Rediscovering Nature: How an AI Start-up is Transforming Natural Health

MeNow is not a typical software startup. The company has developed a powerful SaaS platform that simulates the behavior of over 2 million nature-based compounds without needing to step inside a lab. Using a proprietary database of more than 60,000 organisms, it predicts how ingredients interact at a molecular level, their efficacy, safety, and potential synergies.

What once took years of R&D and extensive trial-and-error in cosmetic labs can now be done with a click. Cosmetic manufacturers use MeNow to create safer and more effective products, while cutting development time by up to 75%. Sellers can also recommend products more accurately to consumers, thanks to AI-powered personalization.

But the technology isn’t limited to beauty. It’s also being applied to functional food, nutraceuticals, and wellness solutions, identifying bioactive compounds in plants that can boost health outcomes. This cross-sector potential is what makes MeNow such a game changer, and their rise has been strongly fueled by the support of the EIT Community, through the NEB Catalyse programme.