After burning out in a fast-paced career, Jane Kate Wong began searching for better tools to support her own mental health. That personal curiosity led her back to traditional Chinese medicine and forward into neuroscience. Together with her co-founders, a naturopathic doctor and a neuroscientist, she launched Noon, a cognitive wellness brand rooted in traditional remedies but designed for modern life.
Their signature innovation? A dual-layer gummy made with functional mushrooms and adaptogens, designed to deliver noticeable effects in 20 to 30 minutes.“I wanted something that worked like a supplement but felt like a treat,” Jane said. “That’s what led us to reimagine the gummy itself.”
The Pivot That Sparked a Breakthrough
Noon started with a tincture, a product that fit the brand’s original vision but struggled in the market. It launched late in the CBD wave, and it was clear within months that the timing was off. Consumers weren’t excited by tinctures anymore.
“We realized we had to pivot,” Jane explained. “Capsules felt clinical. Tinctures felt like a chore. Gummies, on the other hand, felt like something people actually enjoy.”
The team searched for a better delivery system, one that could combine high-potency plant extracts with better absorption and taste. Eventually, they discovered a rare format: a dual-layer gummy with a soft pectin shell and a concentrated bioactive center. The result? Faster onset, better flavor, and a premium texture that set it apart.
Only a handful of manufacturers globally could execute this format. Jane and her team tested nearly all of them before landing on a partner in China with the precision and technology they needed.
“We knew what we wanted: a gummy that was effective, sugar-free, and actually enjoyable. That meant building it from the inside out.”
Blending Traditional Wisdom With Modern Neuroscience
What sets Noon apart isn’t just the gummy, it’s what’s inside it.
Each product is built around specific cognitive outcomes, focus, calm, and sleep, and powered by high-quality functional mushrooms like lion’s mane, reishi, cordyceps, and tremella. Every formula is designed by the founding team themselves: Jane’s co-founder Julie is a Naturopathic Doctor and brings decades of herbal knowledge, while Christine, the third co-founder and neuroscientist, vets every compound against clinical research and human trials.
Jane said the team starts every product not with an ingredient, but with a need state. “We ask what someone wants to feel, and then we reverse-engineer the best combination of herbs and mushrooms to get there.”
That commitment to quality also shows up in sourcing. Their manufacturing partner is based in China, home to some of the best mushroom farms in the world and centuries of expertise in functional medicine. Every extract used is concentrated at a 10:1 ratio and supported by strict quality control.
“It’s about trust,” Jane said. “We work with people who understand the cultural and scientific importance of these ingredients.”
A New Look for the Wellness Shelf
In a category dominated by sage-colored branding and vague claims, Noon looks different on purpose. “We wanted the design to feel like a lab product and a lifestyle product at the same time,” Jane explained. Their packaging features chrome tones and clean lines, referencing their scientific credibility, while the gummies themselves are colorful and playful, designed as perfect little cubes. That geometric shape wasn’t just for looks; it enhances the visual impact of the dual layers and creates a distinct identity.
By sitting at the intersection of aesthetics and performance, Jane said the brand is able to play across categories, from high-end spas to supplement aisles. “It’s not about choosing between serious and fun,” she added. “We’re building something that can live in both worlds.”
Growing Without Paid Ads
Scaling a wellness brand today is expensive, and Jane has felt that firsthand. Meta and Google have flagged their content more than once, slowing down their ability to scale paid channels. So the Noon team leaned into what they could control: live experiences and word of mouth. “We’ve focused on getting the product into people’s hands,” she said. “Once they try it, they feel the difference. That’s what drives conversion.” Sampling at community events and wellness gatherings has become their most reliable growth engine. And because the product kicks in quickly, people are able to experience its benefits in real time. That has translated into DTC sales, subscription growth, and regional retail interest.
User testimonials and first-person reviews have also been effective, especially in a space where trust is everything. “When someone says ‘this actually works,’ that does more than any ad could.”
Looking Ahead
Noon isn’t just a gummy brand. Jane sees it as a cognitive wellness company with the potential to expand into other sensory formats, neurofragrances, neurotopicals, and even physical spaces. “Cognitive wellness is multi-sensory,” she said. “You can’t solve it with one format. So we’re thinking about how we can support people across more parts of their lives.”
The brand is particularly interested in trends like sobriety, stress relief, and the growing demand for health-forward alternatives to alcohol and prescriptions. As Gen Z continues to shift behavior toward mindfulness and wellness, Noon wants to be there, not just as a product, but as a lifestyle brand that helps people access better states of being.
In the long run, Jane hopes people will associate Noon with more than just gummies. “I want us to be a household name. But more than that, I want people to feel empowered by how they feel after taking Noon.” And if she could give her past self one piece of advice? “Trust your gut,” she said. “Your whole life is building your intuition. When you ignore it, that’s when you get stuck. But if you listen, it’ll lead you exactly where you need to go.”
