Explore the Science of Mitochondria and How Timeline is Changing the Skincare Game

0:02Hey guys, welcome back to another episode of Skin Anarchy. I'm your host Ekta and I'm really really excited about the brand that we're introducing you to today because as all of you know longevity science has been on the rise for the last I think few years now I mean definitely on the research end I've seen a lot of papers come out a lot of great research that is focused on individual ingredients a lot of clinical trials have been conducted and it's really a topic that we hear a lot of questions from you guys about as well you know in terms of what should you be shopping for? Should you be investing in longevity related products?

0:37And it's not an easy answer for me to say yes or no to you, but all we can do is introduce you to great brands that are doing things right. So we have one of them with us today. I'm sure a lot of you heard of Timeline at this point. And with us, we have their chief branding officer, Jamie Holmes. So welcome to the show, Jamie. I'm excited to chat with you today. Oh my gosh. Thanks for having me. I'm so excited to be here. Yeah, no, I'm excited to chat with you because like I said, you know, it's a really hard topic for a lot of people to understand. I mean, including myself for a long time, when I first heard about longevity, I was just like, what are we talking about here?

1:10You know, that could mean like, what does that actually mean? Yeah, totally. Yeah. So I want to really dive into that. But first, if you could tell us about yourself, Jamie, like what got you into working with Timeline and, you know, just your background, because I know it's really very impressive, you know, the work you've done in the beauty space. Thank you so much for that. So I, have been in the space of beauty for the last 18 years. I got my start at Sephora of all places and merchandising. And then I've had the incredible pleasure and privilege to work side by side with great founders, building incredible iconic brands like Too Faced Cosmetics, Ula Henriksen Skincare, Goop.

1:48And I was really attracted to Timeline because the science and the passion behind all of that is so deep rooted and it's so rich. And I would describe them genuinely as a pioneer in longevity and in really thinking about how these products that they're producing can really impact people's lives. And so when I met with the team, I first met with our co-founder, Chris. I just really connected with the intention of what they were trying to build and again, creating something that is a solution for an individual who's really looking to have a healthier, more beautiful, and ultimately a longer life.

2:31That makes sense. That's really cool. And you know, those are some very impressive brands you work with. I mean, I love all of them. So thank you. I love them too. And I'll love them forever. I mean, it makes sense. You know, I love timeline now. So it's you're, you know, right on track with me, you know, as a consumer. cool no I mean it's interesting because I think this conversation around you know longevity and anti-aging has become very very unique in the sense that now we're finally coming into this space of seeing hard science being incorporated into the products we're seeing in the OTC realm and I I love that you know as a scientist when I look at it but you know I really want to learn a little bit if you could give our listeners an understanding of like what is timeline doing and And like, how is the approach unique?

3:16Because I know you guys have a very unique approach compared to a lot of the brands I've seen in the past when it comes to anti-aging. Yeah. No, absolutely. I'd be happy to. So Timeline got its start around 15 years ago, and it's a Swiss-based biotechnology company. There's a really powerful team of leading PhD scientists behind the brand. And they got their start at a world-renowned university in Switzerland, and Luzon is the city, called EPFL. And EPFL is kind of the equivalent of like the MIT here in the States. And so top tier research neuroscientists behind all of this. And really what they started with was focusing on the science behind cellular aging specifically.

4:03And that led them to researching an ingredient called urolithin A, which is really crucial to overall cellular health. 90 % of the energy in our cells comes from our mitochondria. And so with this incredible team, you know, as they started to dig in deeper into this ingredient, and I'll tell you a little bit about your lithin A as well. What that is, is it's actually a postbiotic ingredient and it's commonly derived from pomegranates and walnuts, you know, superfoods that we know and understand. And what they learned from this is that even with a really healthy diet and lifestyle, most of the population is unable to naturally produce this in their systems.

