In recent years, there has been a significant rise in the availability of testosterone replacement therapy, expanding its scope beyond just treating hypogonadism. This reflects an increasing trend where clinical treatments are merging with wellness optimization practices. As awareness grows around testosterone’s role in overall vitality, many brands are launching products specifically targeting men over 40, addressing the challenges posed by andropause.
Here’s a closer look at some of the latest product innovations aiming to enhance performance and well-being for men in this age group.
High Level Man 12-in-1 Men’s Formula
Co-founded by musician and actor Ashley Parker Angel, known for his days with the band O-Town, and cardiologist Dr. David G. Rizik, High Level Science has launched two flagship formulations through GNC’s innovation hub, The Drop, as of February.
“We built High Level Science to offer formulations that match the standards of elite clinical settings, without the need for a medical background to understand our labels,” Parker Angel stated during the launch. “Partnering with GNC and The Drop allows us to reach a wider audience while maintaining our commitment to clinical science, transparency, and tangible results.”
The 12-in-1 High Level Man formula incorporates a mix of herbal extracts, adaptogens, vitamins, and minerals like ashwagandha, fenugreek, tongkat ali, zinc, vitamin D3, and DIM, enhanced with BioPerine for better nutrient absorption. Additionally, High Level Heart + Body + Mind, aimed at aging adults, combines omega-3 fatty acids (EPA & DHA), Coenzyme Q10 (CoQ10), and D-alpha tocopheryl acetate.
His-Biotics
VeloBiotics, based in South Africa, has rolled out a new series of probiotic multivitamins designed to improve men’s gut health, immunity, and energy levels. The His-Biotics Original contains a blend of 16 strains of Lactobacillus, Bifidobacterium, and Streptococcus, along with over 25 vitamins to support overall health for men. More specialized formulas include His-Biotics Testo Boost, His-Biotics Sport for active individuals, and His-Biotics Ageless 50+. Consequently, in October 2025, the Council for Scientific and Industrial Research (CSIR) initiated a Supercritical Encapsulation Facility (SCEF) in South Africa to enhance Velobiotics’ production capabilities, ensuring a probiotic delivery mechanism that’s “1000x More” effective.
Nutrafol Men 50+
Nutrafol Men 50+ addresses the physiological changes that often occur around the age of 50, including declining testosterone levels, reduced collagen production, accelerated cellular aging, and increased oxidative stress. This formulation features saw palmetto to minimize testosterone conversion to DHT, Moldavian dragonhead for boosting collagen levels, spermidine for combating hair thinning, along with a variety of probiotics, antioxidants, vitamins, and minerals to bridge common nutritional gaps.
Solaray’s First Dedicated Men’s Line
Longtime pioneer in the supplement industry, Solaray has launched a new line focused on testosterone, hormone balance, muscle health, and sexual wellness, marking a significant expansion into targeted male health solutions.
“Our innovation team researched recent studies revealing testosterone decline over the last 20 years,” stated Max Willis, Chief Innovation and Science Officer at Solaray. “Support for testosterone, libido, and hormonal balance is crucial for men’s overall health, which inspired us to develop three expertly formulated initial products for Solaray’s entry into men’s supplements.”
This new line includes Testosterone Support (with a blend of Tesnor, zinc, tongkat ali, and fenugreek), Libido Support (featuring tongkat ali, L-arginine HCl, horny goat weed, maca, and velvet bean), and DIM Complex (comprising diindolylmethane-DIM for estrogen balance, along with zinc, grape skin extract, calcium d-glucarate, quercetin, and nettle root extract).
JungKwanJang’s Everytime Expansion
Korea Ginseng Corporation (KGC)-owned Jung Kwan Jang has introduced three new products within its Everytime Sports range, catering to active men in the United States. These formulations are designed to enhance athletic performance, vascular circulation, energy metabolism, and endurance during physical activities.
Additionally, the company launched RXGin Clean in 2023, featuring red ginseng oil to promote prostate health, and RXGin PEAK UP, which contains a plant-based complex of Eucommia ulmoides bark and Achyranthes bidentata root to enhance male vitality and combat issues associated with andropause.
Opens in new window
Cepham Life Phases and Stages (LPAS) Blends
In response to the growing demand for personalized supplementation, Cepham has launched its pre-formulated polyherbal Life Phases and Stages (LPAS) blends, catering to specific male health stages.
These blends focus on key areas such as cardiovascular resilience, cognitive function, sarcopenia, and reproductive health, using ingredients like Testncrease (black Musali and Furosap fenugreek to enhance energy and testosterone), Prosprune (Prunus domestica bark for prostate health), CogniUp (bacopa for cognitive function), and Tri-Rosen (rosemary extract for heart health and muscle strength).
