Angélica Fuentes on Her Transformative New Wellness Brand – NOWFUL

In a city where innovation, culture, and luxury converge, Miami has become the launchpad for NOWFUL[—a transformative wellness system designed to bring balance, clarity, and presence to everyday life. Created by Angélica Fuentes, one of Latin America’s most prominent business leaders and advocates for gender equality, NOWFUL is more than a product line—it’s a philosophy rooted in science, ritual, and intention. Haute Living sat down with Fuentes to discuss how her visionary new brand is redefining wellness as the ultimate modern luxury. NOWFUL offers a curated, elevated approach to wellness that empowers individuals to reconnect with themselves in a profound and lasting way.

1. NOWFUL was recently introduced as not just a wellness product, but as a complete system. What is NOWFUL, and how would you describe the essence of the NOWFUL way of life?

NOWFUL is a wellness system consisting of four products that support cognitive performance, grounding, and restoration: an adaptogenic mushroom capsule, an essential oil, and a magnesium balm—each designed to care for your body and mind. These are all accompanied by the first-ever physical-to-digital, AI-powered affirmation cards, created to guide you on your own journey back to yourself. Each element was designed to work together so you can carry wellness with you from morning to night.

The essence of the NOWFUL way of life is presence. It’s about finding clarity in a fast-paced world, cultivating focus instead of noise, and learning to listen inward instead of constantly being pulled outward. It’s a reminder that true wellness is not the opposite of achievement, but the foundation of it. With simple, intentional practices, NOWFUL helps you create sustainable habits that support resilience, inner balance, and the courage to show up fully in your life. It’s a way of living that reconnects you with your power, because the most transformative changes begin within.

2. You’ve been a global business leader and philanthropist for decades. How does NOWFUL reflect this new chapter in your personal journey?

NOWFUL is everything I have learned through more than three decades of experience—working with women, leading companies, participating in boardrooms, promoting gender equality, and walking my own healing journey. Across industries and platforms, one truth has always prevailed: real change begins from within. I have seen time and again that emotional resilience, presence, and personal clarity are just as important as technical skills. NOWFUL is the natural evolution of that vision, brought to life in a Wellness in Action Kit.

In a world that demands speed, perfection, and constant output, NOWFUL offers a breath, a pause, a daily ritual that restores balance. We cannot lead with purpose if we are disconnected from ourselves, and we cannot transform systems without first transforming our inner world. Our greatest strength is not only in what we achieve, but in our presence, our self-trust, and our ability to remain grounded and loyal to our truth. Wellness is our superpower.

3. Miami has quickly become a hub for wellness, luxury, and innovation. Why did you feel this city was the right backdrop to introduce NOWFUL?

Miami was the perfect place to bring NOWFUL to life. To me, it matters that NOWFUL begins its journey in a space where culture, diversity, and resilience are celebrated every day. Miami is also a city of movement and ideas, a place that embraces innovation, attracts people from around the world, and sets trends that travel far beyond its borders. Introducing NOWFUL here allows us to connect with a community that values balance, clarity, and transformation. Miami’s vibrancy and openness make it the ideal backdrop for a system that is redefining what wellness means.

4. The system is rooted in science but also seems deeply personal. How did you strike the balance between clinical research and everyday usability?

From the very beginning, I knew NOWFUL had to be both simple and powerful. The science is non-negotiable—we worked with experts, studied clinical research, and carefully selected ingredients and practices that are proven to support cognitive performance, emotional balance, and restoration. But science alone isn’t enough. I also wanted NOWFUL to feel personal, warm, and easy to integrate into daily life; I wanted it to be real.

The design of the system reflects that intention: a capsule you can take in the morning, an oil you can use anytime you need focus, a balm that helps you rest at night, and affirmation cards that speak to you on a deeper level. Together, they form simple rituals that fit naturally into the rhythm of your Day. With NOWFUL, science becomes ritual, and wellness becomes a way of life. True transformation only happens when habits become part of who you are.

5. Wellness has become a form of modern luxury. How does NOWFUL deliver a premium experience while honoring its philosophy that wellness is for all?

With NOWFUL, our goal was to create a premium wellness experience that feels both elevated and deeply personal. Every detail—the purity of the ingredients, the sophistication of the design, the integration of technology, and the way each product works together—was carefully considered to deliver something truly exceptional. Luxury today is about time for yourself, presence, peace, focus and clarity.

