What are the cornerstones of Life Extension’s approach to consumer health products and services?
The cornerstone of our organization has always been education. Since our inception, we have aimed to inform customers with the latest health information and science-based, high-quality supplements to help them live healthier and longer lives.
We achieve this through multiple channels, including a monthly publication, and a website with thousands of pages of information, including protocols, podcasts, and webinars. We also offer toll-free access to wellness specialists for health and product inquiries.
We sell more than 350 science-based vitamins and supplements across more than 40 health categories, many of them unique formulas. We use the U.S.-based contract manufacturers to encapsulate and bottle our own formulas. Our mail-order lab testing service allows customers to purchase comprehensive blood and other types of tests to help our customers stay informed about their health. Once they receive the results, they can consult our wellness specialists free of charge for personalized suggestions.
Life Extension’s supplements span some of today’s most in-demand segments like probiotics, melatonin, and cognitive health. In which areas are you currently seeing particular demand?
Brain health has been the most popular category recently. Concerns about maintaining a sharp mind, memory and even brain fog in younger people, have heightened awareness around cognitive health. There has also been significant media attention on these issues, which has contributed to brain health becoming a more prominent category in recent times.
Heart health also remains an important focus for many individuals. Additionally, probiotics are gaining traction, as they represent a relatively newer area in comparison to some of the more established categories within the supplements industry.
In addition, healthy aging and longevity is a hot area, even among younger customers. NAD, taurine, and other nutrients are trending that can support health aging.
Brands are increasingly offering personalized nutrition services via health-data analysis and product recommendations. How does Life Extension follow up with customers who use its at-home testing services?
It is driven by the customer’s preferences. Our goal is to provide the necessary information to help them make informed decisions. They can share their test results with their personal doctor or consult our wellness specialists to review them. We may make product recommendations based on the results, which they can then discuss further with their doctor.
How does Life Extension use third-party analysis to ensure the purity and efficacy of its treatments?
Everything we do is driven by science. If an ingredient shows efficacy, whether for a specific health concern or general health, we evaluate it for potential product development. Often, if a branded ingredient was used in a study that showed a benefit, we will utilize that branded ingredient in our formulation. In addition, we formulate our products using the dosages used in published studies. Independent science, not market trends, drives our decision-making when formulating or reformulating products. All our products are tested, and our customers are able to request a Certificate of Analysis on any product.
Our R&D team constantly reviews clinical studies, and we collaborate with raw material vendors who provide research on specific ingredients. If an ingredient meets or exceeds our expectations, we may introduce it into our product line. We adhere to guidelines established by the FDA and FTC for labelling and marketing claims and our goal is to remain compliant while continuing to advocate for health information for our consumers.
You have been the CEO of Life Extension for 27 years, witnessing the birth of e-commerce and online brand identity. How have those forces changed the way the supplement industry targets consumers?
The industry has changed significantly over my tenure, with consumers taking more control of their health and seeking information actively. Competition has grown immensely, so branding has become vital. About five years ago, we rebranded to create a more professional and credible look, aligning with how we see ourselves and how we want to stand out in the industry.
Over the past decade, and especially in the last five years, there has been a major shift from in-store shopping to online purchasing. We have focused on making the online experience as simple and seamless as possible—whether it is navigating our website, accessing health information, or ensuring quick delivery of products. It is a multi-faceted approach to meet the needs of today’s consumers and provide them with the best experience possible.
Which nutraceutical market trends do you anticipate will take hold in 2025?
Immune health will remain a key focus for consumers. Longevity is another area poised for growth, as people not only want to live longer but live healthier lives. I foresee an explosion of longevity-focused products in the near future, not just in 2025 but over the next decade.
