The Nue Co was launched in the US in 2017 as “the first luxury brand for vitamins”. Helmed by British-born Jules Miller and her husband Charlie Gower, the company initially raised US$1.5 million in seed funding and opened a concept store in the trendy TriBeCa neighbourhood of New York.
Following notable US media exposure in Forbes, Vogue and GQ magazines, The Nue Co also has a London office and offers products in three categories – ingestibles, topical skin products and fragrance. The company has enjoyed 500 per cent growth over the past two years and most of its revenues – 80 per cent – come from direct-to-consumer sales, in addition to being stocked at select retailers such as Nordstrom department stores, Bluemercury, the leading luxury beauty retailer, and Net-A-Porter.
In a crowded and competitive global and Australian supplement market, The Nue Co’s major point-of-difference is the use of science-backed, natural and organic ingredients – no fillers or chemicals. Sustainability is also a core goal through the use of glass packaging, non-toxic organic ink and compostable refills in packaging.
Best-selling products include Nootro-Focus, a brain-boosting supplement, Debloat Food + Prebiotic, Destress 360, Immunity and Functional Fragrance, a unisex, stress-reducing fragrance.
The Nue Co has raised US$25 million in Series B funding, led by Pamoja Capital. International expansion plans are top-of-mind and the brand will launch in the Middle East, Canada, Australia, Asia and key European countries over the next 12 to 18 months.
Pamoja Capital oversees more than US$1 billion in assets and manages the funds of the McCall MacBain Foundation, which donates 100 per cent of its profits to climate change and mental health research. Founded by John McCain MacBain, the Canadian businessman and former president and CEO of Trader Classified Media, the world’s leading classified advertising company, the foundation has committed US$200 million in donations to projects in Europe, Canada, Australia and New Zealand.
The backing of John and the great team at Pamoja will enable us to continue our growth, enter new markets and further develop our ESG (environmental, social and governance) network, adds Charlie Gower, COO of The Nue Co. “Our aim is to completely revolutionise the supplement category and become leaders in sustainability for the health and wellness industry.”