In this Founder Feature, host Caitlin Bricker sits down with Jane Kate Wong, founder of Noon World, a cognitive wellness company making dual-layer gummies designed for mind, mood, focus, chill, and sleep.
Jane's path to Noon ran through architecture, where she designed urban planning projects, high-end residential and commercial spaces, and cultural centers, before moving into interaction design at Nike, Google, and Apple. After burning out from that work, she built Noon as a culmination of her interests in design, technology, and health, focused on what she believes is the next frontier of wellness: cognition. Her design background shows up everywhere in the brand, from the minimalist, neuro-aesthetic booth that stood out at Expo West 2025 to the scientifically engineered dual-layer gummy format built for better bioavailability.
Caitlin and Jane dig into why Noon deliberately avoided conventional grocery retail early on, what led to a nationwide Target rollout instead, how the brand uses UGC and partnerships with names like Valentino and Adidas to build trust without traditional in-store demos, and why she believes patience and integrity, not fast wins, are what will separate lasting wellness brands from the rest.
Listen in as they discuss:
- What Noon World is, and how it's built around cognitive wellness rather than a single use case
- The neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 booth
- How Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophy
- Why Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorption
- Why Noon initially failed at conventional grocery retail, and what that taught Jane about her category
- How Noon's nationwide Target rollout differs from a typical CPG retail launch strategy
- Why Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppers
- The unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and others
- The difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product design
- Jane's advice to wellness founders: hold onto integrity and long-term thinking in a crowded, trend-driven category
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