Dubbii: the body‑doubling app was created by a British couple who had already built a massive online presence long before the app existed.
Roxanne Emery, better known as RØRY, is a singer and songwriter who shared that she was diagnosed with ADHD in 2021. Richard Pink is neurotypical, a strong communicator, and Rox's partner in both life and this project.
Together, they launched ADHD Love, a brand focused on:
- making ADHD easier to understand
- reducing shame and stigma
- helping couples better navigate ADHD in relationships
Their TikTok account, @adhd_love already crossed 1 million followers.
They also run a podcast, Late Bloomers, with its own TikTok account @late.bloomers.pod.
In 2023, they launched dubbii, a productivity app based on body doubling, a technique many people with ADHD use to help them start tasks by having another person present, either in real life or virtually.
Today, the app has 6K downloads and $20K in revenue.
The body‑doubling videos inside the app are recorded by Rich and Rox themselves.
The app's TikTok account has been active since 2023. They took a break in November 2024 and came back in February 2025.
They have 3 formats consistently on rotation:
#1 – Mini‑sketches about everyday ADHD struggles
These are made of short scenes where they act out relatable moments of procrastination, overwhelm, or difficulty starting tasks.
"The 5 minute lie" → 319.3K views
#2 – POVs as users of the app
They simulate what it feels like to use dubbii.
"Live body doubling" → 501.7K views
#3 – Direct, honest videos speaking to the audience
These may not always go viral, but they tend to create the strongest engagement.
"dubbii nudges" → 287.2K views, 710 comments
"How can we help?" → 212.9K views, 1,262 comments
There is no real separation between the creators, the community, and the product. They are all part of the same story.