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 parents, beauty editors and many more; and 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 hardworking hands, not just nurses and 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, working with Mother to design a fresh identity, and built a new, more ambitious business plan.

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 launch, we have grown Nursem into an exciting new skincare brand, with high visibility in the media thanks to our partnership with The Romans, another part of the Mother family. We’ve developed a strong DTC business and key retail partnerships with Boots, Selfridges, SpaceNK and more, and we are now focusing on developing exciting new products and expanding internationally.

To date we have helped over 150,000 nurses and midwives.