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The Nue Co. Is Bringing Vitamins to the Luxury Market

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With elevated branding, minimalist packaging and a keen retail strategy, the young wellness brand is seeking to build a loyal consumer base in the ambiguous yet bountiful supplements category:

. Billed as an "anti-stress supplement delivered in the form of a fragrance," it draws on scientific research about the connection between scent and emotion. According to The Nue Co., a few spritzes of the scent are all it takes to "calm the nervous system using olfactory triggers."

I wanted to launch my own brand, but I didn't want it to be just another wellness brand that had exactly the same narrative. At the time, I had pretty bad IBS.

I suppose that's, in a nutshell, what we wanted to do from a formula perspective; from a brand perspective, we really wanted to develop the first [supplement] brand that engaged with people on the same level as a beauty brand. We just wanted to get people to engage and to know about our history, understand our ingredients, understand our philosophy, and more so than that, develop products that people look forward to using in their day-to-day lives.

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