Our story

Jusu began with a simple belief: the choices we make every day shape our health, our families, and the world around us. Wellness should feel honest, thoughtful, and grounded in care, not complicated or performative.

From the beginning, Jusu was about questioning the status quo. We saw how difficult it was for people to find products they could genuinely trust. Too many shortcuts. Too much noise. Not enough transparency. So we set out to build something different. Plant-powered products made with intention, clarity, and respect for both people and the planet.

Over time, that belief has only sharpened. Wellness is not static, and neither are we. As we’ve grown, we’ve taken the opportunity to pause, reflect, and refine our approach. This next chapter of Jusu is about focus. Fewer products, held to higher standards. Clearer formulations. Better decisions at every step, from sourcing to design to how our products fit into real life.

Our commitment remains the same: organic-first, plant-based ingredients chosen for purpose and efficacy, and a deep respect for the people who invite Jusu into their homes. We believe trust is earned through transparency and consistency, not claims or trends.

Jusu is being rebuilt thoughtfully and deliberately. With sharper values. Higher expectations. And a renewed dedication to creating products that support long-term wellbeing in a way that feels simple, grounded, and real.

Thank you for being part of the journey so far. We’re excited for what’s ahead and for the opportunity to do this work the right way.

Alistair Vigier

Founder, Jusu 💚