If you’ve been following our founders series, you may have noticed we have a particular soft spot for brands created by entrepreneurs who address their own lived experiences.
Why? Because they’re truly invested in creating an incredible product rather than solely concentrating on improving profit margins.
In many ways, they are their own target market; they know the pain points, they have been equally frustrated in their hunt for a solution, and they’re passionate about putting it right.
For Sam Higgins, Nu Mind Wellness was his way of addressing a long-term issue with anxiety.
From panic attacks, deliberately avoiding social situations and sleepless nights, Sam knew all too well how it felt to be on the wrong side of ‘normal’.
Finding the internet’s answers unsatisfactory, he and his brother Will enlisted the help of experts to give back and support those with similar struggles.
Initially, they developed supplements. Then, something special happened.
Wanting to extend their help beyond a physical product, the pair came up with the concept of launching the first all-in-one stress support formula, providing not only a supplement but also the extended pillars of educational wellness content and a like-minded community.
We sat down with Sam to discuss navigating sibling rivalry, launching a business in lockdown, and finding peace in your own mind.
The Birth Of Nu Mind Wellness
With Sam’s background working for a supplement brand and the brothers’ shared experiences with anxiety, starting a business had been an idea they had long toyed with.
Yet, as so many of you will know, those conversations rarely progress past a nice thought – something that brings a brief moment of hope and encouragement before the self-limiting beliefs take charge and bring you back down to earth with a thud.
Recalling the moment they actually decided to go for it, Sam said: “As a lockdown business, it happened over a family BBQ. It was an idea we’d talked about but we really went into the ins and outs then.
“We got our certificate of incorporation that night!”
The vision was crystal clear, but the crucial task at hand was to coin the perfect name that encapsulated the essence of their concept.
Many siblings can’t bear to complete a simple task together, let alone start a business. So, a certain amount of back-and-forth is to be expected.
While they seem to be singing from the same hymn sheet on most things, Sam revealed they still can’t agree on who actually came up with the name.
“We still bicker about who came up with the name,” he added. “It’s up for debate. We’ve each got our own case and no one has ever won the battle!”
Regardless, the two remain incredibly close. A standard day entails hitting the office early to tackle big tasks before grabbing lunch, hitting the gym together, and heading back to their desks for a busy afternoon.
Getting a startup off the ground is tough work and the hours span way beyond your typical 9-5. For Sam, receiving testimonies makes the grind all the more worthwhile.
He said: “Our favourite thing has to be the feedback from customers. As cliché as it is, to hear from someone we’ve helped really makes our day.
“We’ve been there and dealt with the battle of anxiety ourselves. To hear about someone coping with their stress and anxiety better as a result of us makes all the hard work worth it!”
Revealing the best piece of advice he’s received on the journey so far, he continued: “More clichés, but never forget why you started.
“It’s not easy being a startup. So, constantly remembering your ‘why’ is crucial to getting you up early in the morning and reminding yourself what it’s all about.”
In addition to free resources such as Wellness Guides and links to book video appointments with doctors and healthcare practitioners, the brand also offers flagship supplements for stress and menopause support.
Its award-winning all-in-one Stress Support formula combines 23 scientifically backed ingredients to comprehensively support the anxious body and mind.
One daily sachet acts as a multivitamin, flower remedy, source of minerals, adaptogens, and more.
It’s clear the duo takes immense pride in their creation, and rightly so. Asked what has been the standout moment for Nu Mind Wellness so far, Sam said: “We’ve had a fair few, but I’d still say launch day. Seeing orders come through for an idea you had is incredible. Especially when that idea took years to become reality.”
He continued: “Our products combine several into one so you can expect a combination of benefits.
“Our best-selling Stress Support Formula works to alleviate and counteract stress in the body and helps ease an anxious body and mind.
“Whether you struggle with stress with work, general anxiety or anything in between, our product is the perfect solution for you.”
And Sam revealed the Stress Support formula will soon be joined by a brand new offering, but it won’t necessarily be a product. Teasing the pending release, he said: “Something we’re very excited for is coming soon!
“We don’t just want to be a supplement brand, we want to help support stress and anxiety however we can. We’ll leave it at that for now.”
Financing Nu Mind Wellness
Being a family-owned and operated brand, it’s no surprise Nu Mind Wellness has been entirely funded by the brothers and those close to them. However, they are eyeing a potential investment round in Q1 of 2024.
Such investment may be necessary if they’re to achieve their goal of becoming a household name. Speaking on those ambitions, Sam said: “We want to be in the same conversation as soon as someone mentions they are feeling stressed or anxious.
“Whether a co-worker is talking about stress to a colleague or a loved one to a family member, we want to be the go-to solution. We’ve got a way to go but it’s nice to dream.”
For now, though, they’re remaining firmly grounded, and Sam has this message to share with those going through mentally challenging times: “We both experienced anxiety at work and late in our university experiences.
“From panic attacks to sleepless nights, we experienced it all. It was life-changing and led to us searching for the best natural solutions available.
“We combined our experiences with expert nutritional advice from leading professionals to use the best ingredients possible for our formulas.
“Long story short, we’ve been there and now our goal is to help everyone else who’s faced stress and anxiety.”
On that touching note, I think it’s time you heard more from one-half of the Nu Mind Wellness duo.
Questions With Sam Higgins
What does a typical day look like for you in the office?
As a start-up, it varies massively. But on average, we’re up early and straight into the heavy stuff. At midday, it’s time for our first meal to load us up for an early afternoon gym session. We train most days and try to get in and out pretty quickly. Then we’re back to the desk to get back to it!
What is your least favourite role/thing to do in the business and why?
Emails. Especially with suppliers who can take 3-5 working days to reply.
What has been the worst bit of advice you have received since launching?
We were suggested to try samples from China. It was a very quick regret. Lead times were crazy long and the quality wasn’t up to our standard.
Tell us about your past working life! What were you doing before Nu Mind?
I was working at a supplement brand before as an account manager. It was interesting and the company was quite small so there was a lot of learning about how a SMB was run.
What is your least favourite thing about the health industry and why?
How quickly misconceptions can spread. With the speed of social media and the clickbait content around, false information can be like wildfire.
If you could own one other health brand which would it be and why?
AG1. Their brand is honestly just crazy. From the partnerships with Huberman & Hamilton to the insane ads you see, they’ve smashed it.
What advice would you give to any of our readers if they were thinking about launching a brand in this space?
Other than remembering your why as we mentioned earlier, to constantly be learning. As a founder, your role is everything from marketing and sales to operations. You’ve got to be constantly learning about how to do each role and get better in the role every day.
What has been the worst moment for the business so far?
We’ve had a few stock scares. Thinking you’re going to run out of stock is always a scary one especially when we have loyal customers who’ve been ordering for over 18 months now! We never want to disappoint.
Sum up your perfect Nu Mind customer in just 5 words
Open-minded, vocal, loyal, caring & supportive.
Where can our readers buy your products?
We primarily sell through our website, but we can also be found in all good pharmacies and health food shops in London.
Any famous customers?
Not that we’re aware of.
IG or TikTok?
IG.
Which fellow founders out there inspire you and why?
Apart from the usuals, we love following people within our sector. For instance Simon and Andrew Salter, founders of Dirtea. They’re very relatable to us as they’re brothers who suffered from an issue and set out to help people in similar situations. They’ve created something incredible and we hope to emulate that.
