Kelly spent years as Beauty & Health Editor at Vogue, watching wellness turn medicalised and the bio-hacking conversation get colonised by men optimising their blood glucose. She found it all faintly exhausting. At home, like everyone, she had a graveyard of half-finished supplement bottles she kept forgetting to take. There had to be a better way. So she built it: vitamin patches, named for the mood you want, made for how people actually live.