About Us

I still remember that moment in my tiny London flat, staring at my wardrobe filled with ill-fitting workout clothes that failed to deliver both comfort and style. It was 2018, and I'd just spent another frustrating hour scrolling through social media, trying to find athletic wear that would actually support my workouts while making me feel confident. My sister Olivia sat beside me in her baggy gym clothes, both of us discussing our shared frustration with fitness fashion, when we both had the same realization.

That evening, over protein shakes and healthy snacks in my cramped kitchen in Notting Hill, VogueBeautify was born. We weren't just going to open another fitness apparel shop – we were going to create the haven we wished we'd had during our own fitness journeys. A place where every piece would be carefully tested by real women, for real women.

Our first "office" was my home gym corner, where we spent countless hours researching fabrics and speaking with women across the UK about their workout wardrobe frustrations. Olivia would bring samples from her job at a sports retailer, and we'd test them during weekend training sessions that turned into impromptu fitness fashion workshops.

Today, VogueBeautify has grown beyond our wildest dreams, but our core hasn't changed. We're still those same sisters who get excited about the perfect squat-proof leggings and spend hours discussing the ideal sports bra support. Every item in our collection has been tested not just by us, but by our community of diverse, athletic women who know that true fitness fashion accommodates all body types, workout styles, and personal tastes.

Our boutique in central London has become more than just a store – it's a place where women come to chat, share their fitness victories and challenges, and find workout gear that actually performs. We've created the motivating, supportive space we wished we'd had when we were younger, where questions are encouraged and honest advice is always given.

Whether you're a fitness beginner or a seasoned athlete, you'll find your perfect gear here. Because VogueBeautify isn't just about selling workout clothes – it's about building a community where every woman feels strong, confident, and beautiful in her own skin.

Welcome to VogueBeautify, where your fitness journey is our passion. Pop in for a visit – Olivia's probably just finished her HIIT session and is ready to help you find your perfect match.