Revolutionising Protein: A Conversation with HERMOSA Co-Founder Erika Tamayo on Quality, Taste, and Impact

In an industry dominated by function-first thinking, HERMOSA has emerged as a game-changer, blending premium ingredients with a focus on flavour and simplicity.

Co-founder Erika Tamayo set out to redefine the protein shake experience—turning it from a post-workout necessity into something people genuinely look forward to. In this exclusive interview, Erika shares the journey of HERMOSA, from the brand’s boutique fitness roots to its influence on fitness enthusiasts and celebrities alike, and discusses what lies ahead as HERMOSA continues to reshape wellness with style and purpose.

Nicolle: What initial spark led you to co-found HERMOSA, and how did you know there was a demand for a different kind of protein powder in the market?

Erika: When the first boutique fitness spaces started opening in London over a decade ago (such as Barry’s, Psycle, etc.) there wasn’t a protein powder in the UK that was good enough for this emerging market. It needed to be a blend of high-quality, all-natural ingredients that studios could confidently use, knowing that it tasted great, we knew we had to design our own.

One year and innumerable testing sessions later, we knew we had a hit on our hands. We started with Barry’s Fuel Bars and very quickly, their clients were begging to buy tubs of unbranded protein to have at home - they were hooked on the taste! Our initial intention was just to make wholesale products to sell to studios, but the demand from direct customers was so high, that we were compelled to launch the brand officially. HERMOSA can now be enjoyed by everyone at home or on the go as part of an active lifestyle. 

How did HERMOSA become the go-to protein powder for high-profile fitness studios like Barry’s UK, Psycle, and Kobox? What do you think sets it apart?

Erika: Truly authentic origins, for starters. Like most good things, HERMOSA was born out of necessity. We set out to redefine the experience of protein shakes. People used to pinch their noses and neck their shakes because it was gross.

Why? Because everyone else was obsessed with cramming a laundry list of ingredients in their products to achieve “results”.

We focused on quality and taste because we wanted people to enjoy drinking a protein shake for a change. As a result, we have earned our reputation as the top choice for boutique fitness studios who know their discerning clients will only accept the very best. Also, protein is protein, it doesn’t need so much clutter to provide results.

Nicolle: Harry Styles became a fan of HERMOSA, even requesting tubs to take home. How did his enthusiasm impact the brand’s visibility and growth in its early days?

Erika: Our lips are sealed, sorry. However, we wouldn’t be surprised, he seems to know what is good!

Nicolle: You’ve reimagined protein powder packaging by using stylish, recyclable jars. What inspired this design choice, and how important is aesthetics in the wellness market?

Erika: To change the way people think about protein shakes we needed to flip the way they interacted with them. That meant taking a completely different approach to how we think about it, talk, and present it. The idea at the beginning was to take a mundane piece of your workout regime that most people dreaded, and transform it into a reward for your hard work in the gym, something you actively look forward to, that might even become the reason you do the session in the first place! Likewise, we wanted to turn something you hid at the back of your cupboard into something you proudly left out on your kitchen worktop.

Nicolle: HERMOSA recently celebrated its 5th birthday. Looking back, what have been some of the biggest challenges and milestones for the brand over the past five years?

Erika: The response and love we’ve had from everyone in the industry, including studios, PTs and clients, has been our biggest milestone. Our challenges have mainly been operational and educational. There has been a real boom in the protein and supplements industry, making the price of ingredients go through the roof. Also, seeing our growth boom in a short period means we are constantly battling supply vs demand with products often selling out.  Lucky us!

Nicolle: Can you tell us more about your recent partnership with JENKI Matcha and what this collaboration means for HERMOSA’s future offerings?

Erika: When you partner with brands that share similar values to yours, it simply enhances your awareness and validation. We don’t need 100 products to sell to our clients, but we are committed to introducing everyone to simple changes in their lives that can make a big difference. When you are genuine, that goes far. We are working with so many exciting brands on future collaborations and we can’t wait to celebrate what a healthy lifestyle can do to our overall well-being.

Nicolle: Many protein powders on the market focus on functionality over flavour. How did you approach the challenge of developing a product that not only supports fitness goals but also tastes great?

Erika: The majority of us don’t choose which coffee to buy based on the one that’s going to jack us up most in the morning. The result is a given, and more important is which one suits our taste and emotional connection to where it comes from. Same for beer, wine, gin etc. We know the effects, and we prioritise the taste and our connection with the brand. The same should be true of protein powders. We hypothesised that the majority of us wanted a responsibly sourced, clean, incredibly tasty shake that we enjoy drinking. When Barry’s clients started saying they only came for the shake, we knew our instincts were right.

Nicolle: With HERMOSA becoming a staple in boutique fitness studios, how do you see the brand evolving in the next few years, both in terms of product innovation and market expansion?

Erika: We envision HERMOSA as a company focused on inspiring customers to love their active lifestyle through innovative products and a dynamic B2B and B2C strategy. A brand that is accessible at home and work - and just one click away. We want everyone to simply feel like having a ‘HERMOSA’ and to be able to discover it wherever they go.  We want to make the supplements industry easy to understand, decluttered, trustworthy, sexy and fun!

In regards to expansion, although the UK is our primary focus, we are now in the process of expanding to the EU, US and UAE. 

With its commitment to quality, flavour, and an unpretentious approach to wellness, HERMOSA has proven it’s more than just a protein powder—it’s a lifestyle choice that resonates deeply with people who value simplicity, transparency, and enjoyment. As the brand continues to grow internationally and innovate in the wellness space, it’s clear that HERMOSA’s mission of elevating the protein experience has only just begun. Erika Tamayo’s insights reveal a brand on a journey to inspire, enhance, and redefine how we fuel our active lives.

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Nicolle Knapova is a little bit of everything. She is a freelance translator, content creator and social media executive for The C Word Mag. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.