Our Story

Jade East made the transition from corporate queen to wellness warrior, with the launch of online health, lifestyle, and wellness store Selfish Life in 2022.

Over 15 years of experience as a chartered accountant, as well as the personal challenges of mothering two young boys with developmental challenges and ADHD, forced Jade to assess the adage of ‘knowing the price of everything and the value of nothing.’

“With two young boys with a range of health issues my hands were constantly full. Almost all my out-of-office hours were spent at hospital appointments and therapies with my sons Darcy and Aston.”

The collision of these challenges with Covid, saw Jade’s reflection lead to a realisation: despite a career built on all things strategy, growth and finance, good health was truly among the most priceless investments one could make.

It was against this backdrop of online schooling and continuing to juggle a corporate career that Jade came to a crossroads when she received the news that her six-year-old son needed a five-hour surgery. Something had to give – either her mental health or job.

Fortunately, Jade opted for the latter, quitting her 9-to-9 and investing her energy into the creation of Selfish Life – a one-stop-shop for all things wellness.

Selfish Life was designed to give Jade – and so many others in a similar position – the gift of time.

“I wanted to establish an online destination that stocked all my favourite health and beauty brands so I don’t have to run around to three different stores to find them. So, I turned my garage into a storage facility and did exactly that,” says Jade.

Today, Selfish Life offers a range of luxury and everyday wellness brands, for family members of all ages, that can be purchased  in one place. It is passionate about providing time-poor people a complete wellness store packed with products dedicated to their lifestyles.

But beyond body washes and bathing products, Jade has also made it her mission to reclaim the narrative of what it means to be Selfish.

Selfish Life was created to support a new culture of unapologetic self-care and self-love. Selfish Life is all about empowering customers with the confidence and convenience to become the best versions of themselves. Selfish Life is here to help you reclaim your time and energy so you can better invest it in yourself, and not feel guilty about being “selfish”.