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Ian Adamson Joins Maxwellia as Strategic Advisor

Appointment underlines company’s commitment to put the ‘P’ back into pharmacy and drive UK shift to self-care

Alderley Park, UK – 11 May 2022

Maxwellia’s pioneering vision, exponential growth, and media grabbing headlines over the past two years has attracted industry expert Ian Adamson who joins the company as strategic advisor. Ian’s role will be to work with Maxwellia to shape the next phase of pharmacy medicine launches - a process which involves identifying and converting suitable prescription only medicines into versions people can choose to buy under the supervision of a pharmacist.


Ian brings over 30 years’ international consumer health and personal care experience to the Maxwellia team. He is currently an advisor to the board of the UK independent pharmacy chain Day Lewis plc, an advisor to the board of Spanish healthcare company ReVa Europe S.L and board advisor to East Midlands Pharmaceuticals Ltd. Prior to this Ian was Chief Commercial Officer and a main board director at SSL International plc (prior to its sale to Reckitt Benckiser) with responsibility for a $1bn portfolio of brands, which included Durex and Scholl.

Ian’s appointment follows the landmark reclassification of the progestogen only pill by the MHRA*, a change spearheaded by Maxwellia, and the company’s subsequent launch of its first 

product Lovima® in July 2021; and the current MHRA public consultation on the reclassification of Maxwellia’s new pharmacy brand, Aquiette® 2.5mg Tablets (Oxybutynin Hydrochloride) for the treatment of overactive bladder symptoms which are not adequately controlled by bladder training alone. (N.B. this form of treatment for symptoms of overactive bladder is currently only available as a prescription only medicine and therefore, Aquiette® is not yet approved for sale in pharmacy).


Commenting on his new role Ian said, “Passion, experience and vision are three words which describe the Maxwellia team and a key reason for me wanting to work with such an exceptionally talented group of people. I am delighted to be involved in the next stage of Maxwellia’s development both domestically and internationally. The company has an impressive pipeline of switch medicines which will help people manage their health without the need for a GP appointment and prescription, helping reduce the load on an over-stretched NHS”.

Maxwellia founder and CEO, Anna Maxwell says: “Ian’s understanding of the consumer healthcare landscape and experience with leading global pharmacy brands will be invaluable as we continue apace with our vision of empowering and enabling greater self-care and firmly position the pharmacist at the heart of the nation’s public health.” For more information visit




For more information, or to interview Anna Maxwell please contact The Difference Collective:

Kate van Beek: 07525 095232 /

Charlotte Messer: 07928 700277 /


*Medicines and Healthcare Products Regulatory Agency


About Lovima®

Lovima® 75 microgram film-coated tablets (containing desogestrel) is a new Pharmacy (P) licensed brand of a daily progestogen-only contraceptive pill to prevent pregnancy in women of child-bearing age. It is now available in UK pharmacies without a prescription. Always refer to the patient information leaflet (PIL).


Founded in 2013, Maxwellia is a female founded, British pharma company and the world’s only company completely dedicated to “switching” – prescription-only medicines into versions that can be bought over the counter in a pharmacy. Switching is a rigorous regulatory process enabling pharmacists to safely supply what were previously prescription-only medicines. Maxwellia is developing and commercialising the next generation of consumer healthcare pharmacy brands treating a range of conditions in major public health categories. It aims to provide people with new ways to conveniently look after themselves by making widely used and effective medicines available over the counter at the pharmacy. It has further applications under assessment and its pipeline includes other women’s health products. An independent venture-capital start-up, Maxwellia has been most recently financially backed by Channel 4 Ventures, Praetura Ventures and the British Business Bank, Future Fund, a government initiative to help cutting-edge British companies of the future thrive.

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