Issue #15: Anti-Aging, "Healthy" Nicotine, & Plant Water

3 Topics, 3 Brands, in 3-Minutes

Apr 13, 2025

🧪 The Supplement that Stops the Clock

The latest craze in the longevity and anti-aging industry is nicotinamide adenine dinucleotide, aka NAD+. NAD+, a coenzyme that plays a key role in many metabolic processes, particularly energy production and cellular repair. Like many functions of our bodies, NAD+ production declines as we age. Hence, it’s no surprise that consumers are looking to supplement this decline — just as we do with collagen powders, vitamin C serums, retinol creams, etc.

With IV infusions costing over $1,000 per treatment, NAD+ therapy has largely been reserved for the upper class, with many celebrities participating. Despite being only 28 and 29 years old, Hailey Bieber and Kendall Jenner have reportedly been using NAD+ IV infusions since 2022 — “I’m going to NAD for the rest of my life and I’m never going to age” said Hailey. However, like many other wellness trends, NAD+ supplementation has yet to receive substantial scientific backing for its efficacy. In fact, Eric Verdin, president and CEO of the Buck Institute for Research on Aging, has stated that “intramuscular and IV NAD+ intake is silly.” Any perceived benefit from IV versus oral supplementation, he says, is likely “a strong placebo effect.”

Happy Aging — bringing NAD+ intake to the everyday consumer via longevity shots.

Founded: 2018

Co-Founder: Martha Graeff
Co-Founder: Dr. Daniel Yadegar

Latest Funding: TBD

🔗 Read more about Happy Aging

🚬 A Better-for-You Nicotine Product?

Spotted by

Charlotte Coons

👀

It’s no shock that the Swedish brand Zyn has taken society by storm with its nicotine pouches. While commuting to work last week, I overheard a conversation between two twenty-something guys discussing their “Zyn routines”… I couldn’t take it seriously. How does a tiny pouch hold so much influence over someone’s life that it warrants its own routine? Also, let’s not forget: even though it doesn’t contain tobacco, it can still cause addiction, cardiovascular risks, and oral health issues.

Enter NOAT — a nicotine brand creating pouches made with food-grade flavoring and natural oat-fibers, designed to protect both your mouth and the planet.

From the NOAT About Page directly:

Nicotine is not tobacco. If delivered in a pure form, without smoke or added chemicals, it’s a nootropic substance that can reduce tobacco-related harm and even save lives. But we still can’t access it without taxing our bodies, mouths, or planet.

Noat — creates nicotine products with improved formulas, mouthfeel, sustainability, and discretion

Founded: 2022

Founder: Erik Högfeldt

Latest Funding: TBD

🚰 Mushroom-Infused Performance Water

Adaptogens have grown in popularity as they’ve made their way into the food and beverage industries. These compounds are known for delivering several health benefits including stress reduction, improved energy levels, and enhanced mood. Ashwagandha, cordyceps, L-theanine, lion's mane mushroom, and reishi mushroom are among the most popular adaptogens. With brands like De Soi, Kin Euphorics, and Alice Mushrooms gaining traction, it’s no surprise that consumers are drawn to their more natural, plant-based approach. However, scientific research remains limited, leaving some consumers wary of experimenting with these natural — yet still relatively unfamiliar — substances.