Furthermore, Cepham advocates for broadening the discussion around men’s health from a limited focus on testosterone and prostate health to a comprehensive examination of life stages.
“Today’s men’s health narrative must evolve beyond antiquated methods,” stated Anand Swaroop, founder and president of Cepham. “We must shift from simply enduring health issues to embracing precision wellness—driven by biomarkers and insights into neuro-optimization and endocrine disruption, allowing men an opportunity to optimize, rather than just survive.”
Husband’s Personalized Supplement Recommendations
Bryce Wylde, a well-known Canadian alternative health expert, launched Husband in June 2025. This tailored health platform is specifically designed for men over 40, combining at-home diagnostic testing with personalized, clinical-grade supplements to address low energy, hormonal shifts, metabolism, and longevity-related issues.
Utilizing at-home biomarker testing through Siphox Health, the platform evaluates free and total testosterone, cholesterol levels (both LDL and HDL), estradiol, DHEA, SHBG, thyroid functionality (TSH, T3, T4), and insulin/glucose levels. Following these assessments, personalized supplement recommendations are provided.
Opens in new window
GoldMember Lift
GoldMember Lift debuted in the summer of 2025, marketed as a revolutionary alternative to synthetic male performance enhancers, focusing on stamina, circulation, and energy, primarily through nitric oxide production. This product can be purchased online and is also featured on Juvenon’s Amazon store. The company was founded by Dr. Bruce Ames at UC Berkeley, an esteemed biochemist recognized with the National Medal of Science for his research into aging, cellular nutrition, and DNA damage. GoldMember Lift aims to reactivate vital body systems through optimal nutrient dosages. It comes in one-, three-, and six-month subscriptions, featuring a combination of Everwell Health’s Nitrosigine (L-arginine), FutureCeuticals’ S7 blend (comprised of green tea, turmeric, blueberry, broccoli, kale, tart cherry, and green coffee bean), trans-resveratrol, and bioenhancing BioPerine (black pepper extract) for better nutrient absorption. The product does not promise immediate results but encourages a consistent approach for enhanced male wellness through lifestyle changes.
JSHealth Vitamins Hair + Energy for Men
JSHealth has introduced its Hair + Energy for Men, targeting the 60% of men who encounter hair loss by age 35. This formulation incorporates a blend of proprietary kelp, zinc, ginkgo for healthy circulation, and Siberian ginseng to enhance physical stamina, energy, and mental clarity. The product launched in Australia and aims to penetrate key international markets such as the US, UK, and Europe, with plans for further men’s health product launches in popular sectors like performance and sports nutrition.
Opens in new window
Performer 8: Natural Male Enhancement
Marketed as a non-prescription herbal performance enhancer, Performer 8 aims to bolster natural stamina, libido, testosterone production, and sexual performance. The formula comprises L-arginine, L-lysine, magnesium oxide, caffeine, vitamin C, copper sulfate, zinc, folic acid, SenActiv from NuLiv Science (a blend of Panax notoginseng and Rosa roxburghii), Pyridoxine HCl, and KSM-66 Ashwagandha.
GLOWWA for Men
UK-based hair wellness brand GLOWWA introduced the Hair Food Mens supplement to its cruelty-free hair nutrition lineup in mid-2025. This salon-exclusive product aims to promote thicker hair, counteract DHT (the primary hormone associated with male hair loss), and enhance overall well-being. It features saw palmetto, pumpkin seed extract, MSM, L-lysine, and essential vitamins for healthy hair and scalp, as well as myo-inositol to improve mood and lycopene for prostate health. The product debuted with endorsements from barber and grooming expert Alan Bleak and semi-professional footballer and TV personality Ronnie Vint.
Key Takeaways
• Testosterone support drives purchases, but men’s health messaging is expanding to encompass hair, beauty-from-within, cognitive performance, energy, metabolism, cardiovascular health, and prostate well-being—especially for men over 40.
• Brands are increasingly offering multi-benefit “all-in-one” solutions (stress + hormones + recovery + focus) to streamline consumer choices and enhance perceived value, aiming to address the root causes of low testosterone.
• Common ingredient patterns can be seen across these launches, including adaptogens and botanicals (ashwagandha, tongkat ali, fenugreek), essential nutrients (zinc, vitamin D), and hormone pathway modifiers (DIM, saw palmetto for DHT support).
• The focus on gut health and probiotics is gaining momentum in men’s products, linked to enhancing immunity and addressing metabolic and testosterone-related goals.
• Messaging around longevity and biohacking is increasingly integrated into marketing strategies (mitochondrial support, resveratrol/NAD+ information, CoQ10/omega-3 highlights) to promote both performance and lifespan optimization.
