Erika Paulė, a mathematician with an MBA and design thinking expertise from MIT, is on a mission to revolutionize the longevity supplement industry. Her journey began with a personal interest in biohacking, experimenting with emerging molecules and adaptogenic mushrooms long before they became mainstream. This passion led her to co-found Sooo.me with Dr. Sarunas Paskevicius, a brand that aims to bridge the gap between scientific research and consumer accessibility in the supplement market.
Paulė's background in mathematics and meticulous nature led her to identify a common issue in the supplement industry: many brands prioritize marketing over transparency and consumer understanding. This frustration fueled her determination to create a brand that emphasizes science, purity, and sustainability. The result is Sooo.me, a direct-to-consumer brand offering a range of supplements targeting the 12 hallmarks of aging.
What sets Sooo.me apart is its commitment to purity and standardization. Each supplement is meticulously tested, with formulations containing only extracts and molecules at the highest purity standard, currently verified at 99.89% and free from heavy metals. Paulė emphasizes the importance of purity, stating that one properly dosed, pure ingredient can be more effective than multiple impure ones. This focus on purity extends to the brand's packaging, which is designed to be biodegradable, ensuring minimal environmental impact.
The production process at Sooo.me is a testament to its commitment to science and standardization. Instead of traditional farming, they ferment mycelium in bioreactors, resulting in standardized batches with high potency active compounds. This method reduces production time from four months on a farm to just 20 days in a lab, showcasing the brand's dedication to efficiency 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 expanding into the UK and Middle East markets. Sooo.me's products are now available in Holland & Barrett and Healf, and they are actively seeking retail partners in Germany and the US.
One of the key highlights for Paulė is the brand's expansion into the beverage market. Sooo.me has introduced mushroom-based lattes and protein drinks to cafés and restaurants, making healthy ingredients more accessible and appealing to a broader audience. This move not only increases brand visibility but also provides a casual entry point for those who might not typically purchase supplements.
When asked about her target consumers, Paulė emphasizes that Sooo.me caters to a diverse range of individuals. From busy professionals seeking mental acuity to active individuals focused on endurance and performance, and even those in their 60s aiming for longevity, the brand's products are designed to enhance quality of life. The common thread among these consumers is a desire for more good years, not just more years.
In terms of advice for startups in the longevity supplement space, Paulė stresses the importance of patience and surrounding oneself with the right people. She encourages honesty and a genuine commitment to creating products that benefit consumers. By focusing on these principles, startups can navigate the challenges of the industry and ultimately succeed in delivering high-quality, science-backed solutions to their target audience.
