Tru Niagen, the California-based market leader for NAD support supplements, is banking on the power of young beauty consumers with its latest launch.
“When we started [eight years ago, the customer] was over 60 years old and was very concerned about aging,” Robert Fried, CEO of Niagen Bioscience, told Glossy. “But sometime in the last two to three years it dropped dramatically.”
The NAD support product category made waves in the wellness and beauty space this year, after fully infiltrating the longevity sector. NAD is short for nicotinamide adenine dinucleotide, a coenzyme that occurs naturally in every cell of the human body but begins to decline with age. The market is mainly occupied by oral OTC precursors of NAD+ that increase NAD levels.