Up your nose = (from your toe) up to your nose?

Context:
DID you know that you have accessible stem cells up your nose? Or that human fetuses shed stem cells into the fluid around them? Both of these seemingly random facts could spawn novel, personalised stem-cell treatments that, if not simple per se, are simpler than what has gone before.
More:
http://www.newscientist.com/article/mg21228343.200-in-praise-of-stemcell-simplicity.html