According to Hum Nutrition’s vice-president of scientific affairs and education Dr Jennifer Martin-Biggers, certain supplements are universally beneficial. “Stress and lack of good sleep contribute to numerous health problems and are crucial for optimal functioning and mental well-being,” she notes, so supplements that reduce stress responses and improve sleep can be particularly useful. “Many people don’t consume sufficient vitamin D or omega-3 fatty acids, both vital for our body functions. Vitamin D aids in mood, bone and immune health, while omega-3 is essential for brain and cardiovascular health,” she says.

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Today’s consumers increasingly recognise the impact of what they eat on their health so these products are not seen as just indulgent self-care rituals. Central to this understanding is the rise of premium formulations that incorporate cutting-edge technology. From liposomal and nanotechnology delivery systems to enhanced absorption and bioavailability, this new wave of supplements can boast efficacy as well as offering a level of sophistication that aligns with the luxury beauty market.

“Supplements have come a long way over the past decade,” says Hum Nutrition co-founder and CEO Walter Faulstroh. “The consumer is truly offered a wider variety of choices, including brands with cleaner ingredients, more targeted formulations, more sustainable packaging and clinical research.”

Many of these approaches have come from a wave of boutique supplement brands – such as Hum Nutrition – that are challenging the dominance of mass-market offerings. These companies are often founded by nutrition, dermatology or wellness experts, and the best of them combine scientific research, third-party laboratory verification and the backing of nutritionists.

“Breakthrough research has shown that, on a population level, less than 10 per cent of how long we live is due to genetics while more than 90 per cent is due to lifestyle and environment,” says Melanie Goldey, CEO of Tally Health. Co-founded by Harvard epigeneticist Dr David Sinclair, Tally Health stands at the intersection of advanced science and cultural wellness, offering a biological age test that provides users with an insight into how they are their ageing.

Tally Health’s influential investors – including Zac Efron, Pedro Pascal, Shonda Rhimes and Chrissy Teigen – have helped make the company a front runner in the industry. Beyond diagnostics, the brand offers supplement formulations that target various facets of ageing. “Scientists have made major progress elucidating the core mechanisms that underlie the ageing process. This means that, unlike today’s healthcare system, we can design products that fundamentally target the biology of ageing as opposed to addressing mere symptoms of ageing,” Goldey says.

The rise of boutique supplement brands has diversified the market, introducing consumers to more targeted products often using a range of premium, often rare, ingredients. “We continue to see innovation – in particular with the microbiome, mental health and women’s health. We also think that our understanding of glucose level management will continue to evolve and disrupt the industry as consumers increasingly seek new ways to manage weight,” Faulstroh says.

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The intersection between innovation and greater personalisation also marks a transformative moment in the perception of supplements: acknowledging unique individual needs means gone are the days of generic, one-size-fits-all solutions. “Tally’s pre-launch data set of over 8,000 participants is one of the largest and most diverse in the field, with a near 50/50 female-male split, an age range from 18-100 years, and over 30 per cent non-white individuals,” Goldey says, sharing how the brand spent over a year developing its next-generation algorithm that analyses DNA methylation and tracks those statistically significant correlations to crucial health and lifestyle factors.

However, amid the allure of sophisticated high-end supplements, challenges and controversies loom. Concerns about overconsumption and the delicate balance between optimal health and potential harm underscore the need for informed decision-making. “In today’s market, there’s no need for consumers to pick up supplements without strong scientific roots. Research-backed supplements developed by trusted scientists can cut through the noise by offering consumers a product that is proven, trustworthy and rooted in the latest scientific breakthroughs,” Goldey says, suggesting consumers should look for expert, PhD-level teams who undertake peer-reviewed published research and hold products to strict scientific standards and quality.

Educating consumers on the complementary role of supplements and their role as part of a holistic approach to well-being is crucial. As the industry evolves, high-end supplements are becoming an integral facet of the broader beauty and health markets; yet the trend toward personalisation, driven by technological advancements and a deeper understanding of individual health needs, is likely to only further define the industry’s trajectory.