Hiya! Here’s your monthly Orchidea Newsletter — packed with business insights, practical tips, and visual inspiration to help beauty and wellness brands shine.

But first, a little champagne moment… 🥂 We’re thrilled to share that Orchidea just won 1st place at the DIELINE Awards — the world’s leading competition for packaging design. Yes, we’re blushing. And yes, we’re still believe that happen.

But now, back to business...

When you're building a brand, the first steps often feel thrilling — naming, design, maybe a touch of shinning in your packaging. But once that’s done? It’s about scaling. And here’s the uncomfortable question most founders avoid: What makes a brand truly investable?

Investors don’t fall for aesthetics alone — they look for structure. Substance. A brand that can grow, scale, and survive past the founder's mood board.

Cristina Nuñez, co-founder and managing partner at True Beauty Ventures, breaks it down into the five P’s investors look for in a brand: Positioning, Product, People, Performance, and Partnership.

And honestly? We couldn’t agree more.

At Orchidea, we’ve seen it firsthand: the brands that win in the long run are the ones that build across all five. Miss one — and you’re just another magnesium gummy in a sea of sameness.

But here’s where we come in. While we can’t optimize your supply chain or get you into Erewhon (yet), we can help you build a standout brand — the core layer that actually makes people care.

So let’s look at the wellness brands that are already making customers obsessed. Each one has a distinct edge, a loyal audience (400k+), and yes — real, revenue-making power.

THE NUE & CO

SCIENCE-BACKED, STYLE-CONSCIOUS, AND AHEAD OF THE CURVE

London-born and clinically inclined, The Nue Co. stands out by fusing science-backed formulas with ethically sourced ingredients. Founded by Jules Miller after her personal struggle with IBS, the brand skipped the crunchy granola aesthetic and instead carved out a lane that feels equally at home in a dermatologist’s office and on a Pinterest mood board.

⬜️ CLINICAL AUTHORITY WITHOUT KILLING THE VIBE

At its core, The Nue Co. sells trust. The tone is scientific but never cold — it’s the kind of brand your therapist might recommend, and your designer friend already loves. They turned probiotics into a lifestyle essential, not a medical afterthought.

→ Wellness that earns authority through the TRUST attributes

⬜️ GROWN-UP, GROUNDED, AND REFINED

Dark glass bottles, combination of sans and serif fonts, and muted, mature green make The Nue Co. look like it belongs in a luxury bathroom — not a supplement aisle. It’s minimalism with depth. No millennial pink. No TikTok maximalism. Just quiet design that whispers "You’ve got your life together"

→ Sophisticated packaging that makes you believe in the formula

⬜️ GUT HEALTH BEFORE IT WAS COOL

The Nue Co. didn’t wait for gut health to trend — they defined it (together with the Seed🦠). While other brands made digestion sound clinical or drugstore-like, they reframed it as the key to everything: mood, energy, skin, sleep. That shift turned science into aspiration.

→ They made gut health aspirational — and owned the category before everyone else caught on

RITUAL

TRANSPARENT AND BUILT FOR LONG-TERM RETENTION

Ritual launched in 2016 with a clear mission: demystify vitamins. Founder Katerina Schneider built the brand after struggling to find a prenatal she could trust, and she quickly turned that frustration into a business model centered on clean ingredients, clinical validation, and full transparency. The result — a supplement brand that feels like skincare: traceable, beautiful, and actually habit-forming.

⬜️ TRANSPARENCY AS A BRAND RELIGION

Ritual turned supply chain transparency into a premium signal, not just a regulatory checkbox. “Made traceable” isn’t just a tagline — it’s the entire foundation. The see-through capsules are genius. They spark curiosity, signal quality, and serve as a literal metaphor for the brand’s promise.

→ They made trust visual — not just verbal

◻️ THE POWER OF SUNNY YELLOW

Ritual’s signature sunny yellow — it’s a psychological nudge. Yellow evokes clarity, hope, energy — the subtle promise of a more radiant, future-you!

Paired with transparent capsules and rounded sans-serif fonts, the overall look feels clean, calm, and quietly confident. Not flashy, not clinical — just right.

→ Monochrome minimalism pays off in the long run

◻️ LIFE-STAGE POSITIONING THAT GROWS WITH YOU

Instead of chasing trends, Ritual built around real life. From prenatal to postnatal, men to 50+, teens to menopause — every line fits into a long-term ecosystem.

→ A clear split of core audiences — and a roadmap for retention

MOON JUICE

MYSTICAL, SEXY, AND STRATEGICALLY STRANGE

Before every wellness brand was selling “dusts” and adaptogens, Moon Juice was already casting spells. Founded by Amanda Chantal Bacon in 2011, the brand carved out a niche at the intersection of beauty, sex, and spirituality — and made drinking powdered mushrooms feel like a cosmic upgrade (🔮🍸). This is cult branding at its finest: part supplement, part fantasy.

◻️ MYSTICAL POSITIONING THAT LAUNCHED A MOVEMENT

Moon Juice wasn’t just selling products, it was selling a lifestyle religion. Sex Dust, Spirit Dust, Brain Dust — the names alone built intrigue and instantly made you feel like an insider. No long-form education needed. You’re either in the Moon Juice universe or you're not. It was radical, feminine, and totally weird… in the best way.

