Partners since 2018
nursem.co.uk

The story

Jonny & Antonia started working on a hand cream formula in 2009. As a paediatric intensive care nurse, Antonia suffered from acute contact dermatitis due to the relentless hand washing required on her ward. In 2011, they started trialling their therapeutic formulas with the nursing community under the brand Yes Nurse! and sought our help in 2018.

Why we got involved

We immediately saw the potential to grow this skincare range into a passionately advocated brand, loved not only by nurses, but also new parents, beauty editors and many more. Above all, Antonia and Jonny’s sheer determination to help the nursing community really inspired us. But the business model and the brand needed re-invention.

We believed that the product would appeal to everyone with hard working hands, and given the work they do caring for others, we believed that nurses should get it for free. So we rebuilt the brand and the business, renaming it Nursem.

How we’re helping

We gave Nursem a mission—the Nursem Promise—where for every product sold, Nursem give a month’s worth of free hand cream to a nurse or midwife. From this, we redefined the proposition, built a new, more ambitious business plan, and collaborated with Mother Design to create an elevated identity to match their new ambition.

We launched Nursem through Crowdfunder in 2018, raising funds for the first mass production run, building brand awareness and forming an engaged community of supporters and advocates.

Since then, Nursem has grown into a prominent skincare brand with strong media presence thanks to our partnership with The Romans, part of the Mother family. With a strong DTC business and key retail partnerships with Boots, Selfridges, SpaceNK and more, we’re now focusing on developing exciting new products and expanding internationally.

To date we have helped over 150,000 nurses and midwives through the Nursem Promise.