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No Ugly brings the world of gut health to life with The Biome Campaign
Kiwi wellness brand No Ugly has brought the gut microbiome to life to show the country that inner beauty truly does begins from within.
Its new product, No Ugly Gut, is a functional beverage with probiotics and scientifically backed ingredients, designed to balance the gut microbiome and help it thrive by clearing out the bad bacteria.
To celebrate the power of a healthy gut, No Ugly has transformed real bacteria into works of art.
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 agar plate artworks, making the invisible world of gut health visible.
Award-winning agar
The campaign created by Droga5 Aotearoa has just won two Silvers 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,” says Wiles. “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.”
*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.”
No Ugly director and co-founder Aaron Taylor says, “These are the benefits of a healthy gut. Imagine if you had a beautiful gut!
‘’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.”
Backed by science
‘’No Ugly Gut is designed to do more than just look good,” says No Ugly, Food Scientist, Sarah Walter.
“It’s formulated with 2 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.’’
“Most so-called gut health drinks don’t do much,” adds Walter. “We don’t cut corners. No Ugly Gut delivers real results with probiotics, polyphenols, antioxidants, and prebiotic fibres that actually help your gut thrive.”
