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Maxwellia - Our story
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Our story


Here at Maxwellia, we are driven to provide people with new and 
better ways to look after themselves.

A pioneering British company, we are building and commercialising a pipeline of new consumer healthcare brands to empower people to self-care more effectively.

    We identify prescription products that meet an unmet healthcare need in society and make them available to buy in pharmacies by switching them to over the counter use. We help people look after themselves without the need for a doctors appointment and prescription. That way more people can have easy access to the medicines they need to improve their health and quality of life.



Taking a prescription medicine and making it available to buy in a pharmacy happens via a recognised innovation process called switching.

Switching products to over the counter is challenging and most well established healthcare companies have been successful in launching just a handful each.

Our team is a hub of switching expertise. Founded by self-care visionary and Maxwellia CEO, Anna Maxwell is a pharmacist and author of the definitive book Switch Dynamics. Our switch experts are drawn from GSK, Boots, J&J and Boehringer Ingelheim. Together they have made many well known brands available to buy in pharmacies that were once only available by seeing a doctor and getting a prescription, brands such as Imodium, ellaOne, Pepcid, Nicorette and the ingredient omeprazole.

    At Maxwellia, we don’t just know what products to switch, how to switch them and bring them to market – we know how these products can be enhanced to make a real difference to people’s lives.

And we want to help broaden the role of pharmacists who are a frontline of support for those who do not need urgent medical attention. Besides, we like a challenge.

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