A ‘boring’ industry with a big opportunity: a conversation with Jessie Inchauspé

You’ve likely seen her on your Instagram feed, encouraging you to eat foods in a particular order or try apple cider vinegar to curb your sugar cravings.

Jessie Inchauspé (aka Glucose Goddess), is a biochemist and New York Times bestselling author. She’s on a mission to translate cutting-edge science into (literally) digestible tips to help people improve their physical and mental health.

From Good Morning America to Vogue, Jessie has had a busy few years in the spotlight – but remains dedicated to her brand mission. And with the launch of her new product ‘Anti-Spike’, we chatted to her about breaking into the supplement industry, maintaining a work-life balance, and the power of community-led design. 

Challenging an industry 

The Glucose Goddess brand challenges the status quo of nutrition. With a background in tech and biochemistry (and a keen passion for design), Jessie merged all areas of her expertise to create her unique brand.

“Glucose Goddess is very much an underdog, and has a differentiated way of approaching the very boring topic of nutrition and healthy habits. I wanted to make it a fun, sexy, and engaging topic of interest.

Drawing from my background in tech, particularly my time in Silicon Valley, I’ve approached this with a focus on user experience. Unlike the dry, clinical approach you might find elsewhere, I aim to make nutrition and science accessible and enjoyable.”

“I wanted to make nutrition a fun, sexy, and engaging topic of interest.”

A brand with purpose

As society becomes increasingly focused on adopting healthier lifestyles, the gut health market has boomed. This has resulted in consumers better educating themselves about their own health, and essentially adopting ‘self-treatment’ via supplements and health tech. 

Jessie actively rallies against misleading marketing tactics by food companies and the over-medicalization of health issues, and purposefully (and personally) advocates for individuals to take control of their health.

“Glucose Goddess stands against predatory marketing of food companies telling you something is healthy when it isn’t. We should be teaching people how to solve their issues from the inside out, but the pharma industry makes so much money that it’s a big giant to go up against. 

I stand for freedom. I want to help people be free. And that’s one of my core values. Keep your agency and your freedom as much as you can.”

“Glucose Goddess stands against predatory marketing of food companies telling you something is healthy when it isn’t.”

Jessie vs Glucose Goddess

Being the face of a brand can be challenging. It demands not just the creative capacity to define who you are to the public eye but also the strength to weather criticism. So where does Glucose Goddess begin and Jessie Inchauspé end?

“We’re not the same person. Sometimes I go to a meeting or event and hope nobody talks to me about glucose, because I’m just not in that mode. I have to switch it on. Some months, I feel in control of the brand, like it’s really mine. Other times, I’m lost. But the brand remains strong and established, with its own vibe and strength.

At home, I’m different. It’s my job. It used to define me, but now it’s more of a role I can step away from, despite being closely linked online. I’m glad my real name isn’t the brand.”

Community-driven design

Jessie never actually intended to create a supplement. The launch of her Anti-Spike product was a direct result of consumer demand. And that, for her, is the secret to having a successful product launch. 

“That’s the number one lesson. You need to create products for users. Everything I’ve done has only been a response to my community asking for stuff. If you’re just thinking about an idea on your own, it’s going to flop. You cannot have a solution in search of a problem. You have to listen to people and solve something they’re telling you is a problem. Otherwise, you’re wasting your time.”

“You have to listen to people and solve something they’re telling you is a problem. Otherwise, you’re wasting your time.”

Bringing ‘boring’ to life with MOO

We worked with Jessie to create a Luxe Postcard which will be sent out with all pre-orders of Anti-Spike. Designed by Jessie herself, her involvement in every detail of her business is evident. 

“I don’t want to step away from the details. It’s my joy. I want to review the emails. I want to do the text padding on the Postcard. That’s my favorite thing ever.

I was the same with my book launches, I was a nightmare. I cry over book covers a lot. Because publishers have a different vision. They want commercial, easy to understand. And I want fashionable and edgy. So it’s a challenge. But I think that’s what strengthens the brand and the content. The company was born out of a love for great design”. 

We are thrilled to have been part of Jessie’s journey and look forward to seeing what she gets up to next. 

If you are looking to bring your mission to life, MOO can help you. Find out more about the Glucose Goddess here. 

Jessie’s work centers around the startling discovery of the essential role of blood sugar in every aspect of our lives, and the surprising hacks to optimize it. She started the wildly popular Instagram account @GlucoseGoddess, where she teaches over two million people about transformative food habits. She holds a BSc in mathematics from King’s College, London, and an MSc in biochemistry from Georgetown University.