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Five years ago, Jo and Aaron, the founders of No Ugly woke up.

Everything they were doing was lop-sided. And in today’s fast-paced world it’s easy to get that way. With an enthusiastic lust for life, it was too easy to over-indulge. And we all know that over indulgence hinders performance, affects mood and limits our ability manage stress.

So they changed.

That change wasn’t extreme, more like better awareness of what makes a healthy and balanced lifestyle. Especially because they have four very active kids, two big jobs and a swag of friends teasing them with temptation on a daily basis.

Exercise became habitual but so too did good nutrition. The lightbulb moment was when they felt all wellness brands were boring, a bit worthy and didn’t reflect who they wanted to be.

So they invented No Ugly. A brand with a higher purpose, a spunky attitude and a clear functional benefit – to help people get back to gorgeous in no time.

We like it. We hope you like it too.