The Nue Co., the wellness brand that combines scientific formulas with natural ingredients for ingestible supplements, is unveiling its first skin-care product today: Topical-C.
While this is the first topical from the brand, which carries 10 supplements in powder, capsule and tincture format priced at $70 to $85, the brand doesn’t look at Topical-C as its entry into skin care. Rather, The Nue Co. wants to give its customers the most effective ways to supplement their health, whether that’s with an oral supplement or a topical product.
“[The Nue Co.] is about facilitating the body and mind with nutrients that are going to make you feel better whether they’re internal or topical,” said Jules Miller, founder and chief executive officer of the brand. “Our customer is guiding our [product] strategy. They’re educated and need innovation, so we went from offering traditional wellness products to pushing the category.”
Topical-C is a vitamin C powder that is meant to be mixed with a moisturizer, serum, facial oil or water in the palm of the user’s hand before applying to the face. The brand recommends using two to three doses of the powder in order to see the benefits of brightening, anti-aging and an increase in collagen production. The product is priced at $75.
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Miller decided to make this product in a topical format because the L-ascorbic acid, which is the hero vitamin C ingredient, was most effective when applied directly on the skin. The acid is too volatile to live inside another skin-care product, like a moisturizer or serum, which is why the product is a powder booster. Topical-C is also blended with ferulic acid, tapioca starch and colloidal oatmeal to enhance its performance and stability.
The brand, which launched February 2017, focused on developing strong retail partnerships in its first 10 months with distribution at Net-a-porter, CAP Beauty, Credo Beauty and Nordstrom, among others. Now, The Nue Co. is putting more emphasis on creating educational content with its first brick-and-mortar store in New York and a relaunch of its e-commerce site.
“For us, community is at the heart of what we want to achieve this year,” Miller continued. “When it comes to your health, it’s so personal and the conversation is evolving, so we want to facilitate that conversation in real time.”
The storefront, which opens later this summer at 345 West Broadway, will be a space where customers can get individual consultations on supplement regimens and test out products. The brand will also have meditation and yoga classes and host events on wellness and mental health to have an open conversation with its customers.
The Nue Co. saw the need for a permanent brick-and-mortar location after hosting a pop-up in New York earlier this year. The brand saw that while many of its customers were educated on wellness and ingestibles, they still needed guidance on what products fit their needs best.
“When it comes to supplements, there are two grades,” she said. “There’s the science-led mass-market brands and on the flipside there are more traditional wellness brands that focus on engagement and convenience. We want to sit in the middle with science and innovation, but hone in on engagement.”
The brand’s e-commerce site also relaunched to include more educational content around the products, ingredients and overall health and nutrition.
In December 2017, the brand raised $1.5 million in seed funding led by Morningside Group. The Nue Co. has plans to continue launching products, both ingestible supplements and topical skin care.