Hone Health is betting that the next generation of heart health supplements will be guided by biomarkers rather than broad recommendations.
The New York-based telehealth company has launched a personalized cardiovascular supplement program that uses blood biomarker testing to tailor nutrition recommendations, as interest in individualized approaches to heart health continues to grow.
Looking beyond cholesterol
For Dr. Abid Husain, consulting physician and scientific advisor at Hone Health, the biggest change is that heart health is no longer viewed through a single biomarker.
“Traditional heart health approaches often focus heavily on cholesterol, but advanced biomarkers can provide a more complete view of cardiovascular risk, including inflammation, metabolic health and other factors,” he told NutraIngredients.
That broader view also changes how supplements are recommended.
“Supplements are one tool within a broader cardiovascular health strategy that combines biomarker testing, physician guidance, lifestyle recommendations and medication when appropriate,” Husain said.
He added that “recommendations are based on an individual’s lab results, health history and specific risk factors rather than a one-size-fits-all approach.”
The launch comes as the cardiovascular supplement market continues to expand. In a May 2025 report, Grand View Research estimated the U.S. cardiovascular health supplements market reached $2.11 billion in 2024 and projected it will grow at a compound annual growth rate (CAGR) of 7.61% through 2030.
Hone said the program is designed to identify cardiovascular risk earlier by looking beyond traditional cholesterol measures.
“Waiting for symptoms or clinical events forfeits the window where lifestyle, metabolic, and medications are most effective at altering disease trajectory...Hone Heart Health is built to find and treat risk while that window is still open,” Husain said in a statement announcing the launch.
Research follows the personalization trend
The move also reflects growing scientific interest in personalized nutrition.
A randomized controlled trial published in Nature Medicine in May 2024 concluded that “a dietary program focused on personalized advice is more effective in reducing central adiposity and TG concentrations than standard dietary advice in generally healthy individuals.”
Although the study evaluated personalized dietary interventions rather than supplement protocols, it highlights increasing research into individualized nutrition strategies.
“There are currently 12 hallmarks of aging, and counting,” Husain said.
He believes heart health is following a similar path.
“The same lesson can be applied to heart health. Cholesterol is part of the process but not the only thing that needs management.”
He added that nutraceutical ingredients often influence multiple biological pathways simultaneously, making personalization increasingly relevant as more biomarker data become available.
Transparency and personalization
Husain believes biomarker-guided nutrition could also reshape how cardiovascular supplements are developed and marketed.
“Many heart health supplements are marketed broadly without accounting for individual differences in health status or biomarkers...Hone’s approach is focused on science-backed interventions that fit into a personalized health plan informed by testing and physician oversight,” he explained.
As personalized nutrition becomes more common, Husain expects consumers to look more closely at the evidence behind product recommendations.
“Supplement brands will need to prioritize transparency, scientific support and personalization as consumers become more informed,” he said.
