Though it lasted only five minutes, the routine was draining: the repetitive twisting of the bottle cap, the careful pouring of pills, and the precise counting to ensure the correct dosage. Then, twisting the cap back on, only to start again with the next bottle. “My collection of pills kept growing, and I realized I was overdoing it. I was consuming too many supplements and was constantly overwhelmed by conflicting online advice,” shares a 36-year-old Irish expatriate residing in the UAE, who prefers anonymity for privacy reasons.
This changed when she discovered a UAE-based company specializing in personalized supplements. “With Bioniq, I took a blood test to determine exactly what my body needed, and now everything is conveniently delivered in just four scoops a day,” she explains, noting a noticeable improvement in her energy and mental health. “I’m happier, more focused, and no longer mentally exhausted. Previously, I would get easily frustrated because my body wasn’t recovering well, and I felt perpetually tired. Now, I feel balanced, positive, and genuinely more engaged with life.”
The concept behind personalized supplements is straightforward: Your body is a unique combination of blood, bone, vitamins, and minerals, so the ideal supplements should be custom-tailored. “The traditional one-size-fits-all approach assumes everyone has the same needs, but your body’s requirements aren’t based on general averages. What works for one person might be ineffective or even harmful for another. Personalization ensures each recommendation is based on your personal data, making it not only more effective but crucial for attaining lasting wellness,” states Vadim Fedotov, CEO and founder of Bioniq, a company established in the UK in 2019 and now active in over 70 countries, including the UAE.
Supported by football stars Cristiano Ronaldo and Diogo Dalot, the company boasts one of the world’s most genetically diverse biochemical databases, with data from over 100,000 members. It offers AI-powered personalized supplements based on blood test results.
The company’s algorithm considers everything from blood biomarkers to lifestyle habits — including diet, exercise, sleep, and stress patterns — to identify precise nutrient deficiencies and balances. “Each formula is purpose-driven, delivers measurable results, and aligns with health goals,” says Fedotov. Given that these factors can change, periodic blood tests ensure you receive only what you need, when you need it.
“For most individuals, undergoing these tests once or twice annually is sufficient to monitor general health. However, those on personalized supplement plans or with specific health issues might benefit from more frequent testing, typically every three to six months, to track progress and make necessary adjustments,” advises Rahaf Al Towairqi, clinical dietitian at Medcare Royal Speciality Hospital Al Qusais.
Rahaf Al Towairqi
Being vigilant is crucial. Experts warn of the dangers of excessive vitamin levels: “Unnecessary or excessive supplementation can pose risks, particularly with fat-soluble vitamins (A, D, E, K) that accumulate in the body and may cause toxicity. High doses can also interfere with medications. For instance, Vitamin K can reduce the effectiveness of blood thinners, and Calcium may interfere with thyroid medications. Excessive Vitamin E is not recommended for individuals with bleeding disorders like haemophilia.
“While water-soluble vitamins are usually excreted in urine and pose less risk, very high doses can still be harmful. Excessive Vitamin C may increase the risk of kidney stones. Overconsumption of minerals is also not advised. Too much Magnesium can lead to diarrhea, while high Calcium intake can result in kidney stones,” explains Fedotov.
It starts with diet, says Al Towairqi. “A nutritious diet should always be a priority alongside any supplementation,” she emphasizes.
While this is fundamental to a healthier life, Fedotov notes that real-world observations reveal how uncommon it is for individuals to have optimal vitamin and mineral levels. “Many people are confident that their ‘healthy diet’ meets all their needs, only to be surprised by blood tests indicating deficiencies or, in some cases, over-supplementation. Assumptions about diet and health rarely match biological realities, and personalized approaches based on actual biomarkers are far more dependable.”
Vadim Fedotov, CEO and founder of Bioniq
The focus on personalization has significantly helped a 27-year-old Emirati, Mohammed (name changed for privacy), who shares: “I always aim to excel in every aspect of life. Since using Bioniq, my body’s recovery and my brain’s sharpness have improved markedly. I feel like I’m in my early 20s again.”
Moreover, there are fewer bottles to open and capsules to count.
