Tru Niagen Enters Beauty Category With NAD+ Powered Formula
As longevity science moves into beauty, Tru Niagen introduces Tru Niagen Beauty, a new NAD+-powered formula designed to support skin elasticity, hydration, and stronger hair and nails
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Longevity has shifted from a scientific niche to a mainstream beauty driver, influencing how consumers think about skin quality and aging. NAD+, long central to cellular energy and repair, has entered that conversation.
Niagen Bioscience’s Tru Niagen is making its first formal move into beauty with Tru Niagen Beauty, a formula designed to promote hydration, elasticity and stronger hair and nails. The launch coincides with the brand’s Black Friday period, available at 25% off full price and 35% off new subscriptions, with pricing running November 20 through December 1.
Niagen is the brand’s patented form of nicotinamide riboside, included to support cellular repair pathways that play a role in skin texture, moisture retention and visible aging. The formula blends this healthy-aging focus with hyaluronic acid for hydration, grape seed extract for antioxidant support and collagen maintenance, biotin and vitamin E for hair and nail integrity, and astaxanthin for elasticity and smoother texture. Each capsule is taken once daily with food.
Studies have linked NAD+ to processes that maintain cellular integrity and energy production.
Tru Niagen Beauty arrives during a period of expanded visibility for NAD+ more generally, both within wellness and in premium hospitality settings. Earlier this year, Niagen Bioscience brought its NAD+-focused offerings into Equinox Hotel New York, marking the brand’s hospitality debut.
Guests now find Tru Niagen’s NAD+ product in-room, while those seeking more robust offerings can access Niagen IV through The Spa by Equinox Hotel, offered in partnership with high-end IV provider NutriDrip.
Tru Niagen Beauty enters the market at a moment when longevity science is shaping consumer expectations around aging, wellness and appearance. Experts in the field emphasize that the most meaningful advances in longevity focus not simply on extending lifespan but on protecting healthspan: the period of life spent in good health.