The Nue Co.

The Story Behind The Nue Co.

The Nue Co. started with a gut problem — literally. In her mid-twenties, founder Jules Miller was hospitalized multiple times with severe IBS. She was taking handfuls of supplements to manage the bloating and cramping, but they only made things worse. When she finally looked at what was actually in those capsules, she discovered that roughly half the ingredients in most supplements are synthetic fillers, bulking agents, and processed additives that have nothing to do with your health.

Jules had an unusual resource to draw on. Her grandfather, Professor George Miller, was a chemist and lecturer at Cambridge University who was part of the team involved in significant research into Vitamin B12. Despite a lifetime spent in pharmaceutical science, he refused to take standard vitamins — he believed there was no better way to nourish the body than through food. That conviction became the founding philosophy of The Nue Co.

Launched in 2017 after raising $1.5 million in initial funding and securing investment from Unilever, The Nue Co. set out to merge food science, clinical research, and traditional medicine — including Ayurvedic and Chinese herbal practices — into supplements that deliver results you can actually feel within 30 days. The brand has since grown to over a million customers, been featured across every major beauty and wellness publication, and expanded from ingestible supplements into functional fragrances and topical skincare — all built around the same principle: natural ingredients can be effective when they're formulated properly.

What Makes The Nue Co. Different

The supplement aisle is full of brands making vague promises about "wellness." The Nue Co. takes a sharper approach. Every formula targets a specific need state — gut health, skin clarity, cognitive focus, deep sleep, stress relief, immune support, or hair growth — and uses clinically studied ingredients at effective dosages. The brand's signature Debloat+ formula, for instance, was proven in a third-party clinical trial to reduce bloating, gas, upper abdominal pain, and heartburn by 51% in 30 days.

Instead of relying on isolated synthetic vitamins, The Nue Co. formulates with ingredients as close to their food source as possible. The logic is simple: your body recognizes and absorbs nutrients from food more efficiently than it processes synthetic isolates. This food-first approach runs through everything they make, from their prebiotic and probiotic capsules to their adaptogenic powders and tinctures.

All products are free from toxic preservatives, artificial flavourings, synthetic sweeteners, and unnecessary additives. Consumer trials are conducted ahead of every launch, and the brand works with leading labs to validate efficacy before anything reaches the shelf. It's a level of rigour that most supplement companies skip entirely.

Sustainability and Packaging

The Nue Co. is a climate positive, plastic neutral business with B Corp certification pending. Currently, 95% of their packaging is infinitely recyclable, built around glass jars and bottles printed with non-toxic ceramic ink. The remaining 5% can be returned through the brand's internal recycling program. Boxes are made from 30% post-consumer recycled, FSC-approved cardboard without lamination — so they can be recycled again. For repeat orders, refill pouches cut packaging weight by 75%, significantly reducing the carbon footprint of every shipment.

Beyond packaging, The Nue Co. invests in carbon offset projects including rainforest conservation in the Peruvian Amazon, community-supported reforestation in Madagascar, and habitat protection in the Congo Basin. The brand also maintains a long-term partnership with Charity Water, donating 1% of online sales to fund clean water projects in developing communities.

The Nue Co. Products Available at Natura Market

The Nue Co. organizes their product line around specific health needs, with each formula designed to deliver noticeable results within 30 days. Products come in capsules, powders, tinctures, topicals, and functional fragrances.

Gut Health

The category that launched the brand. Debloat+ is The Nue Co.'s flagship product — a proprietary blend of 17 digestive enzymes, clinically studied Gutgard licorice root extract, and organic turmeric, proven in clinical trials to reduce symptoms of bloating, gas, and heartburn by 51% within 30 days. It draws on Ayurvedic medicine principles, using natural extracts that the body recognizes and absorbs efficiently. The Nue Co. also offers their Prebiotic + Probiotic, one of the brand's original products and still a best-seller, designed to feed and replenish gut bacteria for long-term digestive health. For Canadians exploring other gut health options, MaryRuth Organics offers liquid and gummy probiotics, while Ritual's Synbiotic+ provides a three-in-one prebiotic, probiotic, and postbiotic formula.

