The wellness industry promises a lot. From glowing skin to endless energy, supplement labels often read like shortcuts to better health. But earlier this year, a Dutch investigation confirmed what many consumers already suspected: nearly half of supplements tested carried misleading claims, prompting new scrutiny and regulatory action.
It’s a backdrop that sets the stage for The Longevity Store®, which launched in September 2025 as Europe’s first brand dedicated to healthy aging. The company’s aim isn’t to add more noise to the shelves, but to offer something different — science-led products paired with education and transparency.
Why Supplements Are Facing Questions
The supplement sector has grown quickly, but not without criticism. Claims that overstate benefits or underplay risks have left many people unsure of what to trust. At the same time, interest in “longevity” — the idea of extending not just lifespan but healthspan — is rising. In the United States, the longevity market is projected to triple by 2035, driven by both consumer demand and significant investment. Europe has, until now, lacked a clear leader in this space.
The Longevity Store® is stepping into that gap with a message that supplements should not be seen as quick fixes, but as one part of a bigger picture that includes lifestyle foundations like sleep, nutrition, and exercise.
A Scientist’s Cautious Endorsement
One of the most notable aspects of the launch is the involvement of Dr. Samefko Ludidi, a nutrition scientist known for introducing intermittent fasting to a Dutch audience. Long critical of the supplement industry, Ludidi has taken on the role of Chief Science Officer. His position remains measured: supplements, he argues, can be useful only as an addition to the basics of daily health.
“I didn’t use supplements for years. Since turning forty, I do – but always as an addition to the
basics. No one needs supplements. We are here for optimization, but even then: lifestyle comes
first. That honesty was missing in the industry.”
The company’s first product, Longevity Complete™, is a 14-in-1 formula that the founders say will be updated as research evolves — a departure from formulas that remain unchanged for years. Independent testing and athlete safety certifications are part of the effort to rebuild trust.
Education as Part of the Strategy
Beyond the product, the company is also running the Longevity Academy, which provides guidance on topics like sleep, nutrition, exercise, and mental health. By pairing supplements with educational resources, the brand positions itself within a broader conversation about healthspan, not just capsule sales.
What It Could Mean for Europe
With longevity research and investment accelerating worldwide, The Longevity Store® arrives at a moment when public interest is growing, but skepticism remains high. Whether it becomes a leader in Europe’s developing longevity sector remains to be seen.
What is clear is that its approach — placing lifestyle first, supplements second — signals a shift in how companies are choosing to engage with consumers who want not just products, but credibility.
