The Nue Co. is a brand that appealed to me right away. Their branding is described as a “scientist had sex with a supermodel,” as they’re a hybrid between scientific and stylish, with products backed by data rather than cutesy millennial-speak (Moon Juice/Golde) or esoteric Santa Monica hipster (…we all know), and they’re always packaged in standard amber bottles but with very distinctive, eye-catching design language that is simultaneously understated, minimalist and sophisticated. Gradually I started amassing a collection of their products and having spent time with them to varying extents, I’ll review the products one by one, then a general summary of the line.
This was the first product I picked up from them. What I liked was how clear and purposeful the product was, and I appreciated the straightforwardness that this was just a treatment designed for digestion. Since turning over to the latter part of my mid-20s, I do notice things like metabolism slowing down and sometimes it feels like my dinner just sits without being processed which makes me feel kind of gross when I go to bed at night, so I thought this would be perfect.
What I noticed upon the first impression is how “bare” the product was — although the packaging and design language are quite stunning, the formula is very bare-bones and this literally looks and feels like scooping up a spoonful of spices. You can tell that there REALLY isn’t anything put in for the taste and the 5 ingredient list of maqui fruit powder, cinnamon powder, ginger root powder, turmeric powder, and inulin are really all there is. It sounds kind of like “well no shit, that’s all that is listed” but you know.. I kind of imagined the ingredients might somehow look, taste, or feel like something I couldn’t just mix at home in my own kitchen given how sleek and damn-near Aesop-like the branding was… but nope this felt like what would happen if I threw in those powders myself.
Results: the spices are warming and they do move things along so I do think it works. But I tried my own DIY of cinnamon and turmeric with shavings of fresh ginger I had in my kitchen, and it worked just as well? So I was a bit let down at the kind of DIY-ness of it all, but I chalked it up to the brand going a little too far with embracing a purist mentality on this one product. So I decided to explore more rather than write-off the entire line.
I purchased this with their Skin Filter pills when The Nue Co really leaned into their internal skincare supplement rollouts in late 2019. This convinced me that when it comes to powder-supplements, The Nue Co takes a very minimal approach in general as it is also just 5 ingredients as well: inulin, lucuma, baobab, camu camu, brown rice protein. Inulin is in this and the previous supplement, so I thought it might be helpful to let you know that a quick google shows this is a type of plant-derived dietary fiber. The primary benefit of this supplement is collagen-production from Vitamin C contained in the 3 plants. Which when I thought about it seemed like a lot of work to take an additional supplement for what is really just Vitamin C?
I mean this delivers a 122% daily value of Vitamin C, which is key for collagen so I don’t doubt that it works, but geez… an entire step/product just for this. And the taste is… sour and tart. I suggest either gulping this down without letting it hit your tastebuds or sweetening it with honey. I’m not someone who needs things to taste great, but wow is this sour. The first time I tried it with my fiance and we immediately had the signature Mary Kate and Ashley Olsen “prune” face.
I think the science is there, Vitamin C has been shown to be better than direct collagen supplements for building collagen in the skin. Camu Camu is renowned for its Vitamin C. But the actual user experience leaves a lot to be desired with this product.
What’s interesting about Skin Filter is that it’s actually in pill form and contains 11 ingredients which for The Nue Co, is a lot, and it makes it feel less DIY and more of a true supplement. So how is this a skin filter? Reading more into the product literature, we’re essentially told to think of this as ingestible retinol. Retinol is the anti-aging powerhouse of the skincare world and this delivers 50% Daily Value of Vitamin A from beta-carotene, alongside Vitamin C, and zinc, which is said to help with collagen degradation, control melanin production and improve microcirculation to give improved elasticity, reduce blemishes, and brighten the skin.
I took this daily for 1 month (the full bottle), and did feel that my skin felt firmer and tauter especially around my cheeks and jawline. You know sometimes when you lose water weight or you’ve been eating right, working out and your face just seems to have some angles and your skin just looks prettier? That’s how I felt using this. I really loved the results with my first bottle/first month and will be ordering another bottle when we are in the Spring/Summer months as part of the benefit of this is also to protect against sun damage.
The difference between Skin Filter and the previous Skin Food to me is that whereas Skin Food felt like almost a superfluous step, needlessly complicating a routine with a DIY formula, this felt impactful with a more scientific, clinical formula that offers a more comprehensive set of benefits for the skin. So although the two products are a bit different, I know most of you are not looking to purchase a number of products to go through every morning so I’d definitely recommend Skin Filter as your go-to skin supplement in the line.
I was excited about the Functional Fragrance, the moment this product launched. I love fragrance but have such a hard time with most as I have such sensitivity toward synthetic fragrance – in fact, many brands carried at Credo such as Ellis Brooklyn and Phlur are no-go’s for me as they still get nauseating after a while of wear for me. There isn’t true clarity in the fragrance industry with clean and non-clean ingredients, mainly because there isn’t a requirement for disclosure of ingredients when it comes to perfumes so beyond general ingredients like phthalates that we know to avoid, it’s impossible to tell what actually is and is not in a “clean perfume” as they all talk about using “natural ingredients.” I was quite excited about this because it’s functional fragrance and I’m a huge believer in the potential of fragrance to improve wellbeing if the ingredients used were clean, so I had high hopes for this.
I think The Nue Co is quite original with their approach and applaud them for approaching wellness from a new angle with fragrances. This is marketed as an anti-stress supplement, linking scent with cognition to help re-center and reset in the form of a unisex fragrance. It was formulated by a legendary perfumer, Frank Voelki, and you can really tell that this is a really serious fragrance product. The layers of green cardamom, iris, violet, palo santo, jasmine, cedarwood, musk, amber are all quite elegant and complex. It smells grounding, and rich, like lulling your senses to sleep in soft suede and silk sheets. It’s also luxurious enough to be worn as a daily perfume if desired but I just love it around the 5PM-6PM mark when the day transitions to a quieter, more intimate pace.
I don’t believe all of the ingredients are completely natural (e.g. there isn’t a natural plant musk ingredient), but the formula is 100% vegan and non-toxic. More importantly, it hits my itch for a luxurious fragrance and the functional component is a wonderful bonus.
There are definitely some hits and misses for me with The Nue Co, but I’m excited to see what is next for the brand and count myself as a fan. Although at times some of the products (the powders) were a bit too simplistic for my liking (and for the price point), the brand as a whole is undeniably inventive and execute things well from the presentation and branding elements to the results, and their newer products have been especially captivating – you can’t go wrong starting at the Functional Fragrance. If you’ve tried anything from The Nue Co, leave your thoughts in the comments.