Story & Soul
It started with too many pills.
Friends, surfers, travellers and curious minds. One shared question: why has looking after our bodies become so complicated?
01 / The beginning
Ziplocks, little bags, two full handfuls
Around kitchen tables, in surf line-ups and in RVs parked at festivals, a group of friends kept noticing the same thing about one another: the ziplocks, the little bags, the two full handfuls of supplements every morning.
We took them seriously, and we laughed about them constantly. Every trip meant packing more bags than clothes.
Beneath the jokes sat a real question: why has looking after our bodies become so complicated?
02 / Thirty years in clinic
A question worth a lifetime
For more than thirty years, Laurens and Cath have worked around one question: what does the human body actually need to function well?
After thousands of people and years in clinic, they learned that health is rarely about one magic ingredient. The body is interconnected. Nutrients and compounds work together inside systems far more intelligent than any trend.
Outside the clinic, though, they saw the opposite: cupboards full of supplements, advice that changed every month, and very little confidence about what anyone truly needed.
03 / The circle
Friends, and one impatient idea
Ben met Laurens and Cath in 2017. He came in as a worried father and left as a friend. Together they kept returning to the same dream: one product to replace everything, a simple foundation for the body.
It stayed a dream until Marina, who has never been one for “later”, said:
“Why not start now? I’d take it. I’ll commit to one simple ritual, but not to two handfuls of pills.”
That was the spark.
Soon the circle grew. Sarah, a neighbour at an event in 2021 who became family, shared the same love of quality and human potential. Freddie, Ben’s surf buddy, had spent years building his own version of CORE49 in a kitchen that had completely taken over. One video call with Laurens later, everything was in motion.
04 / CORE49
What grew from that
CORE49 is what grew from that: a thoughtful daily foundation built around nutrigenomic molecules that support normal human biology. It’s simple, it’s considered, and it’s made to be a ritual you can keep.
We believe science can help us understand the extraordinary intelligence already present in nature and in ourselves, and that this understanding can help people live well.
We’re a group of friends, surfers, travellers and curious disruptors, and we made this for the people we love. Now we’re sharing it with you.
What we stand for
Grounded in biology. High in life.
Pure intention
Choose the best ingredients we can find, show everything inside (what, how much and why), and make only claims we can stand behind.
Radical simplicity
Turn complexity into one routine, and information people can actually use.
Aliveness
Celebrate health as a way to live more. With warmth, humour and balance. Never fear or obsession.
Our vision
A world where health is simple again.
Modern health became unnecessarily complicated. Together, we make it simple again.
