How Wellness Entrepreneur Caroline Beckman is Reinventing the Probiotics Industry
A surprising number of women are all too familiar with the uncomfortable feeling that comes from painful gut issues. Entrepreneur Caroline Beckman was one who knew such problems acutely and decided to do something about it. That was the genesis for her company Nouri, whose first consumer product line of clinically supported proprietary probiotic blends launched nationally in retail stores and online in January 2020.
A FOCUS ON HEALTH AND WELLNESS
Since the age of 18, Caroline has been involved in the health and wellness industry, beginning as a founding employee for Suja, a cold-pressed organic juice start-up that became one of the fastest-growing beverage companies in history. While she was a huge fan of the product itself, she realized she loved the excitement of helping grow the business just as much. “The intersection between business and advancing consumer health was my sweet spot. It was so empowering to do both,” she says.
That early experience led to founding, advising, and investing in more than 10 food and beverage companies, and in 2018 Caroline founded her newest venture, Nouri, which she saw as an opportunity to develop better solutions for a pervasive issue “by my generation for my generation,” she explains.
“Your gut houses 70% of your immune system so it’s foundational to your wellness,” she says. “As the cornerstone of health, you’re going to have a rough time if it’s not working, which is why women should be proactive.”
THE NOURI DIFFERENCE
While probiotics, often called “good” bacteria because they help keep your gut healthy, is a thriving business, it was important to Caroline to differentiate her product. And that started with science, which she says only supports 35% of the market. By contrast, more than 25 clinical studies underscore the benefits of Nouri’s probiotics + plant-based omega oil combination.
That omega oil is the basis for its unique delivery method: Nouri’s research shows that standard probiotic capsules on the market only deliver 1% or less of the probiotic. That’s because a probiotic is a living bacteria, and in order for it to reach its destination, it has to pass through the highly acidic stomach. Using a capsule-within-a-capsule technology, the oil in the Nouri capsule protects the probiotic powder.
Another distinction is the transparency and traceability of its ingredients, given that Nouri labels its products down to the strain level, rather than the more common practice of including only genus and species. Without including the strain, Caroline explains, “It’s like saying there’s a sedan in the parking lot, but not divulging the year, make, and model. Some strains are high-performance, while others are not as powerful. Consumers need to know what they’re buying.”
To Caroline, that transparency is the basis of building a trustworthy brand.
MAKING HER MARK AS A YOUNG BUSINESS LEADER
Starting one’s own business provides a crash course that not even an MBA can provide. Caroline’s top piece of advice for fellow entrepreneurs is to listen more than you speak. “Put yourself under wisdom and counsel from those who have gone before you, and stand on their shoulders,” she says. “I am not a scientist who’s worked on probiotics for 20 years, but I can listen to and learn from those who have.”
The best way to develop that super-charged network? Just ask, she says. “I’ve never been afraid to reach out to people. While it’s important not to be overly aggressive, people typically want to help. And then ask them who else you should learn from.”
That ability to be open and inquisitive, coupled with her passion for the mission, has set Caroline and Nouri up for success. “Most women tend to take a reactive rather than proactive solution to gut health, and wait until they are already in pain to take a supplement,” she explains. Why not take control of your own health instead? With more than one billion people worldwide suffering from gut-related diseases, Caroline is proud to be part of the solution.
By: Cathie Ericson
NOURI’S LINE OF PROBIOTICS ARE AVAILABLE ONLINE AT DAILYNOURI.COM FOR $40 PER BOTTLE AND AT WHOLE FOODS STORES NATIONWIDE.
LIVE YOUR MOST BELLA LIFE!
BELLA Magazine is a national subscription- and newsstand-based lifestyle publication offering a curated guide to fashion, beauty, health, philanthropy, arts and culture, cuisine, celebrities, and entertainment.
At BELLA, we spotlight the ideal that Beauty is Defined by You!
Don’t miss a beat! Subscribe + #follow @bellamag.co!