4:52And so this led to the development of MitoPure. And MitoPure is actually the first and only precise dose of urolithin A. And that's clinically proven to support a process called mitophagy. And what mitophagy is, is it's actually the process of recycling these damaged mitochondria. The mitochondria are the powerhouses inside of our cells. And it renews them with healthy mitochondria. And I think it's interesting to know and understand, you know, when you talk about longevity and you talk about what that actually means and at what age that impacts us, it actually starts around the age of 30. And that can lead to sort of weakened function of our internal systems.

5:43It can leave our skin more vulnerable to environmental damage. And that ultimately accelerates visible signs of aging on the skin, like wrinkles, like dehydration, loss of elasticity. And I think what's so exciting about timeline in the creation and evolution of mitopure is, as I said, it's really the only patented and precise dose of urolithin A. and it's clinically proven highly effective to really address aging at the cellular level, which is really, really exciting. That's very exciting indeed. And I think that the mitochondria, the conversation around mitochondria is very interesting. It has been for many years and I'm glad you brought that up because just to clarify it, I mean, mitochondria are such small parts of a cell, but they are so robust in what they do.

6:32You know, they're at the heart of it, really and you know for us to understand cellular processes just as general consumers i think it's important to wrap our heads around like what do we mean by like energy right like it's like yeah we have cellular energy but that actually translates to things like creating more collagen you know creating more elastin making the things that we look for in our skin barrier especially you know because we're talking about skin health here like you know it's important for consumers to understand that because I what I've seen and the reason I say this what I've seen in the in the for the marketing angle I guess is a lot of people talking about longevity right but they never explain like what does longevity mean you know and why is it relevant because we're not saying you're going to live to be 200 years old and so to clarify that I think for me it's it's a lot more approachable what you guys are doing because you are coming from the cellular angle where it's about the efficacy of that cell, the efficiency of that cell, you know, and that it's that cell's lifespan, you know, so it's something for lifespans that we're working with here, right?

7:38Totally, totally agree. And thank you for adding on that additional context. And, you know, as we talk about skin specifically, like we start to distill down skin aging and skin longevity, Really, that's caused by two factors, which are intrinsic aging and extrinsic aging. And intrinsic aging is inevitable for all of us. That's the chronological aging process. It's impacted by our genetics and just generally the passage of time. Extrinsic aging is caused by all these other external factors that we are all exposed to. That's UV exposure, pollution, weather, stress, lifestyle habits, all of that combined.

8:17And the impacts of both of those things are going to start to show visible effects on the skin. And that means fine lines and wrinkles. That means elasticity and collagen production, as you said. And so when you have a real solution that's addressing both of these things at that cellular level to reignite the energy, what you ultimately get is a really powerful solution in addressing all visible signs of aging. And I think with our skincare collection of products, it's really exciting to know that there's immediate benefit in using them. There's benefit in using in the first 15 days. And then there's even gradual continued benefit in using them over time.

9:02Yeah. No, it makes sense because if you think about the skin, like I always use this analogy a lot of, you know, when I look at my skin, I think of it like a layer of cells in a petri dish. you know you grow them and then you nourish them right and so whatever you put on your skin surface it needs to be actually addressing those cells and what they need and like in terms of what a cell needs I mean energy is at the forefront you know that's the number one thing nothing happens without that so I think consumers get lost in all the verbiage around like oh well you know does this translate to me having like beautiful glowing skin you know and I think the answer to that is yeah because if your skin isn't if your skin doesn't make what it needs to make like we discussed like the collagen loss and it doesn't keep up with the production of that over time that's when you age that's that's the definition of aged skin you know so i think that's very interesting what you're doing and and i'm really curious like you know we talked about mitochondria if we could dive into that a little bit more because you know with mitochondria like you guys have done a lot of clinical trials, but I mean, where was the realization that this was the focus, like the mitochondrial energy aspect?

