The Nue Co

Jules Miller was running a wellness business in London in 2017 when she recognized that supplement brands and skincare brands operated in separate aisles even though customers were increasingly asking the same question about both. What is actually inside and will it work? She launched a brand that blurred the category. Miller co-founded the Nuoco in London in 2017 with a commitment to transparent ingredient disclosure across both supplements and skincare in the same catalogue. The hero products spanned both categories. Functional fragrance was a neurological wellness fragrance designed to reduce stress markers. Super thick was a hair growth supplement. Topical C was a Vitamin C serum. The ingredient labels were written in plain English with dosage explanations that supplement aisles had used for decades but skincare had mostly avoided.