Herbal Wellness · Root-Cause

NEI

Modern, science-backed ancient herbal wellness

Multi-herb daily formulas built for real efficacy across the recurring concerns people care about most.

Pre-Seed Financing · 2026 01 / 15

A generational shift to herbal, preventive, root-cause wellness.

$101B → $201B

Global herbal supplements, 2025–2035 at ~7.6% CAGR — already ~21% of all dietary supplements.

Future Market Insights

77% of US adults

Already take supplements (~$60B/yr) — shifting hard toward natural, botanical, condition-specific formats.

CRN / NIH

Root-cause

For chronic, functional, recurring problems, medicine offers side-effect drugs or ‘nothing’s wrong.’ People want another answer.

Industry Reports

NEI · Pre-Seed Deck 02 / 15

Millions cycle through UTIs. Nothing on the shelf actually helps.

Recurrence is the norm

50–60% of women — and a rising share of men — get a UTI; about 1 in 4 recur within a year. It becomes a chronic, life-limiting cycle.

Antibiotics can’t be the answer

They clear an episode but can’t be taken long-term, breed resistance, and do nothing about why it keeps returning.

Supplements underdeliver

Cranberry and D-mannose own the aisle — yet the strongest recent evidence shows little to no benefit for recurrence.

Sources: NIDDK · Cochrane · JAMA Internal Medicine 2024 03 / 15

People are begging for a solution — in their own words.

“

I’m stuck in an after-sex UTI cycle. Every. Single. Time.

“

Antibiotics again. My third round this year. I’m done.

“

Cranberry and D-mannose did nothing for me.

“

Honestly? I’m scared to have sex now.

Representative of tens of thousands of posts across r/UTI, r/CautiousBB and TikTok: an organic, high-intent audience no brand has truly served.

NEI · Pre-Seed Deck 04 / 15

The best-selling ingredient barely beats a placebo.

D-mannose: no benefit

A 2024 JAMA Internal Medicine RCT (598 women, 6 months) found it no better than placebo. Multiple 2025 meta-analyses agree.

Cranberry: weak at best

Modest prevention signal in some groups; little value once symptoms start.

The single-ingredient trap

One molecule against a multi-factor problem. The whole category is built on the wrong model.

% who still got a UTI over 6 months (lower = better)

51%

D-mannose

55.7%

Placebo

Source: Hayward et al., JAMA Internal Medicine 2024;184(6):619–628 (MERIT trial) 05 / 15

Formula logic, not hero ingredient.

TCM never treats the body with one molecule. It uses multi-herb formulas that work as a system.

2,000 years, now testable

A Cochrane review found Chinese herbal formulas showed real signals for recurrent UTI — we pair that heritage with modern mechanism.

The market agrees

Multi-ingredient formulas already make up ~61% of urology supplements, and herbal extracts are the single largest ingredient type.

Our unfair advantage

Authentic TCM formulation + bilingual cultural fluency is a moat a cranberry brand cannot copy and a strategic cannot build in-house.

Sources: Cochrane CD010446 · Grand View / GMInsights Urology Supplements 2025–26 06 / 15

We land where intent is highest: urinary health.

~8.5% CAGR

The urology-supplement market nearly doubles by 2035.

UTI = #1 use

Urinary tract infection is the single largest application segment (~37%).

~61% formula

Multi-ingredient and herbal extracts already lead — our exact model.

DTC fastest

Online is the fastest-growing channel (12–15%), built for a brand like ours.

Global urology-supplement market (USD $B)

$2.4B

2025

$4.9B

2035

Sources: GMInsights · FactMR · Grand View Research 2025–26 07 / 15

A daily herbal drink people actually want to drink.

Genuinely delicious

A light, refreshing daily drink — not a chalky pill or a bitter tea.

TCM formula, 14 servings

A multi-herb formula in convenient stick packs.

Made in the USA

Premium TCM extracts sourced in China, blended and filled in the US.

Proof on the label

Clinical doses disclosed; third-party COAs and heavy-metals results published.

NEI · Pre-Seed Deck 08 / 15

Between the single molecule and the everything-blend, there’s us.

