Can a scent refocus your brain? More importantly, can a scent be a supplement? These are the questions that ricochet around my head as I read about Mind Energy, the new release from lifestyle brand The Nue Co.

Described as a “fragrance supplement” Mind Energy proposes to do exactly what it says on the voguish bottle – deliver mental clarity. I imagine it being the equivalent of taking your brain on a 10k run, or feeding it two espresso shots before 9.30am; giving your head that just-did-a-sea-swim-on-an-October-morning kind of clarity.

In technical terms, according to the brand’s copy, that means “using patented olfactory technology to stimulate neural pathways, helping invigorate and boost your metal energy”. 

What does it smell like? Mind Energy blends notes of clary sage, pink peppercorn, juniper and clove. The result is a scent that is peppery and fresh up top, and velvety and warm on the base. (See here for other cult fragrances we love.)

According to research, fragrance is one of the fastest ways we can alter our emotional state. In consumer studies carried out by The Nue Co over 30 days, 86 per cent of users felt they had more focus – with 76 per cent of users saying they felt their productivity levels were boosted.

It’s an answer to a prevalent problem, says founder of The Nue Co Jules Miller, who says that brain fog, or mental exhaustion, is one of the biggest complaints cited by the brand’s customer base. Something which is only exacerbated by the new work-from-home lifestyle we’ve adopted. Miller herself cites those “sluggish moments” during “afternoons working from home”.

This is not the first time that we’ve seen a blurring of the lines between beauty, wellbeing and mental health of late. It’s clear Covid-19 has prompted us to take a more holistic approach to beauty. This is seconded by the Mintel 2021 Beauty and Personal Care Trends Report which states “total wellness is an integral part of any beauty routine as consumers focus on stress and mental wellbeing during Covid-19”.

Earlier this month wellness behemoth Gwyneth Paltrow launched DTF, a new supplement from her lifestyle brand Goop that promises to boost women’s mood and sexual wellbeing, more precisely: supporting sexual desire. 

According to the brand’s Instagram, the supplement uses, “Libifem® fenugreek extract, which was clinically shown to support healthy sexual arousal and desire in women, shatavari, a traditionally used female health adaptogen and saffron, to support a healthy mood.”

Whether you’re on the fence, firmly in the no camp or open to trying new supplements, it’s interesting to see how mental health is coming to the forefront of the beauty world. And, as with all things health-related, we’d always recommend you do your research and check in with your GP before starting a new supplement – fragrance or otherwise. 

Mind Energy by The Nue Co is €100 for a 50ml fragrance and is available here.