Erika Paulė, a mathematician with an MBA and design thinking background from MIT, is on a mission to revolutionize the longevity supplement industry. Her journey began with a personal interest in biohacking and a frustration with the lack of transparency and science-backed ingredients in many supplements. This led to the creation of Sooo.me, a brand that combines her mathematical precision with a passion for longevity and wellness.
Paulė's background in mathematics and design thinking at MIT has given her a unique perspective on the supplement industry. She noticed that many brands rely heavily on marketing and often lack transparency about their ingredients, making it difficult for consumers to make informed choices. This frustration fueled her determination to build a brand that prioritizes science and purity over marketing.
The core idea behind Sooo.me is to offer supplements that target the 12 hallmarks of aging, a framework internationally recognized by aging researchers. Each formulation is carefully crafted to include specific extracts and molecules at optimal doses, following published scientific data. For instance, the 'Calm' supplement combines reishi and vitamin B, while the 'Cellular' supplement contains quercetin, fisetin, l-glycine, and zinc. These ingredients are chosen for their potential benefits in addressing the hallmarks of aging, such as cellular senescence and DNA damage.
What sets Sooo.me apart is its commitment to purity and sustainability. The brand uses bioreactors to ferment mycelium, ensuring standardized batches with high potency of active compounds. This method cuts production time from four months on a farm to just 20 days in a lab, resulting in consistent quality. The supplements are tested batch-by-batch for HPLC and verified to be up to 99.9% pure, free from heavy metals, and free from fillers and additives. This level of purity is crucial, as Paulė emphasizes that the quality and production of ingredients are often overlooked by authorities, who focus more on marketing claims.
Sooo.me's sustainability efforts extend beyond its supplements. The brand uses only biodegradable packaging, ensuring that nothing in the product, inside or out, is harmful to the body or the planet. This attention to detail is a reflection of Paulė's meticulous nature and her belief in the importance of transparency and quality.
Despite the challenges of building a business in the longevity supplement space, Paulė remains optimistic. She highlights the brand's success in entering main pharmacy chains in Lithuania, eco retail stores, and now the UK market through Healf and Holland & Barrett. Sooo.me has also expanded into the Middle East and is seeking retail partners in Germany and the US. The brand's unique approach to wellness, which includes mushrooms and adaptogens, has caught the attention of cafés and restaurants, leading to the introduction of mushroom-based lattes and other healthy drink options.
Paulė's advice to other startups in the space is to be patient and surround themselves with the right people. She believes that honesty and a genuine desire to do good for consumers are essential. In her opinion, the longevity supplement industry is ripe for innovation, and by focusing on science, purity, and sustainability, brands can create products that truly make a difference.
In conclusion, Erika Paulė's journey with Sooo.me is a testament to the power of combining mathematical precision with a passion for wellness. Her commitment to transparency, purity, and sustainability sets a new standard in the longevity supplement industry, offering consumers a more informed and healthier choice. As the brand continues to expand and innovate, it is poised to make a significant impact on the way people approach their health and longevity.