NOWFUL is for everyone who is ready and willing to reconnect with themselves, no matter which stage of life they are in. To me, true luxury lies in creating rituals that restore balance, ground you, and reconnect you with your inner strength, your true power. NOWFUL delivers that: a curated, elevated experience that has the potential to improve your life in a holistic way that is accessible, easy and real.

6. Walk us through the curation process—what guided your decision to bring together mushroom adaptogens, essential oils, magnesium balm, and AI-powered affirmations under one ecosystem?

The curation of NOWFUL came directly from my own experience. These are not random choices; they are habits and practices that have been part of my life for almost 40 years, guiding me through challenges and difficult times, helping me make decisions from a place of clarity, and enabling me not only to achieve everything I have accomplished but also to thrive.

I believe deeply in the power of words—how they shape our thoughts, our emotions, and our actions. Every affirmation in our deck was personally written by me, drawn from experiences and insights that came from beyond myself. They are pieces of wisdom I am grateful to share with the world, so that others may find strength and guidance in them as I have.

Creating the NOWFUL system was about translating what has worked for me—not only in moments of great success but also in very dark ones—into something others can use in their daily lives. Each element reflects a part of my journey: resilience, clarity, restoration, and inner power. NOWFUL is my way of offering the tools that helped me rise, in a form that can guide anyone who is ready to begin their own journey back to truth back to themselves.

7. Affirmation cards that bridge the physical and digital world are a standout feature. What role does technology play in shaping the future of wellness for you?

Technology, when used with intention, can become a powerful ally for wellness. For me, it’s not about replacing human connection but about enhancing it. With the Smart Affirmation Cards, technology bridges the physical and digital worlds in a personal and supportive way. By tapping a card to your phone, you open a portal of guidance: AI-powered prompts based on cognitive-behavioral therapy, space for journaling, mood checks, reflections, and advice that meet you exactly where you are.

This is a completely personalized experience—even if two people receive the same card on the same day, the app will not provide the same message. It learns from you, and the more you interact with it, the more it adapts and guides you on your journey. I believe the future of wellness lies in this integration: where more spiritual practices and personal rituals meet modern tools that make them more accessible and consistent. Technology allows us to scale presence, to bring intention into the flow of daily life, and to create a companion that walks with you throughout the day. For me, that is the role of technology in wellness: not to distract, but to remind us to return to ourselves. NOWFUL is your wellness companion.

8. Looking ahead, what do you envision as NOWFUL’s next evolution? Are there plans to expand into experiences, retreats or collaborations?

This is just the beginning. We are already working on new products, B2B experiences, and innovative ways for technology and wellness to interact more seamlessly. My vision is for NOWFUL to continue being a wonderful system, and become a platform that inspires transformation across different spaces. We are exploring retreats and curated experiences that allow people to immerse themselves fully in the NOWFUL way of life.

A key part of this evolution is The Circle of NOW—an exclusive community for those who believe in living fully present, and inspiring others to do the same. Being a Nowner means owning the power of being in the Now, embodying the NOWFUL way of life, and stepping into an inner circle where influence meets impact. Members of the Circle of NOW receive affiliate rewards, visibility opportunities, exclusive retreat access, and early entry to new launches and experiences. More than perks, it is an invitation to amplify your voice, connect with a community of wellness leaders, and embody a movement that redefines wellness.

9. How would you like NOWFUL to change the conversation around wellness in the years ahead?

I want NOWFUL to help redefine wellness as a daily practice that inspires everyone to live with clarity, balance, and presence. Too often, wellness is portrayed as something external: the perfect routine, the flawless lifestyle, or an unattainable standard. NOWFUL shifts the focus inward. It reminds us that wellness is not about doing more, but about being more—being connected to ourselves, grounded in our truth, and consistent in the small rituals that sustain us. NOWFUL is about embodiment and activation, not only observation. It is being filled with the now, not just noticing it. It is presence plus energy and intention. My hope is that in the years ahead, NOWFUL becomes a word people use to describe the act of being full of the now.

I hope NOWFUL sparks a conversation that makes wellness less about chasing perfection and more about cultivating presence. If we can change the narrative from performance to authenticity, from stress to resilience, from disconnection to inner power, then we will have made a meaningful impact on how people live their everyday lives. https://nowfuljourney.com/