About
OUR STORY.
n 2017, Jo and Aaron had a problem.
They were already pretty serious about feeling good. They exercised, ate well, paid attention to what went into their bodies and tried to get the most out of every day.
But they couldn't find wellness products that felt like them.
The market was full of worthy brands making big promises, complicated formulas and products that were either boring, expensive or didn't taste good.
And life doesn't exactly make feeling your best easy.
Work. Family. Stress. Late nights. Early mornings. Training. Travel. Celebrations. The occasional over-indulgence.
Life gets ugly sometimes.
So they decided to do something about it.
No Ugly was born in New Zealand with a simple mission: to make wellness easier, more effective and a lot more fun.
That means serious food science, meaningful doses of functional ingredients, great-tasting formats and products designed to solve the very real things that get in the way of feeling your best.
From sleep and stress to hydration, gut health, focus and performance, No Ugly makes better choices simple, accessible and enjoyable.
No gimmicks. No nonsense. No worthy bullshit. Just smart food science, great-tasting products and a little attitude to help people say no to whatever ugly life throws at them
No Ugly. Yes gorgeous.
PROUDLY FROM NEW ZEALAND
No Ugly was born in New Zealand with a simple ambition: to make saying no to ugly and saying yes to feeling gorgeous easy, accessible, and fun.
Created by a small, determined and curious team, No Ugly combines New Zealand innovation and food technology expertise with the world's best functional ingredients to create products that are designed to perform.
We're proud to be a FernMark Licensee, carrying New Zealand's official country-of-origin mark. It's a government-administered programme that recognises businesses that represent New Zealand to the world. It reflects our connection to the place where No Ugly was created and is made, and the care, ingenuity and determination of the people behind it.
GROUNDED IN SUPERIOR SCIENCE
Great functional products don't happen by accident.
No Ugly's formulations are designed to go well beyond the typical functional wellness product, with meaningful levels of active ingredients more commonly found in the supplement aisle.
Our food science philosophy is simple:
SOURCE WITHOUT COMPROMISE
We source the best functional ingredients globally, selecting studied actives for quality, purity, potency, bioavailability and consistency.
DOSE WITH PURPOSE
Every active has a job to do. We research the ingredient, understand the evidence and dose it with purpose, rather than adding a token amount for the label.
FORMULATE FOR PERFORMANCE
We solve the hard bit: getting meaningful levels of highly functional ingredients into products that actually taste bloody good.
Our food scientist, Sarah Walter, brings 20 years of beverage formulation experience to the process, combining rigorous research with formulation and sensory expertise.
The result is seriously functional food and beverages made for real life.
Smart science. Meaningful doses. Great taste.
No Ugly? Yes gorgeous.