01/17/2026
Jusu has always been more than âjust another wellness brand.â
It started in Victoria, BC around 2017, founded by Bruce Mullen after a deeply personal turning point in his life. After losing his wife to cancer, he began questioning the everyday products most of us use without thinking twice, what we eat, what we put on our skin, and what we bring into our homes.
That moment became the spark behind Jusu: cleaner, plant-based alternatives without the nonsense.
Bruce didnât come from the beauty world. He spent years in energy and logistics, so Jusu wasnât built from trends or marketing buzzwords. It came from a simple, blunt question: why are so many products packed with ingredients nobody can pronounce?
In the early years, Jusu grew into a lineup of 100% naturally sourced, plant-powered products across skincare, body care, and household essentials, all focused on giving people safer daily options, not âclean beautyâ hype.
In 2020, Jusuâs brand and product assets were acquired by Better Plant Sciences, bringing it into a larger portfolio of plant-based wellness brands and expanding its reach.
Now, Jusu is in a new chapter under Alistair Vigier, with a clear direction: rebuild the brand with intention, simplify the lineup, and focus on fewer, higher-quality products built around transparency, organic-first ingredients, and formulas that actually perform.
This next era is about:
-Refining what Jusu stands for
-Leaning into truly effective, transparent formulations
-Prioritizing long-term wellbeing over hype
