about us

Welcome to The Wholesome Store, an ethical, eco-conscious & plant-based concept store by Ellie Bullen (Elsa's Wholesome Life) & Alex Watson. An Australian lifestyle brand developed in December 2017.


our ethos

We are passionate about continuously working towards being more eco-friendly. Sourcing natural and sustainable materials, improving our packaging, and providing our customers with high quality products. We also pride ourselves on being an ethical company and 100% vegan.


our goal

Our goal is to develop a community of like-minded people who are passionate about their health and our environment. By sharing with you The Wholesome Store, we hope to make living a wholesome plant-based lifestyle easier. 

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If you would like to see more recipes and see what I'm currently up to then check out my blog or follow me on instagram @elsas_wholesomelife

Launch blog

Our favourite look