BioLongevity Labs has been waiting for peptides to be the wellness industry’s darling for over a decade—and it believes the moment is here.
Josh Felber, former CMO of Primal Life Organics, a natural skincare and dental products brand his wife and nurse Trina started in 2012 that was acquired by Society Brands last year, launched the brand in 2014 as one of the first to sell nootropic supplements, but put it on the back burner as Primal Life scaled. Now squarely in the peptides space, BioLongevity Labs is ready for prime time, and Felber has enlisted two biohacking co-founders that have been educating people about peptides for years—podcaster Hunter Williams and Jay Campbell, author of five books, notably bestseller “The Testosterone Optimization Therapy Bible,” and founder of cosmeceutical peptide company Aseir Custom, which he sold in 2022—to spread its message and a peptide-favorable environment to help take it to the next level.
Emboldened by potential Department of Health and Human Services Secretary Robert F. Kennedy Jr.’s passion for peptides, BioLongevity Labs relaunched last month with bioregulator peptide capsule supplements, including brain-boosting Cerluten A-5, ovarian health complex Zhenoluten A-15 Natural Ovary and liver-supporting Svetinorm A-7 Natural Liver. Described as the building blocks of protein, peptides are short-chain amino acids, and bioregulators are a subset of them that interact with cellular DNA.
The brand’s bioregulator supplements are priced at $75 to $165 for a one-month supply of 60 capsules. The company is projecting $25 to $50 million in revenues in the next 24 months
“All bioregulators are peptides, but not all peptides are bioregulators,” says Williams. “Bioregulators are very specific peptides that actually address organ systems in the body.”
BioLongevity Labs also sells injectable peptides it characterizes as “research peptides,” a term used by companies selling injectable peptides to navigate the regulatory gray area surrounding non-prescription injectable products thanks to their classification by the United States Food and Drug Administration as a category 2 drug. The designation imposes restrictions on the sale of substances deemed to pose significant safety risks to consumers.
The brand’s research peptides are priced from $56 to around $160 for five to 10 milligrams. Both the research peptides and the bioregulator supplements are only available through BioLongevity Labs’ website.
“The way peptides and bioregulators are separate from allopathic marketplace medications is that they don’t cause side effects,” says Campbell. “They’re organic protein-bound signaling molecules, and when they get into the human body, they address the fundamental root cause of issues. You can take a peptide or a bioregulator to suppress inflammation, to improve tissue and cell formation and regeneration versus the drugs that most doctors prescribe in the allopathic world, which are to remedy side effects and Band-Aid or medicate symptoms.”
Felber adds, “If RFK wasn’t saying what he was saying, we would not be doing PR stuff because we are in a very gray area, and there’s constant eyes.”
Felber’s belief in the power of peptides predates Kennedy’s peptide boosterism exemplified in an Oct. 25 post on social media platform X claiming the FDA is engaged in “aggressive suppression” of them, among various compounds. Once injectable GLP-1 medications—GLP-1s are a class of peptides that aid in weight and diabetes management—became a phenomenon, he grew convinced they were a gateway for consumers considering injecting other peptides for health and wellness reasons, especially women, who are overwhelming users of GLP-1 drugs. BioLongevity Labs reports that most of its customers are women.
Over the past two years, Felber became friends with Campbell through a membership group Campbell runs called the Fully Optimized Health Private Membership Group, and the two shared their entrepreneurial ambitions in the peptide category.
Campbell says, “There’s so many obstacles, and we’re like, this is stupid, let’s just band together and blow the shit up.” Williams joined Felber and Campbell last year. The trio will also continue to educate consumers on peptide science, health and fitness via their individual social media channels.
The obstacles exist because the FDA has flagged peptides due to their injectable delivery method, not because peptides themselves are illegal. The majority of BioLongevity Labs’ customers use a mix of bioregulator capsules and injectable peptides, but the brand says it would stop selling the latter should it encounter any issues. Speaking of the injectable peptide market generally, Felber remarks, “It hasn’t been shut down in 15 years. Why would it be shut down now?”
