About ALARA

We think your bestie should be honest with you because you deserve it.

When our founder Ali started going to the gym, she was certain she would NEVER be one of "those girls." The confident girlies. You know the ones who REALLY believe in themselves? The girls who walk into the weights section without feeling like everyone (including the dudes) is watching them?

As she grew more confident, she realised she wasn't the only woman who felt that way. She realised incredible women underestimate themselves. Every. Single. Day.

Eventually, she decided enough was enough.

And that's how ALARA was born.

We're a female-first brand on a mission to help you grow in confidence and look snatched while you do it. To go after the things you want without feeling alone — knowing our community is behind you.

Whatever winning looks like for you. No judgement (really).

You are a girl that wins. You already have it in you. We just want you to see it too.