10:14Like, when did you realize that this is where we want to focus our efforts and really hone in on the urolithin A and all that? It really genuinely started from day one. And I think, again, it started with our co-founders, Chris and Patrick, in identifying that opportunity based on their backgrounds in neuroscience in particular. They've dedicated their lives in every way to studying mitochondria, to studying this ingredient. The team that we have on board with us today is a combination of PhD scientists. We have physicians as well that are continually at the forefront of these trials and research and education to understand beyond where we are today, what else can we do with urolithin A?

10:59And that's really incredibly exciting, I think, to the point of how many trials, how many tests we've run over the course of these last 15 years. We've done 11 human clinical trials with over 900 participants. We have 56 published patents today, and that is growing continually. All details around all of these studies are published really publicly on our website. anyone who wants to know and understand a little bit more about the process of mitophagy, about the science behind timeline, about urolithin A. We're just really proud to share that with, you know, 100 % transparency. There's a lot of education there and available to anyone.

11:43I love that. Yeah, you guys can really check it out. I mean, it's all the papers are right there. I mean, I think it's interesting because, you know, when I when I'm looking at this from just a general consumer's viewpoint it's like you know now people are really diving in right to into the science of like what makes products actually work and with this I think it's natural to be I guess a little confused right in terms of like because you guys are introducing dosing you know that's where I'm trying to get to like you're introducing I think dosing in the most relevant way for the first time that I've seen and I would love for you to speak about that a little bit.

12:18I know you touched on it with, you know, Mitopure, but what really was the process behind figuring out how much of your Luton-A was right? You know, I mean, was it the trials that you conducted? Trial and error and really measuring and understanding those results and, you know, testing people of different ages and stages of life as well. You know, I can tell you for skincare in particular, we have a 1 % active level of Mitopure in every single formulation, every product goes through rigorous clinical trials they're all dermatologically tested and really because of the immersive research behind it across a broad you know base of of an audience we identified how powerful the ingredient is and then when combining that with other really powerful and sort of well-known skincare ingredients i would say like niacinamide like trihalose.

13:12We've got an active combination of those three ingredients in all of our skincare formulations. What we've learned and what we've identified in all of this is that the performance is really, really powerful. It can go head to head with ingredients like retinol, like vitamin C, and you really do get transformational results and performance. And that's in a short period of time, really within that 15-day window to start out. What's really unique and special though, I think, and what we've learned again through all the research and all the trials and testimonials is that our ingredient, MitoPure, this active level doesn't cause any sensitivity, any downtime, any reactivity in the skin.

13:56It's safe for all skin types, including sensitive skin. And that's different, I think, than some of these other really powerful active ingredients out there. they've got high performance, but maybe, you know, you can only use them once a week or a couple times a week. Our products you can use every single day and you're going to get tremendous results and performance. You're going to get that reignitement energy at the cellular level, but without any reactivity, which I think is also really important. Yeah, that's huge because I was actually going to ask you about the inflammation component of, you know because the thing is we have so many products on the market now that you're right you know it's not even just the actives it's even like everyday skincare the products that you use i guess for like maintenance you would say even things like that people are having more allergic reactions you know what i mean they're having more like i guess yeah like adverse effects because i think the skin has just become sensitized you know and i really attribute that to just i guess we don't know what the magic you know formula is in terms of what ingredients and how much to use and and all that because i i feel like for a long time we went through this phase in the skincare industry where everybody was given this option of well you can pick like 15 of your favorite ingredients you know and use them all yeah figure it out you know and we did and i guess we did it because we definitely used the products and you know sensitized our skin barriers and everything and now we're here but um i want to ask you about this because it's so relevant now is this inflammatory aging conversation um because i really believe that it stems from this need that consumers now have you know in response to all of these like failed options that they've tried you know um and how does timeline really kind of address this because i know there's a component here with like you know like obviously inflammatory aging and then working with mitochondria i mean it makes sense so if you could explain a little bit.

15:59No, it really does. And I think what we are trying to do more than anything is provide solutions for people that are ultimately safe. We want them to be powerful. We want them to be effective. But we really want to take the guesswork out of all of it. To your point, there's so much choice now more than ever. Consumers have really complex routines already sometimes. And so what we're trying to do here is make sure that they know and understand and they're educated that there might be a better, better and safer and, you know, healthy alternative for them that they haven't been exposed to yet. And that's really the beauty of MitoPure.

