What Blueprint does

Blueprint (legal entity: Blueprint Bryan Johnson) is a direct-to-consumer longevity and health brand founded by Bryan Johnson and headquartered in Los Angeles with 61 employees. The company sells supplements, nutrition products, skincare, haircare, curated stacks, and ancillary services (meal delivery, biomarker tracking) through its Shopify-powered store blueprint.bryanjohnson.com, shipping to 30+ countries. Its technological surface centers on a data-driven longevity protocol composed of clinically-dosed supplements with third-party Certificates of Analysis (COAs) published for every ingredient, an interactive Protocol Quiz that drives personalization, and 'Bryan AI (Beta)' for AI-assisted protocol guidance.

The business operates almost entirely on a direct-to-consumer e-commerce model with unit prices in the $39-$49 range (e.g., Longevity Mix at $49, Essential Microbiome at $39), a Subscribe & Save program offering a 5% recurring discount, tiered curated bundles (Easy/Medium/Big Stack plus Skincare and Haircare Stacks), and a separate subscription-based meal delivery service at meals.bryanjohnson.com. Adjacent revenue mechanics include a marketplace model through Protocol Marketplace, which extends the catalog with Blueprint-certified third-party products. The company is privately held and founder-owned, with no disclosed institutional funding.

Blueprint's primary customer segments are health-conscious adults — typically middle-aged and older — and direct followers of Bryan Johnson's personal longevity protocol. Customer acquisition relies on content marketing (a longevity news blog and 'Bryan's Free Protocol'), SEO, an email newsletter, social media riding on Bryan Johnson's personal audience, a referral program, and the interactive Protocol Quiz. Differentiation rests on three pillars: (1) published COA transparency meant to counter the 89% mislabeling rate reported in the cited JAMA Network Open 2023 study, (2) Bryan Johnson's public self-experimentation as a real-world proof point, and (3) an expanding ecosystem (Don't Die App, biomarkers, meal delivery, Bryan AI) intended to compound daily use frequency.

Name

Blueprint

Legal name

Blueprint Bryan Johnson

Website

https://blueprint.bryanjohnson.co

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Blueprint is a founder-led direct-to-consumer longevity brand selling clinically-dosed supplements, nutrition, skincare, and haircare to health-conscious adults globally, monetized through unit sales, Subscribe & Save subscriptions, curated bundles, and meal delivery across 30+ countries.

Ownership category

akta.pro rank

Product category

Longevity Supplements and Wellness Products

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

akta.pro primary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

akta.pro secondary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Longevity supplements
• Nutritional supplements
• Skincare products
• Haircare serums
• E-commerce wellness

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of supplements, nutrition, skincare, and haircare products. One-time purchase model with optional Subscribe & Save 5% recurring subscription. Categories include Longevity Mix, Essential Capsules, Extra Virgin Olive Oil, Omega-3, Collagen, protein powders, facial skincare, haircare serums, and laser caps.
2. Subscription/Recurring: Subscribe & Save program offers 5% discount on recurring orders, driving predictable recurring revenue from loyal customers.
3. Protocol Marketplace: Marketplace featuring Blueprint-certified products from other trusted brands, expanding product catalog without direct manufacturing.
4. Meal Delivery: Separate meal delivery service (meals.bryanjohnson.com) providing Blueprint-branded meals aligned with longevity protocols.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Blueprint is a direct-to-consumer brand that sells longevity-focused supplements, nutritional products, skincare, and haircare items through its own e-commerce store. Offerings are anchored in Bryan Johnson's publicly documented personal longevity protocol, with published third-party Certificates of Analysis (COAs) for every ingredient, optional Subscribe & Save recurring purchasing, and curated Stack bundles (Easy, Medium, Big) combining supplements, nutrition, and personal care items.

Product overview

Blueprint is a longevity-focused health and wellness brand founded by Bryan Johnson offering a comprehensive portfolio of supplements, nutrition products, skincare, and haircare products. The product lineup includes: Nutrition products (Extra Virgin Olive Oil, Metabolic Protein Powder, Longevity Protein, Macadamia Protein Bars, Blueberry Nut Mix, Super Shrooms, Raw Macadamias, Ceremonial Grade Matcha, Cocoa Powder); Supplements (Longevity Mix, Essential Capsules, Advanced Antioxidants, Collagen Peptides, Omega-3, Creatine, Ashwagandha + Rhodiola, NAC + Ginger + Curcumin, Essential Microbiome); Skincare (Facial Cleanser, Facial Moisturizer, Facial Serum); Haircare (302 Laser Cap, Peptide Serum, Peptide Shampoo); Curated Bundles/Stacks (Haircare Stack, Skincare Stack, Easy Stack, Big Stack, Medium Stack); and services including Meal Delivery, Biomarkers tracking, Protocol Marketplace, and Bryan AI (Beta). The company emphasizes clinically-backed ingredients, third-party testing transparency, and products built on population-level studies.

