MOTHER+ MEETS… Deborah Maguire & Katie Hemming, Co-Founders of Seed & Soul

Welcome to Mother+ Meets, our interview series spotlighting women who are building brilliant things while also building a family. These are the stories behind the headlines, from late nights and bold pivots to the quiet decisions that rarely make it to Instagram but shape everything.

This week, we meet Deborah Maguire and Katie Hemming, co-founders of Seed & Soul, the wellness brand redefining how women approach hair health.

After decades in the salon helping women feel like themselves again after pregnancy, illness or menopause, they noticed a glaring gap in the market — products that claimed to support women’s hair but rarely delivered. Drawing on their shared expertise in trichology, nutrition and wellness, they created a brand that’s as rooted in science as it is in empathy.

We spoke to them about turning lived experience into innovation, building a wellness brand while raising families, and why real change in women’s health starts with honesty, not hype.

Tell us about you both and how Seed & Soul came to life.

We’re both career hairdressers who’ve spent years helping women feel like themselves again, often after big life transitions like pregnancy, illness or menopause. Seed & Soul really came from that shared frustration that there wasn’t a product we could honestly recommend that addressed hair loss from the inside out.

Most supplements felt generic, with no transparency and no understanding of women’s biology. Everything seemed to be designed for men or for marketing. So we decided to create something that actually worked, rooted in trichology and real salon experience.

You’ve each had fascinating careers in hair and wellness. How did those experiences lead you to launch a supplement brand together?

We met when we started at the same salon on the same day and we’ve worked together ever since. At the time, Katie had a four-year-old and was pregnant with her second child, while Deborah’s children were just starting college.

Our salon culture was quite forward-thinking. We were sustainable, organic and ethical long before those became buzzwords. We always believed that beautiful hair shouldn’t come at the cost of the planet or our health. Katie is an award-winning hair extensionist with a love of hair science, so trichology felt like a natural progression. We see first-hand how emotional hair loss can be and wanted to create something that genuinely helps women feel better.

What does a typical day look like for you, balancing motherhood, the salon and Seed & Soul?

Katie: Chaotic but joyful, that sums it up. Mornings start with getting the kids ready, then once they’re sorted it’s a dog walk, coffee and straight into the salon or the office. No two days are ever the same. Some are spent with clients and endless cups of tea, others in meetings with manufacturers or planning collaborations and marketing. We try to squeeze in a Pilates class where we can, usually with a lot of laughter and not nearly enough flexibility.

Deborah: Definitely no two days alike. Mornings start with coffee, then it’s straight into either the salon or calls about packaging, logistics or content. We wear a lot of hats: founders, mothers, stylists, troubleshooters, marketers. I became a grandmother this year which adds another beautiful layer to the chaos. We voice-note each other constantly in between clients – that’s where some of our best ideas happen.

What’s been your proudest moment so far, and your biggest “what now?” moment?

Being finalists for the Creative Head Purpose Award has been a huge moment. It’s recognition that what we’re doing matters – it’s more than hair, it’s wellbeing. But seeing the first batch of Seed & Soul supplements arrive was unforgettable. Hearing from women who’ve seen their hair, and confidence, come back has been incredible.

The “what now?” moments happen weekly. Building a brand is like parenting; you never quite feel ready, but you figure it out as you go.

How has motherhood shaped how you work, or how you define success?

Katie: Motherhood has been the best training for business. It’s taught us patience, resilience and the ability to function on zero sleep. It’s also reframed success. It’s no longer about ticking boxes; it’s about creating a life that feels meaningful and fulfilling, and as calm as possible – though that’s a work in progress.

Deborah: Motherhood made every decision intentional. From how I fed my children to how we built our business and the example we set. We both come from agricultural backgrounds so nature and science have always been part of our lives. Success now means flexibility, freedom and feeling proud of what our children see us doing. I’ve learned that the work-life blur is sometimes a strength, not a flaw.

