Hilary Brueck, Business Insider
Urolithin A is a promising antiaging compound because it promotes “mitophagy,” a cleanup process that keeps our cells healthy and youthful. It refreshes our mitochondria, which kicks cells into action.
Timeline’s founder and CEO, Chris Rinsch, went all in on urolithin A back in the early 2000s. Rinsch, a molecular biologist and former biotech VC, was impressed by early lab research that showed pomegranates’ effect on cell rejuvenation. He had an educated hunch that this postbiotic could have huge potential as a wellness product.
Starting in 2008, Rinch’s supplement company, Amazentis, funded over a dozen studies on urolithin A, including some relatively large, placebo-controlled trials in people — a rarity in supplement research.
“The intention was to really bring the rigor of science coming from the biotech industry to the nutrition space because we felt there could be some really important innovations, particularly in this field of longevity,” Rinsch told Business Insider.
Right away, in-house and independent researchers were impressed with the nutraceutical effects.
“It was a dream compound to work on,” Johan Auwerx, one of the first independent consultants who worked with Amazentis on urolithin A, said.
Auwerx, now a consultant for Timeline (and a few drug companies), is an academic research scientist who studies metabolism and mitochondria. He’s worked on industry-disrupting antiaging supplements before, including once-buzzy resveratrol and NAD+ boosters, the hot new supplement that elite biohackers and celebrities are taking for longevity.
He found evidence that urolithin A could not only extend life and improve fitness in animal models but also improve strength in adults from age 40 to 90. That is unusual because what works in animals rarely translates so seamlessly to humans.
It was enough to run with. In early 2020, Rinsch launched the supplement brand Timeline at Davos. The company started out with a powder supplement meant to be eaten in yogurt and smoothies. Timeline has since added oral capsules (around $100 for a one-month supply), face creams ($250 for a bottle of day cream), and a serum ($280 per bottle).
Rinsch said the company’s sales were up 100% last year. They are projected to double again by the end of 2024.
Getty Images
It’s an unusual business model for a supplement company to focus on only one compound, but Timeline has investments from Nestlé and L’Oréal, the biggest food and cosmetics brands in the world.
Both are looking to build out their product lines for the growing set of longevity-seekers poised to spend big in the coming years, hoping to improve their health and prevent the declines that often come with old age.
Auwerx said that speaks to the rare versatility of this supplement.
“I’m telling you, every tissue where mitochondria are important, you could see a use for urolithin,” Auwerx said. “But it should be tested.”