Brand	Model	Approach	Who They Serve
AZO	Cranberry + symptom relief	Mass-market, drugstore, symptom-masking	Anyone, in the moment
Uqora	D-mannose / cranberry, proactive	DTC, science-branded, single actives	Recurrent-UTI women
Cymbiotika / Ora	Broad herbal wellness, many SKUs	Premium, science-styled · no condition depth	Wellness generalists
NEI	TCM condition-specific formulas	Root-cause remedies for recurring imbalances	People failed by generic supplements

Against single-ingredient UTI brands we win on formula depth; against broad herbal platforms we win on condition-specific efficacy and real TCM authenticity.

NEI · Pre-Seed Deck 09 / 15

Primary Avatar

The active adult

Sexually active men and women, 25–45. Prone to recurring urinary trouble and exhausted by the antibiotic loop.

Buys on trust and results, not hype.

“

The post-sex urinary moment is universal: we speak to it as everyday vitality.

NEI · Pre-Seed Deck 10 / 15

Seed-to-sachet: quality proven at every step.

Quality starts with the grower and is verified at every stage — from farm to finished daily powder.

01

Source

USDA GAP/GHP farms. Fair-pay, low-spray. FDA-permitted botanicals.

02

Formulate

In-house R&D. Clinical-level doses. Powder, built to taste.

03

Manufacture

US FDA-reg. facility. cGMP · 21 CFR 111. Identity & potency QC.

04

Test

Independent 3rd-party labs. Heavy metals + microbes. Public COAs.

05

Validate

IRB consumer study. Structure/function only. No disease claims.

06

Improve

Customer feedback loop. Track real outcomes. Iterate the formula.

Compliance backbone — DSHEA structure/function claims · FDA facility registration · FSVP on imported extracts · cGMP quality system · Prop 65 heavy-metal limits · compliant label review

11 / 15

One remedy engine. Every recurring concern.

We build only where TCM genuinely beats the alternative, so the platform stays focused — never ‘TCM for everything.’

01

Recurring, chronic or functional — not acute

02

Western medicine underdelivers

03

TCM has a real, formula-level answer

04

Works as a daily drink, in compliant language

Urinary · UTI

Launch SKU

Menstrual

TCM gynecology is its home turf

Menopause

$20B non-hormonal demand surging

Prostate

Opens the male TAM

Digestive

‘Nothing’s wrong’ — TCM’s foundation

Platform TAM → $100B+ global herbal supplements, growing ~8% 12 / 15

Subscription-first DTC, then omnichannel.

1 · DTC Subscription

Launch direct. A daily drink is a natural recurring purchase — predictable, high-margin revenue.

2 · Amazon + TikTok Shop

Ride the fastest-growing supplement channels where our audience already searches and shares.

3 · Retail

Whole Foods and premium grocery — unlocked by the ‘Made in USA’ label and category credibility.

Price / Pack~$42Subscription price ~$34

Gross Margin~70%Target at scale

LTV : CAC3:1+Target ratio

CAC Payback<6 moOn subscription

Unit economics are pre-seed targets; margin within premium-supplement 55–65% range 13 / 15

A credible path to a $13M run-rate by Year 3.

Revenue Gross Profit

$1.2M

$0.74M

$4.8M

$2.98M

$13M

$8.06M

Year 1 Year 2 Year 3

Year 1 — Prove It

One hero SKU, DTC-led, Amazon/TikTok Shop. Nail retention, LTV:CAC and the consumer study.

Year 2 — Scale It

Enter retail later; launch SKU 2 and 3.

Year 3 — Platform

Retail live; 3–4 SKUs across the platform.

Illustrative targets based on stated assumptions; not a guarantee of future performance 14 / 15

Raising

$500,000

12–24 months of runway to:

Use Of Funds Breakdown

34% 24% 20% 12%

Growth & marketing34%

Inventory & manufacturing24%

Team20%

Product, R&D & clinical12%

Compliance & legal5%

Ops & G&A5%

01

Launch the hero SKU and reach a $1M+ ARR run-rate

02

Prove retention and LTV:CAC on subscription

03

Complete an IRB consumer perception study

04

Stand up the urologist + TCM advisory board

05

Develop SKU 2 and open the retail conversation

NEI · Thank You 15 / 15