A 20-month race by the team behind Simply Nootropics to develop an all-in-one longevity supplement has resulted in the debut of Tmrw.

A new brand, Tmrw aims to consolidate consumer supplement routines via Tmrw Daily, its hero, 88-ingredient drink powder that features NMN, A and B vitamins, taurine, CoQ10, pro- and prebiotics and other actives to boost overall longevity and well-being. A one-month supply retails for $119, though consumers can also opt to subscribe and pay $89 monthly.

“Our [Simply Nootropics] customers were sharing a lot of feedback with us that there was a real fatigue around taking multiple supplements,” said Anthony Baxter, cofounder and chief executive officer of both Tmrw and Simply Nootropics. “We wanted to create a new brand that had a new mission, which was comprehensive nutrition that is truly simplified with one drink in the morning.”

Now a $50 million-plus business, Simply Nootropics was launched out of New Zealand in 2021 by Baxter and his cofounder, Stuart Vaughan, offering supplements that focus on individualized concerns — collagen, sleep and the like. The brand is now in “more of a maintenance boat,” said Baxter, with around 80 percent of the corporate team’s efforts now focused on building Tmrw, and zeroing in on the U.S. market this time around.

In addition to its daily powder, Tmrw offers a $40 Omega-3 capsule — launched separately because it couldn’t seamlessly and effectively be integrated into a powder format, said Baxter, who added that since Tmrw soft-launched direct-to-consumer in April, its monthly sales have crosses $1.5 million. By April 2027, the founder looks to be doing more than $5 million monthly.

“Our average customer is in their late 40s, and we have kind of a 50/50 male/female split as well,” said Baxter, adding that Tmrw also obtained its NSF Certified for Sport certification to boost resonance among performance-focused consumers.

While Tmrw isn’t planning to develop a wide range of products, it is taking an iterative approach to whatever it does launch: For instance, a Tmrw Daily 2.0 powder is set to soon launch, informed by feedback from the brand’s science board and consumers. Other delivery formats are also in the future.

“I believe that the space moves fast and you need to continuously adapt,” said Baxter, adding that the new powder formula features an increased 1,100 milligram dose of glycine; a more bioavailable form of CoQ10, double the magnesium glycinate, and other improvements.

“The number-one reason people are buying our product right now is because of energy — with energy being both what they’re looking for, and the feedback we’ve gotten as what they feel after taking the product,” Baxter said.

In terms of what’s driven Tmrw’s success since launching, Meta ads via Instagram and Facebook featuring consumer testimonials have been a key converter.

“If we tried to do this earlier, we wouldn’t be seeing the success we are today; the market is ripe for Tmrw now, with all the attention on the longevity space and with people being very interested in healthy aging these days,” Baxter said.

Next, the brand is launching via Amazon this fall, and on TikTok Shop in 2027, where supplements have become an unlikely growth category within personal care, led by brands like Micro Ingredients, MaryRuth’s and Goli.

“The goal is to build a household-name brand over the next five to 10 years, and to to to be in every single place where our consumer purchases across the U.S. — [in] retail, that would be Target, Walmart, Erewhon, Sprouts, Amazon and online,” Baxter said.