Differentiator

Problem solved

Functional benefit

Products and services

• Longevity Mix - Blood Orange Multinutrient drink mix supporting energy, focus, and recovery; priced at $49.00 per unit on pay-as-you-go terms.
• Essential Capsules Daily supplement capsules supporting energy, immunity, and cognition.
• Advanced Antioxidants Delayed-release antioxidant capsules supporting vision, vitality, and cell defense.
• Extra Virgin Olive Oil Olive oil containing 400mg polyphenols for brain, heart, and metabolic health.
• Omega-3 Omega-3 supplement supporting brain, heart, and joint health.
• Essential Microbiome 2-in-1 postbiotic supplement supporting gut barrier, microbiome, and digestion with zero active cultures; priced at $39.00 per unit.
• Cocoa Powder Cocoa powder with 400+ mg flavanols.
• Blueberry Nut Mix Nut mix containing omega 7s.
• Longevity Protein - Chocolate Protein powder with 26g protein per serving.
• Macadamia Protein Bar Protein bar with 9g protein and fiber.
• Collagen Peptides Collagen supplement for hair and skin support.
• Creatine Creatine supplement supporting strength.
• Peptide Hair Serum Hair serum with peptides for hair health.
• Peptide Shampoo Shampoo with peptides for hair care.
• 302 Laser Cap Laser cap device for hair health.
• Haircare Stack Curated bundle of haircare products including peptide serum, peptide shampoo, and the 302 Laser Cap.
• SFC Facial Serum Facial serum for skin care.
• SFC Facial Moisturizer Facial moisturizer for skin hydration.
• Gentle Facial Cleanser Gentle cleanser for facial skin.
• Skincare Stack Curated bundle of skincare products including cleanser, serum, and moisturizer.
• Easy Stack - Blood Orange Simplified curated stack of longevity products in blood orange flavor.
• Big Stack Comprehensive bundle supporting longevity.
• Medium Stack Mid-tier curated bundle of longevity products.
• Metabolic Protein Powder Protein powder with 30g protein and fiber for metabolic support.
• Ceremonial Grade Matcha Ceremonial grade matcha for focus.
• Ashwagandha + Rhodiola Adaptogenic supplement with 120mg ashwagandha and rhodiola for stress support.
• NAC + Ginger + Curcumin Capsules combining NAC, ginger, and curcumin.
• Super Shrooms Mushroom supplement for health benefits.
• Raw Macadamias Raw macadamia nuts.
• Protocol Marketplace Marketplace collection featuring Blueprint-certified products from third-party trusted brands reviewed and certified by Blueprint.
• Meal Delivery Subscription-based meal delivery service of Blueprint-branded meals aligned with the longevity protocol.
• Biomarkers Biomarker tracking and testing service supporting data-driven longevity protocol adherence.
• Blueprint Merch Branded merchandise including apparel and accessories.

Quantifiable outcome

• 89% of surveyed supplements were found to be mislabeled in a peer-reviewed JAMA Network Open study (2023)

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Protocol Marketplace PartnersminorOthersThe Protocol Marketplace features Blueprint-certified products from other trusted brands. These partners' products are reviewed and certified by Blueprint before being offered in the marketplace, extending the product ecosystem without requiring Blueprint to manufacture all products directly.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Elysium Health: Elysium is a science-driven longevity supplement brand built around NAD+ and cellular health claims. It directly competes with Blueprint's longevity narrative and supplements like Advanced Antioxidants and NMN-style SKUs.
• AG1 (Athletic Greens): AG1 is a leading DTC daily greens-and-supplement powder brand marketed around comprehensive daily nutrition. It competes head-to-head with Blueprint's Longevity Mix in the daily-nutrition subscription category and shares a similar premium, single-product-led acquisition motion.
• Care/of: Care/of is a personalized DTC vitamin and supplement brand built on a quiz-driven recommendation engine. It mirrors Blueprint's Protocol Quiz funnel and competes for the same health-optimization consumer.
• Timeline (by Amazentis): Timeline sells Mitopure (urolithin A) longevity supplements with a clinical-evidence-led positioning. It targets the same longevity-optimization consumer as Blueprint's Essential Capsules and advanced supplement stack.
• Seed: Seed is a science-forward DTC probiotic and microbiome brand. It directly overlaps with Blueprint's Essential Microbiome postbiotic launch and competes for the same evidence-driven gut-health consumer.
• Momentous: Momentous is a premium sports and longevity supplement brand with strong ties to the high-performance/longevity community (Dr. Peter Attia collaborators). It competes with Blueprint's protein, creatine, collagen, and adaptogenic supplement lineup in the same premium consumer segment.
• Huel: Huel is a global DTC complete-nutrition meal replacement and functional food brand. It overlaps with Blueprint's protein powders, meal delivery service, and nutrition category.
• Ritual: Ritual is a DTC supplement brand known for traceable ingredients, third-party testing, and clinical dosing transparency. It overlaps directly with Blueprint's Essential Capsules and Omega-3 SKUs and competes on the same 'no-nonsense, evidence-based supplement' positioning.

Emerging players

• Levels: Levels is a metabolic-health platform using continuous glucose monitoring to drive behavior change. It overlaps with Blueprint's biomarker and longevity-optimization thesis and targets the same data-driven health consumer.

Broad incumbents

• InsideTracker: InsideTracker offers biomarker testing and personalized longevity insights, directly adjacent to Blueprint's Biomarkers service. It is an established incumbent in the same biomarker-driven longevity category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/blueprintzero

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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