Skin Supplements

Skin Filter is The Nue Co.'s ingestible retinol alternative — a clarifying supplement designed to enhance radiance, smooth fine lines, and calm blemishes from the inside out, without the irritation that topical retinol can cause. It's recommended for daily morning use for optimal absorption. The brand also makes a Skin Filter Serum for topical application, a Skin Hydrator supplement, a Topical C vitamin powder, and a Collagen Gut Barrier+ formula that bridges skin and digestive health. For other nutricosmetic approaches, Vital Proteins offers collagen-based skin support at Natura Market.

Focus and Cognitive Health

Nootro-Focus was the first natural nootropic supplement of its kind when it launched — designed to deliver both immediate mental clarity and long-term neuroprotective benefits. The formula combines organic lion's mane mushroom, L-theanine, ginkgo, and rhodiola with patented ingredient technology to support focus, attention, and mental energy without caffeine or jitters. Clinical studies showed improvements in cognitive function within 28 days. The Nue Co. also offers Mind Energy for broader cognitive support.

Sleep and Stress

The Nue Co.'s Sleep Drops are a liquid tincture powered by natural ingredients to support deeper, more restorative sleep — formulated to calm the body and reduce muscle tension so you wake up feeling genuinely rested. For stress, the brand takes a unique approach with Forest Lungs, a functional fragrance that has become one of their best-selling products. It's an anti-stress scent designed to trigger a measurable physiological response — reducing cortisol and promoting calm through olfactory pathways rather than ingestion. The MOOD supplement rounds out the category, supporting the metabolism of serotonin, dopamine, and melatonin.

Immunity and Recovery

The Nue Co. offers an immune-boosting tincture made with adaptogenic herbs to help prevent cold and flu symptoms before they start, plus a Vitamin D spray for daily immune support. The Magnesium Ease spray is formulated for topical absorption to relieve muscle tension and support recovery.

Hair Growth

The Nue Co.'s hair growth collection includes Supa Thick and Growth Phase — clinically studied formulas designed specifically for female hair loss. They work to reduce shedding, strengthen strands, and stimulate new growth at the root for thicker, fuller hair over time.

Buy The Nue Co. Online in Canada

The Nue Co. is a premium brand that can be difficult to find in Canadian retail, but Natura Market makes it easy. Order alongside your other supplement essentials and build a complete wellness routine from a single trusted source. Whether you're pairing The Nue Co. Debloat+ with Organika collagen for gut and skin support, adding Suku Vitamins for daily multivitamin coverage, or stocking up on Jamieson Vitamins for the whole family — Natura Market ships it all directly to your door across Canada.

The Nue Co. Canada — Frequently Asked Questions

Where can I buy The Nue Co. in Canada?

You can buy The Nue Co. supplements online in Canada at Natura Market. Natura Market stocks The Nue Co.'s full range of gut health, skin, focus, sleep, and stress supplements with fast shipping across Canada.

Does The Nue Co. Debloat+ actually work?

Yes. The ingredients in Debloat+ were proven in a third-party clinical trial to reduce bloating, gas, upper abdominal pain, and heartburn by 51% in 30 days. The formula uses a proprietary blend of 17 digestive enzymes, Gutgard licorice root extract, and organic turmeric rooted in Ayurvedic medicine.

Are The Nue Co. products natural?

Yes. The Nue Co. formulates with ingredients as close to food sources as possible and avoids synthetic fillers, toxic preservatives, artificial flavourings, and artificial sweeteners. Products draw on clinical research as well as Ayurvedic and Chinese herbal medicine traditions.

Is The Nue Co. sustainable?

Yes. The Nue Co. is a climate positive, plastic neutral business. 95% of their packaging is recyclable glass, boxes are FSC-approved and unlaminated, and refill pouches cut packaging weight by 75%. The brand also partners with Charity Water and invests in rainforest conservation and reforestation projects.

Are The Nue Co. products gender-specific?

Most Nue Co. products are designed for all genders. The exceptions are Growth Phase and Supa Thick, which are formulated specifically for female hair loss.

What is Nootro-Focus?

Nootro-Focus is The Nue Co.'s natural nootropic supplement designed to enhance focus, mental energy, and attention. It combines organic lion's mane mushroom, L-theanine, ginkgo, and rhodiola for both immediate cognitive support and long-term neuroprotective benefits — without caffeine or stimulants.