In Development:

New Website officially Launching Fall 2018 – Early 2019

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An Ethical, Sustainable, Unisex Wellness Brand With A Focus on Transparency, Clean Science and Botanical Alchemy

Live Monthly Progress

Evolve With Us: return here to track our startup journey through brief monthly updates. Send over your feedback and input if you like!

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2017 APRIL

  • Over the years I’ve worked on a few different (often pretty random) side projects. In April I went to continue work on a travel app and bootstrapped in Indonesia, whilst working with a Developer. I learned and developed a little coding, digital marketing, content creation and project management.
  • When the app dismantled, I decided to travel solo for 1-2 months
  • Very nearly moved permanently due to the weather, great quality of life and wellness scene (except for all the nasty mosquitos).

2017 JUNE

  • Slightly reluctantly returned to the UK because of the much more vibrant StartUp scene, events, networking, FinTech work and family (I had missed it all a tiny bit…).
  • Identified the Industries I wanted my StartUp to be in (Online, Wellness, Tech)
  • Identified the problems I wanted to work on
  • Set rough goals and targets
  • Brainstorming and Wire Framing
  • Pitching ideas and leveraging contacts: if there’s one useful thing I did at uni, it was to find / network / befriend / learn from as many people as I could, that were in the likes of business, finance, law and tech (anything except for what I was studying).
  • Secured investment in exchange for equity (angel investor).


  • Registered the company with Companies House
  • Registered for a company bank account – comparing rates and fees
  • Set up accounts and pay role with an accountant
  • Structured a shareholders agreement with lawyers
  • Refined and extensively researched products, platform and business plan


  • Sourced UK manufacturers who could deliver what I was seeking: prices are cheaper abroad but would rather not skimp on quality, communication and accessibility
  • Found a Branding Team in South America who’s portfolio suggested they could deliver designs in line with the vision
  • Sourced talented developer(s) in Poland who will be needed down the line
  • Further refining of products, ingredients, science, ethos and planning


  • Some minor delays with commencing manufacturing due to unforeseen circumstances: illness of a key team member, problems sourcing certain ingredients, delays nearing the holiday period
  • Changed and tweaked products and split them into groups for sampling
  • Split payments into monthly instalments to help cash flow


  • Business slows over the holiday period as everyone begins to break up
  • Investor suffers a few business problems and delays of their own
  • Received the first product sample by post and emailed feedback
  • Was not overly keen on the original brand name (‘NIA’ – very lazy I know) and later discovered trademarking and competitor issues (a sign from the universe), so re-branded and arranged to re-do logo designs for ‘Yūgenial’.
I’ve fallen in love with the Yūgenial name which is an adaptation of the Japanese word above. Sometimes we become so trapped in our tainted microcosm of the world, we forget just how fantastically mysterious and expansive life really is. Holistic wellness is in large part about perspective and it can take existential burnout to fully appreciate that. ‘Yūgenial’ has connotations of rejuvenation, youth, millennials, self-care, spirituality, multiculturalism, the unconventional and modernity meeting ancient wisdom.


  • Re-structuring of Branding designs with various teams
  • Submitting logo for Trademark application
  • Briefing developers to begin website design
  • Setting up and paying HMRC PAYE
  • Second product sample arrives