Jane Wong is the Co-founder, CEO, and Creative Director of NOON, a cognitive wellness brand where neuroscience meets nature. She leads NOON’s brand strategy, product vision, and innovative design — blending Eastern plant wisdom with modern neuroscience to create functional, science-inspired tools for focus, calm, and sleep. Jane’s expertise spans creative direction, design, immersive environments, and wellness innovation with a focus on holistic, health-driven experiences.

Dr. Julie Hwang is the Co-founder and COO of NOON and a licensed Naturopathic Doctor. With over 15 years in functional medicine, herbalism, clinical nutrition, and mind-body health, she guides NOON’s clinical strategy and product efficacy. Dr. Hwang also directs Aurum Medicine & Wellness Clinic, helping individuals and organizations optimize resilience, performance, and well-being.

Here’s a glimpse of what you’ll learn:

• [0:47] Jane Wong and Dr. Julie Hwang introduce NOON and their mission in cognitive wellness
• [3:45] Why burnout sparked the idea for a mind and mood wellness brand
• [6:11] Inside NOON’s science-backed formulation and clinical research process
• [8:05] What functional mushrooms and adaptogens do for cognitive health
• [10:56] Jane talks about standing out through design, efficacy, and accessibility in the wellness space
• [14:09] Why the dual-layer gummy delivery system improves absorption
• [21:24] Dr. Hwang explains fast-acting versus long-term ingredient benefits
• [33:58] Innovation, retail growth, and NOON’s vision for future product lines
• [42:06] Jane shares key lessons on margins, product strategy, and startup growth
• [47:16] The kind of support and team roles NOON needs as it scales

In this episode…

Modern wellness is shifting beyond physical health into the way we support focus, mood, and resilience in everyday life. More founders are exploring how science and nature can work together to create tools that are both effective and enjoyable. What does it take to build a cognitive wellness product that people actually want to use consistently?

Jane Wong and Dr. Julie Hwang answer this by drawing on their expertise in design innovation and integrative clinical medicine to explain how cognitive care must be both science-backed and emotionally engaging. They share insights on why functional mushrooms and adaptogens can support stress regulation over time, and how delivery systems like dual-layer gummies can improve both absorption and the user experience. Jane and Dr. Hwang’s approach highlights the importance of blending efficacy, accessibility, and habit-building rituals into wellness routines.

In this episode of the Brand Alchemist Podcast, host Taja Dockendorf sits down with Jane Wong and Dr. Julie Hwang, Co-founders of NOON, to discuss cognitive wellness innovation. Jane and Dr. Hwang discuss their burnout-inspired brand origins, functional mushroom formulation, dual-layer gummy efficacy, and NOON’s growth strategy. They also touch on NOON’s marketing challenges and what’s next for the brand.

Resources mentioned in this episode:

• Taja Dockendorf on LinkedIn
• Pulp+Wire: Website | Email
• Jane Wong on LinkedIn 
• Dr. Julie Hwang on LinkedIn 
• NOON: Website | Instagram
• Expo West 2026
• “Traditional Chinese Medicine: What You Need To Know” on NIH (National Center for Complementary and Integrative Health
• “Ashwagandha” on NIH (National Center for Complementary and Integrative Health

Quotable Moments:

• “Our origin stories for NOON really started out of burnout, which I think a lot of people around us can resonate with.”
• “We wanted to make health and wellness and healing a lot more exciting, a lot more delightful, joyful.”
• “Efficacy is almost our #1 principle. It has to work.”
• “We get enhanced bioavailability because it means that you can get sort of two layers of absorption.”
• “We tend to overestimate what we can do in a day and underestimate what we can do in a year.”

Action Steps:

1. Prioritize cognitive wellness as part of daily health: Supporting the mind alongside the body helps prevent burnout before it escalates. Small, consistent habits can improve long-term focus, mood, and resilience.
2. Choose wellness products backed by science and efficacy: Looking for clinically supported ingredients ensures you’re investing in something that truly works. This builds trust and makes it easier to stay consistent with your routine.
3. Create enjoyable wellness rituals you actually look forward to: When wellness feels delightful rather than a chore, people are more likely to maintain it. Social and sensory experiences can strengthen habit formation over time.
4. Focus on functional ingredients that address stress and adaptation: Adaptogens and functional mushrooms can help the body regulate stress more steadily. This supports sustained energy, cognitive performance, and overall balance.
5. Build with intention, not just innovation, when launching new products: Staying grounded in core principles like accessibility and effectiveness creates lasting value. Thoughtful iteration helps brands meet real needs instead of chasing trends.