Longevity startup Bien-Etre to introduce biological age testing platform in the UAE

UK-based longevity startup Bien-Etre is entering the UAE market with a new digital platform offering biological age testing and NAD+-related wellness services. The company plans to launch the platform later this month as part of its expansion into the region’s growing digital health sector.

The UAE’s wellness economy was valued at an estimated $41 billion in 2024, with one of the highest growth rates globally. Bien-Etre’s platform provides consumers with access to epigenetic biomarker tests and data-driven supplement recommendations through a digital interface, positioning the company within a segment traditionally led by high-end clinics.

Although the initial rollout is aimed at consumers, the company has also designed the service for corporate use and says it has secured two partnerships with employers in the UAE. Corporate spending on employee wellbeing in the country is expected to rise in 2025, following a market worth $245.8 million in 2024.

Bien-Etre’s expansion aligns with broader investment trends in the region. The company operates across areas including digital health, longevity diagnostics and the NAD+ supplementation market. According to sector analyses, the UAE’s digital health market is projected to grow at a compound annual rate of 23.3% through to 2030. The global market for diagnostic tools based on biomarkers such as those used by Bien-Etre was valued at more than $16 billion last year.

Founder Aly Rahimtoola said the UAE offers conditions favourable for scaling technology-led preventative health services, citing both policy support and strong consumer interest. Rahimtoola, who has previously built consumer brands in the UK and Middle East, said the company aims to broaden access to longevity-focused services that have typically been available only in specialist clinics.