Turning Longevity Science Into Scalable Ecommerce Growth for Youth and Earth
Youth & Earth is a DTC longevity supplement brand selling NAD+ precursors including NMN and NR across the UK and US. The core challenge was acquiring customers in a category where most buyers cannot distinguish between molecules. We run paid social, search, and creative production alongside quiz funnel optimisation and CRO to convert confused browsers into educated subscribers.
From NAD+ Precursors to £19 Million in a Category Most Buyers Cannot Navigate
Youth & Earth is a London-headquartered longevity supplement brand founded in 2019, operating from 160 City Road and selling direct to consumer across the UK and US via us.youthandearth.com. The product range centres on NAD+ precursors including NMN and NR alongside formulations targeting cellular repair, mitochondrial function, and biological age reduction. Revenue has scaled to approximately £19 million, positioning the brand against established players like Elysium Health, Tru Niagen, and ProHealth Longevity while newer DTC entrants crowd Meta and Google with near-identical benefit claims.
The longevity supplement category presents a specific acquisition challenge. Most prospective buyers are problem-aware but solution-unaware. They know they want to age better but cannot distinguish NMN from NR from resveratrol. Traditional product pages convert poorly because the science overwhelms casual browsers. Youth & Earth asked us to build a paid acquisition engine that educates before it sells, using quiz funnels to match visitors to the right supplement while generating email opt-ins for ongoing nurture. Without structured demand capture, rising CPMs would erode DTC margins in a category where lifetime value depends entirely on subscription retention.
Meta and TikTok Campaigns Structured by Molecule Rather Than Product SKU
We run Youth & Earth's paid social across Meta and TikTok, structuring campaigns around molecule type rather than product SKU. Meta Advantage+ Shopping campaigns prospect broadly using value-based lookalikes seeded from subscribers with three or more repeat purchases. Manual CBO campaigns isolate NMN, NR, and spermidine audiences to prevent creative cannibalisation between molecules competing for the same health-conscious demographic. TikTok Spark Ads amplify the highest-performing UGC variants natively, targeting longevity and biohacking interest clusters. Budget allocation shifts weekly based on quiz completion CPA, with Meta typically commanding 65% of spend and TikTok capturing younger cohorts at lower entry costs.
A Testing Pipeline That Cycles 9,000 UGC Variants Against Quiz Entry CPA
Over 9,000 UGC variants have been tested for Youth & Earth, produced in structured batches mapping hook type, molecule, age bracket, and health concern. Three formats dominate: customer testimonials filmed in home settings discussing specific results, ingredient explainer statics naming NMN, NR, or resveratrol with dosage context, and short narrative videos showing daily supplement routines. Each variant enters a 72-hour kill-or-scale window measured on quiz entry CPA. Fatigue cycles run three to four weeks because the longevity audience is finite. Winning hooks feed directly into landing page headline tests, closing the loop between ad creative and on-site conversion.
Seven Questions That Replace Traditional Product Pages as the Conversion Engine
The quiz funnel is Youth & Earth's primary conversion mechanism. Seven questions about age, health priorities, current supplement use, and budget route each visitor to a personalised product recommendation with a pre-filled cart. We test question order, progress bar design, and recommendation logic fortnightly, driving the 3x lift in quiz opt-ins. Quiz completers convert at significantly higher rates than standard product page visitors because the interaction builds confidence in a category where ingredient confusion causes purchase paralysis. Email addresses captured at entry feed Klaviyo sequences segmented by molecule and health concern, connecting acquisition directly to the repeat purchase lift.
The Feedback Loop Connecting 9,000 Variants to a Quiz That Segments Every Buyer
The technical core of this engagement is the feedback loop connecting 9,000 creative variants to a quiz funnel optimised for both opt-in and downstream purchase. Most DTC supplement brands treat paid media and on-site conversion as separate workstreams. We built them as a single system where ad-level performance informs landing page decisions weekly.
Every UGC variant is tagged with a naming convention recording hook type, molecule (NMN, NR, spermidine, resveratrol), age demographic, and health concern. When a variant drives quiz entries below target CPA, we extract the winning hook and test it as a headline on the corresponding landing page. This closed loop means ad copy shapes on-site messaging rather than sitting in a separate optimisation silo. The quiz captures email at entry before delivering personalised recommendations, so non-purchasers enter Klaviyo sequences segmented by the same health concern taxonomy used in ad targeting. A visitor who clicked an NMN cognitive performance ad receives brain health nurture flows, not generic supplement content. This alignment between acquisition and retention messaging drives the 22% repeat purchase lift. Attribution runs through an hourly-refresh dashboard reconciling Meta, TikTok, and Google data against Shopify purchase events, giving variant-level visibility into which concepts drive lifetime value.
Selling Longevity Supplements Profitably When Every Buyer Needs Education First
The engagement has delivered a 22% lift in repeat purchase rates, a 3x increase in quiz opt-ins, and over 9,000 UGC variants tested across Meta, TikTok, and Google. These results interconnect because the quiz funnel simultaneously acquires customers and segments them by health concern. A subscriber flagged for joint support receives different Klaviyo flows than one seeking cognitive performance, and that specificity drives the repeat purchase lift.
Our innovation has been treating the quiz as the primary conversion mechanism across all paid channels. Every ad points to quiz entry rather than product pages, collapsing education and purchase intent into a single interaction that works because longevity supplements require explanation traditional ecommerce pages handle poorly.
The longevity supplement market is projected to exceed $40 billion globally by 2030, with NAD+ precursors among the fastest growing subcategories. EU Novel Food regulations on NMN create both risk and opportunity as compliant brands gain shelf space while grey market competitors face enforcement. TikTok's emergence as a health discovery platform reshapes acquisition economics, with longevity content generating outsized organic engagement that paid amplification extends. For Youth & Earth, the forward opportunity lies in scaling the US store at us.youthandearth.com with quiz funnels localised to American buyer behaviour and regulatory positioning.
