The Nue Co.
The Nue Co. is a private wellness company selling functional fragrances, ingestible supplements, and topical products for gut, skin, hair, and body health via DTC e-commerce and an exclusive Ulta Beauty retail partnership launched January 2026.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Nue Co. does
The Nue Co. is a privately held wellness company that designs and sells functional fragrances, ingestible supplements, and topical products targeting mood, gut, skin, hair, and body health. Founded in 2016 (with functional fragrance innovation beginning in 2018), the company is headquartered in New York with a UK operating entity (The Nue Co. Ltd) and a dedicated UK distribution warehouse in Crawley. Its core technology stack centers on Neuroscent science for fragrances developed to interact with the nervous system and patented Lactobacillus Plantarum probiotic and postbiotic formulations in topical hair care, with rigorous in-house formulation standards that ban over 200 ingredients including phthalates, parabens, and polycyclic musks.
The product portfolio spans eight functional fragrances (including Functional Fragrance, First Milk, Forest Lungs, Otherwhere, Us, Past Time, Water Therapy, and Mind Energy), ingestible supplements across gut (Pre+Probiotic, Debloat+), skin (Skin Hydrator, Skin Filter), body (Magnesium Ease, Sleep Drops), and hair (Growth Phase), plus topical hair care (SUPA_THICK serum, The Wash Day Set). Fragrances accounted for 65% of revenue by 2025 and the company clinically validates outcomes (e.g., 88% hair improvement in 12 weeks, 21% skin hydration improvement in 60 days).
The business model combines direct-to-consumer e-commerce on thenueco.com and uk.thenueco.com with a hybrid one-time purchase and subscribe-and-save subscription (20% recurring savings, monthly cadence, no minimum contract). Following an exclusive Ulta Beauty partnership launched in January 2026, the company added mass-prestige retail distribution to capture up to $50 million through this channel. The company has raised approximately $35.5 million across rounds from 2017-2021, with Pamoja Capital leading the $25 million Series B in July 2021, and operates with 11-50 employees serving health-conscious wellness consumers across the US and UK.
The Nue Co. firmographics
Firmographics- Name
- The Nue Co.
- Legal name
- The Nue Co. Ltd
- Website
- https://thenueco.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Nue Co. is a private wellness company selling functional fragrances, ingestible supplements, and topical products for gut, skin, hair, and body health via DTC e-commerce and an exclusive Ulta Beauty retail partnership launched January 2026.
- Ownership category
- akta.pro rank
The Nue Co. industry classification
Industry- Product category
- Wellness Supplements and Functional Fragrances
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural & Clean Fragrance (CRABADAG)
- akta.pro secondary industries
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Sleep, Stress & Mood OTC (Sleep Aids, Melatonin OTC, Calm/Stress Relief) (CRADAMAJ)
Keywords
Where The Nue Co. is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The Nue Co. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Functional Fragrances: Mood-boosting functional fragrances designed using neuroscience and neuroscent technology to trigger specific emotional responses. The fragrances account for 65% of total business revenue in 2025. Products include First Milk, Forest Lungs, Otherwhere, Us, Functional Fragrance, Past Time, Water Therapy, and Mind Energy.
- Ingestible Supplements: Supplement products for gut health (Pre+Probiotic, Debloat+), skin health (Skin Hydrator, Skin Filter), body health (Magnesium Ease, Sleep Drops), and hair health (Growth Phase, Supa Thick). Available as one-time purchases or subscribe-and-save recurring subscriptions.
- Topical Hair Care: Topical scalp serum (SUPA_THICK) and shampoo/conditioner products (The Wash Day Set) for hair growth and scalp health. Available as one-time or subscription purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscribe & Save - 20% recurring discount |
| One time/ perpetual license | Pay-as-you-go | One-time purchase prices |
| Unit Pricing | Pay-as-you-go | Shipping costs by region |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
The Nue Co. product offering
Product offeringCore offering
The Nue Co. develops and sells wellness products across three integrated categories: (1) functional fragrances designed using neuroscience and neuroscent technology to deliver targeted emotional outcomes through scent; (2) ingestible dietary supplements for gut, skin, body, and hair health (including synbiotics, digestive enzymes, magnesium blends, sleep aids, and hair growth supplements); and (3) topical hair care products built on patented probiotic and postbiotic technologies. Products are sold primarily direct-to-consumer online, with subscription and one-time purchase options.
