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 it became a mainstream trend. This passion led her to co-found Sooo.me with Dr. Sarunas Paskevicius, a brand that aims to bring high-quality, science-backed supplements to consumers without the hype or fillers.
Paulė's background in mathematics and her meticulous, perfectionist 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 brand that prioritizes science, purity, and sustainability.
Soo.me's unique approach involves cultivating medicinal mushrooms in controlled bioreactors, producing concentrated bioactives for supplements, functional foods, and cosmetics. The brand's supplements are designed to target the 12 hallmarks of aging and are batch-tested for purity, ensuring up to 99.9% potency with no fillers. The range includes Calm, Cellular, Energetic, and Lean supplements, each formulated with specific health targets in mind.
One of the key challenges Paulė highlights is the market's heavy reliance on marketing and celebrity endorsements, often overshadowing the actual substance of the products. She argues that regulation, while important, often focuses on marketing claims rather than the quality and production of ingredients. Paulė emphasizes the importance of purity, suggesting that a single properly dosed, pure ingredient can be more effective than multiple impure ones.
Despite these challenges, Sooo.me has made significant strides. The brand is now available across the EU, UK, and Middle East, with partnerships in main pharmacy chains, eco retail stores, and even cafes and restaurants. Paulė's vision extends beyond supplements, aiming to introduce healthy ingredients into drink menus, making wellness more accessible and enjoyable.
Looking ahead, Paulė advises startups in the longevity supplement space to embrace patience and surround themselves with the right people. She emphasizes the importance of honesty and creating products that genuinely benefit consumers. As Sooo.me continues to innovate, it sets a new standard for transparency, purity, and sustainability in the industry, offering a compelling alternative to traditional supplement brands.
