News Press Releases

Mikra Successfully Launches Serenity, an Innovative Mental Health Product for Anxiety

V.LFST | November 30, 2023

Serenity, a natural supplement for the relief of symptoms of anxiety based on the clinically studied extract of lavender oil, comes with a 30-day supply in every bottle

Lifeist Wellness

TORONTO, Nov. 30, 2023 (GLOBE NEWSWIRE) -- Lifeist Wellness Inc. (“Lifeist” or the “Company”) (TSXV: LFST) (FRANKFURT: M5B) (OTCMKTS: LFSWF), a health-tech company that leverages advancements in science and technology to build breakthrough ventures that transform human wellness, is pleased to report that its U.S. biosciences subsidiary Mikra Cellular Sciences Inc. (“Mikra”) has begun sales of Serenity, a natural supplement for addressing symptoms of anxiety.

"The first orders of Serenity on our online store at www.wearemikra.com/products/serenity have shipped to our customers, and we look forward to unveiling new marketing campaigns for Serenity, as well as CELLF and Rescue in the weeks to come," said Meni Morim, CEO of Lifeist. "We are committed to bringing compelling natural products, backed by the scientific gold standard of randomized controlled trials, to market. Serenity is just such a product, and initial feedback has been overwhelmingly positive."

Last week, Mr. Morim had explained1 that with so many young people grappling with symptoms of anxiety, the Company was of the view that there was an opportunity to introduce a natural, science driven alternative for those seeking relief.

A Psychology Today article2 published on November 27 confirmed this position with reported research demonstrating the following:

"A study by the American Psychological Association found that Gen Zers are 27 percent more likely to report anxiety and depression. While they are more likely to exhibit psychological concerns compared to previous generations, they are also more likely to be vocal about their mental health concerns and seek help."

The active ingredient in Serenity is a steam extract of lavender oil which has been extensively clinically studied as a frontline solution to anxiety. In a randomized, double-blind clinical trial3 it out-performed paroxetine (PaxilTM), a frontline SSRI prescribed for the management of generalized anxiety disorder. The same study also concluded that lavender oil extract "...is efficacious and well tolerated in patients with GAD (generalize anxiety disorder) ... [and] can be terminated after 10 weeks of treatment with the full therapeutic dose without down-titration and without causing symptoms of withdrawal."

To order Serenity, customers should visit www.wearemikra.com/products/serenity and are encouraged to sign up for updates and promotional offers at https://bit.ly/serenity-sign-up.

Mikra is pushing biosciences beyond the expected with the belief that it is possible to add more active, vigorous, enjoyable, and valuable years to your life through protecting and maintaining your cellular health.

Lifeist is committed to bringing natural products -- backed by real science -- to current and future customers and looks forward to introducing new products in the first half of 2024.

About Lifeist Wellness Inc.
Sitting at the forefront of the post-pandemic wellness revolution, Lifeist leverages advancements in science and technology to build breakthrough companies that transform human wellness. Portfolio business units include: CannMart, which operates a B2B wholesale distribution business facilitating recreational cannabis sales to Canadian provincial government control boards including for CannMart Labs, a BHO extraction facility producing high margin cannabis 2.0 products; Australian Vapes, one of Australia’s largest online retailers of vaporizers and accessories; and Mikra, a biosciences and consumer wellness company developing and selling innovative therapies for cellular health. Information on Lifeist and its businesses can be accessed through the links below:
www.lifeist.com
https://cannmart.com
https://wearemikra.com
www.australianvaporizers.com.au

Contact:
Meni Morim
CEO
Lifeist Wellness Inc.
Ph: 647-362-0390
Email: ir@lifeist.com

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release or has in any way approved or disapproved of the contents of this press release.

Forward Looking Information
This news release contains “forward-looking information” within the meaning of applicable securities laws. All statements contained herein that are not historical in nature contain forward-looking information. Forward-looking information can be identified by words or phrases such as “may”, “expect”, “likely”, “should”, “would”, “plan”, “anticipate”, “intend”, “potential”, “proposed”, “estimate”, “believe” or the negative of these terms, or other similar words, expressions and grammatical variations thereof, or statements that certain events or conditions “may” or “will” happen.

The forward-looking information contained herein, including, without limitation, statements related to the new marketing campaigns for Serenity, CELLF and Rescue and the anticipated benefits of using Serenity, as a natural alternative, instead of antidepressants to treat anxiety are made as of the date of this news release and are based on assumptions management believed to be reasonable at the time such statements were made, including without limitation, that new marketing campaigns that effectively demonstrate the benefits of Mikra’s products will be developed in a timely manner and on budget, Mikra will be able to continue to deliver orders for Serenity, expectations relating to the effectiveness of lavender oil and its extracts in treating anxiety as demonstrated in published materials and studies, its expectation that the nutraceutical market will develop as currently anticipated, the nutraceutical market will continue to be a multi-billion dollar high-margin market, expectations that Serenity will gain market acceptance as a natural supplement alternative for the treatment of anxiety, along with the expansion of the market for nutraceutical products, as well as other considerations that are believed to be appropriate in the circumstances. While we consider these assumptions to be reasonable based on information currently available to management, there is no assurance that such expectations will prove to be correct. By its nature, forward-looking information is subject to inherent risks and uncertainties that may be general or specific and which give rise to the possibility that expectations, forecasts, predictions, projections or conclusions will not prove to be accurate, that assumptions may not be correct, and that objectives, strategic goals and priorities will not be achieved. A variety of factors, including known and unknown risks, many of which are beyond our control, could cause actual results to differ materially from the forward-looking information in this news release. Such factors include, without limitation: the Company’s inability to develop successful marketing campaigns for its products, the failure to continue to receive and fulfill orders for Serenity and its other products, the failure of Serenity, a natural supplement alternative, to demonstrate a notable effectiveness in treating general anxiety disorder or other anticipated health benefits, the inability of the Company to develop Mikra’s business as anticipated, unanticipated changes to current regulations that would adversely impact Mikra’s business, unforeseen developments that would delay Mikra’s ability to continue to sell Serenity, the risk that the expected demand for nutraceutical products in general and those of Mikra in particular does not develop as anticipated and risks relating to the Company’s ability to execute its business strategy and the benefits realizable therefrom. Additional risk factors can also be found in the Company’s current MD&A filed under the Company’s SEDAR profile at www.sedarplus.ca. Readers are cautioned not to put undue reliance on forward-looking information. The Company undertakes no obligation to update or revise any forward-looking information, whether as a result of new information, future events or otherwise, except as required by applicable law. Forward-looking statements contained in this news release are expressly qualified by this cautionary statement.