What Blueprint Bryan Johnson does

Blueprint Bryan Johnson is a consumer longevity company founded in 2021 by Bryan Johnson, the entrepreneur who previously sold Braintree Venmo for $800 million. The company operationalizes Johnson's personal health protocol — developed over five years with a team of 30 medical professionals — into a direct-to-consumer portfolio spanning supplements, nutrition, skincare, haircare, biomarker testing, meal delivery, and prescription medicine services. The catalog includes 42+ SKUs priced from $6 accessories to $9,740 for premium protocol devices, with curated bundle stacks ($98–$449) and a subscribe-and-save program offering a 5% recurring discount.

The technology layer centers on a consumer biomarker testing platform launched in April 2026 at $365/year, delivering 160+ measurements across 100+ biomarkers via a Quest Diagnostics lab partnership, paired with Bryan AI — a generative AI health companion in beta that translates biomarker inputs into personalized protocol recommendations. The company publishes third-party Certificates of Analysis (COAs) for every SKU to address documented supplement mislabeling, and operates a Protocol Marketplace featuring Blueprint-certified third-party devices such as the Eight Sleep Pod 5 ($2,599) and Plunge Sauna ($9,740). The Don't Die App extends tracking into mobile.

Monetization is anchored in DTC e-commerce through an owned Shopify storefront with global shipping across 11 markets, supplemented by an annual biomarker subscription and prescription medicine services routed through a separate immortals.com domain. Go-to-market is product-led and brand-driven, leveraging Johnson's personal social media presence (X, Instagram, YouTube), a Longevity News blog, newsletter, and a Protocol Quiz for funnel progression. In October 2025 the company raised $60 million from a celebrity and tech investor syndicate (Kim Kardashian, Paris Hilton, Naval Ravikant, Balaji Srinivasan, Winklevoss twins) to scale from supplement brand into a broader precision-health operating system.

Name

Blueprint Bryan Johnson

Legal name

Blueprint Bryan Johnson

Website

https://blueprint.bryanjohnson.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Blueprint is Bryan Johnson's consumer longevity company that sells precision supplements, nutrition, skincare, haircare, and a $365/year biomarker testing service direct-to-consumer, targeting health-conscious consumers and biohackers seeking evidence-based longevity protocols.

Ownership category

akta.pro rank

Product category

Longevity Supplements & Wellness Products

NAICS

Health and Personal Care Retailers (456), Pharmacies and Drug Retailers (456110)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

akta.pro secondary industries

Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• Longevity supplements
• Biomarker testing
• Consumer health products
• Wellness protocols
• Skincare haircare

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D

Revenue model

1. Supplement and Product Sales: Blueprint generates primary revenue through direct-to-consumer sales of supplements (Longevity Mix, Essential Capsules, Advanced Antioxidants), nutrition products (olive oil, protein powders, matcha), skincare, haircare, and curated bundle stacks. Individual products range from $6 to $999, with subscription options offering 5% savings. This is the core revenue stream, supported by 42+ products across multiple categories.
2. Biomarker Testing Subscription: Annual subscription service at $365/year ($1/day) providing two comprehensive blood panels and urine tests per year covering 100+ biomarkers with 160+ total measurements. Includes access to the Biomarkers platform for data visualization, AI health companion, and ability to import past lab results. Positioned as a fraction of the cost ($3,000+) compared to individual clinical lab orders.
3. Protocol Marketplace: Blueprint curates and sells third-party longevity products including Eight Sleep Pod 5 ($2,599) and Plunge Sauna ($9,740), earning revenue through direct sales of premium protocol-aligned devices.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Blueprint Bryan Johnson is a direct-to-consumer longevity brand that sells precision-dosed supplements, nutrition products, skincare, and haircare formulated from Bryan Johnson's personal health protocols. The company also operates an annual consumer biomarker testing subscription ($365/year) covering 100+ biomarkers through 160+ measurements, paired with an AI health companion for personalized protocol guidance. Additional offerings include a curated Protocol Marketplace, Blueprint-compliant meal delivery, prescription medicine services, and branded merchandise.

Product overview

Blueprint Bryan Johnson is a consumer longevity company offering a comprehensive ecosystem of health products and services. The core offering consists of precision-dosed, clinically-backed supplements (Longevity Mix, Essential Capsules, Advanced Antioxidants, Omega-3, Creatine, and others) and nutrition products (Extra Virgin Olive Oil, Protein powders, Matcha, Cocoa) designed for whole-body health. The product line extends to skincare (SFC Facial line) and haircare (Peptide Serum, 302 Laser Cap). The platform includes the Biomarkers testing service ($365/year) for 100+ biomarker measurements with AI Health Companion, the Protocol Marketplace featuring Blueprint-certified products like saunas and sleep systems, Bryan AI for personalized guidance, and Meal Delivery services. Additional offerings include Medicine services for prescriptions and branded Merch. All products undergo third-party testing with published Certificates of Analysis.

