Mikra Introduces Serenity, an Innovative Mental Health Product for Anxiety, Available for Purchase on Black Friday

Serenity, a natural supplement based on the proven extract of lavender oil, will be available for sale on Black Friday (November 23, 2023) at weareMikra.com

TORONTO, Nov. 16, 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 announce that its U.S. biosciences subsidiary Mikra Cellular Sciences Inc. (“Mikra”) will offer Serenity, a natural supplement whose active ingredient has been clinically studied for supporting symptoms of anxiety, for sale at weareMikra.com a month ahead of schedule in late November. Customers are invited to sign up for updates and promotional offers at https://bit.ly/serenity-sign-up.

"We are delighted to bring Serenity to market ahead of schedule and in time for Black Friday, the busiest shopping day of the year," said Meni Morim, CEO of Lifeist. "Serenity ships with a full 30-day supply in every bottle, as compared to the typical 7- or 14-day supply sold in competing lavender-based products. We are confident that our value proposition, combined with a consistent GCMS-verified dose1 of the active ingredient and the gentle flavor profile provided by our proprietary polyterpene blend, will offer customers an attractive natural alternative -- powered by science2 -- to counter anxiety."

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 trial 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 (generalize anxiety disorder) GAD... [and] can be terminated after 10 weeks of treatment with the full therapeutic dose without down-titration and without causing symptoms of withdrawal."2

Mikra is pushing biosciences beyond the expected with the belief that it is possible to add more vigorous, active, valuable and enjoyable years to your life through protecting and maintaining your cellular health. Lifeist looks forward to bringing this innovative solution to market, and to continuing to build a robust, science-based pipeline of products in 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:


Meni Morim 
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 expected date that Serenity will be available for sale, the anticipated benefits of Serenity in enhancing mental well-being and countering anxiety in particular and the anticipated development of additional products in 2024 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, expectations that the production of Serenity as well as additional products is successfully completed as anticipated, 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 failure to successfully complete production of, and make available for sale, Serenity as anticipated and in a timely manner as well as other products in the future, 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 sell Serenity and other nutraceutical products, 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.

Source: Lifeist Wellness Inc.  

1 GCMS-verified doses have been rigorously confirmed through Gas Chromatography-Mass Spectrometry analysis, and provide a high level of confidence in the accuracy and reliability of the specified dosage, making it a crucial aspect of quality control in industries where precise and consistent dosing is essential for safety and efficacy.

2 Lavender oil preparation is effective in generalized anxiety disorder - https://pubmed.ncbi.nlm.nih.gov/24456909/

TM All referenced trademarks are the property of their respective owners.