Our story
Inspired by our Founder's vision that innovative science and technology can profoundly improve everyday life, we are driven to make longevity solutions accessible to everyone.
Our goal
Our goal is to empower individuals to enjoy longer, healthier lives by delivering the benefits of cutting-edge advancements to all.
Our vision
We're redefining longevity for everyone. We're building a vibrant ecosystem that connects science, innovation, and leading brands: all with the goal of empowering individuals and organisations to live longer, healthier, and more fulfilling lives. We believe longevity shouldn't be a privilege. It should be universal. Through relentless pursuit of excellence and innovation, we strive to transform longevity from a distant promise into a daily reality, for everyone, everywhere.
Our mission
Make longevity accessible. That's it. Not just for the early adopters or biohackers, but for anyone who wants more good years, parents, busy professionals, caregivers, anyone trying to do right by their body and their future. We do that by being selective about what makes it onto our platform. Every product is science-backed and vetted by people who know what they're looking at. We partner with brands and experts we'd trust ourselves. And we try to remove as much friction as possible between you and the tools that can improve how you sleep, move, think, and age.
Our values
Our values shape our culture and drive our actions: integrity, responsibility, innovation, and respect. We hold ourselves to high standards as we work to create solutions that improve lives and make a lasting, positive difference.
Accessibility
We believe access to world-class health and longevity solutions should be available to all.
Excellence
We work with trusted brands and products, backed by rigorous research.
Empowerment
We help people everywhere live longer, healthier lives.
Innovation
We embrace pioneering scientific advancements and leading-edge technologies to unlock new horizons in longevity.
Integrity
Our actions are grounded in honesty, openness, and ethical standards.
Our team
We're a small, focussed team spread across Windswood, people who've worked in innovation, launching and scaling-up businesses, and e-commerce and we all share a belief that everyone deserves more healthy years, not just more years. Every decision we make, from which products to feature to how we explain them, comes back to one question: would I recommend this to someone I care about?
Nora Tatar
Founder
Imtiyaz Desai
Managing Director
Nebia Bentabet
Researcher
How We Curate
We don't list everything. We choose what works. Here's how: Start with real needs. Better sleep. Healthier ageing. More stable energy. Clearer thinking. Review the science. What does the research say? Are there clinical studies? What's the mechanism? We read the papers, not just the abstracts. Check the quality. Ingredients. Manufacturing standards. Third-party testing. If a brand won't show us their certifications, we don't work with them. Test usability. Is this realistic for normal life? Are the instructions clear? Do the expectations match reality? Keep refining. New research comes out. Customer feedback teaches us things. We adjust constantly. If we wouldn't use it ourselves or give it to family, we don't sell it to you. That's the standard.
Join Us
We're building haqme for people who are tired of the noise and ready for something better. Whether you're just starting to think seriously about longevity or you've been looking for a more reliable place to find what works, we're here. Look around. Explore what we've chosen and why. And if you're not sure where to start, talk to our team.
Our collaborations