OUR STORY
Our founders
It all started with a mint cupcake.
Sal doesn’t quite remember it that way (classic Don), but somewhere in Sydney in 2014, before babies, breakups and burnout, she met Kat, a freshly landed Canadian with a dry sense of humour and no idea she’d just met her emotional support bestie.
What began as a random meet-cute turned into years of unhinged text threads, late-night voice notes, big tears, deep laughs and pep talks that could make a 1950’s housewife gasp for air. The ultimate mum club of two, no filters, no fluff, just honest, raw and inappropriate chat.
Then came the babies, the unexpected chaos, the identity shifts. And one wild fact that changed everything: flamingos lose their pink when they’re stressed, malnourished or raising their young. Hits home doesn’t it?
That went deep… because that’s womanhood. We lose a little colour, then shift and find our way back stronger, louder and pinker than ever.
Together they built The Flamingo Theory, a space for real talk, expert insights and products that actually help at every stage. It’s a women-for-women community and a reminder that we’re not broken or defective, we’re just evolving. Change is normal, growth can be messy and every phase is part of your pink glow up, exactly as it should be.
Flamingo Theory by definition
noun | flə-ˈmiŋ-(ˌ)gō || ˈthē-ə-rē
- The conscious recognition of a woman’s need for support, restoration, and reconnection throughout the many stages of womanhood and motherhood.
- A modern philosophy inspired by the flamingo – a bird that temporarily loses its vibrant pink hue when depleted, unwell or after having babies. The theory symbolises the emotional, mental, and physical exhaustion women experience as they nurture, achieve, and evolve and the powerful return to vibrancy, identity, and self-love that follows.
- A movement, community and club built on humour, connection, honesty, and empathy. Helping women “get their pink back” through shared stories, unapologetic real talk, expert insights and community connection.
Our beliefs
Matrescence Is the Motherhood Glow-Up No One Told You About
Losing Your “Pink” Is Part of the Process of being a Woman
We’re Flipping the Script
Forget the outdated play book. We’re not here to pass down pressure, or turn a blind eye, we’re here to hand across support. That means evidence-based guidance meets real-life experience.
We’re championing facts over fear, connection over comparison, and transparency over sugar coating.
Take What You Need
Not every piece of content will speak directly to you, and that’s kind of the point. Sometimes it’s about feeling seen, and other times it’s about expanding your perspective. We’re here for both.
This isn’t a one-size-fits-all kind of platform. It’s a shared table where everyone’s seat is valid.
Real Talk, Real Support & Ridiculously Relatable
Motherhood and Womanhood can feel really isolating, but it was never meant to be a solo act. We weren’t made to go through each phase of being a woman behind closed doors or hide our struggles behind filtered squares.
Flamingo Theory is about doing it differently. Swapping pressure for real talk, asking for help without shame, and hyping each other up through the chaos.
Our Flock
Kat Remy
Creative Director
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Rebecca Robinson
Community Director
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Sallie Don
Lead Writer
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