The beauty editor and blogger Kate Shapland founded Legology. Her blog called "The Legologist" served as a source for inspiration for leg problems. She became an expert for varicose veins, cellulite and swollen legs but found that the market was missing products that targeted these specific concerns. As a result, the beauty blogger and editor established the brand Legology. Word spread and soon celebrities like Kate Moss and designer Melissa Odabash, making it one of the most hyped brands in the beauty industry.