→ Create a universe where customer want to jump into

◻️ SUPPLEMENTS AS FANCY COCKTAIL

Moon Juice didn’t just launch powders — they launched potions 🍹. The packaging feels like it belongs in a Venice Beach apothecary or on the menu of a high-vibe bar. Dreamy logotype, soft gradients, and minimal typography all blend into a visual recipe that says ritual, not routine.

→ Craft a user journey so beautiful, people want to shoot it — like cocktails

◻️ FOUNDER-LED BRAND WITH MYTHOS

Amanda Chantal Bacon is the brand. From her green juices to her controversial “food diaries,” she created a founder mythos that made Moon Juice feel personal and powerful — and polarizing. But that’s what made it stick. She gave wellness a personality long before it was a branding trend.

→ Founder-as-muse energy that built a community and a backlash — both fuel visibility

PERLA HELSA

DESIGNED TO EDUCATE, BUILT TO ELEVATE

Perla Helsa positions itself as a modern wellness brand grounded in scientific clarity and emotional resonance. It supports women’s health at every stage — from sleep to glow, from immunity to calm. The brand doesn’t just sell raw materials — it promotes the healthy beauty of women as a lifelong journey.

◻️ INNER SUPPORT FOR OUTER CONFIDENCE

At its core, Perla Helsa embraces a timeless truth: health is the foundation of beauty. Their products address real needs — hair loss, sleep, stress — while speaking to modern women in a tone that empowers. It’s not about correcting flaws, but about giving your body the support it deserves.

→ One clear idea echoed across product, design, and communication

◻️ GENERATIVE PACKAGING DESIGN TO MAKE EACH PRODUCT UNIQUE

Perla Helsa’s visual identity blends emotional elegance with clinical clarity. At the center is the transformative shell — reimagined across lines. In the main supplement range, it appears geometric and structured; in the beauty line, it shifts into a soft, fluid form, blurred like it’s seen through water.

Typography is equally foundational — not decorative, but structural. With a strict hierarchy and refined layout system, it builds visual trust and reinforces credibility.

→ Visual idea adds variety, making each new product feel distinct while staying within the brand line

◻️ EDUCATION OVER HYPE

The brand’s calm, elegant visuals make the packaging a favorite prop for content creators and customers alike. People just want to shoot it. And while it looks beautiful, the content goes deeper: ingredient explainers, health tips, and body literacy delivered without noise or nonsense.

→ Authority built through aesthetic appeal and smart communication

SEED

CLINICAL, COMPOSTABLE, AND TOO SMART TO IGNORE

Seed isn’t trying to be your wellness BFF — it wants to be your biohacker’s favorite brand. Co-founded by Ara Katz and Raja Dhir, Seed redefined what probiotic branding could be: clean, credible, and deeply rooted in research. They don’t just sell gut health — they educate the hell out of it. And in a category full of snake oil and sketchy promises, that’s a power move.

◻️ POSITIONING: CLINICAL, GLOBAL, UNAPOLOGETICALLY SMART

Seed's tone is crystal clear: we know more than you, and we’ll explain it — if you’re ready. From the copy to the product naming (DS-01™, anyone?), every detail says “we’re the future of gut health.” They're not simplifying science for mass appeal — they’re elevating it and trusting their audience to rise with them.

→ Confidence that attracts curiosity — and filters the unserious

◻️ MINIMAL, MODULAR, MEMORABLE

Seed's visual identity is precisely what you’d expect from a brand that cares about microbiomes: clean, structured, and intentionally minimal. Their iconic green refillable capsule is instantly recognizable — and environmentally designed. Typography is restrained. Layouts are tight. And nothing screams for attention — because when everything is considered, you don’t have to yell.

→ Design that looks like the future — creating a distinct universe

◻️ PROBIOTICS FOR PEOPLE WHO READ STUDIES, NOT ADS

Seed’s social presence is textbook thought leadership. Their Instagram is packed with educational explainers, myth-busting carousels, and micro-deep-dives on everything from skin-gut connection to how transit time affects nutrient absorption. They make probiotics feel like a wellness discipline, not a trend.

→ A feed that earns trust — and then earns the sale

IN SHORT — WHAT 400K (followers) SUPPLEMENT BRANDS ACTUALLY DO DIFFERENTLY

What do top wellness brands do differently? For starters — they don’t just sell vitamins. They sell worlds. Whether it’s Seed’s clinical clarity, Moon Juice’s mystical vibe, or Ritual’s traceable transparency, these brands aren’t winging it. They know exactly who they’re talking to, and they’ve built entire ecosystems — from product to packaging to content — that reflect it. Consistency isn’t a coincidence. It’s strategy.

What they don’t do? Blend in. These brands use design as a signal, not decoration. They educate instead of hype. They invest in brand thinking from day one — because that’s what investors, customers, and communities actually stick around for. So if you’re building a supplement brand, start with this question: what are you building beyond the capsule?

WE WON 🏆 1st PLACE AT DIELINE AWARD

ORCHIDEA’S NEWS

We won 1st place at the Dieline — Oscar in the world of packaging! Our project for Perla Helsa’s new beauty-focused supplement line took home 1st place in the Health category. We’ve been shaping this project through a big part of 2024 and this win feels extra sweet.

Global recognition 🥂👯‍♀️🥇🤍 A proud moment for the Orchidea team!

If you enjoy our monthly content, we’d love if you could share 💌 it with your friends or colleagues who might find it interesting. We’d be super grateful!

Cheers, Orchidea team