Launched: 2021
Key Executives:
2025 Full Year Expected Revenue Range: $10 to $20 million according to industry estimates
2025 Projected Offline Distribution Points: 150
Primary Category: Wellness/Longevity Services
Other Categories: Tools and Devices
Key Markets: United States, Canada, United Kingdom
Retail Partnerships: Amazon, Erewhon, Equinox, Happier Grocery
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Boutique, Professional
Funding Rounds: Seed
Total Funds Raised: $5 million
Notable Investors: Odile Roujol, Resolute Ventures, Arkitekt Ventures, Uncommon Ventures, Awesome People Ventures, Cornucopian Capital, Matthew Cooper (Octopus)
Notable Advisors: Dr. George Church, Dr. Robert Lufkin, Dr. Matt Kaeberlein, Dr. Pamela Maher, Dr. J Pedro de Magalhaes, Dr. Oliver Medvedik, Dr. Avi Rosenbaum
My inspiration for NOVOS stemmed from my own experience being diagnosed with, and ultimately healed from, a brain tumor at age 16, which shifted my approach towards health and wellness to a mindset that was much more focused on longevity and disease-avoidance. While many products in the beauty and wellness space are primarily focused on aesthetics and our societal desire for looking younger, our goal was to create science-backed supplements, free resources, and educational materials that would not only target outward appearance but also address the root causes of aging that impact physical features like wrinkles, fine lines, and skin texture, in addition to energy, cognition, and mood. While our flagship product NOVOS Core—which targets all 12 major hallmarks of aging simultaneously—has demonstrated the ability to improve skin health from the inside out, it also slows the biological pace of aging by addressing processes like cellular senescence, oxidative stress, and inflammaging—as true beauty and wellness also encompasses how we feel on the inside.
Insights provided by Chris Mirabile, Founder + CEO
Key business initiatives for 2025?
In 2025, NOVOS aims to build off several of the exciting developments that we achieved in 2024, which included launches of organ support chew NOVOS Vital, free app and AI-powered biological age test NOVOS Life, an influencer smoothie collaboration with Erewhon, a launch as the first supplement brand in Equinox, and speaking opportunities at several industry-leading conferences. These efforts will include adding a new product to our longevity-focused line that will break into a new category, pushing NOVOS into new retailers and diversifying our target customer base, continuing to validate our products through scientific research studies, collaborating with well-aligned industry partners and influencers, and generally increasing customer acquisition and brand awareness. As far as concrete metrics, our goal is to double our company revenue by the end of 2025.
What are you most proud of having accomplished?
As a Public Benefit Corporation, one of our primary goals at NOVOS is to enhance access to complementary resources and education for people who want to invest in their longevity, but don’t have excess funds to do so. This year, we launched NOVOS Life, a free app and comprehensive longevity companion that includes the most accurate AI-powered biological age test on the market using the peer-reviewed, ENABL Age algorithm. The app also includes a list of daily actions, personalized recommendations, a lifestyle score, and AI chatbot. While we strongly believe in the science behind our longevity supplement line, we’re proud that virtually all of the guidance shared through NOVOS Life—ranging from expert advice about nutrition to exercise to sleep to stress reduction—is completely free. NOVOS will always be a company that seeks to spread access to longevity to as many people as possible, rather than just an elite sector of the population.
What has been the biggest surprise?
While we were optimistic, we were nonetheless surprised by how enthusiastic the reception of our longevity product line has been at a diverse range of resellers. For example, NOVOS products are consistently the #1 or #2 top weekly sellers at Erewhon in the vitamin and antioxidants category that we are grouped in, while generating multiple six figures in revenue at one of the world’s top hospitals. We’re also happy to see great momentum building as the first supplement ever sold at The Shop at Equinox gyms. The fact that NOVOS is being enthusiastically purchased at such distinct retailers—premium grocers, hospitals, and world-renowned gyms—is a testament to the strength of our brand, efficacy of our product, and scientific basis on which it is all built.
What fuels your competitive advantage?
Our flagship product, NOVOS Core, is the only supplement formula on the market that directly targets all 12 major mechanisms (causes) of aging simultaneously, versus other products—both topical and oral options—that might only address a sign of aging, rather than the causes. The 12 ingredients in NOVOS Core were strategically selected due to their ability to combat one or more causes of cellular aging, and are based on over 400 studies that validate their anti-aging properties. The NOVOS team chose this approach to exploit synergistic properties of the ingredients when combined (for which there is a patent filed), as well as so customers didn’t have to remember to integrate multiple supplements daily for longevity into their routine but rather have 6.9 grams in one, or 14 pills worth of ingredients. NOVOS also encompasses components into the proprietary formula that address both the internal and aesthetic aspects of wellness. In targeting aging from the inside out, NOVOS Core generates improvements to skin health and texture while also slowing the cellular pace of aging, making the supplement a true all-in-one longevity solution.
