Why we started NUO
We didn't start NUO because of a personal skin story. We started it because we looked at the gut–skin category and got annoyed. It was full of products making promises they couldn't back — inflated percentages, miracle language, "reaches the gut alive" claims with nothing behind them — and they were being sold to the people least able to trust them: skeptics who'd already been burned a dozen times. We saw a category-sized honesty gap and decided the smartest move was the one nobody was making. Tell the truth. Show the formula. Respect the buyer.