This parallels the expanded access to testosterone replacement therapy, which has moved beyond its traditional role in treating hypogonadism and into broader off-label use for performance and longevity, reflecting a growing convergence between clinical treatment and wellness optimization.
Below is a look at some of the recent product launches targeting men over 40 as brands lean into testosterone support to extend the boundaries of performance and vitality in the face of andropause.
High Level Man 12-in-1 men’s formula
Co-founded by musician and actor Ashley Parker Angel (formerly of the boy band O-Town) and interventional cardiologist David G. Rizik, MD, FACC, MSCAI, supplement brand High Level Science introduced two flagship formulas, launched in February to The Drop, GNC’s innovation hub for breakthrough wellness brands.
“We built High Level Science so people could access the same caliber of formulation you’d expect in elite clinical and performance settings, without needing a medical degree to decode the label,” Parker Angel shared in the launch announcement. “Partnering with GNC and The Drop allows us to bring that vision to a much larger audience, while staying true to our values around clinical science, transparency and real-world results.”
The 12-in-1 High Level Man testosterone support formula blends botanical extracts, adaptogens, vitamins and minerals including ashwagandha, fenugreek, tongkat ali, zinc, vitamin D3 and DIM with BioPerine to support nutrient absorption. High Level Heart + Body + Mind, marketed to all aging adults, is a combination of omega-3 fatty acids (EPA & DHA), Coenzyme Q10 (CoQ10) and D-alpha tocopheryl acetate.
His-Biotics
South Africa-headquartered VeloBiotics introduced a lineup of probiotic multivitamins to target men’s gut health, immunity and energy. The His-Biotics Original is formulated with a combination of 16 Lactibacillus, Bifidobacterium and Streptococcus strains and over 25 vitamins to support men’s overall wellness. More targeted formulas include His-biotics Testo Boost, His-Biotics Sport for active men and His-Biotics Ageless 50+. In October 2025, the Council for Scientific and Industrial Research (CSIR) in South Africa, commissioned a Supercritical Encapsulation Facility (SCEF) to support Velobiotics’ product production, providing a “1000x More” probiotic delivery mechanism.
Nutrafol Men 50+
Nutrafol Men 50+ targets the biological shifts that occur around 50 including a drop in testosterone, slowing collagen production, accelerated cellular aging, increased oxidative stress and reduced nutrient absorption. The formula combines saw palmetto to help reduce the conversion of testosterone to DHT, Moldavian dragonhead to promote natural collagen production, spermidine to improve hair thinning and a blend of probiotics, antioxidants, vitamins and minerals to replenish common nutrient gaps.
Solaray’s first dedicated men’s line
Solaray, one of the original supplement industry pioneers, introduced a product line of formulas targeting testosterone, hormone balance, muscle health and sexual wellness, marking brand expansion into targeted male health platforms.
“Our innovation team conducted research on recent studies, pointing to testosterone loss over the last two decades,” Max Willis, chief innovation and science officer at Solaray, shared in a statement. “Testosterone, libido, and hormonal-balance support are essential for men’s overall health, which is why we created three expertly formulated, inaugural products to start Solaray’s journey into men’s supplements.”
These include Testosterone Support (powered by Tesnor with zinc, tongkat ali and fenucreek), Libido Support (tongkat ali, L-arginine HCl and horny goat weed, maca and velvet bean) and DIM Complex (diindolylmethane-DIM to support estrogen balance and metabolism, zinc, grape skin extract, calcium d-glucarate, quercetin and nettle root extract.
JungKwanJang’s Everytime expansion
Korea Ginseng Corporation (KGC)-owned Jung Kwan Jang launched three new products in its Everytime Sports range, targeting active men in the United States. Products are formulated to support athletic performance, vascular circulation and energy metabolism, and endurance and stamina during exercise.
The company also introduced RXGin Clean in 2023, which contains red ginseng oil and supports prostate health, and RXGin PEAK UP, formulated with a plant-based complex of Eucommia ulmoides bark and Achyranthes bidentata root to boost male vitality and andropause-related health.
Cepham Life Phases and Stages (LPAS) Blends
Recognizing that consumer demand is increasingly shifting towards personalized and stage-specific supplementation, Cepham introduced its pre-formulated polyherbal Life Phases and Stages (LPAS) blends for dietary supplement companies.
The blends target specific male health stages, including cardiovascular resilience, cognitive function sarcopenia and reproductive health and are formulated with ingredients including Testncrease (black Musali and Furosap fenugreek for energy and testosterone levels), Prosprune (Prunus domestica bark for prostate health), CogniUp (bacopa for cognitive function), Tri-Rosen (rosemary extract for heart health and muscle strength, Zenova (fenucreek seed extract for metabolic rhythm).
