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, and a frustration with the lack of transparency and understanding in the supplement market. This led to the creation of Sooo.me, a brand that combines her mathematical background with a passion for science and sustainability.
Paulė's business partner, Dr. Sarunas Paskevicius, shares her vision for a science-first, sustainable brand. Together, they founded Sooo.me in 2024, building upon their earlier venture, Longevity Lab, which focuses on cultivating medicinal mushrooms in controlled bioreactors to produce high-quality extracts. This approach ensures standardized batches with consistent potency, addressing the issue of variability in adaptogenic mushroom ingredients.
Soo.me's product range targets the 12 hallmarks of aging and is designed without fillers or additives. Each supplement is carefully formulated, batch-tested, and marketed as pure, with doses and combinations chosen based on scientific data and the 12 hallmarks of aging framework. Sustainability is a key focus, with biodegradable packaging used to minimize environmental impact.
One of the 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 should focus more on ingredient quality and production rather than just marketing claims. Paulė's mathematical mindset helps her approach the business as a design problem, aiming to create a precise product menu that guides consumers without overwhelming them.
Soo.me's success is evident in its expansion across Europe, the UK, and the Middle East. The brand is now available in major pharmacy chains and eco-retail stores, and it has recently entered the UK market through Healf and Holland & Barrett. Paulė's innovative approach has also led to the introduction of mushroom-based lattes in cafes and restaurants, making wellness more accessible to a casual audience.
The target consumers for Sooo.me are diverse, ranging from busy professionals and entrepreneurs to active individuals and those in their 60s. The common thread is a desire for quality years, not just a longer lifespan. Paulė's advice to other startups in the industry is to be patient, surround themselves with the right people, and focus on creating honest, beneficial products.
