Austria’s leading health brand has landed

In a bold fusion of science, style and substance, Austrian health innovator BIOGENA has opened its first UK flagship on the iconic Regent Street. But this is more than just a prestigious new address—it marks the dawn of a new era in personalised wellbeing, as one of Europe’s most respected health brands sets out to redefine the rules and elevate the conversation around health.

As the British public increasingly takes charge of their wellbeing—in the face of a stretched NHS and a growing appetite for quality self-care—BIOGENA arrives with a clear promise: to do things right, not loud. Supported by an in-house science team, an Austrian facility with a transparent production area, and a Clean Label philosophy, BIOGENA’s approach speaks directly to London’s health-savvy, trust-conscious audience.

From the heart of Salzburg—the city that gave the world Mozart and Red Bull—comes a different kind of energy: one built not on stimulation, but on science, purity, and precision. With the Regent Street flagship, BIOGENA brings to the UK a European alternative to the capital’s fast-paced wellness scene: clean formulations, deep expertise, and a truly personal approach to health, honed over two decades of research and integrity.

This is not just another store opening. It’s a quiet revolution—the culmination of 20 years of doing things properly, and the conviction that your health deserves better than shortcuts, hype, and borrowed credibility. 

Founded in Salzburg, BIOGENA has grown into a globally active, independent family business, with its premium health products now available in more than 70 countries. The opening of the London flagship marks the start of a new chapter—bringing the brand’s trusted expertise to one of the world’s most dynamic health and lifestyle capitals.

„We’ve had our eye on London for many years,” says Julia Hagenauer, Managing Director of BIOGENA UK. “This time, everything aligned— the right space, the right timing, and the right partner. We knew we had to say yes. London stands for quality, curiosity, and high standards—exactly what we believe in.“ 

Step inside BIOGENA’s new Regent Street flagship and you’ll realise immediately—this is not your typical wellness store. Light-filled, calm, and deliberately designed to slow the pace, the space blends clean architecture with thoughtfully curated displays, embodying BIOGENA’s belief that health should feel clear, focused, and welcoming.

Once they are in, visitors can explore BIOGENA’s signature product lines—from the foundational BIOGENA range to BIOGENA ONE, SPORTS, and AESTHETICS—in an environment that invites unhurried browsing. Every element encourages curiosity without pressure, offering touchpoints to learn, ask, and discover at your own rhythm.

Downstairs, the atmosphere changes: Here you’ll find the UK’s first Longevity Lab—more than a treatment area, it’s an immersive hub for modern regeneration. Here, guests can experience advanced treatments like red light therapy, lymphatic drainage, pelvic floor activation, and the REGEVITY MASTER—available exclusively here, the first of its kind in the UK.

What unites every experience is BIOGENA’s people: a team of certified micronutrient consultants ready to listen, guide, and co-create a personal health plan. No scripts. No hard sell. Just attention, insight, and support that’s as individual as you are.

Just days before opening, a short TikTok clip showcasing one of BIOGENA’s Longevity Lab treatments went unexpectedly viral. What happened next took even the team by surprise: pre-launch appointments were fully booked through January 2026 almost overnight.

There was no big online campaign, no push for viral frame—but the mix of cutting-edge regeneration, sleek design, and Austrian calm clearly resonated. The concept struck a chord long before anyone had stepped inside.

In response to the overwhelming interest, BIOGENA quickly expanded appointment capacity. Early slots vanished within hours, but one thing is certain: London seems more than ready for a new, science-led approach to wellbeing. 

In a country where healthcare is often under pressure and self-care is increasingly essential, BIOGENA offers something refreshingly clear: a grounded, evidence-based approach that bridges personal responsibility with scientific support. No loud branding. No miracle claims. Just a European standard of care, brought to life in a modern London space.

We know—everyone says they’re different. We’ve spent 20 years proving it. BIOGENA doesn’t chase trends; we follow the science. No shortcuts. No noise. Just clean, precisely formulated products that do exactly what they promise.

We don’t claim to reinvent health. We simply do it properly. Again and again. If that sounds bold, good. You’re invited to come in, see, and feel the difference for yourself.

Every BIOGENA product is developed by in-house scientists and manufactured in our own Austrian production facility, complete with a viewing corridor for visitors, because we believe in Clean Labelling: giving your body exactly what it needs. 

Owner-led, BIOGENA is anything but provincial. Rooted in Salzburg yet global in outlook, the brand has always fused local values with an international vision. Independence isn’t a limitation—it’s a competitive advantage.

„Being family-owned doesn’t mean thinking small. It means thinking long-term,” says founder and CEO Dr. Albert Schmidbauer. “We believe you can be grounded in your values and still move the world. That’s our mission: to help people live better, with products that respect their health, their time, and their intelligence.“ 

With its first UK flagship now open, BIOGENA views London as more than a prestigious address—it’s the start of something deeper. While details are still evolving, the brand intends to grow its presence with intention, combining thoughtful expansion with sustainable impact. Plans under consideration include educational programmes, curated events, and professional partnerships—all designed to engage meaningfully with the UK’s health-forward community. 

A health destination built to grow—and grow with you.

So London, are you ready to experience your best health?

Store Location:

Regent Street 80, Quadrant Arcade, W1B 5HH London

More at: biogena.com | presse@biogena.com

WELCOME TO THE WORLD OF BIOGENA. WELCOME TO YOUR BEST HEALTH.