Jusu

02/11/2026

Wild fact about Jusu.

It started as a small juice bar in Victoria after the founder lost his wife to cancer and decided to build something focused on clean, plant-based living.

Fast forward a few years and the brand ended up inside a public company during the plant-based boom.

At one point, the public vehicle it was tied to was trading at a massive valuation. Most people buying a smoothie back then had no idea how big the market story around it had become.

Now it’s being rebuilt again, this time sharper and more focused.

The full story is honestly worth the read, it's wild:

Jusu is a plant-powered wellness brand rebuilding with focus and intention. Learn about our values, our approach, and the next chapter of thoughtful, transparent care.

02/09/2026

Something is quietly taking shape behind the scenes. 📦✨

Stay tuned. 👀

01/17/2026

Jusu has always been more than “just another wellness brand.”

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 didn’t come from the beauty world. He spent years in energy and logistics, so Jusu wasn’t 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 “clean beauty” hype.

In 2020, Jusu’s 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

01/15/2026

Jusu is coming back. And we’re doing it properly.

Jusu was built on a simple belief: what you put on your body and bring into your home should protect your health, not compromise it. That belief still matters. Maybe more than ever.

Over the years, the brand lost focus. Shortcuts crept in. The mission blurred. So we stepped back, took ownership again, and did the hard work of resetting Jusu to what it was always meant to be.

Jusu is a Canadian-born organic skincare and body care brand, rebuilt with intention. We focus on plant-based, sensitive-skin friendly formulations made for real life. No unnecessary chemicals. No greenwashing. No filler products just to pad a catalog.

Our mission is straightforward: create organic, honest products people can trust every day. Products that feel good to use, make sense for families, and respect the environment we all share.

We are relaunching slowly and deliberately. Fewer products. The best formulations. Clear standards. Everything we put out needs to earn its place.

This is a return to fundamentals, transparency, and care. If you were part of Jusu before, welcome back. If you’re new, this is where it starts.

More to come soon.