Erika Paulė, a mathematician with an MBA and design thinking expertise from MIT, is on a mission to revolutionize the longevity supplement industry. Her journey began with a personal interest in biohacking, experimenting with emerging molecules and adaptogenic mushrooms long before the term became popular. This passion led her to co-found Sooo.me with Dr. Sarunas Paskevicius in 2024, building upon their earlier venture, Longevity Lab.
Soo.me offers a range of supplements targeting the 12 hallmarks of aging, each named after its intended health benefit. From Calm (reishi and vitamin B) to Cellular (quercetin, fisetin, and l-glycine), Energetic (cordyceps and vitamin B6), and Lean (green tea extract, EGCG, berberine, Shilajit, spermidine, and zinc), these formulations are meticulously crafted without fillers, ensuring purity and consistency. The brand's commitment to sustainability is evident in its biodegradable packaging, even down to the jar's seal.
Paulė's background in mathematics and meticulous nature led her to identify a significant issue in the supplement industry: a lack of transparency and understanding of ingredients. This frustration fueled her determination to create a science-first brand, prioritizing purity and standardization. Longevity Lab's bioreactor fermentation process, rather than traditional farming, ensures consistent and potent adaptogenic mushroom ingredients.
The challenges in building Sooo.me are multifaceted. Paulė highlights the market's focus on marketing over substance, with celebrity endorsements taking precedence. Regulatory hurdles, particularly regarding marketing claims, also pose obstacles. However, Paulė views these challenges as mathematical and design problems to be solved, emphasizing the importance of precision in product offerings.
Despite these challenges, Sooo.me has achieved notable milestones. The brand is now available in major pharmacy chains in Lithuania, eco retail stores, and has expanded to the UK and Middle East. Partnerships with Holland & Barrett and Healf further solidify its presence. The company is also exploring new product lines and expanding into the wellness drink market, introducing mushroom-infused lattes and protein coffees.
Paulė's target audience is diverse, encompassing busy professionals, entrepreneurs, active individuals, and those seeking to maintain a youthful body and mind. The brand's move into cafés and restaurants provides a casual entry point, allowing customers to discover Sooo.me through delicious, gut-friendly mushroom-based drinks.
In her advice to startups in the longevity supplement space, Paulė emphasizes patience and the importance of surrounding oneself with the right people. Honesty and creating products that genuinely benefit users are key to success, according to Paulė, as she continues to innovate and shape the industry.
