bodyType

customContents

entityId

entityUuid

articlePageQuery

filter

article

articleBaseAdvertisingInfoArticle

articleListArticle

articleSeoArticle

hooksArticleAcknowledgementGateOverlayArticle

hooksTrackPageViewArticle

hooksContentInterestArticle

articleLinkingDataContent

hooksAmpRedirectArticle

articleSchemaContent

liveArticle

advertZone

sentiment

contentLock

topics

types

sections

paywallTypes

createdDate

publishedDate

urlAlias

moreOnThisArticles

sponsorType

commentCount

authorLocations

authors

corrections

displaySlideShow

multimediaEmbed

printHeadline

seriesContainer

articleSpeeches

socialHeadline

headline

images

flag

firstTopic

glossary

flattenTypeIds

image

relatedLinks

relatedNewsletters

__typename

sponsor

pdfFiles

seriesReverseOrder

series

disableOffPlatformContent

published

updatedDate

summary

subHeadline

body

keywords

readingTime

customTimezone

liveContents

Tyler Nyquvest

Before he launched Ārepa, founder and CEO Angus Brown experienced two life events that influenced his future.
In high school, Brown lost a close personal friend who had mental health issues.
After he graduated from the Victoria University of Wellington in New Zealand with a degree in commerce, accounting and finance, Brown got a job with Japanese drinks company Frucor Suntory, maker and distributor of the ‘V’ energy drink brand in New Zealand.
In his first year working for the company, Brown lost two grandparents to brain-related illnesses. Soon after, he had an epiphany.
The biohacker who wants to become cyborg to be more perfect
“I remember being in a store and watching a very young girl walking out with a giant can of energy drink and I asked myself: ‘What am I doing?’” said Brown. “Selling caffeine and sugar to the masses … I realised I was adding no benefit.”
The idea for Ārepa came from this. It is a caffeine-free, natural drink that Brown and his team have been developing for nearly a decade.

Brown likes to call his product “brain food” but it would more typically be categorised as a nootropic – any drug, supplement or substance that claims to boost cognitive function and energy.
According to a United Nations report, one in six people suffer from neurological concerns – which could be anything from epilepsy to a headache to dementia – making it the number one cause of disability worldwide.
The global nootropics market is projected to reach more than US$5 billion by 2026, and the Covid-19 pandemic and poor mental health are increasing demand.

Nootropics have gained significant traction over the last four years as they transition from pill form to more welcoming, consumer-focused products like drinks. Many brands have popped up, and some are winning celebrity endorsement.
Brown supplies his products to people in all walks of life, from the Google offices in Sydney and Auckland, to the set of the new Thor movie (which was recently shot in Australia), and the locker rooms of the New Zealand All Blacks national rugby team.
He believes that one day, brands like his could sponsor and endorse public events such as music festivals and inspire people to indulge in a mentally stimulating substance as opposed to a depressant like alcohol.
Ārepa has three patented formulas that use ingredients such as blackcurrant, pine bark extract and L-theanine, three substances that are said to help with mental function.
There are very few non-prescription substances with established evidence supporting their ability to improve cognitive performance
Associate professor Michael Bowen is sceptical of the drinks
The company’s mission: to develop a science-backed natural formula that can optimise brain function on a day-to-day basis while reducing the risk of future neuro-disorders.
Currently, Ārepa is sold worldwide, including in Asia and Hong Kong, where it can be found at zero-waste grocer Slowood in Sai Wan.
The industry is attracting some big names. That includes international model Bella Hadid, who is now a co-founder of New York-based nootropic drinks brand Kin Euphorics.

“[Bella] actually found us!” said Jen Batchelor, the CEO and founder. “She is very passionate and genuine about sharing her challenges with mental health with the world, and more importantly, the tools that have helped her live a vibrant, healthy, happy life.”
Batchelor markets Kin Euphorics as a substitute for alcoholic beverages. Its nootropic products offer a way to relax, unwind and socialise while also having something that may improve your brain functioning.
“We learned early in our research that the common thread between drinkers of all walks was that they a) drank to relax and b) loathed the dreaded hangover, so we set out to solve for both, only better.”
What does reaction to a Bella Hadid post on IG say about celebrity worship?
Batchelor says that nootropics have been used in high doses for professional performance for years. Her company’s method is to raise people’s awareness of nootropics – and to make them a bit more personal.
“We found that with a more approachable dose, [nootropic drinks] could be enjoyed in social situations to enhance presence, joy, creativity, and empathy – which is way more than what alcohol can deliver in a night.”
A nootropics bar recently opened in the Standard Hotel in London’s King’s Cross area. Its cocktails feature ingredients from reishi mushrooms to ashwagandha, designed to improve cognitive function and mental well-being.

