Todae

Todae is an Australian independent health and wellness publication founded in January 2024 by Sophie Callaghan. It began as a newsletter sent to about 40 people, mostly friends, and has since grown into a website covering general health, food, lifestyle, home improvement, parenting, beauty, and travel. The name is a deliberately plain promise: one small thing, today, rather than a 90-day transformation. The site's editorial stance is defined by what it refuses to do. It does not sell supplements, detoxes, programmes, or powders. It does not accept advertising from anyone making a therapeutic claim that cannot be verified, and it has turned down a five-figure sponsorship to keep that policy. Health articles are reviewed by a relevant practitioner, whose name is published alongside the article. If no qualified person will put their name to a claim, the claim does not run. Sophie Callaghan worked in marketing for seven years, including two years on a wellness brand. She has said she wrote copy for a product she knew had no evidence behind it. After spending roughly 900 dollars over a year on supplements, an app, a course, and a powder that tasted like grass clippings, she found that a GP appointment, an iron test, and a consistent bedtime helped instead, at a total cost of roughly 90 dollars. That experience led her to start Todae as a corrective to misleading health marketing. Todae positions itself as careful about evidence, honest about uncertainty, and uninterested in selling products. It is privately owned and operated by its founder. The brand is distinct from any similarly named funeral services; the alias "Todae Funerals" does not reflect the current commercial entity described by its official website.

Todae was founded in January 2024 by Sophie Callaghan as a newsletter sent to about 40 people, mostly friends who had watched her navigate health marketing and wanted a straightforward account of what actually helped. The name was chosen as a deliberately plain promise: one small thing, today, rather than a 90-day transformation. Callaghan had worked in marketing for seven years, including two years on a wellness brand. She has said she wrote copy for a product she knew had no evidence behind it. After spending roughly 900 dollars over a year on supplements, an app, a course, and a bag of powder that tasted like grass clippings, she found that a GP appointment, an iron test, and going to bed at a consistent time helped, at a total cost of roughly 90 dollars. That experience became the founding rationale for Todae. The publication grew from the newsletter into a website organized by sections: General, Health, Food, Lifestyle, Home Improvement, Parenting, Beauty, and Travel. Its editorial policy states that it will never sell supplements, detoxes, programmes, or powders; that it does not accept advertising from anyone making a therapeutic claim it cannot verify; and that it has turned down a five-figure sponsorship to keep that policy. Health articles are reviewed by a relevant practitioner, whose name is published with the article. If no qualified person will put their name to a claim, the claim does not run. As of the available evidence, Todae remains an independent, privately owned publication operated by its founder. No parent company, outside investment, or corporate group is disclosed.

• 2024

  Todae founded in January 2024 as a newsletter to about 40 people.

• Todae expands from newsletter to a website with sections including General, Health, Food, Lifestyle, Home Improvement, Parenting, Beauty, and Travel.

Independent, evidence-based health and wellness publication that does not sell supplements or accept unverifiable therapeutic advertising.

• Todae website

  Health and wellness publication with sections for General, Health, Food, Lifestyle, Home Improvement, Parenting, Beauty, and Travel.

• Todae newsletter

  The original format of Todae, launched in January 2024 to about 40 people.

1. 1Todae | Health, Food and Sleep Without the Wellness Nonsensetodae.com.au
2. 2About Sophie Callaghan | Editor of Todaetodae.com.au