16:38Yeah, no, it makes sense. I mean, I think, you know, for me, when I look at this industry, I often see that there are little things that we're targeting, you know, I like what I just asked you about in fly my aging. I mean, it's like a buzzword now, right? It's like people are saying, okay, my skin is going through inflammatory aging. Well, what does inflammatory aging mean? You know, you're still talking about cells at the end of the day. Like, it doesn't mean all of a sudden that like, we have a new problem, right in dermatology that we have to now address. No, it's like that education piece is very important.

17:09Because inflammatory aging, just for our listeners, like when I look at it, I think of, you know, the inflammasome, which is made up of different cells in the immune environment. And so even from that angle, what you're doing here by delivering, you know, the right stuff to cells and making sure that cells are nourished and cells are taken care of, that actually combats inflammatory aging, you know, because your whole concept of things that are like that, that are, you know, processes that have been exacerbated in normal physiological system is that we have some sort of a trigger that's caused them to go haywire, you know, And to bring that into balance requires this level of cellular regulation again, I guess you could say.

17:53So it makes sense to me, when I look at what you're doing, that this does combat things like inflammatory aging because we're still approaching it from that level of cellular science. So, yeah. Right. Right. Great summary. Absolutely. Yeah. Yeah. So I guess like, you know, really, I want to ask you, you know, because you have so much experience in the space, you know, where do you really see the industry, you know, now, like, I know, you've probably seen it evolve over the years. I mean, how are you, when you look at it, but the skincare space, like, what are some changes that you've noticed in terms of like, just, I guess, how consumers are looking for products or what you think the industry is moving towards when it comes to the science?

18:33It has changed so, so much is the truth over the last few years in particular. And I think a lot of that really stemmed from the pandemic. I mean, we were all stuck in a bubble and we started to become a little bit more educated and responsible in our health and things that impact our health. And so we learned a lot, I think, as human beings first from that experience and just from a consumer mindset. You know, I think what we know and understand is that now post pandemic, about 92 percent of beauty buyers really have a strong belief that the best way to reach their beauty goals and objectives is with an inside out approach.

19:20And so they're much more aware of taking supplements as well as using skincare products to ultimately impact their overall health. I think in addition to that, they're really excited and hungry for real science, things that are really evidence-based and they want to be educated on that. They want to see really clinically proven performance and results and they want to know about the research behind it. They want to know about the claims and they want to know about the performance and the testimonials. And all of that has become so much more important than it used to be. You know, there was a time where you could have an ingredient, you could invent an ingredient and you could market around it.

20:06But maybe there wasn't as much real data behind it. And I think consumers are savvy to that now. And they really are doing their homework. they're doing their research and in a way ultimately to support their overall health and well-being and I think that's a beautiful thing yeah well that makes sense because I know for sure for me it's that's very applicable you know personally speaking yeah it's very applicable I think you know now it's just it's the it's we're finally aware that these aren't just products they're not just beauty I think you know for me it was a long time it was like makeup and skincare everything just lumped into one and when I started to understand that no skincare is very different you know it's like a whole different realm that we're working with here and so I think a lot of consumers are coming to that understanding of we want to know the data we want to know why this works you know so it's very interesting um I want to dive into the products though you know Jamie I really think that you guys have such excellent products I mean something for everybody and I'd love for you to kind of go into it I mean the serum we could start with the serum you know um maybe you could tell us a little bit about like when you were, I know that the, the core ingredient is there, the mitopure is there, but like, what were some of the differences when you were crafting each individual product, the serum and then the two creams?

