We’re currently in our career woman era, cool mum era, best wife, fiancée or girlfriend era.
We’re building the career, keeping the house somewhat together, remembering everyone’s birthdays and somehow being the person who always knows where the booking is.
We’re also in our pilates era. Our weightlifting era. Our running era, even though we said we hated running. Our skincare era, supplement era, meditation era, hot girl walk era. We’re booking the facial, getting the massage, making the green smoothie, trying to hit 10,000 steps, drinking the fancy matcha and occasionally convincing ourselves that gardening counts as mindfulness.
There are dinner reservations, work drinks, birthdays, baby showers, girls’ nights, weekend trips, new friends to see, old friends to keep up with and approximately 47 things sitting in our Notes app that we’re yet to get around to.
And, of course, we’re taking care of everyone we love most along the way. Honestly, it’s impressive we get anything done.
But somewhere between the pilates class, the skincare appointment, the full time work, the supermarket run and remembering to send that birthday text, there’s one person who can become surprisingly easy to forget: ourselves.
Because while we’re doing everything in the name of feeling good, the basics can still fall by the wayside. The water bottle on the desk hasn’t been touched since 9am. Lunch was eaten between meetings. Sleep is something we’ll catch up on this weekend. And suddenly it’s 4pm and we’re wondering why we feel completely depleted and need that pick me up.
It’s not that we don’t care about ourselves. We’re actually doing a lot of caring. Sometimes, perhaps, a little too much of everything else.
It was this woman, the one who is doing all the things and still running on empty, that Georgia May and Thomas Malucelli had in mind when they created Avive Hydration, for the women doing it all.
So, Who is Avive?
Born in Bondi, Avive is an Australian-owned hydration brand created by couple Georgia May and Thomas Malucelli, both of whom came from the wellness and supplement industry. Georgia spent more than a decade working across leading Australian wellness brands, while Thomas brought his own experience in supplements to the business.
What they saw was a hydration category largely built around athletic performance. Electrolytes were designed with athletes in mind, while women were already reaching for them to navigate a very different kind of endurance: careers, motherhood, travel, stress, hormonal changes and the general demands of everyday life.
The idea for Avive came after Georgia returned from travelling and reached for an electrolyte she had at home. It was sickly sweet, overly salty and, frankly, not something she enjoyed drinking. She found herself adding other ingredients to make it more appealing, which got the pair thinking about what hydration could look like if it were created with women in mind from the beginning.
That became Avive.
The brand’s first product, Beautylytes, combines low-sodium electrolytes with hydrolysed marine collagen, vitamin C and tremella mushroom. The formula is intentionally minimal, with each ingredient selected for a specific purpose, and the finished product is independently third-party tested.
The philosophy is simple, too. Avive isn’t about adding another complicated ritual to an already packed wellness routine. It’s about taking something as basic as hydration and making it more enjoyable, convenient and relevant to women’s everyday lives.
The Australian connection runs through the brand. Avive is proudly Australian-owned, with its blend produced in Melbourne and packed in Sydney. It also uses Australian Lake Deborah Pure Lake Salt as its source of sodium.
For Georgia and Thomas, Beautylytes is only the beginning. Their ambition is to build Avive into a leading hydration brand for women, with future formulas designed around the changing needs of women throughout different stages of life.
A Partnership in Business
Building a business together has meant bringing two very different strengths into the same room. Georgia leads the bigger picture across brand, creative, marketing and much of the product development, while Thomas brings a strong commercial focus to wholesale and the day-to-day running of the business. There’s plenty of crossover, particularly in a growing business where no day or decision is entirely contained to one role, but the major calls are made together. They communicate constantly, draw on each other’s strengths and have learnt to trust where the other brings the most value, something that has become central to the way they work.
Working together has also given them a deeper understanding of each other, both personally and professionally. Building Avive has created an opportunity to grow alongside the business, learning how to balance their individual strengths while sharing the bigger picture. Over time, they’ve developed a strong sense of trust in each other and in the decisions they make together. For Georgia, that sense of partnership extends well beyond the business itself. Whatever comes next for Avive, the two of them know they’re always on the same team.
The Formula
The clever part of Avive is what’s actually inside the glass. Beautylytes brings together hydration and beauty-supporting benefits in one intentional formula, with each element chosen to serve a purpose.
Electrolytes form the foundation, helping replenish what is lost through everyday activity and hydration. The marine collagen is included at a 3g serving, rather than being added in a token amount simply to appear on the label. Vitamin C supports normal collagen formation, while tremella mushroom is the ingredient that gives Beautylytes its point of difference.
Tremella has a long history of use in East Asian wellness and is naturally rich in polysaccharides, compounds known for their water-binding properties. It’s also the ingredient Georgia and Thomas say makes the formula uniquely Avive.
There’s no 20-ingredient laundry list here. The founders deliberately took the opposite approach, asking what women actually need from an everyday hydration product and building the formula from there.
The result is hydration with a little more going on, without making your morning glass of water feel like a science experiment.
An Everyday Ritual
There’s something quite nice about the simplicity of what Avive is trying to do. Not another appointment to book, habit to track or wellness box to tick. Just a glass of water that happens to do a little more.
For Georgia and Thomas, that’s really the point. Wellness doesn’t need to become another job. Sometimes it can be as simple as remembering to fill your glass, take five minutes for yourself and do one small thing that makes you feel a little more like you.
With Beautylytes as the beginning, the founders are already looking ahead to what’s next, including a new daily electrolyte launching in November and an ambition to take Avive well beyond Australia.
For a woman whose calendar is already full, perhaps the best kind of wellness is the kind that doesn’t ask you to add another thing to it.
Just drink your water, darling.
Our Avive Weekly Essentials
The paper mâché team are now sipping away, knowing we’re taking care of ourselves and your inbox. Here are the Avive picks currently filling our cups, and making hydration a little more enjoyable.
Beautylytes Wild Berry
Beautylytes Salty Peach
Beautylytes Salty Lychee
Glass shaker water bottle
