Interview with Jules Miller - Founder of The Nue Co


1) Can you tell us about your unique approach to creating Nue Co fragrance supplements?

When we were concepting our first scent, Functional Fragrance 01, back in 2017, we set out to create a fast acting anti-stress supplement, something you could use throughout the day which would help you recenter and reset. We looked at the landscape and tried to figure out what we could create that would deliver immediate results. The reality is on average a capsule takes between 20 and 40 minutes to break down depending on the shell. A tincture takes about 20 minutes to absorb into the body. Whereas your sense of smell is one of the fastest ways to impact our cognitive and emotional state. We thought it was such an interesting concept and a space that nobody at that time was really innovating within.

Scent is a very primal function - our bodies react quite instinctively to smells. Of the five senses, scent is the only one with a direct line to three of the most important areas of the brain: the orbitofrontal cortex, which signifies awareness; the hippocampus, which is linked to memory; and the amygdala, which helps us sort smells and is directly associated with our emotions and mood. There’s a powerful connection between cognitive function and the olfactory system; certain scents can elicit certain reactions with the body, both physically and psychologically.

2) How do you approach the creation of your products? 

The human body is wonderfully complex. Our health is an ecosystem of functions that are interconnected and dependent on each other. At The Nue Co, we are experts in the human body. We focus on creating inner and outer formulas that will deliver real results, that are scientifically backed and are a pleasure to use. 

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.

3) What does it mean for The Nue Co to be climate positive?

As a Climate Positive, plastic neutral business, we choose to operate in a way that respects the environment. Sustainability is woven into everything we do as a business, from working with infinitely recyclable materials for our packaging, sourcing ingredients through global community organisations for traceability, to supplier sourcing and auditing and continuing to offset our carbon emissions. Ultimately, we’re working towards becoming a net positive business and are actively putting in processes to ensure we not only reduce our carbon footprint, but contribute to positively impact the planet.

4) What role does beauty play for your customers?

The gap between health and beauty is growing ever smaller, people understand that looking after their skin or hair means taking an inner and outer approach. The demand for transparency around ingredients, results and testing is growing – customers want to understand where they’re putting their money and the results they can expect to see.

5) What are 2-3 brands you admire in the beauty space?

Two of my favourite brands right now are Saie who create the most amazing clean make-up and Nécessaire