Insight on the future of the beauty industry.
When it comes to the beauty industry, consumers are increasingly realizing that topical solutions will only go so far in boosting skin health and facial rejuvenation. Aging—and consequently the outward signs like wrinkles, fine lines, and texture changes—happens at the cellular and subcellular level. Therefore, if we’re choosing to spend money on creams, serums, and treatments, we should be pairing that with oral ingredients known not just for their ability to improve skin health in the short term, but perhaps more importantly, slow down its degradation and aging over the long term. This approach combines components that effectively work to counteract processes like DNA damage, inflammaging, and cellular senescence, and have a strong impact on skin appearance. Anti-aging is a fad, with countless products and services made to capitalize off of people’s completely understandable desire for a more youthful appearance, but true longevity is a sustainable lifestyle, with far-reaching benefits that extend beyond just appearance and improve our holistic quality of life. As this trend of beauty from the inside out is finding traction among consumers, brands will increasingly catch on and work solutions that operate on a cellular level into their offerings.
What is the best piece of advice you’ve been given?
Trust your instinct when it comes to predicting trends and future consumer demand. When I first conceived of NOVOS in 2018, very few people were aware of longevity, much less the relevance it would have for wellness enthusiasts and everyday people. Today, nearly seven years later, longevity has become a household term, with momentum continuing to build. It was by being urged to trust my intuition and listen to my own unmet needs for products in this category that led me to found NOVOS and for us to today be the leaders in the industry.
What is the best mistake you've ever made and what did you learn?
At NOVOS, we’ve spent valuable time, energy, and resources developing products that we ultimately decided to scrap at the last minute, which reinforced important lessons about our commitment to science and research. In one particular case, the team dedicated over a year of R&D to a product that contained one star ingredient, spermidine, alongside a list of other supporting ingredients. Ultimately, the product was terminated after a scientific paper was published that called the longevity benefits of spermidine into question. As a company that values scientific rigor first and foremost, NOVOS would never release a product that doesn’t live up to our highest standards. Even though most of our consumers likely wouldn’t have been aware of the findings in the study, we held fast to our belief that our commitment to providing our community with products of the highest quality and efficacy is of the utmost importance, and separates us from others in the industry that are more focused on profit over brand integrity. The strong relationships we’ve developed with our community members and our customer satisfaction reflect these efforts.
What advice would you give to someone contemplating launching a beauty brand?
In a market full of false promises, a beauty brand that delivers results stands apart. It’s not enough to just attach a celebrity face. To build a loyal customer base, you have to earn their trust by giving them a product that works from the start. The beauty industry is not unlike the supplement space; consumers are bombarded with exaggerated claims. While these results are achievable with the right science, too many products focus on surface-level fixes rather than addressing the underlying causes of aging. At NOVOS, we’ve built our foundation on rigorous research, creating formulations that enhance skin firmness, elasticity, and smoothness by working from the inside out. That’s the kind of commitment you need if you want to stand out in this crowded space. Building a beauty brand is about more than just selling a product; it’s about building a relationship by creating something that’s backed by science, safe, and genuinely effective. Ultimately, you’re asking people to trust you with something deeply personal—their skin, their confidence, their well-being. The best marketing tool you’ll ever have is a customer who sees and feels the difference your product makes.
If you could change one thing in the beauty industry what would it be?
The beauty industry too often prioritizes topical skin treatments that only go so deep, missing an opportunity to empower people with true longevity solutions. Beauty isn’t just on the exterior—it’s a reflection of what’s happening inside the body. When products are formulated to align with and support the body’s biological mechanisms, they achieve results that aren’t just visible but enduring. Consumers are increasingly savvy and realizing that the right ingestible solutions, along with topical, are necessary in order to achieve the long-lasting results they’re looking for. I’d also push for a stronger emphasis on trust-building and education. A beauty brand’s responsibility goes beyond selling products; it’s about equipping consumers with knowledge to make informed choices. That could mean sharing research, demystifying ingredients, or offering actionable tips for holistic skin health. Ultimately, beauty products should enhance confidence and well-being, not just appearance. A shift toward science-backed innovation and authentic consumer relationships would elevate the entire industry.
