Founder’s Letter

When I was 16, I dropped out of high school. Throughout my adolescence I always struggled with procrastination, staying focused, and staying motivated. It was nearly impossible.

I tried every trick in the book to get on track – from basic time management to the pomodoro method, from daily meditation to weeklong silent retreats, from intermittent fasting to eating keto and from crossfit to kundalini yoga. While most provided some short-term benefits, I struggled to maintain a lasting routine and eventually they all fell by the wayside.

I always struggled with procrastination, staying focused, and being motivated.

Then I came across nootropics. I tried every nootropic on the market and meticulously tracked their effects on my energy, focus, and mood – it was clear that I responded much better to some than others. I removed what didn’t work and experimented with different combinations to curate the optimal Formula for me. My days got easier. I had more energy and motivation. I could focus and be productive for longer periods of time, and I found that I began to make steady progress towards my goals.

I tried every nootropic in the market and meticulously tracked their effects on my energy, focus, and mood.

With the results I got from my Formula, I was able to quit my job as a chef at a restaurant, pass the GMAT with a score in the 99th percentile and pursue a top-tier MBA program despite not having a high school diploma or undergraduate degree. Yeah, that’s right, I now have two master's degrees, one from INSEAD in Paris and one from Yale. I credit nootropics for helping overcome lifelong limitations and getting me to a life I love today.

I now have two master's degrees, one from INSEAD and one from Yale, without a college or even high school diploma.

Soon friends were sampling the nootropics I was taking but few saw the same benefits. That’s when I fully came to appreciate that everyone’s brain chemistry is unique – and why standard “one-supplement-fits-all” products rarely get people the results they’re looking for. From my first hand experience, I knew there was a better way. That’s why I started the world’s first line of personalized nootropics. Personalized to your brain, to your objectives, and to your potential.

Formula was built with one person in mind: you.

Here’s to your best self, every day.

Dan Freed, Founder and CEO