Differentiator

Problem solved

Functional benefit

Brands

• Don't Die App: Mobile application for tracking health protocols and longevity data
• Bryan AI
• Blueprint Biomarkers
• Protocol Marketplace
• SFC

Products and services

• Blueprint Supplements Clinically-backed supplement formulations designed to support whole-body health, longevity, and the daily Blueprint protocol for individual consumers.
• Blueprint Nutrition Products Longevity-focused nutrition products such as polyphenol-rich olive oil, protein powders, matcha, cocoa, and nut mixes for daily dietary use.
• Blueprint Skincare (SFC) Longevity skincare line using SFC supermolecule technology with facial cleanser, serum, and moisturizer designed to reduce visible signs of aging.
• Blueprint Haircare Clinically-backed hair protocol products for healthier hair and hair loss reversal, including the 302 Laser Cap red light device, Peptide Serum, and Peptide Shampoo.
• Blueprint Curated Bundles (Stacks) Pre-configured product bundles combining multiple Blueprint supplements, nutrition, skincare, and haircare items into curated stacks priced from $98 to $449.
• Blueprint Biomarkers Service Annual subscription ($365/year) offering 160+ biomarker measurements from 100+ biomarkers through twice-yearly blood and urine tests, including AI Health Companion, data storage, and personalized longevity insights.
• Protocol Marketplace Curated marketplace of Blueprint-certified third-party longevity devices including the Plunge Sauna and Eight Sleep Pod 5 mattress cover, sold as protocol-aligned tools.
• Bryan AI (Beta) AI-powered assistant providing personalized health guidance and protocol recommendations based on user biomarker data and Blueprint's longevity research, currently in Beta.
• Blueprint Merch Branded merchandise including Blueprint T-Shirts, Hoodies, Crewnecks, Hats, and Don't Die branded apparel for fans and customers.
• Blueprint Meal Delivery Meal delivery service providing Blueprint-compliant nutrition based on Bryan Johnson's daily food routine and longevity protocols.
• Blueprint Medicine Prescription medication services integrated with the Blueprint longevity protocol, including treatments for hair growth, metabolic health, and cardiovascular optimization.

Quantifiable outcome

• 89% of surveyed supplements were mislabeled according to JAMA Network Open study (2023); Blueprint publishes COAs so customers can verify ingredient accuracy
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Quest DiagnosticscoreTechnology or IntegrationClinical laboratory partner for Blueprint's biomarker testing service. Customers schedule appointments at Quest Diagnostics locations for blood draws and urine samples. Blueprint negotiates better rates than individuals can obtain directly.
• Eight SleepminorChannel Partner/ Reseller/ DistributorSleep technology company whose Pod 5 mattress cover is featured in Blueprint's Protocol Marketplace as a recommended protocol-aligned product for sleep optimization.
• PlungeminorChannel Partner/ Reseller/ DistributorSauna and cold plunge manufacturer featured in Blueprint's Protocol Marketplace. Bryan Johnson uses Plunge's dry sauna as part of his daily longevity protocol.
• HPO TechminorChannel Partner/ Reseller/ DistributorHyperbaric oxygen therapy chamber manufacturer. Bryan Johnson uses HPO Tech's hard shell hyperbaric chamber for his HBOT protocol (60 sessions at 2 ATA with oxygen mask).

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Elysium Health: Elysium Health sells science-backed longevity supplements (e.g., NAD+ precursors) targeting the same anti-aging consumer segment with similar premium, evidence-led positioning.
• Levels: Levels provides continuous metabolic biomarker tracking (CGM) and data-driven health insights, overlapping with Blueprint's biomarker-plus-protocol approach for quantified-self consumers.
• InsideTracker: InsideTracker offers consumer biomarker blood testing with personalized supplement and protocol recommendations, closely mirroring Blueprint's Biomarkers service and longevity stack positioning.
• AG1 (Athletic Greens): AG1 sells a daily foundational nutrition powder and broader supplement stack via D2C subscription, directly competing with Blueprint's Longevity Mix and bundled stacks for the same health-conscious consumer wallet.
• Thorne: Thorne is a premium supplement brand with NSF-certified testing and practitioner credibility, competing head-to-head with Blueprint's clinical-grade positioning and third-party tested supplements.
• Momentous: Momentous sells premium, third-party-tested supplements and nutrition products (protein, creatine, omega-3) targeting high-performance and longevity-focused consumers, overlapping with Blueprint's supplements and nutrition lineup.
• Function Health: Function Health provides comprehensive annual blood testing (100+ biomarkers) with practitioner-led insights, directly competing with Blueprint Biomarkers at a similar premium price point for longevity-focused consumers.

Broad incumbents

• Whoop: Whoop offers a health-tracking wearable with subscription-based insights and physiological monitoring, adjacent to Blueprint's biomarker testing and Don't Die App data philosophy.
• Ro: Ro is a consumer telehealth and wellness platform offering prescription treatments, supplements, and at-home diagnostics, with broader scope but overlapping customer base in health optimization.
• Hims & Hers Health: Hims & Hers is a large D2C consumer health platform selling supplements, prescription treatments, and wellness products - a broader incumbent with overlapping go-to-market mechanics though wider category scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bp_blueprint
• YouTubeyoutube.com/@BryanJohnson
• LinkedInlinkedin.com/company/blueprintlongevity
• Instagraminstagram.com/blueprint

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blueprint Bryan Johnson