21:24So the serum is actually, it's our number one bestseller and the texture is just so beautiful. It's really a milky, lightweight essence. It really just absorbs quickly into the skin. It gives incredible hydration. It also helps improve appearance of skin firmness. And it just gives this really beautiful velvety soft finish. You get a boost of radiance. We have, like I mentioned, we've got mitopure, niacinamide, and triolose all at active levels, 1 % in every single formula. And niacinamide is really helping to improve dullness and texture. The triolose has incredible hydration properties. It also helps to limit oxidative stress.

22:12And we've got some other really exciting and relevant ingredients in each of the formulas as well. We've got peptides in the serum, really helps to boost firmness. We also have red algae, which is rich in antioxidants, helps again with the hydration factor. I think the performance that we've seen here in our clinical trials, we've got 80 % of people who agreed that their skin really looked more youthful, It's firmer and renewed in just a three-week period of use. And so it's an incredible product. It's really easy to incorporate into your existing skincare routine. Also, this is my go-to day and night, every single day.

22:51I see why it's so beloved by our audience. Just a phenomenal product. And we do have two moisturizers as well. We've got a day cream and a night cream. The day cream is a really lightweight, dewy cream. It really just cushions skin with moisture. It also helps to reduce appearance of fine lines and wrinkles, improve tone and texture. And this one has just a lovely radiant finish. It's beautiful to use before you apply makeup. You can also use it at night if you wanted to. It's really just going to give that dewy, radiant finish. And with this one in our clinical trials, we saw that 100 % of users said their skin felt really just immediately hydrated, nourished, supple.

23:37They saw that incredible glow. So it's a phenomenal product as well. And this one is my favorite, the day cream. Oh, my God. I have it on today. It's amazing. Like, it's literally like your face immediately is like super soft and like great for like if you're putting on makeup or anything, it goes on beautifully on top as well. But I mean, the appearance of your skin immediately changes. Like it really, really. Yeah, it's really good. Oh, I'm so happy to hear that. And it's got some really amazing ingredients in it as well. There's shea butter, which really is giving you that hydration that you're describing, but also it has green tea.

24:13And so that has really soothing properties. That's also going to help to improve appearance of any sun damage. That dewy radiant finish is just so delicious. So I'm so happy to hear that you love it. yeah and it was really really good and also like you know just to add to your point about the the tea like I had a lot of redness last night so I used it this morning and this is true testimonial for me for anyone listening I used this morning literally no redness I woke up with redness because I had it last night and I used this and it literally just evened everything out my skin physically felt better you know what I mean because it was I guess there was some sensitivity going on last night but it really I really love this product it's so good I love to hear that.

24:55I'm going to ask you to send me a before and after. I could literally be a spokesperson for you guys. It worked so well for my skin. Amazing. No, I'm thrilled to hear that. I mean, the performance of these products is just exceptional. Anyone who tries them has the experience that you're describing. They feel different than other things in the market. You do get that immediate benefit, but you keep using it over time and you're going to start to see the transformation in your skin. It's just really powerful. And I'll tell you a little bit about the night cream also. So this one is really rich, it's dense, it's nourishing, but it has this really interesting, almost like melt on the skin application.

25:38And it really works hard to seal in moisture overnight. If you apply it at night and sleep in it, it also helps to really strengthen the skin barrier, you're going to notice increased firmness and elasticity and improved tone and texture. And it's not heavy at all. It's got this really lovely sort of velvety finish. I think what we've seen here also in the clinical performance in those results is that 87 % of users said their skin really felt visibly firmer and more lifted in just a short like three weeks of use period. other really exciting ingredients in this formula beyond that blend of mitopure niacinamide and triolose are squalane and that really helps to prevent moisture loss there's prickly pear extract which is cool it's really rich in vitamin c e and k and it also helps to really soothe the skin again it helps to refine skin texture so this one is like amazing try this overnight use it every night and you will really really again start to see the transformation yeah this one like it almost works like a mask like an overnight mask you know what I mean like I really that's how I kind of I've been using it as well and I I love adding on like a thicker layer I guess than you would usually I don't know like you know what the recommended amount is but I use a thicker layer because it really like the you wake up and your skin is just absolutely renewed like it looks so good in the morning and I really treat it like an overnight mask.

