Posted by Elina Ivanova-Atanassov
on June 12, 2026
Elina Ivanova-Atanasov Debuts Smart Strips at the Forbes Health & Longevity Forum
The serial entrepreneur brought an accessible, format-first take on longevity to a stage of leading clinicians and scientists.
On June 11, Hilton Sofia hosted the first edition of the Forbes Health & Longevity Forum, bringing together leading physicians, scientists, entrepreneurs and innovators around a single question: how to live longer, healthier and more fulfilling lives. It was here that Smart Strips made its official debut before a Bulgarian audience, marking the brand's first public appearance on the local market.
On a program rich with clinical and scientific expertise, Smart Strips founder Elina Ivanova-Atanasov brought a different register. Entrepreneurial, accessible and refreshingly practical, her appearance landed with the audience as a welcome breath of fresh air, translating the science of longevity into ideas anyone could act on the very next morning.
Her central point was that self-optimization is neither extreme nor expensive. She reminded the room that biohacking is not a dirty word and does not require a fortune, and that it begins with simple, free habits that reset the body's internal clock: fixing the hours you wake and sleep, five minutes of morning sunlight, avoiding blue light before bed, even keeping good posture. "Biohacking begins with simple, positive everyday things that lead to big improvements in life," she said. She also noted how mainstream and data-driven the movement has already become abroad, referencing figures who have popularized it, including Bryan Johnson and David Asprey, and argued that Bulgaria is ready for the same shift.
From there, Ivanova-Atanasov turned to the idea behind Smart Strips. The supplement industry, she observed, has spent decades competing on ingredients while ignoring the format. "Real innovation is not a stronger ingredient, it is better delivery," she said. Smart Strips replaces pills and powders with an ultra thin oral strip that dissolves in the mouth in seconds and is absorbed through the oral mucosa. According to the brand, the format delivers up to 95% bioavailability, works up to 4x faster and up to 30% more effectively than tablets, capsules or powders, in a compact, pocket sized design.
The timing reflects a broader shift. The global wellness economy reached roughly $6.8 trillion in 2024 and is now almost four times larger than the pharmaceutical industry, as consumers move from treating illness to managing their health. Speakers at the forum underlined the economic stakes as well, noting that adding even a single year of healthy life can raise GDP by an estimated one to three percent.
At the Smart Strips expo stand, visitors discovered the full portfolio, with strips for energy, focus, recovery, sleep, calm, beauty, immunity and cellular longevity. For many it was a first encounter with the format, and the response centered on the rare combination of convenience, function and design. The conversations with entrepreneurs, clinicians and health-conscious guests became one of the most valuable parts of the day.
For Ivanova-Atanasov and the Smart Strips team, the forum confirmed that the Bulgarian market is ready for a new generation of wellness solutions. The debut marks the beginning of the brand's presence in the country and the opening of a new category, built on science, convenience and the belief that taking care of yourself should be effortless.