Product overview
The Nue Co. is a wellness brand offering functional fragrances, ingestible supplements, and topical products organized into five integrated methods: Fragrances, Gut, Hair, Skin, and Body. The core product line centers on functional fragrances (8 variants including Functional Fragrance, First Milk, Forest Lungs, Otherwhere, Us, Past Time, Water Therapy, Mind Energy) designed using neuroscience and neuroscent technology to work with the nervous system for mood benefits. The supplement portfolio includes gut health products (Pre + Probiotic, Debloat+), skin supplements (Skin Hydrator, Skin Filter), body wellness (Magnesium Ease, Sleep Drops), and hair growth solutions (Growth Phase ingestible, Supa Thick topical serum, The Wash Day Set). Products are designed to work together through method collections and sets (Discovery Set, Nostalgia Layering, Bestsellers, Custom Set). The company pioneered 'fragrance supplements' starting in 2018, and functional fragrances now account for 65% of total business (2025).
Differentiator
Problem solved
Functional benefit
Products and services
- Functional Fragrance A mood-elevating functional fragrance with fresh spice and wood notes, designed to deliver calm and destress through neuroscience and neuroscent technology. Targeted at individual wellness consumers seeking clean, emotionally purposeful scent.
- First Milk Functional fragrance with sweet milk and skin notes, designed for comfort and intimacy by triggering specific emotional responses via neuroscent technology.
- Forest Lungs Functional fragrance with woods and aromatic notes, designed for relaxation and calming effects through neuroscent technology.
- Otherwhere Functional fragrance with gourmand and smoke notes, designed for comfort and grounding via neuroscent technology.
- Us Functional fragrance with musk and warm vetiver notes, designed to promote connection and comfort through neuroscent technology.
- Past Time Functional fragrance with woods and amber notes, designed for comfort and grounding via neuroscent technology.
- Water Therapy Functional fragrance with fresh water and aromatic salt notes, designed for calm and de-stress via neuroscent technology.
- Mind Energy Functional fragrance with pepper and warm spice notes, designed to deliver energy and focus by leveraging neuroscience and scent.
- Pre + Probiotic Daily synbiotic dietary supplement formulated to fuel good bacteria in the gut, supporting digestion, mood, sleep, skin, and immunity. Targeted at general wellness and gut-health consumers.
- Debloat+ Vegan gut health supplement providing fast bloating relief with 17 digestive enzymes and anti-inflammatory ingredients including cinnamon, turmeric, and ginger. Reported 89% reduction in gas, 90% less bloating, and 100% felt relief after one use.
- Skin Hydrator Collagen skin supplement with hyaluronic acid and ceramides; clinically shown to improve skin hydration by 21%, fine-line appearance by 18%, and elasticity by 26% over 60 days.
- Skin Filter Ingestible retinol-alternative supplement designed to brighten dull skin and even skin tone and texture, supporting the gut-skin axis.
- Magnesium Ease Body wellness supplement in liquid and transdermal formats targeting stress, sleep, and immunity, formulated to work with the body's natural rhythms.
- Sleep Drops Body wellness supplement designed to support sleep and relaxation, working with the body's natural rhythms.
- Growth Phase Endocrine-safe hair growth supplement clinically shown to reduce breakage and support hair growth, formulated with Ovoderm eggshell membrane collagen, horsetail extract, reishi mushroom, B vitamins, and adaptogens.
- SUPA_THICK Topical scalp serum addressing hair loss and breakage at the root using rosemary leaf oil, peppermint oil, clary sage oil, and patented Lactobacillus Plantarum probiotic and postbiotic lactic acid technology; 88% of users reported improvement in hair growth and density after 12 weeks.
- The Wash Day Set Bestselling shampoo and conditioner duo designed to promote healthy hair and scalp, intended to be used alongside the brand's ingestible hair supplements.
- The Discovery Set Curated set of functional fragrance samples that lets customers explore the brand's scent range before purchasing full-size products.
- Nostalgia Layering Set Layering set of three functional fragrances from The Nostalgia Collection, designed to be layered and personalized to body chemistry for emotional well-being.
- The Bestsellers Set Curated duo featuring the brand's bestselling functional fragrances for customers seeking proven popular options.
- Custom Set Build-your-own set allowing customers to customize their selection of functional fragrances and other products.
- The Gut Method Method collection combining Pre + Probiotic and Debloat+ supplements to ease bloating and promote better digestion, mood, sleep, skin, and immunity.
- The Skin Method Two-step ingestible ritual combining Skin Filter and Skin Hydrator supplements for hydrated, bright, and even skin, feeding the skin from the inside out.
- The Body Method Body wellness method combining liquid and transdermal Magnesium Ease and Sleep Drops formulas targeting stress, sleep, and immunity.
- The Hair Growth Collection Power pairing of topical SUPA_THICK and ingestible Growth Phase supplements designed to help hair grow beyond its limits.
