Meet the Woman Who Might Finally Convince You to Take Supplements

 
via The Nue Co.

via The Nue Co.

It’s hard to pinpoint the exact age at which the majority of my background thoughts became occupied by whether I’m feeling more or less bloated than the previous day, but at some point I went from being a teenager with a digestive system that could handle all the pizza, cupcakes and Smirnoff Ice I could throw at it, to a thirty-year-old constantly in conflict with my desire to eat tons of chorizo and the inevitable amassing of angry tummy fumes resulting from said chorizo. So much so that it’s been my belief for a while now that Ben Franklin’s famous quote could stand to be amended: “In this world, nothing can be said to be certain, except death and taxes…[and bloating].”

Lucky for everyone similarly prone to digestive discomfort (i.e. everyone over the age of 16), then, that Jules Miller founded The Nue Co.—a line of organic wellness supplements that come in gorgeously designed packaging. So gorgeous, in fact, that you might actually stick to your routine of taking supplements for longer than a week or two. The initial product line launched at Net-a-Porter earlier this year, with a handful of prebiotic and probiotic products derived from all-natural plant sources like baobab, beet root, and goji berry—an aspect that was of chief importance to Jules and imparted to her both by her experience working at The Detox Kitchen (a London-based clean-eating company similar to Sakara) and by her 92-year-old pharmacist grandfather. Somewhat paradoxically, he was very anti pills; “I always actually thought that he was just being a stubborn old man,” Jules told us, laughing. But once she actually took a deeper look at the reasoning behind his theory, she was convinced: food is medicine, and the fewer chemicals you rely on to heal yourself, the better.

And so Jules, who at the time was suffering from IBS, set out to solve her stomach issues with plants. She tested formula after formula at a lab in Cambridge and took it upon herself to learn how to navigate the industry of supplement manufacturing. “That was the biggest challenge, because the majority of manufacturers don't really even want to speak to you. [They’re] just thinking ‘We're bloody busy, and do we really even want to take on this girl that has this ‘beauty supplement’ idea? It's going to bring in very little revenue.’ So I spent the best part of the year just trying to get the right people on board.”

via The Nue Co.

via The Nue Co.

But all that hustle would eventually pay off: a few short months after the initial release, The Nue Co. tripled their sales forecast in the first month and promptly ran out of stock. To be sure, the overwhelming response is due to the efficacy of the product; mixing a scoop of the Energy Food and Milk Protein into my smoothies every morning for a few weeks made a noticeable difference to my aforementioned issue of constantly feeling like a rotting birthday balloon. You might be thinking right now that probiotics are nothing new, and of course, that’s true. But the other reason The Nue Co.’s products seem to be a big hit? The beautiful packaging makes the process of taking supplements kinda fun. Inspired by “Danish principles of simplicity and creativity,” the dark, translucent brown jars channel old-timey apothecary vibes with a sleek, poetic twist: “The designs are actually inspired by something called moving poems, where the layout of the copy represents what the copy is saying. If you look at our Energy Food, the way that the letters are sort of trickling down the package, it’s representative of that energy boost. So it's not going to be a spike that's going to leave you crashing down. It's about getting people excited about the brand.”

Jules’ ongoing mission is to incorporate plant-based health solutions into everyday life; next up? Undoing the havoc that traveling can do to your body—specifically supplements you can take before, during and after your flight to combat whatever whack physics we subject our bodies to by flinging it 40,000 feet into the air. The collection is expected to launch in September.

-Deena Drewis

 
 
Deena DrewisComment