Dear Nios Shield Supporters,
Nios Shield is my baby. It’s why I pivoted from medicine and hopped into personal care. Its genesis began when I went to the beach (on one of those rare med school vacations) and came back with a sunburn – on my head. I assumed I could simply buy a hair gel with sunscreen at any drugstore but was shocked that I couldn’t find even one store in NYC that carried it. Because these products basically did not exist. So I decided to make them.
Getting it right was challenging; formulating a sunscreen product that didn’t leave white residue took many trials. Once on the market, we received some very valuable feedback, but sunscreen is regulated as a drug, and making changes in formulation or packaging takes a lot of time and money.
In the interim, I founded noyah, a line of natural cosmetics in eco-friendly bamboo packaging, which also makes the first fully edible cosmetic in the world. Manufactured in a kitchen rather than a cosmetic plant, it also carries a nutritional label. noyah doesn’t have sunscreen, so implementing feedback has been much easier. We started with a good, albeit unremarkable, product, and went through rapid iterations. We now have something pretty awesome (take a look!) and are expanding nicely across the US and into other countries.
So it is with a heavy heart that we are pausing our work on Nios Shield. I know what we need to do to make it work, but it takes an investment for which we are not yet ready. However, this is not farewell, it’s just a pause for a year or so. I am a huge believer that these products need to exist: Nearly 15% of skin cancers occur on the head, and for good reason – barely any hair products with real SPF (rather than the insufficient-but-marketing-friendly “UV protection”) exist, so there’s little press, and therefore little public awareness. We will be back to change that.
Thanks again for your support – feel free to stay in touch, and I’ll look forward to seeing you again sometime in the near future!
Josh Gordon, M.D.