The move into the mainstream is testament the continued growth of the cellular health space from a niche corner of the wellness market into a broader movement being embraced by health-conscious consumers. With this retail expansion, BodyBio is entering a new chapter as the longevity movement gains momentum in the wellness space.
“People are no longer looking for quick fixes; they want to understand the ‘why’ behind their wellness and take their health into their own hands,” said Brad Berman, CEO and co-owner of BodyBio, noting the shift in consumer demand from “surface-level wellness to root-cause solutions.”
“Whether it’s gut integrity, brain function, or energy production, the conversation always comes back to the cell,” he added.
The expansion follows BodyBio’s recent inclusion in Inc. magazine’s Inc. 5000 list, recognizing the brand as one of America’s fastest-growing private companies.
From clinical concept to consumer consciousness
“When BodyBio was founded, cellular health was primarily a conversation among practitioners and biochemists,” Berman said.
Over time, the concept has evolved into a “shared language between scientists and consumers alike,” Berman said, as greater access to and a focus on education have helped health-conscious consumers recognize that “true wellness doesn’t start with a symptom, it starts with the cell.”
He further attributes the shift in mindset to “decades of exploration, education and breakthroughs that have brought this once-niche concept to the mainstream.” Ultimately, he said, what has changed is not necessarily science, but “the public’s readiness to understand it.”
Characterizing the mainstreaming of cellular health as a “collective awakening,” Berman pointed to an increase in conversations about longevity, gut health and biohacking as the main drivers.
A category ready for prime time
Berman described the choice to move into retail as “a natural evolution of [the company’s] mission to make clinical-grade cellular health accessible beyond the practitioner’s office.”
BodyBio chose to partner with Erewhon and Thrive Markets in part because of their shared values. These companies “aren’t just retailers; they’re communities that embody curiosity and consciousness around wellness,” he explained. The partnership will allow BodyBio to reach a broader audience of “people who are curious, proactive, and ready to take ownership of their health.”
In addition to connecting BodyBio with a more targeted consumer demographic, Erewhon and Thrive Markets are well positioned to support the company’s education approach—one that goes beyond traditional marketing to emphasize “storytelling that is rooted in science and designed to empower people to take ownership of their health,” Berman said. “In retail, we focus on clear and intuitive language that helps people understand health at the cellular level,” he added.
This comprehensive approach includes every aspect from packaging to content partnerships to explain the ’why’ behind every formulation and make complex biochemistry approachable through visuals and plain language. The intention, Berman explained, “is not to overwhelm consumers with data but to invite them to explore.”
By being selective in its choice of retail distributors, BodyBio plans to fully leverage Erewhon’s wellness community and Thrive’s online education platform in tandem with its own digital retail channels to create “experiences that make learning about your cells a pathway to self-discovery and better health.”
Although not all BodyBio products are currently available through these retailers, Berman said these partnerships allow the company to meet consumers “where curiosity meets access—offering the same trusted tools doctors have relied on for years, now within reach for everyday health seekers."
Personalization, empathy and the next frontier
As cellular health and longevity continue to gain traction, Berman believes the next major opportunities for the market space lie in personalization by helping people understand their unique cellular landscape and empowering them to support it accordingly.
The inherent challenge lies in making “complex science accessible without losing its integrity,” he said, and for BodyBio, that means continuing to explore emerging fields like lipidomics, microbiome research and mitochondrial optimization while staying true to its founding values.
In keeping with the company’s mission to be explorers, not acceptors, Berman added that BodyBio will continue to innovate.
“As the world catches up to cellular health, we will keep leading with purpose, uncovering better paths and stronger solutions for everyone,” he said.
