Oshun: Night-time electrolyte loss overlooked in heatwave recovery

As the UK experiences serial heatwaves, London-based electrolyte brand Oshun is highlighting an overlooked aspect of heat recovery: the impact of night-time electrolyte loss. While daytime heat strategies are common, founders Jack Atkinson and Joe Welstead point out that hours of sweating overnight, followed by morning coffee, can lead to significant depletion, causing fatigue and brain fog that a simple ten-second fix can address.

As the UK bakes through yet another heatwave in a summer that has barely paused for breath, Oshun is pointing at the half of heat advice nobody covers: the night shift. The country has been coached on surviving the days — but the mornings-after are where Britain is actually falling apart. The mechanism is simple. Sweat takes out water and salts together; overnight you lose both for seven or eight hours with nothing coming back in, and most people then "fix" it with a coffee — which adds caffeine but returns none of what the night took out. The Met Office itself has flagged the problem this summer: on consecutive "Tropical Nights," when temperatures don't drop below 20°C, it warns it becomes "very hard for people to recover from the daytime heat". The morning grogginess is part broken sleep, part depletion — and only one of those has a ten-second fix. The UK Health Security Agency (UKHSA) also highlights this. "Everyone's swapping tips for getting through the days, but it's the nights doing the damage," says Jack Atkinson, co-founder of Oshun. "You sweat from lights-out to alarm and put nothing back, then wonder why breakfast feels like a hangover. No supplement will cool your bedroom — but before you reach for the second coffee, put the minerals back first. Water with the salts in it beats water alone, every time." The usual heat-safety basics come first: stay out of the midday sun, keep rooms as cool as possible, and check on elderly relatives and neighbours. And this is not a green light to load up on salt — people with high blood pressure, heart or kidney conditions, and older adults should speak to a doctor before increasing sodium, all the more so in a heatwave. Oshun makes an unflavoured liquid electrolyte concentrate — sourced from the Great Salt Lake in Utah, dispensed by a measured pump — that adds sodium, potassium, chloride and magnesium plus 70+ trace minerals to any drink, with no sugar, no flavour and no sachets. It has grown to 8,000 subscribers since launching in April 2024, and counts beauty entrepreneur Trinny Woodall among its users.

Trend context

This is the summer of serial heatwaves: June brought a rare red extreme heat warning with 38°C forecast — the first time in the warning system's history that red heat warnings ran three consecutive days — and by the first week of July the UKHSA had amber heat-health alerts across the Midlands, London, the East, South East and South West for the third heatwave, with this latest spell keeping the story on every front page. By day three of any heatwave the "it's hot" headlines are exhausted and desks need the fresh service cut — and the one every reader is living through is the sleepless night and the wrecked morning after. The Met Office has framed hot nights as the recovery problem; the mornings-after piece is sitting there unwritten, and Oshun's founder can carry it with the caveats that make a health desk trust the source.

About Oshun

Why we exist

We started Oshun because modern life's relentless complexity and the 'wellness' industry's over-promises left us exhausted. We craved a genuine, simple antidote: pure, raw hydration that offers a brief, refreshing escape. Our conviction is that feeling 1% better daily shouldn't require a manifesto, just honest simplicity.

How we do it

Oshun differentiates through an 'essential-only' formulation, meticulously selecting core electrolytes without sugar, sweeteners, or fillers. Our unique measured pump delivery system simplifies daily hydration, integrating seamlessly into existing routines without sachets or complex preparation. This commitment to purity and effortless integration guides product development.

What we do

Oshun creates concentrated liquid electrolyte and mineral supplements designed for everyday hydration. Our hero product is an unflavoured electrolyte concentrate, delivered through a measured pump, that can be added to water, coffee, tea, cordial, smoothies, or whatever people already drink. No sugar, no sweeteners, no flavourings, no fillers, and no complicated routine — just a simple way to support hydration throughout the day.

