More brands are taking cues from neuroscience, and targeting cognitive function and mood as a means of enhancing wellbeing. Here, CEW Beauty News presents the newest brands and products aimed at delivering peace of mind.

PYM
PYM, which stands for Prepare Your Mind, was launched by Zak Williams, the son of Robin Williams. Following Williams’ suicide in 2014, Zak embarked on a journey to heal his chronic anxiety and stress, which eventually led him to discover botanical adaptogens and amino acid complexes that help calibrate body and mind. This led to two years of research and development on creating safe, natural and effective mental health support products, with guidance from a scientific advisory board including a neuroscientist, a research psychiatrist, a neuro-endocrinologist and an epidemiologist. PYM’s debut product, Original Mood Chews, are made with amino acids and adaptogens, including GABA (a naturally occurring neurotransmitter in the brain that supports anxiety management), L-theanine (an amino acid that helps to reduce stress and boost cognitive performance), and rhodiola (an herb used to treat depression and anxiety). The citrus-flavored chewables ($30 for a tin of 20) are said to help you feel like yourself again. There are additional products in the pipeline. Zak has spoken about his desire to build a brand synonymous with mental health.

Bulletproof
Bulletproof is a science-based approach to nutrition and wellness that was founded by Dave Asprey, an early pioneer of biohacking. (While the term has no singular definition, it refers to managing, or hacking, one’s own biology to optimize health, using a combination of medical, nutritional and electronic techniques). In 2004, Dave was on a trek in Tibet when, at minus 10 degrees Fahrenheit, his energy plummeted. A local gave him a cup of yak butter tea that immediately rejuvenated his mind and body and, thus, the biohacker in Dave was born. Bulletproof’s Brain Octane C8 MCT Oil ($48.95 for 32 oz), which can be blended in the brand’s flagship Bulletproof Coffee (or drizzled over food) is sourced purely from coconuts, and rapidly converts into brain-powering, fat-burning ketone energy. Bulletproof explains that ketones power the brain and cannot be stored as fat, unlike carbohydrates and sugar. The brand’s range of products, including proteins, food and drink, and supplements, are supported by ancient knowledge from Ayurveda and Chinese medicine. Dave is also a New York Times best-selling author.

Goop
Goop’s Nert Alert is a café au lait-flavored energy chew made with two nootropics (described as cognitive supporters), including L-theanine and caffeine, aimed at giving clear focus and increased energy levels. Goop said that, as a pair, the ingredients are more effective at improving memory and attention than if either ingredient is ingested alone. Two chews contain 100 milligrams of caffeine, or approximately the amount found in one cup of coffee. Nerd Alert, which was developed by a team of nutritionists and scientists, retails at $30 for 30 soft chews. (This is a 15-day supply). Goop’s other nutritional soft chews include Knock Me Out (sleep support with melatonin, L-tryptophan and vitamin B6), and Perfect Attendance (immune support with elderberry extract and Epicor fermented yeast).

Neurohacker Collective
Neurohacker Collective’s Qualia Mind Premium Cognitive Support is made up of six nootropic compounds, and includes adaptogens, antioxidants and vitamins that support long-term cognitive health. The product claims to beat brain fog, fuel focus and concentration, promote mental clarity, fuel brain nutrition, amplify willpower, and upgrade energy. The product’s lengthy ingredient list includes Rhodiola rosea, L-theanine, taurine, artichoke leaf extract, velvet bean seed extract, ginkgo biloba leaf extract, and DHA. (The non-subscription price is $139 for 154 capsules). Neurohacker Collective’s approach is based on the notion that the body has an innate intelligence that can be supported and enhanced. All its products, backed by research supporting their use and safety, are designed to help the body regulate its own biochemistry and balance.

Peak + Valley
Peak + Valley Founder and CEO, Nadine Joseph, was working in a lab studying the neuroscience of stress—while simultaneously dealing with chronic stress of her own— when she began to incorporate several adaptogens, such as reishi mushroom and ashwagandha, into her daily smoothies and tonics. After several weeks, Nadine noticed that she no longer suffered from adrenal fatigue, she was able to stay calm in stressful situations, and her eczema had healed. She founded her brand in 2019 with the goal of providing inclusive, science-backed products and helping others. Nourish My Brain Blend ($38 for an 89-gram jar) is a caramel-flavored herbal blend that contains adaptogenic herbs and mushrooms to support a clear, focused mind. Ingredients include lion’s mane mushroom (boosts cognitive performance such as learning and memory ability); snow mushroom (protects against age and stress-related cognitive decline); and ashwagandha (helps balance cortisol levels, which in turn manages the body’s stress response). Peak + Valley recommends ingesting the herbal blend with coffee, milk and tea, and offers recipes on its site including Lavender Latte, Iced Morning Matcha Milk and Cardamom Smoothie.

Four Sigmatic
Four Sigmatic is a Finnish-American food and beverage company that specializes in mushroom-based drinks. The brand’s Mushroom Ground Coffee with Lion’s Mane ($36 for 12 ounces) is organic, fair trade-certified, vegan and made with single-origin coffee beans. The coffee also includes chaga mushroom, which is known to support immune function. According to the brand, 100 foods fall into the best of the best category, which are the foods found in its products, including coffee, green tea, cacao, hemp, coconut, and other mushrooms such as reishi, cordyceps and ashwagandha. Podcast host and comedian Joe Rogan is a fan of Four Sigmatic’s Lion’s Mane.