10 July 2025

Are brain supplements a scam or a quick fix? Neither, according to Peter Hutta of the brain health brand Axolt, which has recently launched a new supplement aimed at high-performing professionals facing mental fatigue, focus issues, and cognitive decline.

“The truth is, there’s no shortcut to long-term cognitive health,” says Hutta. “But there is science that works if you respect it.”

That belief sits at the heart of Axolt’s mission. Far from a quick fix or a stimulant-laden formula, Axolt is designed to be a long-term, systemic solution for brain health—one that reflects both personal need and market opportunity.

From Burnout to Blueprint: How Axolt Was Born

The origin of Axolt is deeply personal. Co-founder Martin Valovsky experienced intense cognitive challenges during a demanding chapter of his professional life. Around the same time, Axolt’s other founder was struggling with burnout and insomnia, a combination that no routine or over-the-counter supplement seemed to address effectively.

"Axolt is not intended for children, but when we saw how much cheating and corner-cutting exists in the supplement industry, we created a simple guiding filter: would I feel comfortable risking the person dearest to my heart just to protect the bottom line? That question became our mantra," says Hutta.

That simple but powerful question became the foundation for what would eventually become Axolt: a science-backed, premium brain supplement created for people who depend on their mental performance—and want to protect it for the long term.

A Booming Market: Why Cognitive Supplements Are On the Rise

Axolt enters a rapidly growing global market for nootropics, commonly referred to as “smart drugs” or cognitive enhancers. These substances—ranging from caffeine and amino acids to cutting-edge formulations—aim to support various aspects of brain function, such as memory, focus, creativity, and motivation.

The global market for cognitive supplements is projected to reach USD 15 billion by 2030, driven by a confluence of trends:

• Aging populations seeking to retain cognitive function
• Workplace intensification, especially in knowledge-based and tech sectors
• Mental health awareness and growing openness to nutritional interventions
• Biohacking and wellness culture, led by high-performance individuals
• Preventative health models becoming more mainstream

In the U.S., the category is already mature, with early adopters in Silicon Valley and beyond. Europe is catching up fast, particularly around longevity, wellness, and anti-aging. Asia, with its deep-rooted interest in holistic medicine, presents long-term potential—but also requires local adaptation in terms of ingredients, branding, and regulatory compliance.

“We’re focused primarily on the U.S. and Europe,” says Hutta. “Asia is on our long-term roadmap, especially given interest in proactive aging—but it requires careful localisation.”

The Axolt Approach: What Makes It Different

Unlike many brain supplements that lean heavily on caffeine or synthetic stimulants, Axolt contains zero stimulants. Instead, it’s built around a systemic model for brain health, designed to support long-term mental performance without the crashes or dependency often associated with stimulants.

“Most nootropics rely on synthetic compounds for a temporary boost,” Hutta explains. “We take a fundamentally different approach—one that supports the whole brain system over time.”

That system, known internally as the Axolt Pyramid, maps out the biological areas that directly affect cognitive performance, including:

• The gut-brain axis
• The blood-brain barrier
• The vascular system
• The glymphatic (brain detox) system
• Inflammation and oxidative stress
• Neurochemical balance

Each of these pillars is supported by premium ingredients, selected based on clinical evidence and peer-reviewed research. In total, Axolt contains 47 ingredients in bioavailable, native forms—reflecting the brand’s non-compromising stance on quality.

“We’re not chasing margins,” says Hutta. “We’re creating the product we want for ourselves, our families, and our future.”

To date, Axolt has gone through eleven iterations, with the formula continuously refined as new studies and user feedback emerge.

Target Audience: Brain-Dependent Professionals

Axolt is purpose-built for professionals with high cognitive demands. The target group includes executives, entrepreneurs, creatives, and knowledge workers—people who rely on their brainpower to lead, innovate, and perform.

That said, the brand also appeals to a wider audience of health-conscious individuals seeking to preserve cognitive function as they age.

“It’s not just for peak performance,” Hutta explains. “It’s also about protecting your cognitive health for the long term.”

From DTC to Ecosystem: How Axolt Is Going to Market

Axolt launched as a direct-to-consumer (DTC) brand, with a focus on its own website and performance-driven content. The DTC model allows the team to educate customers directly, control the brand experience, and build meaningful relationships with early adopters.

One example of this approach is a collaboration with Andrew Bustamante, founder of the intelligence and performance brand Everydayspy, who became an early Axolt advocate.

“We’re building long-term partnerships with creators, health experts, and entrepreneurs who actually use the product,” says Hutta.

The company is also testing selective retail and clinical partnerships, such as with Healf.com in the UK, to explore curated wellness ecosystems that align with Axolt’s values.

What’s Next for Axolt

Axolt’s roadmap is both ambitious and focused. Over the next several years, the company plans to:

• Expand its product line with companion supplements and complementary tools
• Introduce personalised formulas for cognitive care
• Continue evolving the core formula as science advances
• Build a global presence while maintaining product integrity
• Develop educational content to empower consumers in their cognitive health journey

“We want Axolt to drive a cultural shift,” says Hutta. “Helping people see brain care as essential—not optional. Your brain is the control centre of your entire life. Taking care of it isn’t a luxury—it’s a necessity.”

Breaking the Myths Around Brain Supplements

If Hutta could correct just one misconception, it’s the idea that all brain supplements are scams or instant fixes.

“The truth is, there’s no shortcut to lasting cognitive performance,” he says. “You can’t hack your way there with a few milligrams of caffeine. What works is a systemic approach, delivered consistently, using the right compounds, in the right forms, and at the right time. That’s what Axolt is built on.”

For those intrigued, Axolt is currently available as a berry-flavoured daily powder supplement, aimed at professionals looking to perform at their best without compromising long-term health. It is sold exclusively through the Axolt website, https://axoltbrain.com/, with plans to expand into premium wellness platforms.