Quantifiable outcome
- 88% of users experienced improvements in hair growth and density after 12 weeks (SUPA_THICK)
- +6 more outcomes
Companies that use The Nue Co.
Customer profileSegments4 records
Ideal customer profiles2 records
The Nue Co. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Nue Co. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ulta BeautyflagshipThe Nue Co. launched its functional fragrances at Ulta Beauty in January 2026, with the rollout beginning on Sunday. Founder Jules Miller stated that much of the brand's growth has come organically and customers had been requesting different formats, SKU sizes, and retail availability. The partnership marks The Nue Co.'s entry into major retail distribution, with the company aiming for up to $50 million through Ulta Beauty.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
The Nue Co. competitors and assessment
Company assessmentDirect peers
- Golde: Wellness brand centered on functional superfoods, supplements, and turmeric-based drinks with a strong DTC and cultural-brand identity. Comparable on wellness ingestibles, premium positioning, and direct-to-consumer marketing.
- Ritual: DTC supplement brand offering traceable, science-backed daily vitamins and wellness products with a similar premium, clean-positioning model. Comparable on subscription mechanics, premium pricing, and DTC-first go-to-market targeting wellness consumers.
- HUM Nutrition: Direct-to-consumer beauty-from-within supplement brand targeting skin, hair, and gut health. Closely comparable on supplement portfolio, target demographic (women's wellness), and subscription-based DTC model.
- Moon Juice: Premium wellness brand combining ingestible supplements with functional beverages and adaptogen-positioned products. Comparable on clean ingredients, premium pricing, and the wellness/mood benefit narrative.
- Phlur: Direct-to-consumer clean fragrance brand with comparable price points and clean-beauty positioning. Closest direct competitor on the functional fragrance side of The Nue Co.'s portfolio.
- By Rosie Jane: Clean, unisex fragrance DTC brand with similar price points and minimalist wellness-coded branding. Direct competitor in the clean fragrance category that The Nue Co. leads with.
- Nécessaire: Premium body-care brand positioned at the intersection of wellness and personal care with clean ingredients and clinical claims. Closely comparable on the wellness-coded personal-care positioning and DTC-plus-retail GTM.
- Care/of: Personalized DTC vitamin and supplement subscription brand (acquired by Bayer). Comparable on subscription mechanics, personalization narrative, and DTC supplement positioning.
- Skylar: Clean, hypoallergenic DTC fragrance brand with comparable price points and women's wellness positioning. Direct competitor for The Nue Co.'s fragrance business, particularly in clean beauty retail channels.
Broad incumbents
- Olaplex: Larger, publicly traded hair-care brand with patented bond-building technology and broad prestige distribution. Comparable on the haircare side of The Nue Co.'s portfolio (SUPA_THICK/Growth Phase) as a much larger incumbent defining the prestige haircare category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Nue Co. social profiles
Digital presenceThe Nue Co. financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Nue Co. leadership team
Management profileNumber of profiles
Profiles2 records
The Nue Co. funding detail
Funding detailFunding overview
Funding rounds5 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Nue Co. M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Nue Co.
What does The Nue Co. do?
The Nue Co. develops and sells wellness products across three integrated categories: (1) functional fragrances designed using neuroscience and neuroscent technology to deliver targeted emotional outcomes through scent; (2) ingestible dietary supplements for gut, skin, body, and hair health (including synbiotics, digestive enzymes, magnesium blends, sleep aids, and hair growth supplements); and (3) topical hair care products built on patented probiotic and postbiotic technologies. Products are sold primarily direct-to-consumer online, with subscription and one-time purchase options.
Is The Nue Co. a public or private company?
The Nue Co. is a private company. It is classified as venture growth investor backed and is currently operating.
When was The Nue Co. founded?
The Nue Co. was founded in 2018. It employs 11 to 50 people.
Where is The Nue Co. based?
The Nue Co. is headquartered in New York, United States, in the North America region.
How does The Nue Co. make money?
Three revenue lines are on record. Functional Fragrances are the primary driver. The others are ingestible Supplements and topical Hair Care.
Who are The Nue Co.'s main competitors?
Direct peers on record are Golde, Ritual, HUM Nutrition, Moon Juice, Phlur, By Rosie Jane, Nécessaire, Care/of and Skylar. Olaplex is listed as a broad incumbent.
Does The Nue Co. have an API?
No public API is recorded for The Nue Co..
What industry is The Nue Co. in?
The Nue Co.'s product category is Wellness Supplements and Functional Fragrances. Its primary akta.pro industry code is CRABADAG, Natural & Clean Fragrance, with a secondary code of CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex). Its NAICS code is 456120 and its SIC code is 2844.