A Moment with The Nue Co.

A Moment with The Nue Co.



Jules Miller likes a challenge.

Once upon a time, the former advertising and business executive tried to band-aid her stomach issues and stress with run-of-the-mill vitamin supplements. But when her grandfather—a lifetime pharmacist who helped develop B12, but is wary of pills—suggested that she investigate further, she realized that she wasn’t feeding her body what she imagined.

And so, after a trip to Copenhagen that inspired her to prioritize simplicity and creativity, the entrepreneur set out to launch The Nue Co., a line of powerful, pure, organic food-based supplements held to the highest standards.

Here, Miller—who splits her time between New York and London—explains how that conscious approach inspires her daily life and the growth of her company:

Live The Process: What influence did your grandfather have on your perspective about health?

Jules Miller: My grandfather was a pharmacist and a lecturer at Cambridge University. For someone who has dedicated his life to supplements and vitamins, I've always been surprised by how adverse he is to pills. I grew up believing in the healing powers of foods; yet, at the age of 25, I found myself joining the rest of the world in the vitamin pill-popping phenomenon.

“I grew up believing in the healing powers of foods.”

I was working at a startup, stressed and suffering from IBS. I couldn’t dedicate the time I wanted to my diet, so I looked for the quick fix—the magic pill. I started by removing dairy, wheat, gluten and sugar from my diet. I then introduced every supplement that claimed to help with my symptoms from artichoke extract to charcoal pills. It wasn't until my grandfather asked me to do a little research that I noticed that I was still consuming all the ingredients I had eliminated, only this time they had snuck into my diet unknowingly through my supplements.

It was at that moment that I figured there must be another way.

LTP: How did you come to launch The Nue Co.?

JM: I began my career as an advertising executive before joining The Detox Kitchen (London's answer to Sakara Life) as head of Business Development. 

I have always been fascinated by the lack of relationship people had with their supplements. I joined The Detox Kitchen when the wellness industry was booming. All of a sudden, we were demanding to understand the origins of everything from our skincare cream to the almonds in our dairy-free milk. Yet, we still had no idea what was in these pills we were happily consuming day-in and day-out. I then studied the market and noticed that more and more consumers were turning towards nutrition and ingestibles as part of their beauty routines. These two insights came together to give birth to The Nue Co. We provide science-backed, natural, effective supplements, which deliver the same awe and wonder as a luxury beauty brand. Our aim is to prove that natural can be effective, beautiful can be ethical and luxury can be sustainable.

LTP: What makes your products different from others out there—from your protein supplements to your beautiful packaging?

JM: All of our supplements are made using organic foods, recognized by the body. They are digested easier and more efficiently. There’s no nausea when they’re taken on an empty stomach.

The traditional meal replacement shake can contain sweetness, thickeners, flavorings and even hormones. Every ingredient we use is active, therefore our supplements are completely unflavored and unsweetened. Each serving is potent: one tablespoon equals the protein of two eggs. It’s not a meal replacement; it’s a supplement, designed to fill in the gaps between nutrition (each serving only contains approximately 35 calories).

We have added a soil-based probiotic to every supplement and a prebiotic called Inulin, designed to stabilize blood sugar levels and aid in digestion. Everything we produce is as close to its natural form as possible. In essence, our supplements are the next best things from the food itself.

Our packaging was designed by the amazing Made Thought (the brains behind Tom Dixon). The designs are based on “moving poems,” where the layout of copy symbolizes the meaning of the words. In this case, that refers to the benefit of each product. Looking at Energy Food, for example, the dispersed letters represent the sustained energy boost given throughout the day.

A lot of thought and care has gone into our packaging. So much of what we are trying to do is to inspire and insight. The jars are old apothecary jars which traditionally were designed to preserve and protect products. We minimize plastic as we believe there is enough of it in our oceans. The mechanism of the box was inspired by Apple and the anticipation and suspense the box delivers upon opening.  

LTP: Aside from your own supplements, what are the personal wellness rituals or obsessions that keep you feeling balanced and healthy?

JM: I strongly believe that adding prebiotics and probiotics to my diet in the form of food cured my IBS. I start each day with a shot of apple cider vinegar diluted in water. This is followed by papaya and kefir, a wonderful probiotic source. I also drink Kombucha throughout the day and add sauerkraut to the side of my lunch or dinner.

Stress was also a massive contributor to my health issues. I was going from zero to 100 off the back of insignificant emails, which was putting a massive strain on my body. I've learned to take a deep breath and regain control. To help me do that, I use Aromatherapy Associates’ Deep Relax Roller Ball, which contains chamomile and sandalwood. I also try to get to the gym three times per week for a big sweat session—nothing gives me clarity like that. 

LTP: What does happiness look like to you? 

JM: I like challenging myself. I’m at my happiest when I am focused and hungry. I’m lucky enough to have found a partner who not only supports that drive, but shares it with me. Having another half who is also an entrepreneur means we understand each other’s distractions. Having said that, perhaps ask me again in five years. I'm sure happiness will look like a clear inbox and endless afternoons doing nothing on a beach.

LTP: What does it mean to you to “Live The Process” and how can we all do that more each day?

JM: I have a good relationship with my mind and my body. I’m pretty in tune with the inner me.; and I haven't always been. 

I feed my body and soul what I know it needs to thrive. That’s not because I’m trying to be “good” or because I want to look a certain way, but because I genuinely and intuitively know what my body needs to feel good. Some days that comes in the form of a croissant and hot chocolate; other days it's through a kale salad and green juice.

I don't spend time with people who don’t deserve it; I nurture valuable friendships and give as much as I take. I also give myself credit when credit is due, but don’t beat myself up when I let myself down at work or in my personal life. I take every downfall as a lesson to be learned and celebrate every achievement (for a second or two) before looking forward to what's next. 

I suppose for me, Living The Process means being kind (and fair) to yourself.