Meet Nele Wessels, the founder and CEO of Næo, the first sustainable, personalized, and impact-driven gummy supplement brand. Inspired by her personal struggles with acne and long-COVID, Nele sought to create a more effective and sustainable solution for nutrition. With more than 40% of people struggling to remember to take their supplements and suffering from pill fatigue, Næo’s gummies make taking supplements fun, delicious, and easy. Using AI, Næo creates personalized gummyceuticals and health reports, delivering eco-friendly products through a circular packaging scheme. Sustainability and ethical sourcing are core values for Næo, which aims to become the most sustainable and ethical supplement brand to disrupt the $230 billion supplement industry. In this interview, Nele shares her vision for the future of the health and wellness industry, the challenges she’s faced as a solo female founder, and upcoming initiatives for Næo.
What inspired you to create Næo, and how did you come up with the idea for personalised nutrition?
The idea came from my personal struggles with Acne and long-covid that led me to spend hundreds of £s on generic pills and tablet supplements that never really worked and just crowded my cupboard. Doing some more research I realised I wasn’t alone, but that 7 out of 10 people want to become healthier, just struggle with the abundance of available generic options and real results. Further, more than 40% forget to take their supplements daily and 1 in 2 struggle with nausea and dysphagia upon taking supplements. In addition I realised how vast the environmental impact of the supplement industry was – in the US alone there are more than 1.8bn plastic bottles produced every single day, more than 24M animals killed to produce supplements and that not to mention the tons of CO2 that is produced. I wanted something that would show measurable results for my personal needs, target the holistic approach of nutrition, all while setting new sustainable standards in the industry. Due to the lack of available options I founded Naeo.
What sets Næo apart from other supplement companies, and how does it address the issue of “pill fatigue“?
Naeo is the first truly sustainable, personalised and impact-driven gummy supplement brand with a holistic approach to nutrition and the environment using more sustainable materials and plant-based ingredients than what is currently on the market. We use Ai, to create personalised gummyceuticals and health reports and deliver our eco-friendly products through a circular packaging scheme, to make individuals healthier and the supplement industry more sustainable. For us impact doesn’t just mean having an impact on the health and well-being of the individual, but also caring about people who aren’t in a position to even think about purchasing our products. Hence, we donate for every product sold – for our bottles we donate a year of safe water to people in need together with water.org and for our supplements we will partner up with the Felix food project to donate a meal for free for a person in need in London.
More than 40% forget to take their supplements on a daily basis which is mostly due to the case of pill fatigue – Nobody enjoys taking pills on a daily basis, let alone up to 10 of them, especially not when it’s not a medical need. We use gummies which make taking supplements fun, delicious and easy and therefore help anyone suffering from pill fatigue or dysphagia (disability to swallow tablets and pills) to keep up with their nutritional routine.
How do you see the health and wellness industry evolving in the next 5-10 years, and what role does Næo play in this evolution?
A big topic will be personalisation and the intersection of technology and nutrition. Customers demand more and more personalised solutions that show real results as well as holistic approaches to nutrition for long-term success, rather than short-term impacts. Using our Ai will give the most precise recommendations and in interaction with our report and a fully holistic solution to your monthly health concerns. We also have more ideas in the pipeline so stay tuned:)
Sustainability is another topic: The ugly truth about the supplement industry is that it is super polluted just that no one talks about it – we want to disrupt the industry and set a new standard for other brands to follow through our sustainable, circular packaging scheme and vegan, GMO-free standards.
What are some of the biggest challenges you’ve faced in building and growing Næo, and how have you overcome them?
I think from a work perspective raising investment has definitely been one of the biggest challenges. Fundraising is generally not a walk in the park but as a solo female founder you get to experience so many other hurdles: from unconscious bias to sexism and other stigma. Now raising funds in 2023 is widely considered difficult. When we closed our first deal, SVB went down and credit Suisse – perhaps the worst possible conditions as most funds were occupied dealing with their existing portfolio rather than investing in new risky ventures. What helped me was setting myself up with a plethora of advisors that I could get in touch with any time and I can just recommend anyone doing the same when fundraising. I further tried to get a balance from the due diligence process by going out to my favourite cafes, working out on a daily basis, meditating and meeting friends for coffee breaks.
Another, rather personal challenge I faced when building Naeo was staying patient and managing outside expectations with inside goals. It is easy to get distracted by watching others and compare yourself to others founding startups or starting their corporate career. This can really challenge your self-esteem and motivation at times, especially when results don’t come as quickly as you wish. Paired with outside pressure to show measurable results (even if implicit, through questions of „How is the startup doing“) this can really impact your motivation. Focusing on your strengths and vision and just keep going is therefore as important as not making any hard announcements on launches or events unless you can truly predict them. Things always change and not everything is in your control so look at what you can control which will help you to stay always accountable and not measure yourself against things outside your scope.
Can you tell us about any upcoming products or initiatives that Næo has in the works?
We have a lot planned in terms of the interaction between technology and improved nutrition as well as circular packaging – All coming to you very very soon, so stay tuned:)!
How does Næo approach sustainability and ethical sourcing in its ingredient and packaging choices?
Sustainability and ethical sourcing is a core value for us. We aim to become the most sustainable and ethical supplement brand to disrupt the plastic-heavy $230 billion supplement industry, which produces more than 1.8 billion plastic bottles (or secondary packaging incl. sachets & boxes) every year and kills about 24 million animals to make supplement ingredients (in the US alone).
All our ingredients are vegan and GMO-free and produced in the UK meaning a minimal impact to the environment in regards to Co2. Further, we are using sustainable packaging materials and a circular packaging scheme to enable customers to integrate sustainability practices into their routines just like they do with our supplements.
However, for us, sustainability also means creating an impact beyond our core customers with what we do. Hence, we also donate for every vitamin and complementary item sold and with our complementary offering of tools have a holistic approach to health & well-being other than brands that just provide the product.
What advice would you give to someone who is interested in starting their own health and wellness business?
My biggest advice would be just go for it. You might not get the desired outcome initially, you might have to pivot or adapt, but you will learn so much along the way which is invaluable. Also stay patient: running a startup can at times feel like an endless marathon where results especially in the beginning can take time to materialise but it will always pay off one way or another. The health and wellness business is extremely popular and there is a lot of competition so one other advice would be to always challenge the status quo and never take a „no“ for an answer. Stay alert and ahead of the competition by just keeping an open mind and not being afraid to change, when needed.
How do you stay motivated and inspired on a daily basis, and what practices do you have in place to maintain a positive mindset?
I think one important way is to set yourself targets, which are realistically achievable as well as a long-term vision. By manifesting the long-term vision through short-term practical goals you can not only hold yourself accountable but achieve results faster, which motivates on the sometimes lonely road of building a startup. Accepting that you cannot control every aspect of the business and that this ok is another key way to keep a positive mindset (or rather avoid having a negative one). Accepting that things not always will go according to plan is part of the deal and once you give into that a lot of pressure will be taken off your shoulder. I further like to surround myself with people who inspire me on a daily basis and add value to my day. Times are limited and stressful so surround yourself with people that have that positive mindset that can be your cheerleaders on the journey. Lastly, I like to work out on a daily basis, which releases endorphins naturally and can have spillover effects on the work you do. Paired with treating yourself on coffee dates for successful work for me is a good balance to stay motivated and inspired.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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