Sleep health as we get older

And why 7 hours feels like a luxury by the time you hit 50 (and Singapore reality)

Mar 22 • Shantanu

Building a consumer brand with AI

Three years building a brand without knowing how. How AI changed marketing, compliance, creative, and operations, and where it goes next.

Mar 15 • Shantanu

1

Our First Clinical Study: Unfiltered Story

Blood logistics, dropouts, a Saturday delivery run. What we learned trying to run clinical research from scratch as a small team.

Mar 1 • Shantanu

1

February 2026

A Note on Peptides

Novo Nordisk, Eli Lilly, Hims & Hers. Everyone is betting on peptides. We've been quietly trying to figure them out for a year. Here's an update on…

Feb 22 • Shantanu

Why I'm betting on fermented protein?

We need more protein than ever to stay strong into our 90s. But whey, soy, and pea weren't built for longevity. Fermented fungal protein is. Here's why…

Feb 15 • Shantanu

An Open Letter From The Messy Middle

What I am going through right now.

Feb 1 • Shantanu

1

January 2026

Your BS Detector for Supplement Claims

"Science-backed" is plastered on every supplement bottle. But what does it actually mean — and how can you verify it yourself? Here's a framework.

Jan 11 • Shantanu

3

Women, Weight Loss and Menopause

Weight loss for women after 40 is shaped by hormones, stress, control, and the structure of everyday life.

Jan 4 • Shantanu

6

December 2025

A note on Shan

Today is personal.

Dec 28, 2025 • Shantanu

3

My 2025 Longevity Biomarker Audit

I look healthy on the outside. My tests tell a more nuanced story. This is a straight account of my data, my blind spots, and what I’m fixing next.

Dec 21, 2025 • Shantanu

Biggest Health Hack of the Decade

Over the last four years, one simple habit quietly improved my health, focus, and daily clarity. It didn’t add complexity. It removed it.

Dec 14, 2025 • Shantanu

1

November 2025

Operator Notes on 11.11: Our Biggest Month, and Why It Still Fell Short

A raw breakdown of our 11.11 this year. What worked, what didn’t, where we hit the ceiling, and what really happens behind the scenes when a small team…

Nov 23, 2025 • Shantanu

1