Founded by entrepreneur Balazs Farkas-Jenser, Vivorum is built on the philosophy that sleep is the foundation of mental wellbeing and physical regeneration.
With this in mind, ‘Cellular Renewal’ includes ingredients that not only support cellular health and beauty from within but also those which address sleep latency, night awakenings, mood and stress.
“We only have one product at this stage, but our philosophy and our approach reach beyond that,” Farkas-Jenser told NutraIngredients. “We’re fixing the fundamentals, including sleep, mood and longevity on a cellular level, enabling the body to use the biological pathways that enable healthy cell regeneration.”
The cellular supplement market
Cellular health is having its moment, with the market currently valued at roughly $673 million, according to Future Market Insights. This is predicted to double over the next 10 years, rising to $1.35 billion by 2035.
Managing director of Nutrition Integrated Nick Morgan says his specialist market insights company is currently tracking more than 50 brands and 150 products that claim to improve cell health.
“We’ve got a shift in consumers who are looking to do things a little earlier,” he told delegates at this year’s Active Nutrition Summit in Vienna. “More people are engaging in their health today for the purposes of their future.”
“Longevity brands are trying to find ways to get to the foundational approach of aging,” he added. “And probably the biggest area that consumers are driving, and the one where we’re seeing the fastest amount of product growth, is cellular health.”
Vivorum is tapping into this emerging trend, with its first product accompanied by the tagline: Aging is inevitable. Decline is optional.
Sleep, cellular repair and beauty from within
Marketed as an NAD+ booster and sleep catalyst, Cellular Renewal aims to target sleep quality, stress response and cellular vitality through five ingredients.
As a precursor to NAD+, nicotinamide riboside (NR) has been included in the formulation to replenish NAD+ levels—which decline with age—thereby supporting cellular energy production and overnight repair.
The anti-inflammatory agent pterostilbene was also included to work synergistically with NR, acting as an antioxidant shield and reducing oxidative stress and persistent inflammation.
The formulation also contains ashwagandha (Sensoril), saffron extract (Affron) and palmitoylethanolamide, or PEA, (Levagen), with all three shown to support sleep in clinical trials.
Sleep is a key health goal for consumers according to recent data from Lumina Intelligence, aligning with World Health Organization (WHO) data showing that around one third of the global population struggles to fall or stay asleep.
Sleep is inextricably linked with aging, reflected in visible beauty outcomes, stress and mood, Farkas-Jenser said.
“We deliberately formulated Vivorum’s Cellular Renewal so that these ingredients collectively bridge the gap between sleep hygiene and beauty outcomes,” he added. “The concept of ‘beauty sleep’ is not a myth—deep sleep is when critical repair processes happen throughout the body, especially in the skin.”
Product and market expansion
Cellular Renewal is initially launching in Europe, however, Vivorum has plans to expand into wider global markets including the UAE and Singapore.
The company also plans to release new products in the near future, with a particular focus on skin health and inflammation.
Standing out in an increasingly crowded market, however, is a concern for the start-up, according to Farkas-Jenser, who says the brand’s strategy is to focus on storytelling and consumer education to boost engagement.
“We’ve created a supplement that pushes back on the negative biological factors of aging, with each ingredient supported by scientific research, but communicating these benefits is half the battle,” he said.
“Sometimes, fantastic products die on a hill because the story is not being told properly. Our angle is different—we’re trying to tell a story of how executing longevity habits and supplementation practices can change the way you look and feel. We believe that you don’t have to feel old even if your age might be a higher number.”
