ASEA Forges ahead with New Product Certifications and Science Council

Photo: ASEA headquarters in Salt Lake City.


ASEA LLC has adopted the tagline “Cellular Health,” a minor change that signals some major developments for the young biotech company. At its May convention, ASEA unveiled new third-party certifications and scientific research, as well as a newly formed scientific advisory council.

With a technology largely unknown outside the scientific world, ASEA is pursuing a strategic research agenda to educate associates and consumers about its products. The 6-year-old company markets a liquid supplement and skincare gel containing redox signaling molecules, which signal the cells to activate antioxidants. According to ASEA, the patented technology boosts cellular function to improve overall health.

At its Velocity 2015 event in Utah, the brand revealed new validation of its products from the team at BioAgilytix Labs, a testing lab whose clients include eight of the top 10 global pharma and biotech companies. BioAgilytix tested both products, and will do so regularly, to certify that they contain the molecules. ASEA also announced that its production facility has obtained certification from global public health and safety firm NSF International.

“We operate our own production facility, and so this certification and registration was about three years in the making,” Executive Vice President Kurt Richards told DSN. “Because we run our own process from start to finish, as part of the patents and intellectual property ASEA has, we actually had to build out a new facility to make sure it met the base requirements.”

The Salt Lake City-based brand, which made its debut on the 2015 DSN Global 100 with $70 million in annual revenue, is also catching the eye of its neighbors. Online marketing firm Big Leap included ASEA in its roundup of Utah’s Best & Brightest, alongside some of the most innovative and fastest-growing businesses in the state.

Third-party support of a different kind comes from the new ASEA Science Council, whose independent experts will serve as both consultants and ambassadors for the brand’s research. The council’s founding members include nutrition expert and author Brooke Alpert, M.S., R.D., C.D.N.; Dr. Guiseppe Maffi, an independent science consultant for multinational companies; atomic and medical physicist Dr. Gary Samuelson; and Karen R. Stolman, M.D., adjunct professor in the Department of Dermatology at the University of Utah.

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Direct Selling News Magazine has been serving direct selling and network marketing executives since 2004. Each issue of Direct Selling News offers content on topics that shape the dynamics of our industry.

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