Could you tell us about the founding story of Invity and your journey so far?
Invity started during the pandemic, a time that despite being bleak, presented an opportunity to foster collaboration and expedite scientific advancements by overcoming traditional hindrances in research and bureaucratic red tapes. Observing the unity and the rapid development of vaccines during this period, I envisioned creating a platform to bridge the gap between scientists and the general populace, thereby fostering an environment ripe for collective research and accelerating scientific discoveries.
Our journey commenced with developing an app platform to foster this interaction and through the support and mentorship of the National University of Singapore (NUS) Catalyst Innovation Program, we pivoted towards leveraging my passion and knowledge in skincare and human longevity to facilitate collaborative research. We gathered a team of scientists with the objective to bring the breakthroughs in the scientific research swiftly to consumers through products with lesser bureaucratic impediments, focusing on the NAD pathways and the intricate science of longevity. Over the years, we have built a portfolio of consumer products grounded in longevity science, navigating a pioneering path in a novel category, constantly iterating based on market responses and feedback.
Can you elaborate on the role and safety of NAD boosters such as NMN in skincare and supplements?
Incorporating NAD boosters such as NMN aims to elevate NAD levels in the body, potentially optimizing bodily functions and slowing the aging process. Initial research has shown promising signs including enhanced muscular strength and stamina.
Noted researchers have observed lifespan extension in lab animals, but it is crucial to acknowledge that it's a relatively new area of study and the long-term effects are still under exploration. However, existing safety studies have not indicated any adverse effects.
I have personally been monitoring the impact of high-dose NMN intake through rigorous regular health check-ups focusing on a wide range of biomarkers including liver and kidney profiles, hormonal analyses, and mental health assessments. Thus far, my experiences have been positive with improvements in biomarkers, including achieving normal cholesterol levels, something I struggled with due to genetic factors. It is a promising arena but warrants careful consideration and ongoing research to fully understand the long-term implications.
As a biotech research laboratory and a beauty brand, could you discuss the challenges associated with pioneering in this field?
Indeed, Invity operates in a unique space, straddling the realms of a biotech research laboratory and a beauty brand. This duality empowers us to be at the forefront of scientific discoveries while also bringing those breakthroughs directly to consumers through our products. This intertwining growth of both sectors in tandem lacks a precedent, devoid of industry benchmarks and established best practices to follow.
This pioneering venture requires forging our path, a journey filled with the complexities of being the inaugural player in the field. The road may be challenging, as we maneuver through uncharted territories, but it is a fulfilling endeavor as we continually strive to innovate and lead in a space that marries science with consumer products, offering groundbreaking solutions grounded in solid scientific research.
Could you detail your go-to-market strategy and how you distribute your products?
Our primary approach is a direct-to-consumer model, which has allowed us quick market entry while maintaining control over the brand's trajectory. This strategy will continue to be our focal point as it fosters agility and direct engagement with our customers. Looking forward, we aim to build partnerships with distributors in various regions, including Hong Kong, mainland China, and some Middle Eastern countries, leveraging on synergies like the one we found with our Hong Kong distributor who shares our belief in longevity science and clean beauty. This phased approach mirrors the journey of many other beauty brands, transitioning from direct-to-consumer to distributors and eventually collaborating with global beauty retailers.
Given that Singapore has a small cosmetic industry, how has the environment there supported your venture, and how have you leveraged Singapore’s status as a biotechnology hub?
Singapore’s positioning as a global biotechnology hub has inadvertently supported our journey, offering a backdrop of rich knowledge and expertise to draw from. It is an environment ripe with potential, facilitating collaborations and partnerships that have been pivotal in our development, aiding us in carving out a unique space within the global cosmetic industry. Leveraging the talent and knowledge available has enabled us to maintain a forward trajectory, developing products that are backed by substantial research and expertise.
What do you perceive to be the catalyst for the proliferation of longevity products in the cosmetics sector and how are you navigating this?
The surge in interest around longevity can be traced back to advancements in medical science and technology, which have shifted our focus from disease management to exploring avenues for extending our lifespan and enhancing healthspan. The collective aspiration now moves towards a future where we not only manage diseases effectively but also enhance our overall lifespan. This shift has ushered in a paradigm where the skincare industry represents a more accessible entry point, allowing brands to articulate their philosophies and scientific foundations without the hefty investments required for clinical trials.
While there is an uptick in venture capital investments, it is pertinent to recognize that the road to longevity therapy is long and laden with challenges. Despite this, the skincare industry offers a promising start, allowing brands to echo the principles of longevity science, albeit without venturing into expensive and time-consuming clinical trials. This presents a viable pathway for startups, merging the realms of science and beauty while embracing a philosophy grounded in extending health and vitality.
Could you share your vision and approach for Invity, and how artificial intelligence will play a role in your strategy?
Our immediate goal revolves around global distribution expansion, targeting markets like Europe, Australia, New Zealand, and China. Financing our research through revenue generated is a distinct approach we've adopted, emphasizing building a self-sustaining business over the traditional route of multiple funding rounds. Moreover, our upcoming Q1 product line is envisioned as a dynamic range that mirrors the ever-evolving landscape of science, promising products that would continually update to stay abreast with the latest scientific developments.
Delving deeper into the role of artificial intelligence (AI) in our strategy, the goal is to develop a system capable of creating formulations from scratch, a mechanism grounded in specificity and justification, and not a random assembly of profiles. This endeavor emerged from a contemplative conversation around sustainability and continuity in the absence of key team members. The AI initiative is a proactive step towards encapsulating and transferring the expertise and thought processes of our skilled formulators into an intelligent system, ensuring the brand’s longevity and evolution.
What message would you like to convey to Newsweek's readers regarding longevity science and Invity’s role in it?
Longevity science is a universal concern, touching upon the lives of every individual. It's a field brimming with potential, and the increasing interest and awareness among the general population can only accelerate its growth. Our goal at Invity is to further this research, hoping to see substantial breakthroughs in the coming years. We invite readers to be an active part of this journey, enriching it with their insights and perspectives, thereby fostering a collaborative environment driven by shared knowledge and aspirations.