Why it matters

Oshun's minimalist approach directly counters consumer fatigue with the over-complicated, often misleading wellness market. It offers a transparent, essential-only alternative, forcing competitors to re-evaluate their own ingredient lists and marketing. This empowers consumers to make genuinely informed health choices, cutting through industry noise and unnecessary cost.

Who it's for

People who want cleaner, simpler hydration without sugar, sweeteners or flavour — heavily skewed to women aged 30 and over who value everyday wellbeing over extreme sport or intense fitness regimes. It suits busy professionals managing daily energy and focus, the beauty-conscious who care about hydrating from the inside out, and anyone who reads an ingredient list and wants it short. (As an electrolyte product it does contain sodium, so anyone advised to watch their salt intake should check with a doctor first.)

Proof points

8,000 subscribers since launching April 2024 (figure substantiated by the founders on request). The founders previously built and sold supplement brand Motion Nutrition (2016–2022). 4.7 out of 5 across ~1,500 reviews on Judge.me — recurring praise for ease of use, clean ingredients, energy and skin. Trinny Woodall is a genuine user — introduced by her trainer, she's publicly called it hydrating "on a far more intense level," and named it as her electrolyte of choice on a beauty podcast last month. Every batch tested against heavy metals and contaminants. One hero product, not a sprawl — a deliberate strategy and the founder's stated lesson from launching his first brand with 15 SKUs.

Traction & credibility

Oshun has moved from launch-stage challenger to credible category player, reporting growth from 0 to 8,000 subscriptions in two years since its launch in 2024. Its authority is reinforced by national and lifestyle press: The Guardian named Oshun in the electrolyte boom and noted its Trinny Woodall-driven sell-out; British Vogue listed Oshun Electrolyte Concentrate among its recommended electrolyte products; The Times covered its aspirational, non-sporty pump-bottle positioning; The Standard featured Drink Oshun in women’s triathlon kit, calling out its 200-glass unflavoured concentrate; and T3 placed Oshun Magnesium first in a tested sleep-supplement feature, noting the brand’s move from electrolytes into magnesium after customer demand.

Spokespeople

Jack Atkinson

Founder at Drink Oshun

Joe Welstead

Founder at Drink Oshun

Talking points

The asset

Oshun offers Raw Mineral Concentrate, an unflavoured liquid electrolyte supplement for daily hydration.

drinkoshun.co

The story

Oshun's Raw Mineral Concentrate is an unflavoured liquid supplement sourced from the Great Salt Lake. It provides essential electrolytes and minerals without added sugars, sweeteners, or artificial flavours, delivered via a measured pump system. The concentrate is designed to integrate into existing daily routines, offering a simplified approach to hydration that challenges the complexity often found in the wider wellness market.

Why it matters

Many consumers experience 'water-drunk but cell-starved' symptoms—drinking tap water that flushes out electrolytes, leading to brain fog, fatigue, and dry skin. Oshun addresses this by offering a zero-calorie, zero-additive mineral concentrate that helps restore cellular balance. It functions as a utility to correct biological gaps caused by modern filtered water, aiming to improve daily well-being without complex routines or sugary drinks.

Who does it impact

This will resonate with the "wellness-fatigued" audience: busy professionals struggling with midday brain fog, beauty-conscious consumers tired of ineffective topical skincare, and bio-hackers who value clean, transparent ingredient lists over corporate marketing. It effectively bridges the gap between the aesthetic "wellness" crowd and the functional, science-first consumer who rejects "green-washed" additives.

Proof points

Oshun reports over 1,200 five-star reviews on its website, with users frequently reporting a 'brain fog lift' within days and noticeable improvements in skin hydration. One verified buyer noted, 'I’ve been complimented on my skin more since drinking Oshun than having beauty treatments.' Influencers like Trinny Woodall have also integrated it into their daily rituals, citing its ability to hydrate on a 'far more intense level.'