The Story
Why it exists.
The beginning
Mind Energy landed in 2021, the sharp end of The Nue Co.'s fragrance thesis. The brand had built a reputation for functional products before turning its attention to scent, eventually arriving at the conclusion that a well-composed perfume could shift how a wearer feels. Mind Energy was designed with cognitive fatigue in mind, aimed squarely at the fog that settles in by mid-afternoon. Perfumer Stephen Nilsen built the composition around that intention. Pink pepper and juniper open the formula, clary sage and clove anchor the heart, and cedarwood and musk settle underneath. Each note plays a deliberate role, contributing to a fragrance built on what the brand describes as patented neuroscience technology. It's a scent engineered to support focus, not merely to decorate the skin.
What defines Mind Energy is the absence of excess. There's no sweetness competing for attention, no gourmand warmth trying to seduce. Pink pepper opens with a controlled bite, and the juniper threads through without overwhelming the composition. The heart pairs clary sage with clove and geranium, a combination that reads sharp on paper but settles into something layered and herbaceous on skin. The spearmint adds a clean menthol brightness that cuts through the spice without flattening it. It's a composition that respects the wearer's attention rather than demanding it.
The evolution
The first fifteen minutes are the loudest Mind Energy ever gets. Pink pepper and juniper crack open with a sharp, almost effervescent bite, the kind of opening that demands you pay attention. There's nothing tentative about it; it arrives with the immediacy of cold water on a sluggish morning. As the pepper rounds off, clary sage and clove step forward around the thirty-minute mark. The clove adds warmth without sweetness, more like the inside of a wooden drawer than a bakery. Geranium threads through here, lending a green rosiness that keeps the spices from feeling austere. Mint surfaces briefly, a clean flash that reads as clarity itself, a whiff of green that snaps the composition upright. By the second hour, the fragrance shifts entirely into cedarwood territory. The musk underneath is quiet, close-to-skin, almost imperceptible unless you catch your own wrist.
Cultural impact
Mind Energy finds its place among fragrances designed to do something for the wearer, scents that promise a shift in state rather than a cloud of beauty. The Nue Co.'s approach, backed by consumer trial data reporting 86% of users felt increased focus after 30 days, anchors the product in a wellness context that treats fragrance as a tool. The number matters because it reframes what a perfume can be: not an accessory, but a daily application with a measurable claim attached to it. Mind Energy wears best on the person reaching for it with intention.
The House
The Nue Co.The Nue Co. is a London-based wellness company that entered the fragrance world in 2019 with a proposition distinct from traditional perfume houses. Rather than focusing purely on aesthetics or signature scent, the brand positions its fragrances as functional tools designed to support mood and emotional wellbeing. Founder Jules Miller built the company on the premise that scent can do more than smell pleasant, drawing on neuroscent research to develop fragrances intended to create comfort and intimacy. The brand began as a supplements company in 2017 before Miller recognized an opportunity to translate her wellness expertise into olfactory territory. Today, The Nue Co. occupies a specific niche at the intersection of beauty and wellbeing, offering fragrances meant to be layered and adapted to individual needs rather than worn as fixed signatures. The brand has expanded its fragrance catalog significantly in recent years, releasing multiple new scents in 2025 including the trio Us, Otherwhere, and First Milk, along with Past Time.
The Creator
Stephen NilsenStephen favors a modular approach, building scents layer by layer and adjusting each tier until the whole feels balanced. He leans on crisp citrus, clean marine notes, and subtle green accords to create a fresh foundation, then adds depth with woods such as cedar and sandalwood.




































