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. This led her to found Sooo.me, a brand that focuses on purity, potency, and science, minus the fillers. The company's earlier venture, Longevity Lab, cultivated medicinal mushrooms in controlled bioreactors to produce concentrated bioactives for supplements, functional foods, and cosmetics.
Soo.me offers a range of supplements targeting the 12 hallmarks of aging, with each formulation named after its health target. These supplements are batch-by-batch HPLC tested and marketed as up to 99.9% pure, free from heavy metals, and without any added fillers. The products include Calm (reishi plus vitamin B), Cellular (quercetin, fisetin, l-glycine, and zinc), Energetic (cordyceps and vitamin B6), and Lean (green tea extract, EGCG, berberine, Shilajit, spermidine, and zinc).
Paulė's background in mathematics and meticulous nature led her to identify a problem in the supplement industry: most brands rely heavily on marketing and lack transparency about ingredients. This frustration fueled her determination to build Sooo.me, a sustainable, science-first brand. She met her business partner, Dr. Sarunas Paskevicius, through mutual friends, and they shared a passion for longevity, molecules, and mushrooms.
Longevity Lab aimed to fill a gap in the market by standardizing adaptogenic mushroom ingredients using bioreactor fermentation. This approach ensures consistent performance, batch after batch, and reduces production time from four months on a farm to just 20 days in a lab. The lab also works on building an evidence base for the benefits of these mushrooms through partnerships with universities and research institutions.
Soo.me's unique production process involves no fillers or additives, only extracts and molecules at the highest purity standard (currently 99.89% and free from heavy metals). Dosing and combinations are chosen based on published scientific data and mapped against the 12 hallmarks of aging. Sustainability is also a priority, with Sooo.me using biodegradable packaging to minimize environmental impact.
Despite challenges in the market, including heavy marketing and regulatory issues, Paulė remains focused on building a precise product menu. She emphasizes the importance of patience, honesty, and surrounding oneself with the right people to navigate the complexities of the industry. Sooo.me's success is evident in its presence in main pharmacies in Lithuania, eco retail stores, and its recent expansion into the UK and Middle East markets.
