Start-up tackles cellular aging with weekday supplement routine
The Lithuanian brand, launched in 2020, introduced its inaugural product after 10 years of development, Diana Zasimauskienė, brand manager, told NutraIngredients.
Founder Rima Balanaskiene, a pharmaceutical investor and former TV personality, began her mission to target signs of aging when she felt disappointment with what she saw of herself on camera. She set about assembling a global team of scientists specializing in epigenetics and worked with Cambridge University biogerontologists focused on the Strategies for Engineered Negligible Senescence (SENS) theory.
The research team found that 80% of aging results from external factors like diet, stress and lifestyle, while only 20% connects to genetics. This insight led to the development of NoAGE, a product designed not just to treat the symptoms of aging but to regenerate and repair cells at their core.
The product, developed in Switzerland, aims to delay the signs of aging both internally and externally, using a comprehensive blend of capsules and vials designed to work synergistically to support cellular rejuvenation, boost immunity and promote overall well-being.
SENS theory
SENS is a theoretical framework aimed at reversing aging by repairing key types of molecular and cellular damage that accumulate with age.
The controversial strategy focuses on reversing the mechanisms of aging, employing potential future technologies like stem cell therapy, gene therapy and enzyme treatments, without a full mechanistic understanding.
Critiques of SENS have argued that the complexity of biological systems and the lack of proven technologies render the proposal overly optimistic.
The weekday routine
NoAGE’s solution is a five-day supplement program, priced at £249 per month supply, with each weekday targeting a different biological process related to aging.
Each day, users take a pair of supplements—a capsule and a vial—designed to stimulate specific cellular functions.
Monday focuses on antioxidation and combating oxidative stress with ingredients like grapevine seed extract and pomegranate. This day helps balance free radicals in the body, which can accelerate aging.
Tuesday targets glucose regulation, aiming to manage blood sugar levels and prevent collagen-elastin cross-linking. This supplement aids in natural collagen production, promoting skin elasticity and reducing wrinkles.
Wednesday’s supplement focuses on reducing chronic inflammation, a key factor in many long-term health issues, including cardiovascular diseases. A clinical trial also showed that the regimen reduced inflammation by 41% and skin redness by 14%.
Thursday is for telomere regeneration. Telomeres, protective caps on the ends of chromosomes, naturally shorten with age. NoAGE aims to slow this process to promote cellular longevity.
Friday is about boosting the immune system and strengthening the body’s defenses against infections and autoimmune diseases, which become more common with age.
Each product combines aligning herbs, vitamins and minerals, and the capsule-vial combination makes the process more manageable and pleasant for users, Zasimauskienė explained, noting that it ensures maximum efficacy with minimal discomfort.
“If it were all in capsule form, users would need to take 80 pills per day—it's totally unrealistic,” she added.
Instead, NoAGE has split the formulation, placing the more bitter ingredients in capsules and the more pleasant-tasting ones in vials, reducing the daily intake to just one daily capsule and improving the user experience.
Market expansion
NoAGE primarily targets women between the ages of 40 and 60, a demographic that already focuses on nutrition, fitness and longevity, Zasimauskienė explained.
However, after the first launch and further research, the company refined its product line in 2022 to cater specifically to men and post-menopausal women, addressing the hormonal differences and specific aging challenges each gender faces.
For instance, the product for men offers similar benefits, with added emphasis on physical performance, energy and sexual vitality.
The brand has expanded into several international markets, offering its products in the UK, the Baltics, the UAE, Italy, China, Romania and Germany. It is also in the process of registering the product in Mexico.
But as Zasimauskienė noted, entering new markets is difficult due to differing global regulations.
“Each NoAGE product contains 40 ingredients compared to the typical 10 found in most supplements,” she said. “That means navigating lengthy registration processes required for international expansion.”
