaps not authentic,” she added. “That’s why you have to really think about what you’re going to take on and whether it’s right for you.”
You can find out more about Everystate via the company’s website.
Follow Ellie Goulding:
Instagram: instagram.com/elliegoulding
TikTok: tiktok.com/@elliegoulding
X: x.com/elliegoulding
Facebook: facebook.com/elliegoulding
Spotify: spoti.fi/3qvpOEG