It sounds smart, but Michael Bowen, an associate professor and team leader at the Brain and Mind Centre at the University of Sydney, says these products should be taken with a grain of salt.
“There are very few non-prescription substances with established evidence supporting their ability to improve cognitive performance,” said Bowen. “One substance that does have support is caffeine.”
“But it’s important to note that caffeine’s effects are generally mild and involve its ability to cause small increases in wakefulness and alertness.”
Aerial yoga at 75, Pilates and diving too – he’s ageing well
As a psychopharmacologist and behavioural neuroscientist with more than 13 years of experience, Bowen is not convinced of nootropics’ purported benefits.
“There’s insufficient evidence to say whether any drug helps prevent cognitive decline in healthy individuals,” said Bowen. “The best advice for healthy brain ageing is to keep your mind active, exercise, get enough sleep, stay on top of any vascular risks [like high blood pressure] and maintain a healthy diet and lifestyle.”
Like what you read? Follow SCMP Lifestyle on Facebook, Twitter and Instagram. You can also sign up for our eNewsletter here.


What are the secrets to a long and healthy life? A longevity expert reveals

Inside Alo, the ‘secret gym’ frequented by Justin Bieber and Rosie Huntington-Whiteley

What is the horse pose in yoga? Only ‘3 out of 10 students’ can do it, instructor says

How laughter is good for your heart, immune system, pain – even if it’s fake

Wellness

Why Bella Hadid is passionate about nootropic drinks, liquid ‘brain food’ sold as a healthy alternative to alcohol and energy drinks

Bella Hadid is a co-founder of New York-based Nootropic drink brand Kin Euphorics.

Bella Hadid is a co-founder of New York-based nootropic drink brand Kin Euphorics.

Angus Brown, CEO and founder of Ārepa, calls his nootropic drinks ‘brain food’. 

Ārepa caffeine-free nootropic drinks.

Jen Batchelor, CEO and co-founder of Kin Euphorics.

Michael Bowen, associate professor at the Brain and Mind Centre, the University of Sydney, says nootropic products should be taken with a pinch of salt. 

How to stop drinking and keep your friends – two women who gave up alcohol on self-love, mental clarity and being firm about the choice they made

How to stop drinking, get more healthy and deal with ‘sober shamers’. Tips for potential teetotallers. Photo: Getty Images


Janey Lee Grace says her sleep improved, she could control her weight better and her skin became clearer after stopping drinking.

The cover of Rzadkowolska’s book.

Certified alcohol-free life coach and author Karolina Rzadkowolska has enjoyed many improvements in her life since giving up drinking.

Opioid addiction could be helped by taking ‘magic mushrooms’, study finds

Girl watching the space. Stars are digital illustration. Photo: Shutterstock

‘Magic mushrooms’ containing the hallucinogen psilocybin could have protective benefits against opioid addiction, researchers have found. Photo: Shutterstock

Dr Evan Wood, chief medical officer at Numinus Wellness.

Albert Garcia-Romeu, assistant professor of psychiatry and behavioural sciences at The Johns Hopkins University School of Medicine.

How a whole food plant-based diet saves your health, money and the planet

A whole-food plant-based (WFPB) lifestyle includes eating foods derived mainly from plants, such as whole grains, beans, legumes, nuts, seeds, vegetables and fruits, and few or even no animal products. Photo: Shutterstock

Eating animal products such as hamburgers instead of WFPB foods can significantly increase your carbon footprint. Photo: Shutterstock

Dietitian Anna Herby.

A balanced plant-based diet can provide all the nutrients you need except vitamin B12. Photo: Shutterstock

Dietitian Cyrus Luk.

Eating animal products contributes to more deforestation – more land is needed for crops to feed animals, and to graze those animals. Photo: Shutterstock

Lifestyle

Health & Wellness

Health

Food & Drink

Endorsed by celebrities including Bella Hadid, the global nootropics market is projected to reach more than US$5 billion by 2026
Natural and caffeine-free, nootropic drinks are touted as boosting cognitive function and increasing energy


Model Bella Hadid is a big fan of nootropic drinks – natural, caffeine-free, and touted as a healthy alternative to alcohol and energy drinks.
