NIOS SHIELD FAREWELL

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.
Founder

NIOS SHIELD FAREWELL

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.
Founder