SRX Formula Launches Pharmacist-Built 24-Hour Beauty Supplement Protocol
Clinical pharmacist Saima Rashid's UK brand structures beauty supplementation as three timed formulas covering morning, daytime and evening, priced individually at £45 and positioned as a complete daily protocol.
- Daily entry price
- From £6.67/day, per the company
- Formula count
- Three: morning, daytime hydration and evening
- Per-formula pricing
- £45 each on sale, regular price £90 (reported)
- Consultation offer
- Age Beautifully Consultation listed at £195
- Founder credentials
- Clinical pharmacist, 20+ years in women's health, per the company
The SRX Formula, a UK direct-to-consumer supplement brand founded by clinical pharmacist Saima Rashid, is entering the ingestible beauty market with a time-sequenced system rather than the single hero-ingredient products that dominate the category. The range comprises three formulas keyed to morning, daytime and evening use, with each currently priced at £45, reduced from a regular price of £90, and the company presents the overall daily cost from £6.67.
Per the company, Rashid brings more than 20 years of experience in women's health, skin therapeutics and hormonal wellbeing. She developed the protocol after observing patients managing fragmented, overlapping supplement regimens. The brand is UK-formulated and ISO-certified, and sells exclusively through its own website. SRX describes its offer as the world's first Clinical Beauty Protocol, a term it has trademarked.
The three products, named Rise and Thrive, Glow with the Flow and Beauty Dreams, map respectively to morning, midday hydration and evening timing. Alongside the supplement range, SRX lists an Age Beautifully Consultation at £195, indicating an intent to operate partly as an advisory service rather than a pure product business.
Why it matters
Protocol-based positioning is an emerging structural shift in the beauty supplement category. By organising its range around time-of-day compliance rather than ingredient spotlighting, SRX is borrowing a framework from pharmaceutical and clinical nutrition markets, where multi-step dosing regimens are the norm. The approach raises the perceived complexity of the category and, if it gains traction, sets a bar that single-SKU competitors will find difficult to match on positioning alone. The founder's pharmacist credentials are central to the brand's authority argument, a strategy that trades on professional licensure rather than celebrity or influencer endorsement, and one that is increasingly common as supplement brands attempt to distinguish themselves on credibility rather than reach.
What to watch
SRX launches as a direct-to-consumer brand with premium per-unit pricing. The central question is whether a repeat-purchase model at that price point is sustainable through owned channels alone, or whether the brand will seek distribution through professional clinic networks, pharmacy chains or premium wellness retail to build a customer base beyond its founding audience.
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