Humanity's best work comes from minds that are cared for, not just pressured.

Jonathan and Audrée, two elder millenials, met as they were leading high-performing teams in a thriving Montreal tech company—both under pressure to deliver outstanding results, both responsible for talented teams, both pushing hard, both trying to stay sharp in an environment that never slows down.

Jonathan had built a career leading teams in solving complex business and technical problems. With success, challenges kept getting wider, bigger, out of one's control and his focus, clarity and overall cognitive performance started slipping. He addressed the obvious things—sleep, exercise, nutrition—but could not find a reliable way to maintain the sharp mind that made him successful as age and pressure to perform settled in.

“As I removed excessive sugar, processed food and coffee from my daily routine, there was still a gap I wanted to bridge with my former self. I kept reading about supplements, but the information was scattered. The research effort was requiring the very focus I was missing and trying to restore. Products were either sketchy or ineffective. And the few things that worked, like creatine powder, tasted terrible and didn’t fit into my lifestyle. I needed something I could throw in my bag and actually enjoy taking.” — Jonathan

Meanwhile, Audrée was living through the kind of year that tests everything. A cross-border move for a relationship that ended. A new role in a new country where she knew no one. Stress so intense it showed up everywhere—her sleep, her skin, literal scars on her scalp.

“My hands were shaking from too much coffee. It was difficult to stay attentive during long meetings. My doctor recommended supplements, but I hate swallowing pills. I’d start, forget, and then stop after a month.” — Audrée

Over the years, they stayed in touch, sharing their challenges as leaders, and tips to stay competitive in the demanding tech market. Stories were slightly different, but pointing to the same problem: people like them—professionals whose minds are their main tool—were burning out and slowly slipping out from the performance that made them successful.

“We realized it wasn’t just fatigue, it was the culture around us. Everyone was running on caffeine, pushing harder instead of caring smarter. As we settled in our remote work habits, we were able to optimize our daily routines but we never paid attention to our minds.”

Audrée shared what she’d been researching about nootropics—natural compounds that strengthen focus, memory, and stress resilience at the root level. But every option they found in Canada was either underdosed, synthetic, or buried in powders and pills nobody enjoy taking.

“As we were trying to build a cognitive care routine, every product available fell short.”

So they decided to build what they wished existed. Something grounded in science, free of gimmicks, and enjoyable enough to become a habit. That’s how Noomi was born.

“We’re on a mission to help knowledge workers reach their full cognitive potential through science-backed supplements that are tasty and convenient. Because we believe in a world where caring for your mind is a daily treat.”