Supernatural, Toronto’s longevity and wellness destination in Yorkville, is taking an interesting approach to the rapidly growing longevity category — translating what has largely lived in clinics, treatments and the world of biohacking into a physical retail experience.
The retail space spans approximately 800 square feet and is curated by buyer Teca Mussio, who has spent more than a decade researching and testing products across wellness, beauty, sleep, recovery and performance.
Consumers looking for better guidance
Her philosophy is refreshingly simple: consumers don’t need more wellness products — they need better guidance around what actually works.
Rather than stocking products based on what’s trending, Mussio has built the assortment around research, efficacy and the fundamentals of how people feel and function. Sleep is a major starting point, alongside products that support energy, recovery, performance, beauty and overall longevity. The assortment spans a wide range of price points — from All is Well tea ($11.25) to the Therabody Depuffing Wand ($199.99), an Allure 2025 Best Of winner, up to splurge items like the Sauna Blanket ($999) for the biohacker who has everything.
The result is an assortment designed to appeal to everyone from the longevity expert to someone simply curious about sleeping better, having more energy or discovering the next generation of wellness products — across a range of categories and price points.
“There is so much noise and claims in wellness right now. I feel like our job is to filter that for people. We look for unique products with credible science, a clear purpose and something we genuinely use ourselves. We don’t want 10 versions of the same thing. We want people to trust that if it’s at Supernatural, there’s a reason it’s there,” said Mussio.
“Longevity is pretty abstract, but feeling good isn’t. I think a lot of people go through life operating at 60 or 70 per cent and assume that’s what 100 per cent feels like. Once you get a taste of a really great night’s sleep, more energy and better recovery you understand the value pretty quickly.
“Not everyone really knows what “longevity” means beyond living longer. But everyone understands wanting to feel like the best version of themselves more often.”
Most people don’t care what PEMF (Pulsed electromagnetic field) stands for or what the latest longevity molecule is, said Mussio.
“They care about having more energy and feeling good in their body. Our goal is to take something that can seem complicated and make it simple, approachable and enjoyable. We try to meet people where they are and connect products and experiences to things they actually care about in everyday life. You shouldn’t need to be a biohacker to feel better.”
Growing consumer awareness about their health
Since COVID, Mussio said people have become much more aware of their health and how they feel.
“People are more willing to spend on themselves, on experiences, and on feeling better. We’ve always bought things because we think they’ll make us feel good. The difference is that feeling is usually pretty short-lived. Investing in your health, your energy and your wellbeing feels different because you feel the benefit now, but there’s also a payoff down the road. I think longevity wellness is becoming the new luxury,” she added.
“Longevity is becoming a major consumer category, but I don’t think we’ll ultimately call it longevity. To us, it’s really just modern wellness. Right now, much of the category still feels clinical, exclusive or niche. It lives in executive health clinics, private members clubs and social saunas.
“We think there’s an opportunity to create a new kind of retail category around it, and that’s really what we’re trying to pioneer with Supernatural and bring these ideas into everyday life and making them approachable, interesting and even fun.
“The physical space is a big part of that. It should be somewhere you can discover, learn, try things, meet people and get inspired. The best wellness spaces won’t just sell you something. They’ll change what you think is possible for how you feel, perform and age.”
More from Retail Insider:
