Breaking Taboos with Jess Ruhfus

Jess Ruhfus, the creative force behind No.2, is no stranger to the ups and downs of entrepreneurship. From turning a simple idea into a movement to managing the demands of growing a business, Jess has learned the importance of resilience, trusting her gut, and listening to her body. By prioritising self-care and aligning her business with what truly brings her joy, she’s built No.2 into a brand that blends style, sustainability, and authenticity. For Jess, success isn’t just about growth—it’s about staying true to yourself and finding balance along the way.

No.2 started with a vision to transform a product people often overlook into something both functional and sustainable. What inspired this journey, and how did you turn a simple idea into a movement for change?

Like so many businesses, being cooped up during COVID lockdowns inspired this product! Sharing a small apartment bathroom with two boys exacerbated an everyday problem to the point we were trying all sorts of aerosols, sprays, diffusers, matches etc to make our loo smell lovely.

Very few products worked well, and the ones that did work were often an eyesore. So, I set out to create No.2 - a bougie post-flush drop that was stylish enough to display. The dropper delivery meant our bathroom was free from thick aerosol-fragrance clouds that landed on your skin, and the essential oil blend worked magic to eliminate unwanted smells (without synthetic fragrances).

It all started with mixing formulas in my kitchen, then designing packaging I’d be proud to display. The name, No.2, is the phrase my family always used when I was growing up. For the first 2 years, I slowly built No.2 as a ‘side hustle’ - more of a creative outlet than anything else. But, it continued to sell out and I was drawn to the business more and more. 

Now, I’ve been running No.2 full-time for nearly a year!

No.2 combines practicality, sustainability, and style. How has your background and personal philosophy influenced your approach to product development and the brand’s aesthetic?

My background is very much in marketing, partnerships and creating brand experiences. No.2 has been such a fun way to explore some of my favourite work and opened up so many brilliant opportunities to partner and grow the brand. 

We’ve got some fabulous ambassadors in the interior design space for example, and this month we partnered with Crohns & Colitis Australia to donate a percentage of our sales to support people in the community. 

I have always been very passionate about keeping No.2 Australian owned and made, and design is at the forefront of our new product development (the products have to look gorgeous!) The formula is free from synthetic fragrances too, and that is a huge plus.

You’ve had some memorable moments on TV, including discussing topics that are often considered taboo, like poop! What was it like talking about such a personal and often off-limits subject live on air, and how do you think those conversations help challenge societal norms?

I think people are getting more relaxed about the topic to be honest! It’s funny having a brand like No.2 because it’s no secret that everybody ‘goes’ - it’s a universal experience. We spend so much time in our bathrooms, we may as well make that experience a tad fancier.

Having said that, I’ve had the odd partnership fall through because we are a little bit taboo - a beautiful interior design event didn’t want to partner with us for this reason! But there are plenty of fish in the sea, and it’s clear that we are the most discreet, premium and chic product in our category - for that I am extremely proud.

At Nurtur Tea, we believe in creating small, intentional rituals that promote wellness while caring for the planet. How do you personally incorporate self-care and sustainability into your daily routine, and what role do mindful rituals play in staying grounded as an entrepreneur?

I have become so much better at listening to my body & energy levels the last couple of years! Sleep is a big priority that used to get cast to the side while I quickly burnt myself out. For the last year I’ve been religiously ensuring I have a high protein breakfast and I’ve significantly reduced my caffeine intake - these two things have made my energy levels and hormones so much more level. I work odd hours so that I can leverage when I’m most productive too and that works really well for me.

One of the biggest perks of running your own business is being very in control of your time. Even though it’s hard to switch off and you ultimately work more hours than your employed friends, it’s brilliant to be able to schedule self-care for, say, a Tuesday at 1pm. 

From building Collabosaurus to scaling No.2 into a global brand, what are some key lessons you've learned about leadership, resilience, and building a team that aligns with your mission?

I love that social media trend “it’s for the plot.” I think it’s so true! Failures are your biggest learnings and a necessary part of growth. You can’t build resilience without some hardships, and resilience is key. It feels like sh*t at the time, but it’s all part of the plot - don’t forget to enjoy the journey and expect some bumps in the road.

Building a team is tough, I certainly don’t have this figured out - does anyone? I think one of the biggest challenges of running a 14 person team was that I personally had to step into a people management role and that took me away from work that brought me joy. With my current business, I’ve been far more mindful of scaling in a way that supports what I actually enjoy doing: marketing, new product development, partnerships and content. The lesson here is - you’re in control! Build the business around yourself rather than doing things because that’s ‘how it’s supposed to be.’ I spent years trying to raise investment capital and build an agency model with full time employees and a fancy office - all because I thought that’s what I was supposed to do. But, I wasn’t listening to myself! Trust your gut, explore a structure that works for YOU. You’re employee #1.