Welcome to EW‘s weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
This week we chat with the founder and CEO of The Nue Co., Jules Miller, on how the beauty wellness brand is committed to creating responsibly sourced supplements while focusing on the Danish principles of simplicity and creativity.
The brand, which is available at Apotheca Beauty, was built to offer a range of supplements designed to redefine the relationship people have with their health.
EW sat down with Miller to find out more about the brand, her career and what made her want to enter the beauty industry.
What was your favourite subject at school?
I really enjoyed more creative subjects at school. During the days early on in my career, I discovered marketing was a good way to balance my business skills and creativity, so I had originally thought this would be the path that I would take on in my career.
What was your first job?
My very first job after university was working in a marketing agency. From there, I worked in business development for a London-based start-up The Detox Kitchen. It was there that I began to develop my knowledge of the wellness industry and also how to build a thriving and successful business.
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What’s the story behind launching your own brand?
When I was in my mid-twenties, I developed IBS and ended up being hospitalized a few times, making me constantly bloated and uncomfortable during those years. I was taking endless supplements to help deal with my bloating and cramps, which actually made them worse, and I didn’t give a second thought about what was actually in them. After looking into them, I realised most of them contained up to 50 per cent chemical preservatives and fillers. Inspired by my grandfather, who was a chemist and lecturer at Cambridge University and would quite often create his own natural supplements, I set out to create a line of effective supplements that combined the best of science and nature.
You launched your brand in 2017. How have things evolved since then?
I would say that the business itself has grown and evolved, but our mission to improve the health of the world has always remained at the core of our approach and the products we develop. In launching The Nue Co., we wanted to change the relationship people had with supplements, and as the business has grown, we feel that we have been able to do that. Our repeat purchase rate remains at 70% in an industry where typically for a brand it is around 30 to 40 per cent. This says to us that people believe in the products we make and the authenticity of the brand. One of our bestselling products, DEBLOAT+, is the first formula we developed specifically for IBS symptoms—I’m proud that it’s helped so many who faced the same problems I did.
What are the key elements of your role?
As CEO of the business, I oversee all aspects of The Nue Co. My husband Charlie came on board as COO in the first years of the business, which allows me to be incredibly hands-on with the parts of the business that I really enjoy such as product development and marketing. Having said this, as the leader of the business, I still work very closely with all teams across our operations and finance teams.
Each day for me can vary depending on what might be a priority for the business so ensuring that I am able to maintain a daily routine outside of the business is important for my mental health and ensuring I feel grounded.
Skincare is a daily ritual I really enjoy. I start every day with a really simple skincare routine: splashing my face with cold water to feel refreshed, and following up with THE PILL, our topical supplement in the form of a serum that takes the complexity out of layering acids. I then use our new BARRIER CULTURE MOISTURIZER, which deeply hydrates the skin. I tend to only cleanse my skin in the evenings, using BARRIER CULTURE CLEANSER to remove any dirt, pollution and makeup that may have built up from the day.
Food is another important part of my daily routine. I really believe that good health starts with a well-balanced diet, rich with nutrient-packed whole foods. My go-to breakfast is usually half an avocado with gluten-free toast, a green juice and a coffee. Mornings are also when I like to take my supplements: my non-negotiables are PREBIOTIC+PROBIOTIC and SKIN FILTER. Typically after breakfast at home, I will walk to the office with my husband Charlie and our puppy Ruby. My work schedule can vary between meetings with my team, press appointments, meeting with our investors as well as working closely with our product development team and network of laboratories all over the world to develop new and exciting products. Finding balance in my day has become more of a priority for me over the years. On days where I won’t have to work late, I like to make plans to catch up with a friend for dinner or a glass of wine.
What advice do you have for anyone looking to follow in the same footsteps?
As an entrepreneur, there is an incredible amount of pressure, not only from those around you but also from the expectations that you may place on yourself. This can often come at the cost of your own health. Achieving a work-life balance is incredibly difficult, and although it’s something that I think we are all constantly working towards, it is incredibly important for you, and for those around you, to be able to maintain a sense of well-being. My advice is to listen to your body. If I am feeling unwell and stressed, my body will always show me before my emotions do. When that happens, it’s important to rest properly by taking time out and disconnecting from emails. Your body and your team will thank you for it.
What is the best piece of advice you ever received?
I have always believed in my business and have treated it as a billion-dollar company since day 1. Having this confidence has allowed me to follow my instincts and make decisions that have helped in our long-term success, even if the trade-off in the short-term seemed very tempting.
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What has been the biggest challenge you had to overcome?
I think early in the business I struggled to find my voice as a leader, and I had to learn to manage the advice I was receiving with my own instincts. After the experience of the past few years, I’ve come to realise how important it is to develop my own knowledge and be able to use this to guide my decision-making.
What are your goals for 2021?
2021 is really about seeing The Nue Co. continue to grow and thrive. We have some really exciting new product launches coming up, including within new categories, and we are excited to improve our sustainability further following the launch of our own recycling program for our packaging. Our launch into the Middle East has also been a key milestone for us, so we are really looking forward to connecting with our customers there and continuing to build our presence on a global scale.
Shop The Nue Co at Apotheca Beauty.
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Feature image: Instagram @thenue_co