The rise of functional mushrooms explained
Dr Juanita Kilian, founder of DrK, on medicinal mushrooms as the ”natural multivitamin”.
Magic mushrooms
”Being busy is popular, time is our most valuable asset, and burnout has become a trend.” The world clearly has changed, Dr Juanita Kilian states when meeting us in central Stockholm and sharing our current state of mind. According to her, at least for supplements, if you’re not on the train with mushrooms as a brand owner now, you’re going to miss it.
However, as Nic Fleming explained in The Guardian last weekend, there is room for more research in the field. Both to learn more about benefits — and potential risks — and to motivate why, as reported, a local company providing these kinds of products ”expects sales of its products to double from last year’s total of £1.4m in the next 12 months”.
We’re currently planning the next edition of Beauty Innovation Talks, taking place on November 22 in Stockholm. Last week’s panel talk, trend forecast, and case study will be released as a podcast episode tomorrow, Friday.
INSIGHTS
Dr Juanita Kilian: ”I see a huge future for functional mushrooms”
By JOHAN MAGNUSSON
The founder of medi-cosmeceutical brand DrK on tackling the post-COVID ”burnout culture” with lion’s maine, reishi, and cordyceps.
”Being busy is popular, time is our most valuable asset, and burnout has become a trend.” Dr Juanita Kilian shares our common current state of mind when meeting us in central Stockholm. Now, the Pretoria-based pharmacologist has spent the last 2,5 years to discover why functional mushrooms can work as the solution.
— They’re not very new to use in skincare products and we are using it as well — Mucor miehei — as a postbiotic in our Resurfacing Peel, Kilian says. On the supplement side, if you’re not on the train as a brand owner now, you’re going to miss it. This is developing rapidly. There’s so much competition in the market in terms of extraction methods, what part of the mushroom that’s been used, purity, potency… This is going to become huge, also for treating Parkinson’s, Alzheimer’s, ADHD, ADD, and burnout.
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