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The story behind Longevity Goods

Longevity Goods began in Sweden, under a different name, with a much smaller map.

The first shop was Longevity Labs: Swedish, written in Swedish, shipping inside Sweden. It came out of a problem its founder had run into himself — the products worth buying were hard to find, and harder still to compare against each other.

That problem does not stop at a border. Someone in Berlin, Amsterdam or Madrid meets the same wall of conflicting claims, the same ingredient lists that explain nothing, and usually a worse version of it: the shops that do carry the right products are in another country, and the shipping and customs cost more than the order.

Longevity Goods is the answer to that. The same selection and the same requirements on documentation as Longevity Labs, but in English and with delivery across Europe. Longevity Labs still serves Sweden at longevitylabs.se; longevitygoods.com carries the range to the rest of Europe. Both are run by Lovli Group AB.

An environment that does not make it easy

We live in a world that has become extremely comfortable, but not always particularly healthy.

A lot of the food is processed to be cheap, convenient, flavourful and long-lasting. We sit more, sleep less and are exposed to constant stimulation from work, phones and social media. Many products carry long ingredient lists that are hard to make sense of, while the marketing makes almost everything sound healthy.

That does not mean every additive is dangerous, or that you have to live perfectly. It does mean that it takes more knowledge and more deliberate choices to build a lifestyle that actually holds up over time.

And once you do try to improve your health, you are met by thousands of conflicting recommendations. Eat more of this. Avoid that. Take this product. Follow this protocol. One person says a certain diet changed their life, while the next got worse from exactly the same thing. That is why health cannot be reduced to a single diet, product or routine.

An engaged founder

Linus Love Persson, founder of Longevity Goods

Linus Love Persson

Founder of Longevity Goods and Longevity Labs · Lovli Group AB

I started Longevity Labs after spending a lot of time trying to understand my own health — reading research, following up on health markers and comparing products, ingredients and dosages.

I quickly noticed how hard it was to find quality products, and how much knowledge it took to work out what was actually worth buying and what suited my own needs.

Longevity Labs became the shop I would have wanted myself, for Sweden. Longevity Goods is that same shop for the rest of Europe: a place where it is easy to find well-considered products, understand what is in them and get an honest answer when something is unclear. The products should be simple to order, the delivery fast and the information clear.

Some of my own numbers

I follow up on my health with blood work and epigenetic testing. These are some of the values from the most recent measurements — the full reports are available further down.

Male, born 2004, 193 cm and 94 kg. The values should be read in that context.

  • 0.57

    DunedinPACE

    Biological pace of ageing. Below 1.0 means ageing more slowly than average.

  • 35

    Testosterone, nmol/L

    Reference 8.3–30. Above the range, in other words.

  • <0.20

    hs-CRP, mg/L

    Inflammation marker. Reference <5.0.

  • 0.54

    ApoB, g/L

    Number of atherogenic particles. Reference 0.6–1.6.

  • 0.15

    Lipoprotein(a), g/L

    Inherited heart risk marker. Reference <0.30.

  • 30

    HbA1c, mmol/mol

    Long-term blood sugar. Reference 27–42.

  • 117

    Vitamin D, nmol/L

    Werlabs' optimal range is 75–250.

  • 6.2

    Homocysteine, µmol/L

    Linked to B-vitamin status. Reference <15.

The full reports

These are my personal values, measured at a single point in time. They say nothing about what you can expect, and they should not be read as the result of any product we sell. Biomarkers are affected by genetics, sleep, diet, exercise, stress, age and a range of other factors. Supplements are not medicines and do not cure, treat or prevent disease. Blood tests are not a substitute for medical care, and normal values do not mean that you are healthy.

“Taking care of your health is not only about yourself. It is also a way of showing respect for the people around you. When you build a stronger, healthier and more present version of yourself, you also get more energy, more time and more of yourself to give to the people you care about.”

— Linus Love Persson, founder of Longevity Goods and Longevity Labs

The same advice does not work for everyone

What is good for one person is not automatically right for another.

A nutritious ingredient can still cause problems for someone with an allergy or an intolerance. Some people react to lactose, gluten, FODMAPs or histamine, while others eat the same foods without any trouble. Genetics, medication, sleep, stress, activity level and the rest of your lifestyle all affect how you respond.

That does not mean every symptom has to be analysed to death, or that everyone needs an advanced protocol. It means being curious about your own body.

Which habits make you feel better? What makes you feel worse? What is missing from your diet? How do sleep, stress and training affect you? Do you really need to add a product, or is there something more fundamental to change first?

There are shared basics: good sleep, movement, recovery, nutritious food and relationships that work. From there, the journey looks different for everyone. Health is not a finished protocol you can copy. It is your own race.

Longevity Goods is here to make the journey easier

Our goal is to make it as simple, transparent and affordable as possible for more people to take care of their health.

We cannot tell you exactly what is right for you as an individual. What we can do is make it easier to understand what the options are, what the products contain and why they might be relevant. You should not have to spend hours comparing ingredient lists, hunting for analyses or ordering from several different countries to make a considered decision.

Longevity Goods brings together carefully selected products with clear information in English. We try to explain both what a product can contribute and where its limits are. Supplements are not a replacement for sleep, food, movement or medical care. They are tools, to be used when there is a clear need.

We do not want to sell the most products. We want to add as much real value as possible on your way towards better, longer-lasting health.

How we choose products

We prioritise products with a clear purpose, transparent contents and relevant quality documentation.

  • The requirements follow the product

    An olive oil, a creatine and a multi-ingredient supplement should not be judged in the same way. We look at what is actually relevant for each one: raw material quality, dosage, purity, traceability, certifications and the lab reports that exist.

  • Documented brands first

    We only describe a product as third-party tested when there is documentation behind the claim. The goal is to make more analyses and quality documents available directly on the product pages.

  • The product has to add something real

    We do not stock a product because an ingredient is trending, the packaging looks good or the margin is high.

  • A small range over a large one

    We would rather carry a smaller range where every product has a clear purpose than hundreds of options that make the choice harder.

Shopping with us

Company
Lovli Group AB, reg. no. 559482-1091
Customer service
info@longevitygoods.com — open every day, 08:00–21:00 CET
Delivery
We deliver across Europe. Free shipping on orders over € 169.
Returns
30-day right of return on unopened products in their original packaging.

Frequently asked questions

How do you decide which products to sell?

We prioritise products with a clear purpose, transparent contents and relevant quality documentation. The requirements vary between categories: an olive oil is not judged the way a creatine is. We look at raw material quality, dosage, purity, traceability, certifications and available analyses.

Are all products third-party tested?

We only describe a product as third-party tested when there is documentation to support it. We are working to make analyses and quality documents available directly on each product page.

Which countries do you ship to?

We deliver across Europe from longevitygoods.com. Free shipping on orders over € 169. Customers in Sweden are served by our Swedish shop, longevitylabs.se, which ships within Sweden.

Do you sell Bryan Johnson's Blueprint?

Yes. We carry the Blueprint range with delivery across Europe. You will find the products under Blueprint.

Can I get help choosing the right product?

Yes. Use the product quiz, or email info@longevitygoods.com and describe what you want to achieve.