NovaBio CellTech unveiled its latest range of regenerative longevity products last night, positioning the portfolio as Malaysia's contribution to the growing global market for preventive wellness and healthy ageing.
The launch, held at Le Méridien Putrajaya, introduced two product brands, GenEla and NuEla, featuring scientifically developed formulations designed to support cellular health and healthy ageing through evidence-based botanical ingredients. Company representatives described the products as part of a preventive healthcare approach that encourages early intervention to promote long-term wellness and healthy longevity.
The product portfolio comprises ME-CELL, ME-LLION, and ME-BELLE under the GenEla brand, together with ExoRenew+ Serum under the NuEla brand. ME-CELLfeatures MonaJuventa Nu, an award-winning Swiss botanical ingredient developed using plant stem cell technology from a rare Swiss apple variety, complemented by grape-derived botanical actives.
According to NovaBio, these ingredients are developed to support cellular vitality and healthy ageing based on extensive scientific research. MonaJuventa Nu is positioned as an innovative botanical ingredient designed to support cellular resilience, healthy ageing, and metabolic function.
NovaBio and its scientific collaborators emphasised that the formulation is intended to promote longterm cellular wellness through scientifically supported botanical ingredients, rather than focusing solely on cosmetic benefits.
ME-LLION is formulated to support men's health, including healthy testosterone levels, vascular function, energy, and vitality. The formulation combines clinically studied botanical ingredients with modern extraction technologies to promote overall male wellness.
ME-BELLE, developed specifically for women, is formulated to support hormonal balance, energy, skin health, and overall well-being through a blend of scientifically selected botanical ingredients.
The launch attracted a distinguished group of guests, including Dr. Fred Zülli, Founder of Mibelle Biochemistry, Switzerland; Puan Sri Datin Sri Ela Tan, Founder of NovaBio CellTech; Saw Hui Ping, Director of NovaBio CellTech; Malaysian celebrity and Brand Partner Azar Azmi; Dr. Gokula Mohan, Scientist from Universiti Malaya; Datuk Willy and Francis Tan.
Their combined presence reflected NovaBio's commitment to fostering collaboration between scientific research, industry, and public engagement. Dr Gokula Mohan, who spoke on NovaBio's scientific and clinical approach, highlighted the company's vision of shifting healthcare from reactive treatment towards preventive care.
He explained that NovaBio collaborates closely with local healthcare professionals to promote the responsible use of its products, emphasising that early intervention and evidence-based supplementation may contribute to better long-term health outcomes. NovaBio also highlighted its close collaboration with Mibelle Biochemistry, a Swiss pioneer in botanical active ingredients, to source internationally recognised, science-backed raw materials.
Dr Gokula noted that product efficacy depends not only on ingredient selection but also on clinically relevant dosages and formulation quality. He added that NovaBio formulates its products using ingredients at dosages supported by available scientific evidence.
Dr Fred Zülli shared the scientific background behind Mibelle's plant stem cell technology, which originated from research initiated in 2008. He described how a rare Swiss apple variety was cultivated using proprietary plant cell culture technology to produce a sustainable source of botanical stem cell ingredients. According to Dr Zülli, this technology has since been extensively researched for applications in healthy ageing and regenerative wellness.
Functional medicine expert Dr Sashi elaborated on the scientific rationale behind the formulations, explaining that oxidative stress is one of the key biological processes associated with ageing. He highlighted ingredients such as Ashwagandha and pomegranate extract in ME-LLION™ for their roles in supporting vascular function, stress resilience, and hormonal health.
For ME-BELLE, he discussed botanical ingredients selected to support collagen production, skin elasticity, hormonal balance, and overall women's wellness. On regulatory and safety matters, NovaBio chose to register the products under the food supplement category. Dr Barath explained that this classification reflects the company's commitment to product quality, safety, and consumer accessibility.
On regulatory and safety matters, NovaBio chose to register the products under the food supplement category. Dr. Barath explained that this classification reflects the company's commitment to product quality, safety, and consumer accessibility. The products are primarily distributed through GP clinics, aesthetic clinics, and functional medicine practices, where healthcare professionals can provide appropriate guidance and recommendations.
They are also available for purchase through NovaBio's official social media channels, as well as via Brand Partner Azar Azmi's official social media platforms, allowing the company to reach a wider audience while meeting growing customer demand.
Regarding suitability, NovaBio representatives stated that the plant-based formulations are generally intended for adults aged 21 years and above who are seeking to support their overall health and wellbeing. Individuals with pre-existing medical conditions, those taking prescription medications, or those with specific healthcare needs are advised to consult their healthcare professionals before use.
The company recommends that the products be used according to the recommended dosage guidelines. NovaBio emphasised that its products are not intended to replace essential nutrients obtained through a balanced diet or conventional vitamin supplementation. Instead, the formulations are designed to complement a healthy lifestyle by providing scientifically selected botanical ingredients that support cellular health and overall wellbeing.
Company representatives noted that individual responses may vary depending on age, lifestyle, and overall health status. From a product development perspective, Dr Fred Zülli highlighted that the development of plant stem cell ingredients required years of scientific research and significant investment.
He noted that Mibelle Biochemistry has successfully developed a range of botanical stem cell ingredients from the rare Swiss apple, grapes, and other plants, expanding their applications across both the cosmetic and nutraceutical industries. The launch also reflected growing scientific interest in biological ageing and longevity research, including the use of biomarkers to better understand the ageing process and explore strategies that promote healthy ageing.
NovaBio and its scientific collaborators presented their product portfolio as part of a holistic approach that combines healthy lifestyle practices, professional medical guidance, and science-based nutritional support to promote long-term health and quality of life. NovaBio's team reiterated the importance of consumer education and physician-led guidance when introducing innovative preventive health products to the market.
Through a specialised clinic distribution model and close collaboration with healthcare professionals, the company aims to ensure that its products are recommended responsibly while expanding the reach of its GenEla and NuEla product lines in Malaysia and, eventually, international markets.