The launch was followed by a call to action for men’s health to evolve the conversation from a narrow focus on testosterone and prostate health to modern life stages.
“Men’s health today must go beyond the outdated methods their fathers likely experienced,” stated Anand Swaroop, founder and president of Cepham, in a press release. “We’ve moved past the mindset of ‘just endure’ and annual checkups as the only defense. Precision wellness—driven by biomarkers, neuro-optimization, and endocrine disruption insights—offers men the chance to optimize, not just survive.”
Husband’s personalized supplement recommendations
Bryce Wylde, a prominent Canadian alternative health expert, launched Husband in June 2025, a tailored health platform for men over 40. It combines at-home diagnostic testing with personalized, clinical-grade supplements to address issues like low energy, hormonal shifts, metabolism and longevity.
The platform uses at-home biomarker testing provided by Siphox Health that assesses free and total testosterone, lipids, LDL/HDL and triglycerides, estradiol, DHEA and SHBG, thyroid panel (TSH, T3, T4) and hbA1c, insulin and glucose. Based on these results it provides personalized supplement recommendations.
GoldMember Lift
GoldMember Lift launched summer 2025 as a “breakthrough” alternative to synthetic male performance boosters, in support of stamina, circulation and energy, mostly through nitro oxide production. The product is sold online and is listed on Juvenon’s Amazon store page, a company founded at UC Berkeley by biochemist Dr. Bruce Ames, a recipient of the National Medal of Science for his decades of research into aging, DNA damage and cellular nutrition who determined that the body’s key systems can be reactivated with the right nutrients at the right dosages. Available in one-, three- and six-month plans, it combines Everwell Health’s Nitrosigine (L-arginine), FutureCeuticals’ S7 blend (green tea, turmeric, blueberry, broccoli, kale, tart cherry and green coffee bean), trans-resveratrol, and Sabinsa’s BioPerine (black pepper fruit extract for increased nutrient absorption). It does not promise instant results, but rather a structured path toward improved male wellness through consistency and lifestyle alignment.
JSHealth Vitamins Hair + Energy for Men
JSHealth debuted its Hair + Energy For Men, targeting the 60% of men who experience hair loss by age 35 using a blend of proprietary kelp, zinc, ginkgo for healthy blood circulation and Siberian ginseng for physical stamina, energy levels, and mental clarity. The product launched at home in Australia as well as into key overseas markets including the US, UK and Europe, with the company planning additional men’s health launches this year in popular categories like performance and sports nutrition
Performer 8 natural male enhancement
Positioned as a non-prescription herbal performance enhancer for men in support of natural stamina, libido, testosterone levels and sexual performance, Performer 8 is formulated with L-arginine, L-lysine, magnesium oxide, caffeine, vitamin C, copper sulfate, zinc, folic acid, SenActiv from NuLiv Science (Panax notoginseng and Rosa roxburghii), Pyridoxine HCl and KSM-66 Ashwagandha.
GLOWWA for men
UK-based hair wellness brand GLOWWA added Hair Food Mens to its cruelty-free hair nutrition supplement portfolio in mid-2025 as a salon-exclusive supplement designed to support thicker hair, target DHT (the hormone responsible for most male hair loss) and boost overall well-being. It is formulated with saw palmetto, pumpkin seed extract, MSM, L-lysine and essential vitamins for healthy hair and scalp, as well as myo-inositol for mood boosting and lycopene for prostate health. The product launched with two ambassadors: barber and men’s grooming expert Alan Bleak and semi-professional footballer and television personality Ronnie Vint.
Key takeaways
• Testosterone support remains a core purchase driver, but men’s health positioning is expanding beyond hormones to include hair, beauty-from-within, cognitive performance, energy, metabolism, cardiovascular support and prostate health—especially for men over the age of 40.
• Brands are leaning into multi-benefit “all-in-one” stacks (stress + hormones + recovery + focus) to simplify decision-making, perceived value and position as targeting the root causes of low T.
• Ingredient patterns repeat across launches: adaptogens and botanicals (ashwagandha, tongkat ali, fenugreek), foundational nutrients (zinc, vitamin D) and hormone-pathway modifiers (DIM, saw palmetto/DHT support).
• Gut-health and probiotic positioning is gaining traction in men’s products, tied to immunity, energy and more indirectly metabolic and testosterone-related goals.
• Longevity/biohacking cues (mitochondrial support, resveratrol/NAD+-adjacent messaging, CoQ10/omega-3s) are increasingly used to signal performance plus lifespan optimization.
