Body Brilliant Introduced Nad+ Pens to U.K. Market

LONDON — The wellness brand Body Brilliant is tapping into the market of home injections with the first NAD+ pen that’s hit the U.K.

NAD+ stands for nicotinamide adenine dinucleotide and is said to be an essential enzyme for cells that enhance metabolism.

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Body Brilliant’s NAD+ 4u pen lists skin brightening, improved sleep, mental clarity and hangover relief as the product’s benefits. The pens retail for 350 British pounds with 20 injections of 50-mg. shots of NAD+ to be used over the course of four to five weeks.

NAD+ 4u can also be taken via an IV drip at home or at the brand’s collaborations with Soho House or Champneys Spa, where they have more than 15 stations.

The U.K. is the first market that the product has launched in. “The market opportunity is huge but our focus currently is Europe, U.S. and Australia,” said Gemma Wilkins, founder of Body Brilliant.

The idea for the pen came about when Wilkins started exploring alternatives to traditional subcutaneous injection in 2023.

“We’re aiming to offer users a convenient, portable option to enjoy the benefits of NAD+ wherever they are. We observed a trend of multiuse pens being adopted for various products and saw an opportunity to apply this method to NAD+ delivery, making it more user-friendly and accessible,” she said.

The NAD+ 4u pens are manufactured in the U.K. in partnership with Vaion, which has also produced their own version of the pen.

The popularity for NAD+ treatments is growing. In 2023, Spate reported NAD+ received 90,000 average monthly searches.

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