Innovative supplementation combining a proprietary collagen precursor with a range of functional ingredients targets on-the-go consumers looking for all-in-one solutions.
Avea was launched to offer effective solutions that support health and vitality as individuals age. The company was founded with a recognition of the growing consumer awareness of the importance of prevention over cure.
“Traditionally, dietary supplements focused on longevity were marketed towards a niche ‘biohacking’ audience, who often created their own ingredient mixes with a performance-driven focus,” explained Avea co-founder and chief science officer Sophie Chabloz.
“We wanted to democratise access to these benefits by creating a lifestyle brand that provides scientifically backed ingredient synergies to combat the signs of ageing for everyone.”
Developing Avea's solutions involved hitting several key milestones. Firstly, the company had to find high-quality ingredient suppliers at reasonable prices. The next challenge was identifying the right combinations and dosages of ingredients to achieve tangible benefits.
This required extensive research and development, in collaboration with ETH Zurich.
“Navigating the complex and stringent regulatory environment in Europe also added layers of difficulty to the development process,” added Chabloz.
This work led to the identification of Avea's proprietary plant-based collagen precursor, Colgevity.
“We thoroughly [studied] the structure, mechanisms, and benefits of collagen to determine the key building blocks that promote collagen turnover," she said. “We collaborated with scientists to test various collagen amino acids in different concentrations and ratios.”
Colgevity contains an effective ratio of glycine, proline, and hydroxyproline, designed to significantly increase collagen turnover and gene expression of various collagen types.
“Glycine, proline, and hydroxyproline are essential amino acids that are well absorbed by the body to produce collagen,” said Chabloz. “Glycine has also been shown to promote better sleep quality.”
The final product, Collagen Activator, combines Colgevity with Ca-AKG, which has been shown to support proper collagen structure formation and overall energy metabolism.
Other ingredients include vitamin C, which aids in collagen formation and offers antioxidant protection, and astaxanthin, an antioxidant that protects collagen and elastin and provides evidence-backed protection against UV-induced skin damage.
Avea targets busy professionals aged 35 to 55 with this product – the kind of consumers who might typically already be taking dietary supplements but lack the time to research ideal combinations.
“Around 60% of our customers are women, and the Collagen Activator is particularly popular,” said Chabloz. “Unlike the smaller biohacker market, we wanted to cater to those seeking comprehensive, high-quality supplement solutions without the need for extensive individual customisation.”
Avea has successfully launched its products in the DACH region (Germany, Austria and Switzerland), which remains the company’s core market due to its high spending power and interest in longevity products. The company is also partnering with wellness retreat hotels, beauty institutes, and longevity clinics.
"We have also successfully launched in China,” added Chabloz. “We aim to further establish and grow the brand in other Asian markets. We also plan to double down on some of the strongest markets in the rest of the EU and see significant growth potential in the Asia-Pacific region [in countries] such as Japan and Singapore.”
Avea was a category finalist (Most Innovative Nutraceutical Ingredient) in the Vitafoods Europe Startup Innovation Challenge 2024. Chabloz believes that the competition provided an ideal platform to showcase Collagen Activator and its proprietary ingredient, Colgevity.
“The event also presented an excellent opportunity to gain attention and establish potential partnerships,” she said.
“It was great to learn about new players and innovations in the industry and meet peers from other supplement companies. Observing trends confirmed to us that we are on the right path, product and strategy-wise.”
