Jules Miller tells us how she’s changing the rhetoric in the wellness space with her brand The Nue Co.
Talk us through your career.
My background has been within the wellness space. Before founding The Nue Co. in 2017, I worked in business development for 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.
What inspired you to enter the wellness space and launch The Nue Co.?
When I was in my mid-twenties, I developed really bad IBS – I ended up being hospitalised a few times, and I was constantly bloated and uncomfortable. I was taking endless supplements to help deal with my bloating and cramps, which actually made them worse, but I didn’t give a second thought about what was actually in them. I researched formulations and ingredients and found as a general rule, 50 percent of the ingredients in supplements are composed of synthetic fillers, bulking agents, and processed ingredients. I was disillusioned by brands touting misleading messaging, using questionable ingredients, and producing poor-quality products. Inspired by my grandfather, who was a chemist and lecturer at Cambridge University and would quite often create his own natural supplements, I then set out to create a line of efficacious supplements merging innovative science and nature.
When it comes to the brand, what is your approach to wellness?
Our belief as a brand is that health is an ecosystem, comprising your physical, mental, social and environmental well-being. Our collective health is intrinsically connected to the health of the planet and we believe it’s our responsibility as a business to raise the bar for our sector by operating in a way that respects and preserves our environment, whilst supporting social sustainability. Sustainability is woven into everything we do as a business, from product development to supplier sourcing and auditing, packaging choices and giving, to operations and logistics. I truly believe that it’s through a holistic approach that we can drive real change and also support educating our customers about the interconnected ecosystem making up their health.
What sets The Nue Co. apart from other wellness brands?
We set out with a very simple aim, to change the way people feel about supplements. We always rely on data and science to kick off any sort of new product development. We look to ingredients as close to the food source as possible to deliver a nutrient or a vitamin, whilst focusing on absorption in its format. We also work with clinically proven ingredients and all of our products are free from toxic preservatives, additives, flavourings and sweeteners.
Over the years, what have been the hurdles you’ve experienced when building the brand?
Starting and growing your own business will bring challenges on a daily basis. I would say the greatest challenges I have faced have been around balancing advice and having confidence in my decisions as a leader. When I first started I assumed I needed help from people who had more experience and thought they knew more about my ideas and how they should be executed. My advice would be to always go with your gut feeling and do your homework so you can make educated decisions yourself. Finding the right people has also been incredibly important. We have worked hard to build a strong team, not only internally, but also to find suppliers and partners that share our values as a brand. Without that confidence and trust in the people we work with, the business wouldn’t be able to thrive.
And the milestones?
I continue to be inspired by the products that we make and the impact that we have on our community; from the reviews from our customers to the feedback we get on social media and pictures they post on Instagram. Within the category specifically, we operate as a brave brand that often breaks down the wellness category norms in order to be part of conversations that are affecting the health of our community today. Whether that’s mental health or supporting charities across the world like our partner charity: water. I truly believe that our health is intrinsically connected to the health of our community and the planet.
The Nue Co. has become loved by people the globe over. What has your entry into the Middle Eastern market been like?
We’ve seen a real engagement with our skin supplements in the market which has been amazing to see. At The Nue Co., we believe in function over cosmetics and address the health of your skin rather than simply short-term appearance, with an aim to give you real skin confidence. Our signature skin supplement Skin Filter is one of our most popular products here, our formula is designed to brighten, tighten, reduce and clear breakouts and blur imperfections. As a new brand, we are really excited to continue to invest in educating our audience about the long-term benefits of ingestible beauty.
What does the future hold for The Nue Co.?
We hope to continue to inspire our community to look at health as a holistic picture. There is no true health without looking after your physical and mental well-being, as well as the well-being of your environment and the community around you!
Now we’re heading into a new year, what will you be doing to reset your mindset and body for 2023?
I’m a great advocate for listening to your body, knowing what it needs and when it needs it. Usually, post-festive season that means lots of rest for me and focusing on my health. My daily non-negotiable is our signature Prebiotic + Probiotic. As someone who suffered from IBS for over five years, I know the difference to your life a product like this can make. It’s a great introduction to supplements and something that everyone should start to incorporate into their routine for long-term gut health. Two capsules a day can help feed the friendly bacteria in your gut and allow them to thrive. I swear by it!
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