What do you wish more people understood about building a wellness brand from scratch, especially as working mothers?

Katie: That it’s a lot. It’s like giving yourself another full-time job, just without the lunch breaks. But I’d still do it all again. Start small, test and learn, build systems that make life easier before you scale. Don’t be afraid to ask for help. And get good PR and good people around you – you’ll need both.

Deborah: It’s equal parts grit and grace. You can’t outsource your passion. You’re the one writing the copy, testing samples, chasing suppliers – and still making dinner.

Where do you find your energy, and what drains it?

Katie: My energy comes from people. The women I see in the salon, the clients who message to say their hair’s growing, the laughter. I recharge through long dog walks, cooking, being at home with my kids and being outdoors. Nature always resets me. What drains me? Emails and spreadsheets. Definitely spreadsheets.

Deborah: We find energy in helping women feel better. That feedback and transformation mean everything. What drains us? Overthinking, admin and trying to do everything at once. My personal reset is yoga, sea swims, travel, nature and laughter.

Seed & Soul isn’t just about hair – it’s about health, nutrition and confidence. How do you stay rooted in science while connecting with women’s everyday lives?

We stay focused on evidence-based formulas, real ingredients and no fluff. But science has to meet soul. It’s not just about what’s in the capsule; it’s how a woman feels when she takes it.

Our supplements are built on trichology expertise and years of study in nutrition, herbs and essential oils. Deborah trained as a beautician, Katie as a make-up artist, and between us we’ve spent decades immersed in women’s health and beauty. We bridge that gap between clinical precision and lived experience, helping women feel like their healthiest, most confident selves.

Our formulas are grounded in science, but our message is built on connection. Hair loss isn’t a vanity issue; it’s about health, hormones and identity. We want women to feel informed, empowered and supported, not sold to.

With such busy lives, what does balance mean to you right now?

Katie: Balance? I think she left the chat a few months ago! This year has been about building, but next year is about boundaries – no emails before bed, saying no more often, and allowing space to just be.

Deborah: It’s less about perfect balance and more about flow. Knowing when to lean in and when to step away is hard, and I’m still learning. I can procrastinate and then go into hyperfocus, but I’ve stopped worrying about getting it right.

What advice would you give to women trying to do both – raise a family and build a business?

Katie: Build a strong support system. Eat properly. Move your body. You can’t grow something beautiful from a burnt-out place. And remember, progress is still progress, even if it’s slower than you hoped.

Deborah: Don’t wait until it’s perfect. Start messy, stay kind to yourself and keep going. The juggle never ends, but neither does the reward or the passion.

For more information visit www.seedandsoul.co

Quick Fire Round

Current bedside book?
Katie: The Medical Medium. It’s been there for ages. I dip in when I need inspiration and a reminder to drink celery juice. I also love a good cookery or wellness book.
Deborah: Usually something science-based, from biology and the vagus nerve to autoimmune health. For something lighter, I dip into Esther Perel or Sadhguru.

Go-to podcast or playlist?
Katie: Activation – a mix of music, meditation and mindset. It once randomly started playing at 3am saying, “Focus on one thing.” I took it as a sign from the universe… or my phone.
Deborah: The Diary of a CEO and Louise Newson’s menopause podcast. I love anything that explores hormones, digestion and regenerative health.

Favourite place to eat with kids and without?
Katie: With my kids, it’s my mum’s Sunday roast. Without them, The Double Red Duke (pictured) in the Cotswolds.
Deborah: With my grown-up boys, The Broadway Deli – our go-to for catch-ups. Without them, Soho Farmhouse for good food, a glass of wine and time to exhale.

Mantra or reminder you live by?
Katie: “Focus on one thing.” I’m brilliant at starting five and finishing none.
Deborah: A line inspired by Rudolf Steiner “Non-interference with the natural order of things.” It’s a quiet reminder to trust the body’s intelligence and work with it.