Launched just two weeks ago, the dual system delivers 10g of pure micronized creatine, paired with targeted nutrients and botanical extracts for daily vitality.
“Our muscles are such creatine hungry organs that they gobble up everything,” said the brand’s co-founder Chris Curwen, describing how his creatine stands out from the increasingly crowded market. “After you’ve saturated them with creatine, the brain is actually able to take up some and that’s why you only start to see the cognitive benefits with a dose of 10g per day. Yet, most products on the market offer doses of 5g or less.”
The dose is supplied across the two products, in an aim to reduce the risk of GI complaints as well as providing the opportunity to integrate ingredients specifically targeting women’s health concerns in the morning and evening.
“In choosing the ingredients, I looked at the physical changes that women experience during that midlife and beyond, and which changes impact their longevity,” Curwen told NI. “So, things like sarcopenia, muscle wastage, brain fog and sleep quality, related to hormonal changes.”
The day blend, available in unflavored or lemon, contains Zensera lemon balm, vitamin D3, K2 and methylated B vitamins, to support bone health, mood, muscle function, energy and hormone regulation.
The night formula, in unflavored or cocoa, includes magnesium glycinate, zinc, cocoa and SheVari4 shatavari, to support the immune system, hormonal balance, skin, hair and nails, cognitive function and sleep.
Female equality in longevity
After becoming fascinated by how people age during his biomedical sciences degree, Curwen further built his understanding of personalized strategies for altering the aging process during his Master’s in Cell and Gene Therapy at University College London (UCL).
While still studying for that degree, he joined the Longevity Clinic Oxford Natural by Gowinglife, where he researched and developed longevity focused supplements and offered personalized longevity coaching. It was there that Curwen realized a huge gap in the market for female focused solutions.
“I recognized that it was a huge blind spot, not only for myself, but in the wider longevity field,” he said. “Women’s health was something that really wasn’t looked at as much as it should be. A huge amount of the studies are in males.”
He noted that while there has been an explosion in menopause focused product developments, there are several aspects of women’s health heavily impacted during midlife that have been overlooked.
“I noticed some of the most robustly evidenced supplements for the things that impact women’s longevity weren’t really being shown to that demographic, namely creatine,” he said. “I realized this is the perfect molecule for women in midlife so I created a formula around that hero ingredient, with all ingredients evidenced to offer health benefits to women in their mid-life.”
Partnering a female icon
The products were launched in founding partnership with brand ambassador Olympic Gold Medalist Amy Williams MBE, who will continue to promote the product across her social media.
As well as promoting the products, Williams will support the brand’s wider platform, by co-developing training programs for customers.
Curwen added he believes there has been a positive movement towards promoting the benefits of weight training and muscle growth in the female population which his brand will work to highlight through its influencer partnerships.
“Part of our marketing strategy will be to work with women like Amy, who have such a following and such a good background in health and wellness,” he added. “And we will work to educate around the benefits of creatine beyond the gym, towards cognitive health and general longevity benefits.”
