Novvo Bem Estar

Novvo Bem Estar is a Brazilian biotechnology startup addressing the market for wellness and hangover prevention. Founded in 2022 by Felipe Rebelatto, who serves as CEO, and Rodrigo Hidaka, the company's CFO and COO, Novvo was born from Rebelatto's personal quest for a solution to post-celebration malaise. An engineer by training, Rebelatto's journey began during his time as a consultant at Deloitte, where the demanding work schedule and frequent happy hours led him to notice that certain nutritional supplements he was taking seemed to mitigate hangover symptoms. This personal insight sparked years of research and development, culminating in the company's flagship product, Novvo Pré Drink.

The company's core offering, Novvo Pré Drink, is a patented, natural supplement designed to be taken before consuming alcohol. Its formulation, developed over seven years in partnership with a U.S. laboratory and researchers, works by helping to neutralize acetaldehyde, the primary toxin responsible for hangover symptoms. The product claims to neutralize up to 58% of this toxin, significantly improving well-being the day after drinking. The supplement is composed of natural ingredients, including fibers, vitamins C, E, and B complex, Quitosana, Colina, and L-Cisteína, which also support the immune system and protect against oxidative stress. To be effective, users are instructed to take three capsules before their first drink.

Novvo operates on a hybrid business model, combining direct-to-consumer (D2C) sales through its e-commerce site and marketplaces like Mercado Livre and Amazon, with a business-to-business (B2B) strategy. The company distributes its product to pharmacies, convenience stores, bars, and events, and is available on delivery apps such as iFood and Rappi. This multi-channel approach has facilitated rapid expansion, growing its presence to thousands of retail points across Brazil. The startup secured its first structured investment round of R$ 3.2 million, led by BR Angels, with participation from JBR Partners Capital and Orgânica Participações, to fund operations, inventory (as the product is produced in Canada), marketing, and further research and development.

Keywords: hangover prevention, wellness supplement, biotechnology, natural ingredients, acetaldehyde neutralization, pre-drink solution, direct-to-consumer, B2B distribution, dietary supplement, post-celebration recovery, Felipe Rebelatto, Rodrigo Hidaka, vitamin supplement, antioxidant, e-commerce wellness, functional food, lifestyle product, party recovery, well-being, social drinking solution