From Burnout to Balance: The NOON Story

Apr 30, 2024

Introducing NOON, the cognitive wellness brand that merges the wonders of neuroscience and nature to craft remarkable solutions for a sharper mind and a brighter mood. Drawing inspiration from Eastern philosophy, they firmly believe that achieving harmony is the key to optimal health, boundless happiness, and resounding success. Their CBD products aim to create balanced synergies, allowing individuals to feel their best from sunrise to sunset. By focusing on the mind, NOON embarks on a transformative journey to reshape the body, paving the way for a world of tranquility and clarity. They understand that balance isn’t achieved through radical actions but rather through the gentle, consistent rituals that uplift everyday life.

What is NOON?

NOON is a cognitive wellness brand melding neuroscience and nature to create powerful tools for your best mind + mood. 

What inspired you to start NOON?

We started NOON after recognizing that stress had become all too familiar in day to day life, and after experiencing our own versions of burnout- being overwhelmed, drained and unable to find balance with the pressures of work and life. While many options to relieve physical stress existed, there were virtually no solutions to tackle the mental aspects of stress that were also all-natural and holistic. NOON was born to bridge that gap.

What types of products do you offer?

We currently offer two kinds of products: Nootropic Drops and Chocolate Delights. The Nootropic Drops are supercharged and fast-acting drops for daily use: Rise for energy and focus; Renew for anxiety and stress; and Relax for restorative sleep. The Chocolate Delights are mood-based delights for any time fun. Our first one is called ‘In the Zone’ made to help you get into a focused flow state. 

What are your top sellers?

Rise and Relax, followed pretty closely by the Chocolate!

Will you tell us about the ingredients you use?

We started NOON wanting to bridge Eastern plant wisdom with modern neuroscience. We use only plant-based extracts, focusing mostly on nootropics and adaptogens. These are essentially plant superfoods, as many help your body with increased cognitive function and also help regulate stress and energy. We loved bridging both Eastern and western herbs such as Gingko Biloba, Ginseng, Rhodiola, CBD and Ashwagandha to create some very powerful formulas. 

How did you go about crafting the recipes?

Christine, our team neuroscientist, was responsible for a ton of research into clinically-researched plant synergies. Each formula was specifically created using the best herbs to address the pain point. Nootropics work better synergistically than separately, so we “stacked” several herbs together to ensure their efficacy would be high.

Are there new products in the making we should be on the lookout for?

Our Nootropic Drops are going to transform into a new format, set to launch later this fall!

Will you give us some tips on how to relax and unwind?

There are so many ways to relax, but two very simple tips are to do some short breath work and the other is moving your body with a short walk. Each of these help calm the nervous system, get more oxygen into the body (and brain) and helps with the release of serotonin, your happy hormone. 

What are nootropics and adaptogens?

Nootropics, very simply, are plant-based extracts that help enhance cognitive function. These are things like attention, creativity, focus and memory. Examples include caffeine, L-Theanine and Rhodiola. Adaptogens meanwhile, are extracts that help regulate stress in the body and restore balance. Many mushrooms are both nootropics and adaptogens, which is so magical! Many of the herbs commonly known like Reishi, Ashwagandha and Ginseng are adaptogens.

Any tips for how to achieve balance for optimal health? What are examples of small steps we can take everyday to work towards this?

Personal rituals are so important and we encourage people to have one thing they do for themselves each day and do it consistently. Whether it’s talking a short morning walk, or listening to their favorite album, or cooking a nice meal, allowing yourself to have a happy (and healthy) habit is part of good well-being. It doesn’t need to be a radical change— often tapping into things that make you happy also help motivate you to make change in other parts of your life with more clarity.

What Eastern philosophies can/should we apply to Western culture?

We like to think about life as always finding balance. This applies to everything, and it’s a constant daily practice. No day is ever the same, so being mindful of that is a great starting point. We also like to think of food as medicine, driving home the idea that health is holistic. In western culture, we tend to only treat conditions when they’re at their worst, rather than focusing on more preventative and optimal daily health practices.  

What’s next for you?

We’re constantly iterating and 2024 will be a big year to go into a few fun directions. Right now we’re rebooting our Nootropic Drops into something new for the fall— stay tuned!

Where can people find you?

Online at and in select retailers across the US!

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