27:13That's my favorite way to use this product. You totally can and I love that and I encourage anyone to try it and use it that way. It definitely doubles as such so that's great feedback. Yeah no I think that that's the unique part of your products is that like obviously the science is phenomenal you know what I mean there's no question about that but also like the user experience is amazing with it because I love products that you can really like double up on and like use in different ways and for me especially I the kind of consumer I am it's like if something works I'm gonna take it with me everywhere you know what I mean so if I have like I have to do something that requires me overnight you know going somewhere like I'm gonna use the same thing like it's not gonna change it's gonna be in my bag and that's where I think this product really shines for me because you if you have nothing else to work with this is all you need like literally all you need so you'll wake up with amazing skin, but I love this one.

28:08Thank you for that. No, I love that feedback. And it's, it's a good point to just say that, you know, by design, our assortment is really intentional, really curated. There are only three products today. We are not trying to ever have a range of a hundred products. It'll always be really thoughtful, really intentional and really curated and really just focusing on skin health and skin longevity. And I think something else that's important to talk about for all of these products as well is just understanding that they really offer something to everyone on their skincare journey at different ages and stages of life.

28:50So maybe as you turn 30, you're looking for more preventative care. Like maybe you're looking at uneven skin tone or dullness or some hormonal changes. Maybe in your 40s, you're looking for more reparative care. And so you're starting to experience hyperpigmentation, fine lines, loss of radiance. And then as we get older, like in our 50s, maybe we're looking for more restorative care. And this could be dehydration, loss of firmness, dark spots, moving beyond to our 60s and up. Maybe we're looking then at that stage for more regenerative care. and that's moisture retention, bruising or redness in the skin.

29:27And I think what's really special about these products and how they've been clinically tested and proven is we can address all of these things at different ages and stages of your life. Yeah, no, I completely agree with you. I think it's more, it's a lifelong journey, you know, when you, when you really start understanding the skin and that's why I love your brand so much because it's truly, it's promoting the understanding of skin you know what i mean and really wrapping your head around what is it that's going to change something for me you know because there are so many products out there and i mean i hate to say it everybody's not making the same thing you know in terms of like the quality right i mean there's a lot of dupes there's a lot of clutter but when you come to the understanding of my skin needs this it nourishes because it's nourished because of this or it radiates because this, those kinds of things like that makes you understand why it's important to start early, because then you will have an established routine as you go into your thirties, your forties and so on.

30:28And, you know, having such products at your hand and, and being able to utilize them starting from, you know, wherever your skincare journey is beginning is very, very important for consumers. I believe personally, because I see so many people doing it, you know, way later in life. And they're like, I don't even know where to start at this point. I already have wrinkles or I already have whatever. But yeah, I mean, it's like a lifelong journey in a lot of ways, so. It really is. And it's an investment in yourself and your health, absolutely. Yeah. Also, like you don't need a lot of products for anyone who's wondering about that.

31:01Because I know some people are like, well, how much, you know, because a lot of times you buy something and you end up using it very quickly or you don't think it's worth the price you paid. But these products where I love is that the price point makes so much sense because you don't need a lot and it goes a long way. And it's something you use daily, you know, it's like really, you'll see it like when you buy the products, like they last for long enough to where you can then feel comfortable with what you pay. With that investment. Yeah, exactly. I mean, I think that's very, it matters, you know, especially in today's like world.

31:34So yeah. It does. It's a great point. And it's really true. I mean, a little bit does go a very, very long way. I would love for you to tell us a bit about the supplements though, because I know that's very central to the line. Your mind appears supplements. I would be happy to. And so the supplement product or soft gels in particular was the first product that the brand launched. And they are the number one doctor recommended option to get really the daily recommended dose of your lithin A. To sort of break that down and understanding of what that actually means is taking that offers six times the benefits that you would have in drinking a full glass of pomegranate juice.