Feeling good starts from within, and No Ugly is proving it - one beautifully balanced gut at a time.
New Zealand’s much-loved wellness brand is bringing gut health to life in a whole new way, showing Kiwis that inner beauty truly begins in the gut.
With No Ugly Gut, a functional beverage packed with powerful probiotics and scientifically backed ingredients, New Zealanders can see and feel the magic of a thriving microbiome. Designed to help balance the gut, No Ugly Gut clears out bad bacteria so the good bacteria can flourish.
To celebrate the power of a healthy gut, No Ugly has transformed real bacteria into stunning works of art - turning the science of gut health into something truly beautiful.
To bring this vision to life, No Ugly partnered with microbiologist Dr. Siouxsie Wiles to create The Biome Campaign - an artistic experiment using the beneficial bacteria in No Ugly Gut, bacillus coagulans.
With vibrant dyes and live cultures, Dr. Wiles and her team transformed these bacteria into stunning agar plate artworks, making the invisible world of gut health visible. The campaign created by Droga5 Aotearoa has just won two Silver and two Bronze awards at the 2025 AXIS Awards, highlighting its creative excellence across multiple categories.
“One of the things I love about this project is how it challenges perceptions. Bacteria are often seen as bad, but many are essential for our health. This campaign visually celebrates the good bacteria that help keep our bodies balanced,” said Dr. Wiles.
In 2023, an efficacy trial of No Ugly Gut conducted by members of Australia’s largest nutrition platform, I Quit Sugar, awarded the product a five-star rating.
Participants in the trial reported a range of significant health benefits, including improved digestion, reduced bloating, increased energy levels, enhanced mood, and overall better skin health. Participants also found the cranberry flavour increasingly moreish and easy to incorporate into their daily routine.
“These are the benefits of a healthy gut. Imagine if you had a beautiful gut,” said director and co-founder Aaron Taylor.
“We’re here to set a new standard in gut health. No Ugly Gut isn’t just another probiotic drink - it’s the gold standard. We want Kiwis to rethink their gut health, understand what actually works, and see that beauty really does start within.”
‘’No Ugly Gut is designed to do more than just look good. It’s formulated with two billion CFUs of probiotics, 7g of prebiotic dietary fibre, and 120mg of calcium, which contributes to the normal function of digestive enzymes. Every serve is backed by science to help reduce bloating, improve digestion, and support a healthier gut microbiome,” added No Ugly, Food Scientist Sarah Walter.
“Most so-called gut health drinks don’t do much. We don’t cut corners. No Ugly Gut delivers real results with probiotics, polyphenols, antioxidants, and prebiotic fibres that actually help your gut thrive.”
