Behind the Brand: Nue Co.

The Regimen August 27, 2021

Behind the Brand: Nue Co.

At SHEN we value healthy ingredients, real results, hard science and innovation. The Nue Co undoubtedly checks all the boxes ten times over. Founder and genius behind The Nue Co, Jules Miller, works toward preventative health by making products that restore, support and enrich the body’s natural processes to their peak functionality. The Nue Co has a practiced understanding and reverential regard for external results as an extension of inner wellbeing, healthy habits and careful intake.

In 2017, Jules founded The Nue Co with a commitment to transparency, proven ingredients, hard and innovative science, and dreams of redefining “the relationship we have with our health.” Using natural resources, clinically proven science, ayurvedic principles and Chinese medicine, The Nue Co revitalized the skincare market with their cruelty free, vegan, organic and amazingly inventive products.
All Nue Co skincare products, fragrances and supplements live up to this commitment by remaining 100% free of toxic preservatives, additives, flavorings and sweeteners, with 95% of their materials being infinitely recyclable.

SHEN founder Jess says, "I'll never forget when Jules called to tell me about the new brand she had launched and backed with clinical trails, and her plans to re-create the wellness industry. Of course I was taken aback by the trials, their incredible results and The Nue Co's striking branding, not to mention my awe of someone so young trying to redefine a tough industry. I love all her products, but the heroes seem to be the Forest Lungs fragrance, which I can't get enough of, and the Nootro-Focus supplements, a newer launch that continues to wow me."
Brand name: The Nue Co.
Founder: Jules Miller
Date founded: 2017
What was the first product you developed and why did you create it?
The first product we launched was our DEBLOAT FOOD + PREBIOTIC, which is the same formula we use for our best-selling DEBLOAT+. As part of my own journey with IBS in my mid-twenties, I discovered so much when it came to supplements and struggled to find solutions for managing my symptoms, including uncomfortable stomach pains and bloating. The formula is incredibly fast-acting, providing relief from painful bloating in as little as 20 minutes, and remains one of our best-sellers. I’m incredibly proud to have created something that has not only had an impact on my own health, but on the health of so many others.

Debloat Supplement

●      What was the inspiration for the line?
During my own diagnosis from IBS, I was taking multiple supplements which were making my symptoms worse. After a conversion with my grandfather, who was a scientist and lecturer at Cambridge University, I realized how many products contained artificial ingredients, such as bulking agents and fillers. From there, I set out to create a solution combining the best of nature and science- using only clean and sustainable ingredients- to deliver proven results.

●      What is the brand philosophy?
The Nue Co is an inter-health brand. We believe in interconnecting all aspects of our health. By treating our physical, mental, social and environmental well-being as one ecosystem, we can positively impact the health of humankind.
●      What is your best-selling product and why do you think that is?
PREBIOTIC+PROBIOTIC. A daily probiotic is the backbone of our health. We carry trillions of bacteria - both good and bad - within our gut. This complex ecosystem is known as the microbiome. A healthy microbiome has been proven to impact everything from skin to mood, weight to digestion. Our PREBIOTIC+PROBIOTIC contains both a prebiotic and probiotic (otherwise known as a synbiotic). It helps cultivate existing good bacteria as well as delivering more bacteria. Rather than using live strains of bacteria which tend to die off, our formula works with bacteria spores - these lie dormant until they reach our small intestine where they begin to multiply and “activate”. This removes the need for any refrigeration to keep the bacteria stable, yet delivers a highly effective way to improve the health of your gut.

Pre + Probiotic Supplement
●      What's your favorite product in the line and why is that?
SKIN FILTER is one of the non-negotiables in my daily routine. I had relatively good skin until I turned 30 and started to notice huge differences in my skin with blemishes as well as hyperpigmentation. We set out to create an ingestible form of retinol that would help improve the overall health of your skin from the inside-out. It uses a proprietary blend containing champagne grape seed, melon, vitamin C, and zinc and is designed to address multiple skin concerns in one go - blemishes, pigmentation, redness and dull skin. I’ve noticed a huge difference in the health of my skin and would say it is now better than ever.

Skin Filter

●      What makes the brand unique?
What makes our brand unique is heavily linked to our philosophy and our products. We wanted to change the conversation focusing more on health as a holistic concept and encouraging our customers to do the same. We believe in listening to your body and recognizing what it needs, leading with a preventive approach rather than addressing symptoms when they arise. We also ensure that we are continuing to explore new technology to deliver the very best results. For example, FOREST LUNGS uses patented first-to-market technology that replicates phytoncides, the molecular compounds produced by trees that are scientifically proven to reduce stress. There are no other products like it on the market, and we feel passionately about continuing to provide innovative ways to support health.

Forest Lungs

●      What do you want people to think of when they think of your brand?
To me, the efficacy of our products has always been the most important part of the brand- we want to create and deliver products that make a real difference in the health of our customers. I love to read the reviews of our customers to hear their experiences and hear the ways in which they have seen positive change for taking our products.
●      What was one of the biggest challenges you faced when you launched?
One of the biggest challenges I have faced have been around balancing advice and having confidence in my decisions as a leader. When I first started the brand, I assumed I needed help from people who had more experience, thinking they knew more about my ideas and how they should be executed. I’ve learned, particularly as a founder, to trust your instincts when it comes to your brand and to always be continuing to learn so you can make informed decisions yourself.
●      How did you know you'd made it as a brand?
I wouldn’t say I’ve had this moment yet! Our goals are super ambitious, we want to be a household name known for amazing products and our social responsibility. I’d say that The Global Wellness Institute adding mental health to their wellness economy matrix this year really validated a brand truth we’d founded the business on.
●      What is your proudest moment as a founder?
Our ‘How Are You Really?’ Campaign that we launched in 2018 was a milestone for us. Launching an above-the-line campaign that focused purely on mental health was something that took some convincing for stakeholders in the business, but I felt strongly that it was a conversation that we needed to be leading the way on.
In all honesty, my proudest moment(s) are when I scroll through our reviews...which I do almost everyday. Sometimes running a business can become so task-orientated, whether it’s putting out operational fires or meeting with our board of directors, sometimes it’s easy to forget why you do it. Reading our customer reviews reminds me of why it’s all worth it.
●      What can we expect from the brand in the future? Any exciting news you can share?
2021 is a big year for us in terms of new products. We recently launched our BARRIER CULTURE collection, with more products scheduled to launch towards the end of year. We are excited to be launching into new areas, as well as adding to some of our most loved collections- stay tuned!




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