UK-based DoNotAge was founded in 2019 with the aim of extending healthy lives for as many people as possible for as long as possible, meaning high quality nutritional supplements at prices that consumers can afford.
Contrary to what you would expect from a healthcare entrepreneur, the company’s founder Alan Graves previously worked in the heating industry and only began looking for nutritional supplements out of personal interest. As he read some of the latest research, he felt he saw a glaring niche in the market.
âI saw a huge gap between what scientists were working on and what was available to consumers – research is way ahead of what consumers know.
âIf you ask the majority of consumers if they know how to reverse their epigenetic clock, most of them don’t know what the epigenetic clock is, but there is so much research going on in the field.
“When I saw this great opportunity, all I had to do was bring the brightest minds – scientists and researchers – together to help me develop my own line of products.”
says a big contributor to the company’s quality promise is having some of its profits reinvested in clinical trials.
The start-up’s first product and still its bestseller today is its NMN (nicotinamide mononucleotide), which is available in capsules or powder. NMN is a derivative of vitamin B3 that has been shown to increase NAD levels. NAD, nicotinamide adenine dinucleotide, is a central coenzyme of metabolism and our NAD level decreases with age. NMN is said to reverse vascular aging, stimulate blood vessel growth and increase endurance.
One serving (two capsules) of the startup’s NMN consists of 1000 mg of pure NMN. The brand sells 60 capsules for Â£ 85 or 366 capsules for Â£ 490.
This bulk purchase option has proven very popular with value seekers and the brand is now also offering a “subscription builder” where the consumer can choose how many mg of each product they want and can pay to have an annual package in one Each piece is sent in bulk packs. These packages typically cost around Â£ 1,200 with a subscription discount of 20-40%.
Graves says that this high value proposition has led other brands to offer bulk purchase options as well.
âIt’s a big order that you can get in one go, but we’ve found that people don’t want to pay for shipping every month. Of course we have tested to make sure that the products do not lose quality over a period of 12 months.
âIt has also forced other brands to offer better value in order to be competitive.
âRather than figuring out how much consumers are willing to pay and thereby determining the price of the products we sell, let’s first look at how much of the ingredient we need to include in the product in order to offer a benefit for health and then we calculate how much we can afford to sell the product at that dose to keep the cost to the consumer as low as possible.
âFor example, most fisetin supplements provide around 50 mg of the ingredient. Our research shows that you need at least 400 mg to enjoy any health benefit, so we offer 400 mg in each capsule. Of course, our product is then more expensive than the lower dosages, but gram for gram it is much cheaper. “
The full range now includes 12 different dietary supplements including: Fisetin, a plant-based flavonol that purportedly “removes zombie cells” (sold senescent); Resveratrol has been shown to increase lifespan by activating sirtuins (signal proteins that are involved in metabolic regulation); Hyaluronic acid, a naturally occurring glycosaminoglycan found in connective tissue in the body that reduces wrinkles, joint pain, and protects bone density; Quercetin, which activates sirtuins, strengthens the immune system, reduces allergy symptoms, and increases NAD by inhibiting CD38 (a glycoprotein found on the surface of many immune cells).
The “SIRT6 Activator” is a new addition to the range and has quickly become the brand’s second best seller. The product is made from seaweed called Fucus Vesiculosus. Graves says it is the first and only nutritional supplement of its kind and promises to activate Sirtuin 6, which promotes DNA repair and helps maintain genomic stability.
Graves says another USP for the brand is their “trust and transparency”, both in terms of the supply chain and the quality and purity of the products.
âOur ‘quality guarantee do not age’ guarantees the purity and quality of this product right to the consumer’s doorstep, no matter where he lives.
âWhile others only offer laboratory certificates, we actually make sure that the product is as good, if not purer, than the sample tested in our certificate.
âWe can do this because we all cool the products after they’re made. We then take a random sample from the batch and leave it in a warm room for two weeks. After this time it will then be shipped from the UK to the USA to be tested for purity and heavy metals.
âEven after sitting in a warm room for two weeks and then shipping it overseas, Do Not Age NMN is still 99% pure and has the lowest heavy metal content. The total time the product was unrefrigerated is 16 days.
“After all, the product is kept refrigerated when it is dispatched until it is picked up by the courier.”
DoNotAge also sells biological age testing kits, which Graves says will help them prove their products are working.
âWe use epigenetic markers to test your biological age, but the first generation tests all looked at a small number of them and have an accuracy range of 5 years. We’re pioneering the next generation of sequencing to study the millions and millions of epigenetic markers that make up the world’s first true biological age.
âWe believe this was a mandatory addition to our offering as we know our protocols are working. This gives us a chance to prove it. It helps the community to know what they are doing to function. “
The company currently ships to more than 100 countries, and Graves says the age range of consumers varies widely, with the average being 45 and with many young “biohackers” jumping on these antiaging products much earlier.
Graves is expanding the range with a ‘Sure Sleep’ supplement that will be launched later this month (November 2021).
âI think sleep is often overlooked by people who want to take care of their health and longevity, and at the same time there are many people who are really struggling with sleep.
“We used to provide some form of melatonin, but there are some concerns about long-term high-dose melatonin use due to concerns about whether it can prevent the body from making melatonin on its own.”