Cellular health is the next big thing. From supplements and shakes to hydration solutions, it’s popping up everywhere. But what’s it all about, and what kinds of products and brands are leading the way?
Let’s take a look.
What is cellular health?
In short, cellular health is about directing changes on a cellular level to improve health from its foundations.
It’s the hero of one of our 2025 trends - root cause - where consumers seek to improve their health by addressing the root cause of concerns rather than just treating symptoms.
People like it because it feels intricately personal and tailored to the individual, but it’s actually not – and that's the magic.
Cellular health + ageing
One of the areas where cellular health is exploding is in the anti-ageing category or, as we prefer, agelessness (there’s a difference, read all about it here).
Cellular health is the evolution of last year’s agelessness trend and a perfect example of this year’s root cause trend – tackling ageing at a cellular level to defy it and, in turn, the health issues associated with ageing.
Cellular health products
We’re seeing more and more brands emerging that are creating supplements, backed by science, that are promoting cellular health.
Let’s take a look.
Cellular health + oxidative stress
The theme of a lot of cellular health products is to take away – or at least reduce – the effects of oxidative stress we’re all exposed to in everyday life. The aim? To promote longevity and improve health from its cellular foundation.
TetraSOD
TetraSOD’s marine phytoplankton is claimed to be “the most powerful ingredient against oxidative stress”.
This branded microalgae is grown under TetraSOD’s specialised technology and contains three antioxidant enzymes: Superoxide Dismutase (SOD), Glutathione Peroxidase (GPx), and Catalase (CAT).
It’s claimed to activate the antioxidant response pathway and offer cellular protection against free radicals.
Niagen from Chromadex
A patented nicotinamide ribosome (NR) which is a form of Vitamin B3. NR can be used in the body to create nicotinamide adenine dinucleotide (NAD+) which is found in every cell and helps cells generate energy from food. Research has suggested that NAD+ plays a role in ageing and NAD+ levels can decrease with time and as a result of metabolic stress.
According to Chromadex, increasing NAD+ increases cellular metabolism, maintains healthy mitochondria, and promotes cellular repair.
AstaReal has developed a natural astaxanthin from microalgae, which it claims strengthens the immune system while also suppressing overactive immune responses that cause ‘unwanted’ inflammation.
The benefits don’t stop there for what AstaReal calls “nature’s most powerful antioxidant’.
It is also claimed to improve muscle endurance, age-related forgetfulness, symptoms related to Computer Vision Syndrome (eye fatigue, blurred vision), gastric health, skin elasticity, and cardiovascular health. Oh, and it reduces wrinkles too.
“You have two ages, and you can change one”.
Science Research Wellness taps into the emotive aspects of transforming consumers' feelings towards aging by making it an aspirational concept.
Its supplements focus on supporting DNA structure and function, gene function, and telomeres, which are known to change as we age.
Cellular health + mitochondrial health
“The answer to longevity isn’t a secret, it’s science”.
Timeline Nutrition’s focus is on mitochondrial health and cellular nutrition. Its branded product Mitopure® is a form of Urolithin A, a gut microbiome metabolite known to stimulate this crucial recycling process in cells called mitophagy.
Its take on cellular health is to target the essential root causes of aging for a healthier future.
What we like about Timeline Nutrition is how it backs up its claims by sharing the research it conducted.
Cellular health end products
Momentum is a great example of a cellular-health focused end product.
This shake is branded as a longevity shake to help you 'live better, longer'. It's an all-in-one ageing powder that boasts a host of ingredients we associate with cellular health, including l-glutamine, trimethylglycine, adaptogenic mushrooms, digestive enzymes, colostrum, collagen and more.
Cellular health + agelessness
“Age on your own terms”.
Given our obsession with agelessness, this brand jumped out at us.
Avea’s website headline reads: “The age of timelessness begins. Welcome to the Avea Longevity philosophy. For everyone who wants to maintain a youthful feeling, support it with our evidence-based supplementation”.
Interestingly, this is not a small product range; its focus on agelessness and longevity is a holistic one, with products from collagen to glucose control and gut health. But it’s the brand wrapper – the proposition – that grabs your attention.
Cellular health + hydration
Away from age-focused products, we’re also seeing cellular health popping up in the hydration category. Hydration is paramount for maintaining cellular health, as cellular hydration helps to protect our cells - allowing them to carry out our body’s key functions.
ARTAH acutely recognised this important partnership between hydration and cellular health, and developed Cellular Hydration.
An electrolyte powder blended with “botanical powerhouses” that each provide various health benefits. Going beyond the basics this formula is designed to “elevate your energy levels, sharpen your focus and improve your mood’”, while “nurturing your microbiome, promoting skin hydration, and aiding your body in adapting to stress”.
So what’s inside? Well, there’s magnesium, potassium, Peruvian Maca, Inulin, and Himalayan Sea Salt. This concoction of active ingredients promotes athletic performance and overall well-being.
Category evolution
So, what does all this tell us?
Well these aren’t the first cellular health brands and they certainly won’t be the last. But what they do give us is an excellent example of how the category is evolving and into what areas.
